Moving Forward Together. Kathy Cannon Director, Vintages
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1
2 Moving Forward Together Kathy Cannon Director, Vintages
3 Wines Strategy Growth from big categories Drive foot traffic Big volume Focus on local Create excitement Increase visits Assortment and exclusivity Showcase premium
4 Wines Sales = 37% Share SPIRITS BEER & CIDER WINES 37%, -0.4% 40%, -0.3% Total Wines $1.97B 23% +0.9%
5 Wines: $1.97B $1.45B +4.7% $512M +7.6%
6 Vintages Share Vintages (26%) LCBO Wines (74%)
7 6% 2% SPARKLING/CHAMPAGNE +0.26% ROSE +0.14% 36% WHITE -0.02% Everything s Rosie and Sparkling 56% RED -0.39%
8 Different Blend Wines Vintages 5% Ontario -0.3% Ontario +1.0% 30% New World +0.4% New World -0.3% 39% 50% European -0.7% 31% 45% European -0.1%
9 Vintages Retail Programs Strong! 50% Share $19m 45% Share $18m 5% Share $2.6m
10 Top Growth Drivers Canada (Ontario) $456M 8.0% Italy $340M 4.8% USA (California) $308M 15.5% New Zealand $68M 9.0% Spain $63M 15.2% PNW $17M 28.2%
11 EUROPEAN WINES
12 We Have Different DNA Spain 8% (+0.2%) Italy 56% (-0.2%) France 25% (-0.4%) Spain 13% (+0.6%) Italy 43% (+0.3%) France 39% (-0.7%)
13 ITALY
14 Millions $350 $340 $330 $320 $310 $300 $290 $280 $270 An Upward Trend Net $ Sales +2% +4% +5% +3% 2011/ / / / /2016
15 Consumers Shifting to Premium Vintages, $93M, (+9%) LCBO Wines, $250M, (+3%) Vintages aggressive sales growth
16 Growth Strategy - LCBO Wines Re-engaging Customers Primitivo Familiar Premium Producers Ripasso & Chianti Modern Packaging
17 Growth Strategy - Vintages Premiumize $15-$20 Tuscany Emerging Regions Italian Whites Ultra Premium
18 FRANCE
19 France Losing Share -3.0% +3.6% Total Sales $1.97M +1.3%
20 Vintages Gaining from LCBO Wines Vintages, 41% (+0.9%) LCBO Wines, 59% (-0.9%) Portfolio shift to lower pricing in Vintages
21 Growth Strategy - LCBO Wines Reversing the Trend Fill Portfolio Gaps Refresh high volume red & white blends Affordable France Mini Thematic
22 Growth Strategy - Vintages Shift the Portfolio From Classics to Front Line Southwest: South of France Entry Bordeaux Rhone Burgundy
23 SPAIN
24 Spain is on Fire $70 $60 $50 +10% Net $ Sales +8 % +13% +15% Millions $40 $30 $20 $10 $0 2011/ / / / /2016
25 Spain is on Fire +12% Total Sales: $6.2M +15.2% +20%
26 Customers are Shopping Premium Vintages (44%) LCBO Wines (56%) Largest growth $14+ Price Bands
27 Growth Strategy - LCBO Wines Focus on Current Portfolio Strengthen Existing Brands Refreshing White Wines
28 Growth Strategy Spain Vintages Education & Premiumization Highlight lesser known Regions Releases $ $40 Build Collaborative SKUs
29 NEW WORLD WINES
30 Our DNA is Different New Zealand 5% +0.3% New Zealand 18% +0.3% Chile 6% +0.4% Australia 11% -0.1% Chile 16% -0.2% Australia 28% -0.6% California 50% -0.3% California 34% +0.7%
31 Top Growth Areas LCBO Wines California 10% New Zealand 24% PNW 32% Vintages California +6.5% New Zealand +11% PNW +30.8% Chile +21.9% Australia +6.3% Argentina +3.4%
32 CALIFORNIA
33 California the Superstar! +19.0% +12.5% +13.8% +9.1% $350 $300 $250 $200 $150 Millions $100 $ / / / / /2016 $0
34 Brand Dominant Category Wines Top Ten Brands 71% Share Vintages Essentials 60% Share
35 California Market Share Vintages 40% (-1%) LCBO Wines 60% (+1%) Share over-indexed in Vintages
36 Growth Strategy - LCBO Wines Continue Driving Growth Expand Portfolio Innovative Seasonal Listings Core SKU Promotion
37 Growth Strategy - Vintages Maintain Interest in Retail Release Program Premium & Iconic Canadian Dollar Reduce Quantities Zinfandel Diversity in White Wines
38 AUSTRALIA
39 Total Australia 1.3% 5.7%
40 Australia Market Share Vintages 15% (+0.9%) LCBO Wines 85% (-0.9%) Indexed higher to LCBO Wines and Big Brands
41 Growth Strategy - LCBO Wines Re-engage Customer with Australia Revitalization of Portfolio Core SKU Promotion
42 Growth Strategy - Vintages Re-engage Customer with Australia Classic Varietals & Diversity of Wines Promote as Trendy & Fashionable Strategic Pricing ($15-$25)
43 ONTARIO
44 Ontario Market Share Vintages 5% (-0.3%) LCBO Wines 95% (+0.3%) Share Shift to LCBO Wines
45 Strongest Growth in VQA +8.6% +8.5% +6.5% VQA ICB Non VQA
46 Growth Strategy LCBO Wines VQA Continue Growth Momentum Local Signature Varietals Increased Access Engaged Staff
47 Growth Strategy Vintages VQA World Class Cool Climate Producer Showcase Quality Signature Varietals Strong Sell- Through
48 Growth Strategy - Non VQA Everyday Great Value: ICB Innovation: Non-VQA
49
50 KELLY TAYLOR Director, VINTAGES Operations
51 VINTAGES MERCHANDISING UPDATE
52
53
54 What s New? All products merchandised by country Releases, Essentials and residual all in one section Dedicated ends for program wines and features
55 Essentials New Releases Residual 55
56 Should I move this super premium Amarone from the last release to the bottom of the shelf? 56
57 I don t have room above the release products to merchandise all my Essentials. Should I delist some? 57
58 Should all Essentials be double merchandised? 58
59 Feature End Priorities A & B feature
60 Feature End Priorities Program Wines Wine of the Month $17 wine
61 Inline On-Shelf Signage
62 Inline On-Shelf Signage
63 Generic Thematic Backer Card
64 The Rollout 200+ store managers and Product Consultants Fully implemented instore June 14
65
66 Next Steps Additional stores (sections in smaller stores) Rollout complete by August 2016
67 Next Steps Vintages Merchandising Guide Fall 2016: Merchandising with varying levels of inventory Merchandising Program Wines Displays during peak occasions
68
69 New Wines Release Guide Carolyn O Grady-Gold Director, Wines
70
71 New Products Today What Works?
72 New Products Today What Doesn t?
73 New Products Today Opportunities
74 The Idea 5 releases/year Ignite passion for what s NEW Retail focused catalogue Set products up to succeed Integration of delists
75 Buying Approach Measure, Review, Adapt Communicate/ Activate Needs Assessment Tender/ Selections Develop Launch Plans
76 Needs Assessment 12+ months advance
77 Tenders / Selections 8-10 months advance
78 MUST TRY BUYER S PICK TACTICAL RELEASES Develop Launch Plans 6-8 months advance
79 Communicate / Activate 1 month in advance
80 Communicate / Activate
81
82
83
84
85
86
87 Measure, Review, Adapt Continuous
88 Benefits
89 Timelines FISCAL # of Products P03 SUMMER 40 P06 FALL 35 P08 HOLIDAY & WINTER 65 P11 - WINTER 10 P13 - SPRING 45
90
91
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