Discover the World. February 7, To: All Trade Councils

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1 February 7, To: All Trade Councils Please inform your membership that the SPIRITS, BEER & CIDER will be reviewing submissions for the following product categories in fiscal /. The LCBO continues to pursue an environmental strategy in keeping with the high priority that the government and our customers place on preserving Ontario s natural heritage. Special consideration will be given to products with environmentally friendly packaging, lighter weight glass and/or made using sustainable agriculture and production practices. All submissions are to be made through the LCBO s New Item Submission System (NISS). Please visit for instructions on using this system. All pre-submissions must include: 1. An application submitted in the New Item Submission System (NISS). 2. A one-page Marketing Plan, including itemized marketing spend for year one and relevant product attributes and accolades uploaded into NISS. 3. A photo of the product and packaging uploaded into NISS. Up to three files, no larger than two MB each can be uploaded into NISS. For more information, please refer to the instructions outlined at the end of this letter. Chris Robertson Business Unit Director, Spirits & Beer Cc: Bob Downey Shari Mogk-Edwards 55 Lake Shore Blvd. East, Toronto, Ontario M5E 1A4

2 Instructions For Uploading Files to NISS 1. Under the Product tab of your submission, scroll down to the end of the page. 2. Click on Browse button to locate your document which may be.pdf or.jpeg. 3. Click Upload Image File button. 4. Once completed you will be able to see your file under the heading File Name. If you wish to update or replace the file, please select it and click the Delete button. Page 2 55 Lake Shore Blvd. East, Toronto, Ontario M5E 1A4

3 SPIRITS, BEER & CIDER PRODUCT NEEDS 12 (based on 750 ml) SUMBISSION SPIRITS Whisky Shop Turn 3 Premium whiskies from around the world. Products should be unique, award winning and highly regarded. Preference may be given to new brands, or emerging regions new to the Ontario market. Submissions are considered for a quarterly release in the Whisky Shop program (90 stores). 750mL and 200mL equivalents are encouraged Distillery features may be considered meaning 3 5 products from one distillery will be featured. To be considered for a distillery feature, a written proposal must be submitted to the category prior to the pre submission deadline. Spring & Summer Seasonal Spirits Focus is on premium and deluxe products in the following sets: vodka, gin, rum, tequila/mescal, non cream liqueurs. These products will be purchased on a one shot basis and will be merchandised in section. given to latest flavour trends, exciting brand extensions, and products that tap into unmet product needs Vodka (Premium/Flavoured) Established, successful brands in other markets or new brands with innovative packaging. Strong marketing support required. $39.95 $150 + May 6, May 13, various May 20, May 27, May 27, June 10, $ May 20, June 3, June 17, June 9, May 25 June 23, April 25 June 30, Open 4 3

4 (based on 750 ml) SUMBISSION SPIRITS Rum (Premium/Deluxe/Flavoured) Unique and renowned rums. Strong packaging and marketing support required. Tequila 100% agave and Mescal Strong packaging and marketing support are required. Preference may be given to brands with strong global performance, that are absent from the Ontario market. Gin given to unique product offerings that target new consumers. Strong packaging and marketing support required. $ June 30, Tequila: $34.95 to $69.95 July 8, $ July 8, July 15, July 22, July 22, July 29, August 5, August 5, August 11, August 18, August 18, Open 4 April 10 April 10 Coolers (Spirit/Wine Based) Single serve or multi packs. Range of spirit/wine bases will be considered. Products that target a diversified customer base and products that target consumer's changing taste profiles (i.e. less sweet, low calorie/sugar, natural ingredients) are of special interest. Preference will be given to products with premium and/or environmentally friendly packaging. Party Packs included. Shooter formats, products with caffeine levels >30mg/serve, open ended carriers will not be considered. Value: $8.95; Mainstream: $9.00 $10.25; Premium: $10.30 Price based on 4 pk equivalents. Price per ml will be considered. given to mainstream and premium coolers. August 12, August 16, August 24, 1,2, 8, March 10 4

5 (based on 750 ml) SUMBISSION SPIRITS Cocktails to Go Single serve or multi packs of authentic or trendy premixed cocktails 7% abv. Easy solutions for both new and traditional cocktails in single serve format. Range of spirit bases will be considered. Brand name spirits / mixes preferred. Preference will be given to products with premium and/or environmentally friendly packaging, and those with year round appeal. Shooter formats, products with caffeine levels >30mg/serve, open ended carriers will not be considered. Value: $8.95; Mainstream: $9.00 $10.25; Premium: $10.30 Price based on 4 pk equivalents. Price per ml will be considered. given to mainstream and premium cocktailsto go. August 12, August 16, August 24, 1,2, 8, March 10 One Pour Cocktails Multi serve format (750 ml or larger); 7.1% 15% abv. Easy solutions for both new and traditional cocktails in ready to serve, entertaining sized formats. Range of spirit bases will be considered. Brand name spirits / mixes preferred. Preference will be given to products with premium and/or environmentally friendly packaging, and those with year round appeal. Value: $13.90; Mainstream: $13.95 $15.90; Premium: $15.95 Price based on 750mL. August 12, August 16, August 24, 1,2, 8, March 10 5

6 (based on 750 ml) SUMBISSION SPIRITS Whisky Shop Turn 4 Premium whiskies from around the world. Products should be unique, award winning and highly regarded. Preference may be given to new brands, or emerging regions new to the Ontario market. Submissions are considered for a quarterly release in the Whisky Shop program (90 stores). 750mL and 200mL equivalents are encouraged Distillery features may be considered meaning 3 5 products from one distillery will be featured. To be considered for a distillery feature, a written proposal must be submitted to the category prior to the pre submission deadline. $39.95 $150 + August 12, August 19, 2, 15, July 25 Whisky Shop Turn 1 Premium whiskies from around the world. Products should be unique, award winning and highly regarded. Preference may be given to new brands, or emerging regions new to the Ontario market. Submissions are considered for a quarterly or annual release in the Whisky Shop program (90 stores). 750mL and 200mL equivalents are encouraged Distillery features may be considered meaning 3 5 products from one distillery will be featured. To be considered for a distillery feature, a written proposal must be submitted to the category prior to the pre submission deadline. $39.95 $150 + October 21, October 28, November 4, November 24, October 25 6

7 (based on 750 ml) SUMBISSION SPIRITS Fall & Winter Seasonal Spirits Focus is on premium and deluxe products in the following sets: Cognac, Armagnac, Calvados, Cream liquor, Aged rum. These products will be purchased on a one shot basis and will be merchandised in section. Preference may be given products that; reflect the newest flavour and cocktail trends; are exciting brand extensions; products that fill a need missing from our existing portfolio. various October 28, November 4, November 18, December 1, 25 Holiday Gift Program (Spirits and RTD) New and unique gifts with minimal packaging. Entertaining solutions, mixed packs, trial packs and limited edition/prestige bottles are of interest, particularly in sets that perform well at holiday (such as Cognac, Scotch and Cream Liquors). Unique, limited availability products are also of interest. Please note that product sample with all packaging is required on January 20,. various January 20, N/A January 20, March 1, October 20 7

8 (based on 750 ml) SUMBISSION SPIRITS Whisky Shop Turn 2 Premium whiskies from around the world. Products should be unique, award winning and highly regarded. Preference may be given to new brands, or emerging regions new to the Ontario market. Submissions are considered for a quarterly release in the Whisky Shop program (90 stores). 750mL and 200mL equivalents are encouraged Distillery features may be considered meaning 3 5 products from one distillery will be featured. To be considered for a distillery feature, a written proposal must be submitted to the category prior to the pre submission deadline. $39.95 $150 + February 3, February 10, February 24, March 8, February

9 SUBMISSION BEER & CIDER Spring Beers Premium Specialty Beer Program Products appropriate for the Spring season (i.e., Bock beers) and St. Patrick s Day will be considered. Single serving format preferred (500 ml bottle). Proven track record in other markets. Renowned or award winning. One time purchase only. International Beers Focus on ethnic beers with an established community in Ontario. Preference given to countries not currently represented in the LCBO beer portfolio. Must be the top selling product from that country, in the package and format most easily recognized by the consumer. Summer Beers Premium Specialty Beer Program Products appropriate for the Spring season (i.e., Wheat, Fruit beers, etc.) will be considered. Single serving format preferred (500 ml bottle). Proven track record in other markets. Renowned or award winning. One time purchase only. given to products under $3.50 Competitively priced to existing portfolio. given to products under $3.50. April 1, April 15, May 13, May 27, April 29, June 10, July 8, July 22, August 5, May 12, March 6 June 23, Open 2 August 18, June 6 9

10 SUBMISSION BEER & CIDER Summer Gifts & Sampler Packs Domestic and imported beers will be considered. Gifts and sampler packs for Father s Day, summer entertaining or other gifting occasions. Proven track record in other markets. Promotional support may be required. One time purchase only. Under $20.00 preferred. 2, 16, 30, October 13, Spring / Summer 2 Cider Domestic or imported cider and perry will be considered. Traditional and flavored styles. Single serving can or multipack format preferred (500 ml). Proven track record in other markets. Renowned or award winning. Competitively priced to existing portfolio. 2, 16, 30, October 13, April 2 Autumn Ales Premium Specialty Beer Program Products appropriate for the Autumn season (i.e., Belgian & English styles, Stouts, Porters, Oak Aged beer) and Oktoberfest will be considered. Single serving format preferred (500 ml bottle). Proven track record in other markets. Renowned or award winning. One time purchase only. given to products under $3.50. October 7, October 21, November 4, November 17, 6 10

11 SUBMISSION BEER & CIDER Ontario Craft Beers Liquids with year round appeal required. Strong packaging and marketing support required. Seasonal products and specialty packs must be submitted at this time if they are to be considered for. Success of existing beers from the brewery (if applicable) will be considered. Preferred price range $2.60 or less for 500 ml cans or $11.95 for 6 pack bottles. December 2, December 16, January 6, January 12, Spring 2 Winter Warmers Premium Specialty Beer Program Products appropriate for the Winter season (i.e., Imperial Stouts, Barley Wines, Old Ales, Spiced & Strong ales, Oak Ages beers etc.) will be considered. Single serving format preferred (500 ml bottle). Proven track record in other markets. Renowned or award winning. One time purchase only. given to products under $3.50. January 13, January 27, February 10, February 23, December 6 Holiday Gift Program Multipacks and single bottles of beer and cider. Unique formats or sizes (magnums, mini kegs). Gifts featuring popular, top selling brands. Gifts featuring unique, niche brands not currently available at the LCBO. Packs with added merchandise such as branded glasses and/or other appropriate accessories. Product information should be incorporated into packaging. Various January 20, N/A January 20, March 1, October 6 11

12 SUBMISSION BEER & CIDER Halloween Beers Strong packaging appeal required. Single serving format preferred (500 ml bottle). Promotional support may be required. One time purchase only. given to products under $3.50. February 3, February 17, March 2, March 15, 2 12