MARKETING & PRODUCT GUIDE. PT1: March 28 - April 24, Display Table Edition

Transcription

1 MARKETING & PRODUCT GUIDE PT1: March 28 - April 24, 2010 Display Table Edition Customer Brochure in Power Aisle Summer Rosé Program Launch Tequila - Think Sunshine Mini Thematic

2 French Language Services In accordance with the Ontario French Language Services Act, the LCBO provides French language services (FLS) in stores located in or serving designated areas of Ontario. French language services refers to any service or process offered to the public by LCBO store employees in designated areas. This includes customer service, publications, signage, etc. Designated stores are located in designated areas that have been chosen to provide verbal over-the-counter French language services. Lists of FLS locations can be obtained on the LCBO Portal or from the French Language Services Department. Also, FLS designated stores should display bilingual category signs. In addition these stores should also display bilingual operational signs. The category signs are printed on both sides, one side is unilingual English and the other side is bilingual English and French. The designated stores should have bilingual operational signs. If you have questions regarding bilingual category or operational signs, please contact the Image Hotine. Reference tools: Administration manual: AM , French language services guidelines. LCBO Portal: Executive office, FLS department, list of designated stores. French Language Services Department: Questions Call the IMAGE Hotline at (416) This guide is printed on 100% recycled paper. By the LCBO s Print Digital Copy Centre (Dept. 890)

3 M arketing & Pro duc t Guide Promotion Dates: M arch 28 - April 24, 2010

4 Introduction The focus for Promotional Turn 1 is wine, specifically wine that pairs well with casual, everyday meals. The promotion revolves around a simple method for classifying the featured wines and matching them to food. The goal is to make the customer confident making their own wine/food matches and to present them with the idea that wine can go with any meal not just special occasions. A takeaway brochure will be distributed to all stores. The brochure will be merchandised in a prominent location of the store in a self merchandiser. The brochure will introduce the nine wine styles, they are: For more details on the brochure see page 14. All points of contact with the customer (free standing insert, pricer cards, pods, etc.) will reflect the wine styles and highlight a simple food match. Stores will be receiving a package of shelf talkers to install throughout the wine sections to draw customer s attention to different products and to simplify buying the right wine. A staff guide to the wine styles will be sent to stores the week before the promotion starts to help staff install the shelf talkers. In-Store Music In this program, we feature the great standards from the American songbook delivered by classic artists like Frank Sinatra, Sarah Vaughan, Dinah Washington with today s best, Diana Krall, Michael Bublé, Jamie Cullum to name a few. Promo Fixture There are two turns on the Promo Fixture: 1. Spring Entertaining: Mar Apr Tequila - Think Sunshine: Apr May 8 See page 18 for details. Ontario Section of this guide We have created a new Ontario section for this guide, it includes: The Superstars, Popular Pick, golocal FSI Fixture and the Ontario Craft Beer Program. See page 25 for details. Rosé Program The first product turn of the Summer Rosé program is in participating stores March 26. See page 32 for details. 2 Promotional Turn 1: A Perfect Match

5 Thematic Signage

6 Thematic Signage Continued Component End Aisle Backer Cards Dimensions: 30 w x 24 h Installation End Aisle Product Re-order Code A Perfect Match- Generic Text Freixenet/Barefoot Pelee/Santa Rita/Castillo De Almansa KWV/XOXO/Sogrape Gazela Premium Folonari/Open/Fetzer Valley Standard Jackson-Triggs/Beringer/Farnese Cave Spring/Cono Sur/Cesari Mezzacorona/Santa Carolina/Eastdell Mezzomondo/Malivoire/Rosemount Premium Dan Aykroyd/Wolf Blass/Osbourne Standard Girls Night Out/Mezzomondo/Pascual Premium Giovello/Beringer/Pelee Island Standard Sawmill Creek/The Beach House/Giovello Fuzion/Peller Estates/Cesari Sogrape Mateus/Santa Carolina/Inniskillin Premium Cavallina/Equitera/Argento Standard Aveleda/Wyndham Estate/Jackson-Triggs Castillo/Gallo/Strewn Robert Mondavi/Peninsula Ridge/Montecillo Folonari/Cono Sur/Life is Good Bees/Mezzomondo/Two Oceans Yellowglen/Taylor Fladgate/Kittling Ridge Deinhard Green/Chateau des Charmes/Lindemans Gabbiano/Sibling Rivalry/Little Yering Barefoot Cellars/Hillebrand/Relax Promotional Turn 1: A Perfect Match

7 Thematic Signage Continued Component Installation Re-order Code Images Hero Display Banner Stand Insert Dimensions: 20 w x 70 h Hero Display Pelee Island Cabernet Merlot VQA Note: # Hero Display Signs & Promo Fixture Signs Ship in the same package Pricer Cards Dimensions: 8 w x 7 h Thematic Banner Stand Insert Dimensions: 20 w x 70 h Backlit / Tasting Bar Sign Dimensions: 21 15/16 w x 32 9/16 h Hero Display Masi Valpolicella Pelee Island Cabernet Merlot VQA Metal Thematic Banner Stand (Front of store) Tasting Bar or Backlit Sign Holder # Versions # # Marketing & Product Guide 5

8 Thematic Signage Continued Component Installation Re-order Code Images Power Aisle Banner Perfect with Pizza (front) A Pefect Match (back) Dimensions: 45 w x 30 h Power Aisle Banner Perfect with Take-Out (front) A Pefect Match (back) Dimensions: 45 w x 30 h Power Aisle Banner Pasta with Pasta (front) A Pefect Match (back) Dimensions: 45 w x 30 h Order of Signs First Banner Nearest front of store Alternate between an image and a text banner down the length of the power aisle. Every second banner should be a wine glass alternating between a Red and a White. # # # Red Wine text White Wine Text front front front back back back 6 Promotional Turn 1: A Perfect Match

9 Thematic Signage Continued Component Installation Re-order Code Images Window Showcard Front: Pizza w/red Wine Back: A Perfect Match Alternate the signs between an Image and a text side as you hang the signs # Dimensions: 28 w x 45 h Window Showcard Front: Take-Out w/white Wine Back: A Perfect Match Dimensions: 28 w x 45 h Window Showcard Front: Pasta w/red Wine Back: A Perfect Match Dimensions: 28 w x 45 h # # front front front back back back Marketing & Product Guide 7

10 Thematic Signage Continued Component Installation Re-order Code Images Perimeter Signs Perfect Match/Perfect Match (front over back) Dimensions: Banner: 30 w x 30 h First Banner Nearest front door of store Banner # Perimeter Signs Red Wine/White Wine (front over back) Dimensions: Banner: 30 w x 30 h Perimeter Signs Mussels/Burger (front over back) Dimensions: Banner: 30 w x 30 h Perimeter Signs Take Out/Pasta (front over back) Dimensions: Banner: 30 w x 30 h Second Banner Banner# Third Banner Banner# Fourth Banner Repeat pattern around the perimeter of the store. Banner# front front front front back back back back 8 Promotional Turn 1: A Perfect Match

11 Thematic Signage Continued Component Installation Re-order Code Images Transparency Signs Burger (front over back) Dimensions: Transparency: 28.5 w x 28.5 h First Nearest front door of store Transparency # Transparency Signs Red Wine Glass (front over back) Dimensions: Transparency: 28.5 w x 28.5 h Transparency Signs Pasta (front over back) Dimensions: Transparency: 28.5 w x 28.5 h Transparency Signs White Wine Glass (front over back) Dimensions: Transparency: 28.5 w x 28.5 h Transparency Signs Mussels (front over back) Dimensions: Transparency: 28.5 w x 28.5 h Second Transparency # Third Transparency # Fourth Transparency # Fifth Transparency # Marketing & Product Guide 9

12 Thematic Signage Continued Component Installation Re-order Code Images Exterior Signs First Banner Banner # Perfect Match Nearest front door Transparency # Dimensions: Banner: 43 w x 87 h Transparency: 28 w x 45 h Exterior Signs Pizza w/red Wine Dimensions: Banner: 43 w x 87 h Transparency: 28 w x 45 h Exterior Signs Chinese w/white Wine Dimensions: Banner: 43 w x 87 h Transparency: 28 w x 45 h Exterior Signs Pasta Bowl w/red Wine Dimensions: Banner: 43 w x 87 h Transparency: 28 w x 45 h Social Responsibility Vinyl Cling Alternate the signs between an Image and a Text version as you hang the signs Install on Exit Door ALWAYS REMOVE THE PREVIOUS VERSION Banner # Transparency # Banner # Transparency # Banner # Transparency # English # French # Promotional Turn 1: A Perfect Match

13 Thematic Signage Continued Order of signs Power Aisle Banner Perimeter Banner Marketing & Product Guide 11

14 Thematic Signage Continued Component Code Notes: Mixed Drink Poster Display Spot 1- Red at a Glance Mixed Drink Poster Display Spot 2 - White at a Glance Mixed Drink Shelf Talkers Wines at a Glance (8 Versions) Mixed Drink Drum Sign Display Spot 1- Everyday Reds Mixed Drink Drum Sign Display Spot 2 - Everyday Whites On shelf LTO Shelf Talkers On shelf AIR MILES Shelf Talkers On shelf New Product Shelf Talkers On shelf BBAM Shelf Talkers On shelf IMAGE Shelf Talkres On shelf Thematic printed pricer cards (71 versions) On shelf Thematic regular extender strips (66 versions) On shelf Thematic community extender strips (5 versions) On shelf Thematic discovery extender strips (9 versions) On shelf Thematic blank shelf talkers (bundle of 50) On shelf Thematic blank pricer cards (bundle of 50) On shelf Thematic blank extender strips (bundle of 15) On shelf Go Green Extender Ontario Wine Superstars Full Kit Superstar complete kit Ontario Wine Superstars Popular Pick Shelf Talkers & Popular Pick Ontario Wine Superstars Superstars Shelf Talkers only Promo Fixture Sign (short) Rediscover Tequila Promo Fixture Sign (long) Rediscover Tequila Promo Fixture Shelf Talkers Promo Fixture Shelf Talkers Go LOCAL Sub-Category Signs (Eng/FR) VQA cube Medallion sign Velcro buttons VQA Shelf talkers x 5 Versions New Pod Quad Merchandiser - Rosés Premium Pod Quad Merchandiser - A Perfect Match with appetizers Hot Pod Quad Merchandiser - A Perfect Match with pasta 12 Promotional Turn 1: A Perfect Match

15 A Per fec t Match Take Away Bro chure

16 Takeaway Brochure Overview All stores will be receiving copies of the A Perfect Match takeaway brochure. The brochure provides customers with an easy to approach method to matching food to the featured products: It is organized by wine style. The styles are: The brochure compiles the 20 recipes featured on the End Aisle Backer Cards and explains how each type of dish can be appropriately matched to one or more wine styles. The food/ wine matching system explains why the different wine styles complement different types of food. The guidelines will help customers make future wine matches on their own. Merchandising Instructions The brochures are to be merchandised in the cardboard selfmerchandiser shipped with the brochures. Place the brochures in the Power Aisle or near the entrance to the store. Please replenish throughout the promotion. All stores will also be shipped Wine Style/Food Match shelf talkers to be installed throughout the Wine Sections of the store. Brochure Cover wine style/food match shelf talkers A staff guide to the wine styles will be sent to stores the week before the promotion starts to help staff install the shelf talkers. A one-page, Wine Styles menu will also be sent to stores. Please merchandise it in the Extended Shelf Brochure Holder (available from Central Supply ) in the wine sections of the store. 14

17 A Per fec t Match Adver tising

18 Advertising A Perfect Match Free Standing Insert The A Perfect Match Free Standing Insert categorizes 31 products according to their wine styles and presents an appropriate wine match. The Free Standing Insert will drop on March 30 th and March 31 st in the following publications: Toronto Star London Free Press Sudbury Star Globe & Mail Ottawa Citizen Toronto Sun Ottawa Sun Featured Products Hamilton Spectator Windsor Star Kingston-Whig Standard Kitchener-Waterloo Record National Post Style LCBO # Description Format Fruity Red Folonari Pinot Noir 750 ml Fruity Red Gabbiano Chianti DOCG 750 ml Fruity Red Masi Valpolicella 750 ml Fruity Red Louis Jadot Beaujolais-Villages 750 ml Fruity Red Farnese Sangiovese Daunia 750 ml Robust Red Robert Mondavi Woodbridge Cabernet Sauvignon 750 ml Robust Red Peller Estates Family Series Cabernet Merlot VQA 750 ml Robust Red Open Cabernet-Merlot VQA 750 ml Robust Red Santa Rita Reserva Cabernet Sauvignon 750 ml Robust Red Wolf Blass Yellow Label Shiraz 750 ml Smooth Red Kaiken Malbec 750 ml Smooth Red Voga-Quattro 750 ml Smooth Red Beringer Stone Cellars Merlot 750 ml Crisp White 5322 Aveleda Vinho Verde Fonte 750 ml Crisp White KWV Chenin Blanc 750 ml Crisp White Mezzomondo Pinot Grigio Chardonnay 750 ml Crisp White The Beach House Sauvignon Blanc Semillon 750 ml Crisp White Cavallina Grillo Pinot Grigio 750 ml Crisp White Inniskillin Riesling Pinot Grigio VQA 750 ml Crisp White Two Oceans Sauvignon Blanc 750 ml Crisp White EastDell Estates Unoaked Chardonnay VQA 750 ml Crisp White Argento Pinot Grigio 750 ml Fruity White Cono Sur Viognier 750 ml Fruity White Peller Estates French Cross Vidal 1500 ml Rich White Robert Mondavi Private Selection Chardonnay 750 ml Sweet Taylor Fladgate Late Bottled Vintage Port 750 ml Sweet Kittling Ridge Icewine and Brandy 375 ml Sparkling Peller Estates Ice Cuvee VQA 750 ml Sparkling Freixenet Carta Nevada Sparkling 750 ml Sparkling Voga Sparkling Pinot Grigio 750 ml Rosé Chivite Gran Feudo Rosé 750 ml 16 Promotional Turn 1: A Perfect Match

19 Promotional Fix ture March 28 - April 10 Spring Entertaining April 11 - May 8 Tequila - Think Sunshine

20 Promotional Fixture Spring Entertaining: March 28 - April 10 For the first two weeks of PT1: A Perfect Match, select nine wines (red, white, sparkling, rosé) to merchandise on the Promo Fixture at the store manager s discretion. A Spring Entertaining promotional Fixture sign will be sent to all participating stores. Tequila - Think Sunshine: April 11 - May 8 Participating Products LCBO # Description Format Patron Silver 750 ml El Jimador Blanco 750 ml NEW Jose Cuervo Especial Oro 750 ml Sauza Gold 750 ml Leyenda del Milagro Reposado 750 ml Don Julio Reposado 750 ml NEW Hornitos Reposado 750 ml NEW Cabo Wabo Reposado 750 ml Cazadores Anejo 750 ml NEW Don Julio 1942* 750 ml * One-time purchase, limited availability. Signs Use the pre-printed Category Sign in the sign bands. Use the pre-printed shelf talkers in front of the products. 18 Promotional Turn 1: A Perfect Match

21 Promotional Fixture Participating Stores There are four different configurations of the Promotional Fixture throughout the store chain. See Participating Stores section of this Guide to determine which Promotional Fixture configuration your store has. Merchandising Instructions 2E - Two Rounded Ends The Promotional Fixture is two rounded ends, generally at the front of the power aisle. All the participating products that the store currently lists should be merchandised on one rounded end. Featured Gifts should be displayed on the other rounded end. Fabric Bags should be merchandised on the top shelf of both ends. Remove a selection of bags from their cello wrapping and merchandise with a participating product. 1E - One Rounded End The Promotional Fixture is one rounded end. All the participating products that the store currently lists should be merchandised on the two lower shelves. Featured Gifts and Fabric Bags should be merchandised on the top shelf. Rounded Ends Rounded End Marketing & Product Guide 19

22 Promotional Fixture Continued Merchandising Instructions (continued) 1G - One Gondola The Promotional Fixture is a gondola with one rounded end and one four foot section of shelving. All the participating products that the store currently lists should be merchandised on the four foot section. Featured Gifts should be displayed on the rounded end. Fabric Bags should be merchandised on the top shelf of both ends. Remove a selection of bags from their cello wrapping and merchandise with a participating product. Four Foot Section Gondola Rounded End 2G - Two Gondolas The store has two Promotional Fixture gondolas. All the participating products that the store currently lists should be merchandised on the four foot sections. Featured Gifts should be displayed on the rounded ends. Fabric Bags should be merchandised on the top shelf of the rounded ends. Remove a selection of bags from their cello wrapping and merchandise with a sample participating product. 20 Promotional Turn 1: A Perfect Match

23 M ini Thematic Tequila Think Sunshine

24 Tequila - Think Sunshine Introduction A takeaway brochure featuring ten tequilas will be sent to participating stores in time for the start of the promotion. The brochure will speak to the quality and craftsmanship involved with producing Tequila and the many different ways to enjoy these products neat, on the rocks or in a cocktail. The tequilas are organized into four types: Blanco, Joven, Reposado and Anejo. Brochures should be installed in the Tequila Section. Tequila Takeaway Brochure The takeaway brochure will be merchandised in brochure holders in the tequila section. The brochure holders are available from Central Supply ( ). Each of following stores will receive 150 brochures: 1, 2, 3, 4, 5, 6, 9, 10, 11, 12, 13, 14, 15, 16, 18, 19, 20, 21, 22, 25, 26, 31, 35, 36, 37, 38, 40, 44, 57, 60, 62, 64, 77, 79, 83, 84, 95, 102, 106, 115, 124, 130, 132, 140, 143, 145, 148, 149, 154, 155, 156, 163, 164, 167, 168, 171, 175, 179, 182, 185, 187, 188, 198, 207, 209, 211, 212, 214, 217, 218, 221, 223, 226, 242, 243, 244, 248, 252, 253, 255, 265, 278, 287, 288, 295, 298, 300, 311, 321, 324, 325, 326, 329, 333, 334, 346, 351, 353, 355, 356, 359, 360, 365, 367, 371, 373, 378, 383, 384, 385, 386, 387, 388, 390, 393, 394, 398, 403, 404, 407, 411, 412, 415, 416, 417, 420, 425, 426, 431, 432, 434, 437, 438, 443, 445, 452, 453, 457, 459, 465, 481, 485, 490, 494, 495, 499, 501, 505, 512, 515, 521, 522, 523, 525, 526, 528, 532, 533, 536, 537, 538, 540, 542, 544, 545, 546, 547, 549, 553, 555, 556, 566, 568, 569, 572, 573, 575, 579, 586, 589, 590, 593, 599, 601, 602, 616, 617, 623, 624, 629, 630, 631, 632, 697, 698, 700, 702, 742, 771, 776 Featured Products LCBO # Description Format Patron Silver 750 ml El Jimador Blanco 750 ml NEW Jose Cuervo Especial Oro 750 ml Sauza Gold 750 ml Leyenda del Milagro Reposado 750 ml Don Julio Reposado 750 ml NEW Hornitos Reposado 750 ml NEW Cabo Wabo Reposado 750 ml Cazadores Anejo 750 ml NEW Don Julio 1942* 750 ml * One-time purchase, limited availability. Pre-Printed Shelf Talkers Install the pre-printed shelf talkers in front of the participating brands in their regular shelf location. Install the generic Tequila perpendicular shelf talkers in the Tequila section. 22 Promotional Turn 1: A Perfect Match

25 Featured Gif t

26 Featured Gift To offer Spring and Easter Gift Packaging solutions, please continue to merchandise an assortment of year round gift packaging along with remaining gift vessels from previous promotions. Promotional Fixture Merchandising Merchandise remaining gift vessels from previous promotions on the top and middle shelves. Merchandise Single Bottle Box on the bottom shelf. Merchandise the following at the checkout: Bag Single Bottle Foldable Gift Box Nesting Table #1, 2 and 3 Merchandising Merchandise Single Bottle Box on all Nesting Tables. For additional details, please see the Display Table Guideline section of this manual. Promo Table #1, 2, 3 and 4 Merchandising Merchandise Single Bottle Box on all Promo Tables. For additional details, please see the Display Table Guideline section of this manual. Signage Shelf Talkers for Single Bottle Box - continue to display until the product sells out. Should stores required additional bags and boxes, you are encouraged to order through your warehouse Single Bottle Box 24 Promotional Turn 1: A Perfect Match

27 goloc AL - Ontario Note: Mixed Drink Fixture participating products change every week of the promotion

28 golocal FSI Fixture Product Turn Overview go Local and celebrate spring with a few of our favourite home grown VQA wine picks. A newspaper Free Standing Insert offers customers four local varietals, all a perfect match with food prepared with local ingredients from Ontario. Please order sufficient quantities to merchandise the display. The display must be maintained for the entire duration of P1 and P2. The golocal Free Standing Insert will drop in the following publications on April 17 th and April 18 th, 2010: Globe & Mail Toronto Star Ottawa Citizen Toronto Sun Ottawa Sun National Post London Free Press Hamilton Spectator Windsor Star Kingston-Whig Standard Kitchener-Waterloo Record Sudbury Star Participating Products Equifera Chardonnay VQA LCBO# ml Inniskillin Brae Blanc Reserve VQA LCBO# ml Trius Brut VQA LCBO# ml Components Pre-printed shelf talkers (4 versions). Install the pre-printed shelf talkers in front of each participating product in their regular shelf location. Retrofit Wedge Fixture Signage. Install the golocal square sign (with the velcro microdots supplied) over the VQA medallion on the retrofitted end. Merchandise the four participating products on the top shelf of the fixture. participating products on top shelf 26 Colio Estate Late Harvest Vidal VQA LCBO# ml Promotional Turn 1: A Perfect Match

29 Ontario Superstars/ Popular Pick Program Ontario Superstars Trius Chardonnay VQA LCBO# ml $13.25 Bright, lemon yellow with golden highlights. Aromas of ripe melon and toasted nuts make this an excellent choice with pork chops in an exotic mushroom sauce or pasta in cream sauce. Popular Pick XOXO Merlot Cabernet LCBO# ml Medium-bodied and ruby red in colour, this wine has flavours of blueberry and cherry which make it a great match for coq au vin and roast poultry. Peninsula Ridge Shiraz VQA LCBO # ml $14.95 This full-bodied ruby red wine with aromas of spice, white pepper, plum and raisin is wonderful paired with chorizo saffron rice, game meats and stews. LIMITED TIME OFFER Valid until April 25 th, 2010 Was: $9.95 Save: $ 1.00 Now: $ 8.95 Marketing & Product Guide 27

30 Ontario Craft Beer March 28 to July 17, 2010 Overview OCB is a year round program and implementation is mandatory for all participating stores [see participating stores section of this guide]. Stores are required to stock the featured products for the duration of the promotion. After the promotion, it is up to the Store Manager s discretion to maintain the product listing. Pre-printed shelf talkers will be sent to stores prior to the start of the new product turn. Contact the IMAGE Hotline ( ) if you are missing, or need to replace other signage components (drum signs, posters). Participating Brands LCBO# Description Format Brewery Wind & Sail Dark Ale 6 x 341 ml Barley Days Brewery Iron Spike - Blonde Ale 500 ml Railway City Brewing Company Scotch Irish Sgt. Major IPA 6 x 341 ml Scotch Irish Brewing Red Leaf Lager 6 x 341 ml Great Lakes Brewery 28 Promotional Turn 1: A Perfect Match

31 Ontario Craft Beer March 28 to July 17, 2010 Merchandising Instructions Stores with Category Signs: 1. Merchandise all participating products together. 2. Use the preprinted Shelf Talkers supplied to highlight the tasting note and price. 3. Maintain inventory for the duration of the turn. Stores with Fixture: The fixture must be used to display the featured products. 1. The fixture has four quadrants. Merchandise each product in its own quadrant. 2. Stack cases in a locked 4-block pattern with each row alternating as they go up to improve the stability of the display. 3. Do not overstock the fixture, the limit is 20 six-pack beer cases maximum in each quadrant (100 six-packs total). 4. Ensure that each quadrant remains fully stocked. 5. Use Shelf Talkers to highlight products on the fixture and in-section in front of the participating products. Ontario Craft Brewers Ontario Craft Brewers Ontario Craft Brewers Store with Category Signs Ontario Craft Brewers 1. empty fixture 2. place four cases on bottom row 3. alternate the next four cases 4. the fixture fully stocked Marketing & Product Guide 29

32 30 Promotional Turn 1: A Perfect Match

33 Summer Rosé Pro gram First Release

34 Summer Rosé Program Summer Rosés - Release for Easter Last year s Rosé Program was very successful, resulting in net sales of $2.7 Million, up 140% over the previous year. This year, we are anticipating excellent sell through in response to repeat advertising and an increased in-store presence. The 2010 Rosé assortment consists of the products that were the top sellers in 2009, as well as some exciting new products like Sibling Rivalry Pink VQA, Voga Rosé and The Beach House Rosé. The assortment is suitable for every occasion and will be promoted for Easter through to Thanksgiving with advertising and in-store signage. The first 12 products participating in the Summer Rosé Program are being released in time to promote for Easter. Stores participating in the summer long rosé promotion will be notified in an upcoming Sales & Marketing Newsletter of the quantity force-shipped and delivery dates. As these products will not be planogrammed on shelf, the 1-in/1-out rule will not apply. They will also be excluded from actual SKU count on stores Flash report. The displays should be ready for start-of-business March 26. There are four types of merchandising options, refer to the facing page for the sections of this guide with complete merchandising instructions. All stores may order the products, at the store Manager s discretion. The second phase of the program 21 additional products launches in May. Further details will be communicated in the next Marketing & Product Guide. Advertising Support A selection from the participating rosés will be featured in a spread in the A Perfect Match Free Standing Insert that is being distributed in newspapers on March 30 and 31, Rosés will also be featured in the France Free Standing Insert in Promotional Turn Promotional Turn 1: A Perfect Match

35 Summer Rosé Program Merchandising Instructions Pod Program Five of the 12 products are being featured on a Pod during PT1. Stores that participate in the Pod program should refer to the Pod Section of this guide for instructions [see page 40]. Promo Table Stores with Promo Table #1 will feature eight of the participating Rosés on the fixture. Please refer to the Display Table Section of this guide for instructions [see page 83]. Gift Centres Stores participating in the Rosé program should merchandise all of the products in one section of the Gift Centre with the Single Bottle Year Round Box ( ) [see page 30]. Wine Fridge Products should be added to the Wine Fridge. Signs Participating Stores will receive signs for the Pods, Promo Table and Gift Centre prior to the start of PT1. Shelf Talkers will be sent to all stores to use in section and in the Wine Fridge. Marketing & Product Guide 33

36 Summer Rosé Program Participating Products LCBO # Product Name Price* Format Tasting Notes Pod Table Primitivo is the pride of southern Italy. Pair this light, Ogio Primitivo Rosé $ ml dry rosé with raspberry and strawberry flavours with cold pasta salads, roasted red peppers or grilled salmon. Y Voga Rosa $13.95 More than just an award winning bottle, this dry 750 ml Italian rosé offers fresh red fruit and touch of rose petals. Perfect for a sunny afternoon pic nic. Y Y Chivite Gran Say si to Spain. Fresh, spicy and bright, this mediumbodied, dry rosé is calling for Parma ham, Manchego Feudo Rosé $ ml cheese and crusty bread. Y Y The Perfect summer sipper, fuzion rosé is made fuzion Shiraz Rosé $ ml with 100% Shiraz. Aromas of strawberries, sweet red fruit and blackberries makes it a match for all types of cold appetizers and white meats. Y Y Pascual Toso Don t miss this Malbec rosé from Argentina. Malbec Rosé $ ml Aromatic and intense with hints of plums and cherries. Here for summer entertaining Jacob s Creek Shiraz Rosé Cono Sur Merlot Rosé Santa Alicia Reserva Cab. Sauv.-Shiraz Rosé Two Oceans Shiraz Rosé The Beachhouse Rosé Angel s Gate Rosé VQA $ ml Aussie Shiraz rosé. Enjoy it chilled with pasta, seafood and poultry, and while relaxing with friends. $9.95 From Chile for Sur. Merlot rosé is a versatile wine 750 ml that is equally paired with salads, cold meats, Carpaccio or ceviche. An artistic blend of Cabernet Sauvignon and Shiraz $ ml grapes to produce fragrant raspberry flavours and a lingering finish. Serve with grilled salmon or shrimps. $8.95 The pride of South Africa, Two Oceans Shiraz rosé 750 ml is a great summer patio wine or can be served with pasta and seafood. $9.95 A day at the beach. This dry South African rosé offers 750 ml red fruits and a refreshing finish. Serve at your next pic nic. $11.95 This Ontario VQA rosé is a blend of Niagara grapes 750 ml which creates a burst of flavour that is balanced. The wine pairs well with chicken Cesar salads. The Speck brothers have done it again! A manly $ ml pink wine made from Cabernet, Syrah and Gamay grapes. A balanced and food friendly rosé to serve with steak or sausage. Sibling Rivalry Pink VQA * Price is subject to change Y Y Y Y Y Y 34 Promotional Turn 1: A Perfect Match

37 Summer Rosé Program Gift Centre Planogram One section of one Gift Centre should be used to merchandise the participating rosé products with the Year Round Single Bottle Box ( ). The other sections of the fixture should be used to merchandise gifts appropriate for Easter. TEXAS MICKIES TEXAS MICKIES GIFTS CADEAUX GIFTS CADEAUX Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Facings Single Bottle Box Marketing & Product Guide 35

38 36 Promotional Turn 1: A Perfect Match

39 Par ticipating Stores Column Heading Key Banner Insert H= Hero Display T= Thematic Banner Insert POD Program Y = Stores build all three pods Sold End Aisles Number of Sold End Aisles and (P)remium or (S)tandard Flight Backer Cards Number of Backer Cards shipped for each period Number of Regular Extenders In Store Regular & Community Extenders See Sold Space Program Extender Section for participating extender locations. 5 = Community Extender Program Discovery Extenders Participates in the Discovery Extender Program: S= 3 Spirits, W= 3 Wines, B= 3 Beer RTD Green Extenders Number of Green Extender Strips shipped Exterior Signs Number of signs shipped (T= transparency - all others are banners) Window Showcards Number of signs shipped Power Aisle Banners Number of signs shipped Perimeter Signs Number of signs shipped (T= transparency - all others are banners) Promo Fixture Ends 1E= 1 Rounded End, 2E= 2 Rounded Ends 1G= 1 Gondola, 2G= 2 Gondolas Feature Gift Y = Store Participates in the Program golocal FSI Fixture Y = Store participates in the program Ontario Wine Superstars Y = Store receives the complete signage kit, or ST = Store only receives the Shelf Talkers Ontario Popular Picks Y = Store participates in the program F = Store participates in the program, has Ontario Craft Beer fixture and Category Sign S = Store participates in the program, has Category Sign Beer Specialty Program Y = Store participates in the program Mixed Drink 2 = # of fixtures Tequila Brochure Y = Store participates in the program

40 Participating Stores Continued Store # Banner Inserts Pod Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Green Extender Exterior Signs Showcards Perimeter Signs Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Ontario Craft Beer Beer Specialty Program Mixed Drink Tequila Brochure 1 H Y 20S WB 5 3 4T 2E Y Y F Y Y 2 ST S Y 3 8P Y S Y 4 T 8P W 2 3 Y S Y Y 5 H Y 10P WB 9 5 2E Y Y Y F Y Y 6 H 8S G Y Y Y S Y Y 8 T 10S Y 9 T ST S Y 10 H Y 20P WB 7 8 Y Y Y F Y 2 Y 11 H 8S G Y S Y 12 T 8P Y Y 13 H 10S W 1 1G Y Y 14 10S W 1 1G Y Y F Y Y 15 H Y 15P E Y Y Y F Y 2 Y 16 Y ST Y 18 8S Y Y Y Y 19 H Y 15S B 6 5 2E Y Y Y F Y Y 20 H 10S G Y Y Y S Y 21 H Y 20P WB 4 7 2E Y Y Y S Y 2 Y 22 H 20S SW T 2E Y Y Y 2 Y 23 H 10S G Y Y 24 8S S 1 8 Y 25 H 15P W 5 3 1G Y Y Y S Y Y 26 H 10P B 3 1G Y Y Y 27 H 15S G Y Y Y 28 T 5S Y ST Y 30 T 5S ST Y 31 H Y 20P B 6 2E Y Y S Y 2 Y 32 H 8S G Y ST 34 H 15S E Y Y Y 35 H Y 15P W 7 7 2E Y Y Y S Y 2 Y 36 H 15S WB 4 8 2E Y Y Y S Y Y 37 H 8P Y Y S Y 38 H Y 15P E Y Y Y S Y 2 Y 39 H 8S Y 40 H 20P WB E Y Y Y S Y Y 42 T 5S ST Y 43 H 10S Y Y 44 H Y 10S S T 2E Y Y Y 2 Y 45 Y 8S G Y Y ST Y 47 10S G Y Y Y ST 49 T ST 50 H 10S E Y Y Y Store # Banner Inserts Pod Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Green Extender Exterior Signs Showcards Perimeter Signs Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Ontario Craft Beer Beer Specialty Program Mixed Drink Tequila Brochure 51 ST 52 ST Y Y ST 54 5S ST 55 H 15S W 3 12 Y 56 T 5S Y 57 H Y 20S B 7 8 2E Y Y Y Y 2 Y 58 8S Y Y Y 59 H 10S S 3 1G Y Y 60 H 10S W 2 1G Y Y Y S Y Y 61 H 8S G Y Y Y 62 H 15S E Y Y Y Y 63 H 10S G Y Y 64 H Y 15S SB 4 6 2E Y Y Y Y 65 H 8S Y 66 T ST Y ST Y 68 H 15S G Y Y Y 69 5S ST Y 70 8S Y ST Y 71 T ST 72 10S G Y Y Y 73 H 8S E Y 74 H Y 10S Y Y 75 T ST Y ST Y 77 T Y Y Y 78 5S ST Y 79 H 8S G Y Y Y 80 H 10S G Y Y 81 T 5S ST Y 82 H 8S Y Y Y E Y Y Y Y Y 84 T Y ST Y 85 H 10S Y 86 H 8S Y 87 T ST Y 88 T 5S ST Y ST Y 90 H 10S G Y Y Y 91 T 5S ST Y 92 T ST Y 93 H 10S E Y Y 94 T ST Y 95 H 20S SW 3 3 2E Y Y Y S Y Y 96 T ST Y 38 Promotional Turn 1: A Perfect Match

41 Participating Stores Continued Store # Banner Inserts Pod Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Green Extender Exterior Signs Showcards Perimeter Signs Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Ontario Craft Beer Beer Specialty Program Mixed Drink Tequila Brochure 97 10S T 2E Y Y Y 98 T ST Y 99 T 5S ST Y 101 H 15S G Y Y Y 102 H Y 10S T 2E Y Y Y 2 Y 103 T 5S ST Y 104 T ST Y ST Y 106 H 20S T 2E Y Y Y S 2 Y 107 T ST Y 108 T ST Y 109 T 5S ST Y 110 5S Y ST Y 111 T ST Y ST Y 113 T ST Y ST Y 115 H 20P WB T 2E Y Y Y F Y 2 Y 116 T ST Y 117 T ST Y 118 T ST Y ST Y ST Y ST Y 122 T ST Y 123 T ST Y Y Y 125 T ST Y ST Y ST Y 128 T ST Y ST Y 130 H 15S G Y Y Y S Y ST Y 132 H 10S T 2E Y Y Y 2 Y ST Y ST Y 135 T T 5S ST Y ST Y ST Y 139 T ST 140 H 15P G Y Y Y Y ST Y ST Y Store # Banner Inserts Pod Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Green Extender Exterior Signs Showcards Perimeter Signs Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Ontario Craft Beer Beer Specialty Program Mixed Drink Tequila Brochure 143 H 8P G Y Y Y Y Y 144 H 10S Y 145 H 15S T 2E Y Y Y 2 Y ST Y ST Y 148 H Y 15P W 1 3 5T 2E Y Y Y Y 2 Y 149 H Y 20P E Y Y Y F Y 2 Y ST Y 152 H 10S Y 153 8S T 2E Y Y Y 154 H 15S T 2E Y Y Y 155 H 10S S 4 3 1G Y Y Y Y 156 H 20P SB 4 5 1G Y Y Y S Y Y 157 T ST Y 158 T ST Y 159 T ST Y Y 161 T ST Y 162 T ST Y 163 H 15S S G Y Y F Y 164 H 15P WB 5 2E Y Y Y F Y Y 165 H 8S G Y Y 166 T Y ST Y 167 H 10S W Y Y 168 H 10P T 2E Y Y Y 2 Y 169 T ST Y 170 T ST Y 171 H Y 20S WB 2 8 2E Y Y Y S Y 2 Y ST Y ST Y 174 T ST Y 175 H 10S SB 4 1G Y Y Y Y ST Y 178 T ST Y 179 H 15P G Y Y Y Y Y ST Y Y 182 H 15P G Y Y Y Y 183 5S Y Y Y 184 T 5S ST Y 185 H Y 15P W G Y Y Y F 2 Y 186 T 8S Y Y 187 H Y 20S WB E Y Y F Y 2 Y 188 H 10S G Y Y Y ST Y Marketing & Product Guide 39

42 Participating Stores Continued Store # Banner Inserts Pod Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Green Extender Exterior Signs Showcards Perimeter Signs Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Ontario Craft Beer Beer Specialty Program Mixed Drink Tequila Brochure 190 H 10S G Y Y 191 H Y 15S SW 5 4 6T 2E Y Y S G Y Y ST Y 194 T Y ST Y 195 H Y 20S G Y 196 H 10S G Y Y Y 197 T 5S ST Y 198 H Y 15S T 2E Y Y Y 2 Y 199 5S Y Y 200 H Y 20S WB E Y Y Y H Y 15S G Y Y Y 202 8S G Y Y Y 203 Y ST Y 205 T ST Y 207 H 15S E Y Y Y Y Y 208 T S ST Y 209 H 15S E Y Y Y S Y S T 2E Y Y Y 211 H 8S Y Y Y Y 212 H 15P T 2E Y ST S Y 2 Y 213 T ST Y S T 2E Y Y Y S Y 216 H 8S Y Y 217 H Y 20P WB E Y Y F Y Y 218 H 15S WB G Y Y Y Y Y 219 T ST Y 220 T ST Y 221 T ST Y 222 T 5S ST Y 223 T 5S ST Y Y 224 T ST Y 225 T 5S ST Y 226 H Y 20S SWB 8 9 2E Y Y Y F Y 2 Y 227 T 5S Y 228 H Y 20S SW 4 3 1G Y Y Y 229 T 5S ST Y ST Y 231 T ST Y 232 T 5S ST Y 233 H 10S Y S W 4 1G Y Y ST Y 236 T 5S ST Y Store # Banner Inserts Pod Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Green Extender Exterior Signs Showcards Perimeter Signs Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Ontario Craft Beer Beer Specialty Program Mixed Drink Tequila Brochure S T 2E Y Y 238 T Y Y 239 T ST Y ST Y ST Y 242 H Y 15S G Y Y Y F Y 243 H 20P WB 1 6 2E Y Y Y S Y 2 Y 244 H 15S T 2E Y Y Y Y ST Y 246 T 8S G Y Y Y 247 T 5S ST Y 248 H 15P W 4 4 1G Y Y Y 249 H Y 10S G Y Y Y 250 5S Y ST ST Y 252 H Y 20S T 2E Y Y Y Y 2 Y 253 H Y 20P W 6 2 3T 2E Y Y Y Y 2 Y 254 T ST Y 255 H 10S E Y Y Y ST Y ST Y 258 T ST Y ST Y 260 5S T Y ST Y 261 T ST Y ST Y 263 H 15S G Y Y Y 264 T ST Y 265 H 15S SW 6 6 2E Y Y Y Y 266 T 5S Y ST Y 267 T ST Y 268 5S ST 269 H Y 20S E Y Y Y 270 T 5S ST Y ST Y ST Y 273 T 5 6 ST Y ST Y 275 T Y 276 T ST Y 277 T ST Y S E Y Y Y Y 279 8S Y ST Y 281 T ST Y 40 Promotional Turn 1: A Perfect Match

43 Participating Stores Continued Store # Banner Inserts Pod Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Green Extender Exterior Signs Showcards Perimeter Signs Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Ontario Craft Beer Beer Specialty Program Mixed Drink Tequila Brochure 282 T ST Y ST Y 284 T ST Y ST Y ST Y 287 H 15S W 3 1G Y Y Y Y 288 H Y 20P S T 2E Y Y S Y 2 Y 289 T Y ST Y 291 T ST Y ST Y 293 T ST Y 294 T ST Y 295 H 10P G Y Y Y F Y Y 296 T ST Y 297 T Y ST Y 298 H 15P W 4 4 1G Y Y Y S Y 299 T Y 300 H 10S W 3 1G Y Y Y S Y Y ST Y 302 5S 5 5 ST Y 303 T ST Y 304 T 5S ST Y ST Y 306 T Y ST Y ST Y ST Y 310 5S Y Y 311 H 10P G Y Y Y Y 312 H 15S Y 313 Y 314 T ST Y ST Y 316 T ST Y 317 T ST Y 318 T ST Y ST Y G Y ST 321 H 8S Y Y Y ST Y 323 T ST Y 324 H 8P G Y Y Y Y 325 H 20S W E Y Y Y F Y 2 Y 326 H Y 15S T 2E Y Y Y 2 Y Store # Banner Inserts Pod Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Green Extender Exterior Signs Showcards Perimeter Signs Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Ontario Craft Beer Beer Specialty Program Mixed Drink Tequila Brochure 327 T 5S ST Y 328 T ST Y 329 H Y 20P W 8 2E Y Y Y S Y 2 Y 330 T ST Y ST Y ST Y 333 Y ST Y 334 H Y 20S SWB 1 6 2E Y Y F Y 2 Y 335 T ST Y ST Y ST Y ST Y ST Y 340 H 10S T 2E Y Y Y S Y S G Y Y Y 344 H Y 15S T 2E Y Y T 8S G Y 346 H Y 20P WB E Y Y Y F 2 Y ST Y ST Y ST Y ST Y 351 H 10S G Y Y Y Y 352 T ST Y 353 H 10P G Y Y Y Y Y 355 H Y 20P SWB E Y Y Y F Y 2 Y 356 H 15S Y Y Y Y ST 359 H 15S G Y Y Y 360 H 15P SWB 8 5 2E Y Y Y F Y 2 Y 361 H Y 15S T 2E Y Y Y H 20S S E Y Y 363 5S ST 364 T ST Y 365 ST Y 366 H 10S G Y Y 367 H Y 20P SWB E Y Y Y S Y 2 Y 369 T 10 ST Y ST Y 371 H 10S WB 7 2E Y Y Y S Y Y 372 T ST Y 373 H Y 15S E Y Y Y S Y Y 374 T Y Marketing & Product Guide 41

44 Participating Stores Continued Store # Banner Inserts Pod Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Green Extender Exterior Signs Showcards Perimeter Signs Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Ontario Craft Beer Beer Specialty Program Mixed Drink Tequila Brochure ST Y ST Y 378 H Y 20S WB 1 7 3T 2E Y Y S 2 Y 379 T ST Y 380 T ST Y 381 H 10S SW 3 8 1G Y Y 382 H 15S W 1 1G Y Y Y 383 H Y 15S T 2E Y Y Y 2 Y 384 H 8P W 3 2 1G Y Y Y Y 385 H 20S SWB 1 7 2E Y Y S Y Y 386 H 10S SB 5 3 2E Y Y Y Y 387 H 15S E Y Y Y Y 388 H 10P B 8 4 2E Y Y Y Y 389 H 15S G Y Y Y 390 H Y 20P B E Y Y Y F 2 Y 392 H Y 10S T 2E Y Y H 20P WB 3 6 2E Y Y Y S Y 2 Y 394 H 10S G Y Y Y ST Y 398 H 20S T 2E Y Y Y 2 Y ST Y S G Y Y Y 401 8S Y Y 402 H Y 10S G Y Y Y ST Y 404 H 15S W 4 6 2E Y Y Y Y ST Y 406 5S Y Y 407 H 15P W G Y Y S Y 408 H 15S W 3 6 1G Y Y ST Y ST 411 8P Y S Y 412 H Y 20P E Y Y Y Y 2 Y ST Y 414 T ST Y 415 H 10P Y Y 416 H Y 20S SWB E Y Y Y Y 2 Y 417 H Y 20P WB E Y Y Y F Y 2 Y 418 T ST 419 T Y 420 ST S Y ST Y ST Y Store # Banner Inserts Pod Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Green Extender Exterior Signs Showcards Perimeter Signs Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Ontario Craft Beer Beer Specialty Program Mixed Drink Tequila Brochure ST Y H 10S W 4 2E Y Y Y Y Y 426 H 10S E Y Y Y 427 ST 428 H Y 20S SWB E Y Y Y Y Y 431 H 15S SWB E Y Y Y Y 432 H 20S WB E Y Y Y S Y Y ST Y 434 H 15S E Y Y Y Y ST Y 436 5S ST 437 H Y 10S T 2E Y Y 2 Y 438 H Y 20S WB E Y Y Y S Y 2 Y ST Y 440 T ST Y ST Y ST Y 443 H 15P G Y Y Y Y Y 444 H Y 15S SW G Y Y Y 445 H Y 20S SW 1 9 2E Y Y Y F Y 2 Y 446 T Y ST Y 448 T ST Y ST Y 450 T Y ST Y Y Y S Y 2 Y P G Y Y Y 454 5S ST Y 455 T ST Y S T 2E Y Y 457 H Y 10P W 7 4 2E Y Y Y S Y 2 Y 458 H 8S Y 459 H Y 15S E Y Y Y 2 Y ST Y 461 T Y Y 462 T ST Y ST Y ST Y 465 H 15S WB 1 5 2E Y Y Y Y ST Y 467 H 10S Y 42 Promotional Turn 1: A Perfect Match

45 Participating Stores Continued Store # Banner Inserts Pod Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Green Extender Exterior Signs Showcards Perimeter Signs Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Ontario Craft Beer Beer Specialty Program Mixed Drink Tequila Brochure 468 T ST Y ST Y 470 H 10S G Y Y Y ST Y ST Y ST Y ST Y ST Y ST Y 478 T ST Y ST Y ST Y 481 H Y 15P G Y Y Y Y Y ST Y Y Y 484 H 10S G Y Y 485 H Y 15P Y S Y ST Y ST Y ST Y 490 H Y 20S E Y Y Y Y 492 T ST Y ST Y 494 H 15P G Y Y Y Y 495 H Y 15S WB 6 9 2E Y Y Y F Y Y 496 T ST Y 497 T 10S Y Y H 20P WB E Y Y Y S Y Y 501 H 15S E Y Y Y Y Y Y T ST Y 505 H Y 20P S 4 3 2E Y Y Y Y Y ST Y 507 T 5S ST Y 508 T ST Y 509 T ST Y ST Y 511 H Y 10S T 2E Y Y Y ST Y ST Y 515 ST Y ST Y 517 T 5S ST Y Store # Banner Inserts Pod Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Green Extender Exterior Signs Showcards Perimeter Signs Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Ontario Craft Beer Beer Specialty Program Mixed Drink Tequila Brochure 518 H 15S W 1 1G Y Y Y ST Y 520 T ST Y 521 H 15P W 1 1G Y Y Y Y 522 H Y 10P E Y Y Y S 2 Y 523 H Y 20P W T 2E Y Y Y 2 Y 524 T ST Y 525 H Y 20P E Y Y Y F Y 2 Y 526 ST Y 527 T ST Y 528 H 15P T 6 3T 2E Y Y Y S Y 2 Y 529 T 5S ST Y 530 T ST Y 531 T ST Y ST S Y Y S S 1 Y Y Y ST Y 536 H Y 10P B E Y Y Y 2 Y ST Y Y 538 ST Y 539 T 5S Y Y 540 H 15S E Y Y Y Y ST Y 542 H Y 20P B 4 2E Y Y Y F Y 2 Y 543 T ST Y 544 H Y 15S SW 6 7 2E Y Y Y S 2 Y 545 H Y 15S T 2E Y Y Y S 2 Y 546 H 15S T 2E Y Y Y 2 Y 547 ST Y Y ST Y 549 H 20S E Y Y Y S Y Y ST Y 552 8S Y Y 553 H Y 15P G Y Y Y F Y 555 H 8S T 2E Y Y 2 Y 556 H Y 15P WB 10 2E Y Y Y Y ST Y ST Y 559 H 15S E Y Y Y 560 T ST Y 561 T 5 5 ST Y 562 T ST Y 563 H 10S Y Y 564 H 8S SW 3 6 1G Y Y ST Y 566 H Y 20P WB G Y Y Y 2 Y Marketing & Product Guide 43

46 Participating Stores Continued Store # Banner Inserts Pod Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Green Extender Exterior Signs Showcards Perimeter Signs Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Ontario Craft Beer Beer Specialty Program Mixed Drink Tequila Brochure ST Y 568 H 10P E Y Y Y S Y Y 569 T 5S Y Y ST Y 571 Y Y 572 H 10S G Y Y S Y 573 H Y 10P E Y Y Y S Y Y ST Y 575 H Y 15S T 2E Y Y Y S Y 2 Y 576 T ST Y ST Y 578 T 5S ST Y 579 H Y 10S T 2E Y Y S Y 2 Y 581 T Y ST Y 582 T ST Y ST Y 584 H Y 15S SB 3 2E Y Y Y H 15S W G Y Y Y Y Y 587 H 15S G Y Y Y ST Y Y Y Y 590 H 20P WB 1 5 2E Y Y Y F Y 2 Y ST Y 593 H 15P G Y Y Y Y 594 T ST Y 595 T ST Y 596 T ST Y ST Y 598 ST 599 T ST Y Y 601 H 15S S 1 7 4T 2E Y Y Y 2 Y 602 H 15S B G Y Y Y Y Y ST Y ST Y ST Y ST Y ST Y ST Y T ST Y ST Y ST Y 616 H 10S B E Y Y Y Y 617 H 15S T 2E Y Y Y 2 Y Store # Banner Inserts Pod Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Green Extender Exterior Signs Showcards Perimeter Signs Promo Fixture Ends Feature Gift golocal FSI Fixture Ontario Wine Superstars Ontario Popular Picks Ontario Craft Beer Beer Specialty Program Mixed Drink Tequila Brochure 618 H 10S Y Y Y Y ST Y 623 H Y 20P WB 6 4 2E Y Y Y F Y 2 Y 624 H Y 20P T 2E Y Y Y S Y 2 Y ST Y 629 H 15S WB E Y Y Y S 2 Y 630 H Y 20P SWB T 2E Y Y Y S Y 2 Y 631 H Y 20S T 2E Y Y Y 2 Y 632 H Y 20S W 6 4 6T 2E Y Y Y 2 Y 697 ST Y 698 H Y 15S T 2E Y Y Y 2 Y 700 H Y 20S WB 1 3 2E Y Y ST Y S Y 2 Y 702 H 15P T 2E Y Y Y S 2 Y 703 H Y 20S SWB 8 3 6T 2E Y Y Y S Y 771 H 15P E Y Y Y S Y Y 776 H Y 20S WB E Y Y Y S Y Y 44 Promotional Turn 1: A Perfect Match

47 Po d Pro gram The pod program consists of three Sold Space displays in high traffic locations of participating stores. Participation is mandatory for selected stores. If you have questions regarding participation in this program, please direct them to your District Manager. The following guidelines apply for all pods in any configuration: Keep the product at good reach level Pods are always free standing floor displays. Pods should not encroach on other sold programs or impede store traffic. The positioning and size of the pods are not open to negotiation by suppliers. Only feature the products listed in this guide. Always keep the pods visible, accessible and safe to shop from. Maintain signage for the duration of the promotion. Replace or update signage as necessary. Re-merchandise and consolidate as displays sell down.

48 Pod Program Continued All participating products ARE NOT being force-shipped. Please ensure you order (adjust your MINS) and have sufficient quantity to build and maintain the POD display throughout the promotion. New Pod LCBO# Sibling Rivalry Pink VQA 750 ml LCBO# The Beach House Rosé 750 ml LCBO# Chivite Gran Feudo Rosé 750 ml LCBO# Fuzion Shiraz Rosé 750 ml Components: Quad Merchandiser Reorder # Preprinted Pricer Cards (4 versions x 1 ) Premium Pod LCBO#53199 Peller Estates Ice Cuvee VQA 750 ml LCBO#58628 Peller Estates Family Series Cabernet Merlot VQA 750 ml LCBO# Peller Estates Family Series Dry Riesling VQA 750 ml LCBO# Peller Estates Family Series Chardonnay VQA 750 ml Components: Quad Merchandiser Reorder # Preprinted Pricer Cards (4 versions x 1 ) Hot Pod LCBO# Vogo Pinot Grigio 750 ml LCBO# Voga Rosa 750 ml LCBO#78048 Voga Quattro 750 ml LCBO# Voga Sparkling Pinot Grigio 750 ml Components: Quad Merchandiser Reorder # Preprinted Pricer Cards (4 versions x 1 ) 46 Promotional Turn 1: A Perfect Match

49 Corporate Promotional Pro grams

50 Mixed Drink Fixtures Merchandising All participating stores have 2 fixtures. Each fixture must be fully merchandised for the entire duration of the promotion. The posters and drum signs will read White Styles at a Glance and Red Styles at a Glance. There will also be a shelf talker for each product. Display Spot #1 - White Wine Styles at a Glance Participating Products: # of # of Bottles Style LCBO# Description Shelves Old Fixture New Fixture Crisp White Feudo Grillo 750 ml Crisp White Peninsula Ridge Sauvignon Blanc VQA 750 ml Fruity White Kittling Ridge Trillium White 750 ml Rich White Los Arboles Chardonnay 750 ml Display Spot #2 - Red Wine Styles at a Glance Participating Products: # of # of Bottles Style LCBO# Description Shelves Old Fixture New Fixture Fruity Red Feudo Pinot Noir 750 ml Smooth Red Tilia Malbec 750 ml Smooth Red Passion of Argentina Malbec 750 ml Robust Red Reif Estate Cabernet/Merlot VQA 750 ml Promotional Turn 1: A Perfect Match

51 Premium / Specialty Beer Program Promotion Dates: February 28 to, May 22, 2010 Overview The Premium Beers are currently available in participating Premium Specialty Beer locations until May 22, Continue to display a selection of these beers for the duration of the promotion. Please merchandise alternate products in this section if the participating products are unavailable. A recommended list of alternate products is below. Please note that these products are one-time purchases for this promotion only. Participating Stores There have been some changes to the stores participating in this program. See Participating Stores section of this Guide. Participating Products LCBO # Description Format Country Oak Aged Rye 650 Canada Doppel Hirsch Doppel Bock 500 Germany Christoffel Dry-hopped Nobel 330 Netherlands Hog's Back Traditional English Ale (TEA) 500 United Kingdom Schneider's Organic Wiesen Edel-Weisse 500 Germany Gouden Carolus Ambrio 330 Belgium St. Louis Gueuze Lambic 375 Belgium Great Lakes Orange Peel Ale 650 Canada Rogue Brutal Bitter 650 United States Railway City Brewing Dead Elephant 500 Canada Grand River Brewing Russian Gun Imperial Stout 500 Canada Alternate Brands Innis & Gunn Blonde 330 United Kingdom Innis & Gunn Original 750 United Kingdom Dutchy Originals Organic Ale 500 United Kingdom Beau's Lugtread 750 Canada Aecht Schlenkerla Rauchbier 500 Germany Weihenstephaner Hefeweissbier 500 Germany Duvel Beer 330 Belgium Chimay Premiere 750 Belgium Marketing & Product Guide 49

52 50 Promotional Turn 1: A Perfect Match

53 Special Events

54 Special Events There are 11 LCBO locations that play host to the Special Events Program. The mission of the LCBO Special Events program is to engage our customers in a world of discovery through exciting, entertaining and knowledge-filled special events. Where possible, the goal is to assist in the overall integration of the brand through themed, multi-faceted events. What s On Board signage A What s On Board will be distributed to each Full Service store for April. The signage will encourage customers to speak with the Special Event Coordinator to find out what exciting courses and Open Events will be taking place. For more information about upcoming events, log on to and click on Learn. A ROSÉ BY ANY OTHER NAME April 9 #10, #38, #149, #329, #355, #367, #412, #452, #459, #573 Rosés have enjoyed a resurgence of late. Step in to the Events Kitchen today to sample South Africa s The Beach House Rosé and Argentina s Fuzion Shiraz Rosé. These wines, often enjoyed over lunch, will be served with a paired food match. SIBLING RIVALRY AT HENRY OF PELHAM April 23 #10, #38, #149, #329, #355, #367, #412, #452, #459, #573 Following up on Henry of Pelham s Sibling Rivalry Red and White VQA selections from last year comes the Sibling Rivalry Pink VQA. The label features a picture of the three brothers Paul, Matthew and Daniel Speck of Henry of Pelham Winery from whom the name derives. Join us for a sampling and pick up a bottle before heading to your next family gathering. 52 Promotional Turn 1: A Perfect Match

55 S old Space Pro grams

56 End Aisle Display Brands End Aisle # LCBO# Description Support Program HD Masi Valpolicella 750 ml BAM Pelee Island Cabernet Merlot VQA 750 ml Freixenet Carta Nevada Sparkling 750 ml LTO Barefoot Bubbly Pinot Grigio 750 ml LTO Pelee Island Monarch Red VQA 750 ml LTO Santa Rita Reserva Cabernet Sauvignon 750 ml BAM Castillo De Almansa Reserva 750 ml LTO Kwv Chenin Blanc 750 ml BBAM Xoxo Pinot Grigio/Chardonnay 750 ml BAM Sogrape Gazela Vinho Verde 750 ml LTO 828 Folonari Valpolicella Classico 750 ml LTO 4 Premium Open Cabernet-Merlot VQA 750 ml LTO Fetzer Valley Oaks Merlot 750 ml LTO Jackson-Triggs Prop Select Cabernet Sauvignon 750 ml 4 Standard Beringer Stone Cellars Merlot 750 ml LTO Farnese Sangiovese Daunia 750 ml LTO Cave Spring Riesling VQA 750 ml Cono Sur Pinot Noir 750 ml BAM Cesari Merlot Delle Venezie 750 ml LTO Mezzacorona Pinot Grigio Trentino Doc 750 ml LTO Santa Carolina Merlot 750 ml LTO Eastdell Estates Unoaked Chardonnay VQA 750 ml LTO Mezzomondo Pinot Grigio Chardonnay 750 ml LTO Malivoire White VQA 750 ml Rosemount Diamond Chardonnay 750 ml LTO Dan Aykroyd Cabernet Merlot VQA 750 ml BAM 8 Premium Wolf Blass Yellow Label Shiraz 750 ml LTO Osborne Solaz Tempranillo Cabernet Sauvignon 750 ml LTO Pascual Toso Merlot 750 ml LTO 8 Standard Girls Night Out Cabernet/Shiraz VQA 750 ml LTO Mezzomondo Negroamaro Salento Igt 750 ml BAM Giovello Prosecco 750 ml BAM, BBAM 9 Premium Beringer White Zinfandel 750 ml LTO Pelee Island Blanc De Blanc Seyval Blanc VQA 750 ml LTO Sawmill Creek Pinot Grigio Chardonnay 750 ml LTO 9 Standard The Beach House Sauvignon Blanc Semillon 750 ml LTO Giovello Pinot Grigio 750 ml BAM, BBAM 54 Promotional Turn 1: A Perfect Match

57 End Aisle Display Brands Continued End Aisle # LCBO# Description Support Program Fuzion Chenin Blanc Chardonnay 750 ml Peller Estates French Cross Vidal 1500 ml BAM Cesari Chardonnay Delle Venezie 750 ml 166 Sogrape Mateus Rose 750 ml LTO Inniskillin Riesling Pinot Grigio VQA 750 ml Santa Carolina Sauvignon Blanc 750 ml LTO Cavallina Grillo Pinot Grigio 750 ml BAM 12 Premium Equifera Pinot Noir VQA 750 ml BAM Argento Pinot Grigio 750 ml LTO 5322 Aveleda Vinho Verde Fonte 750 ml LTO 12 Standard Wyndham Estate Bin 222 Chardonnay 750 ml LTO Jackson-Triggs Prop Select Sauvignon Blanc 1500 ml LTO Castillo De Monseran Viura 750 ml LTO Gallo Family Vineyards White Zinfandel 750 ml BAM Strewn Semi-Dry Riesling VQA 750 ml Robert Mondavi Woodbridge Cabernet Sauvignon 750 ml LTO Peninsula Ridge Merlot VQA 750 ml VA Montecillo Crianza La Rioja 750 ml LTO Folonari Pinot Noir 750 ml LTO Cono Sur Viognier 750 ml BAM Life Is Good Chardonnay Unoaked VQA 750 ml Necktag Bees Pinot Grigio VQA 750 ml BAM Mezzomondo Rose Sparkling 750 ml Two Oceans Sauvignon Blanc 750 ml LTO Yellowglen Pink Sparkling 750 ml LTO Taylor Fladgate Late Bottled Vintage Port 750 ml LTO Kittling Ridge Icewine & Brandy 375 ml BAM 8094 Deinhard Green Label Riesling 750 ml LTO Chateau Des Charmes Riesling VQA 750 ml BAM Lindemans Bin 85 Pinot Grigio 750 ml LTO Gabbiano Chianti Docg 750 ml LTO Sibling Rivalry White VQA 750 ml Little Yering Cabernet Shiraz Merlot 750 ml LTO Barefoot Cellars Pinot Grigio 750 ml BAM Hillebrand Artist Series Gewurztraminer VQA 750 ml Relax Riesling 750 ml BAM Marketing & Product Guide 55

58 Shelf Extenders Extender Support # of Extenders LCBO# Description Location Programs R1: Vodka A Prairie Organic Vodka 750 ml BAM Y Y R2: Vodka B Uv Blue Raspberry Vodka 750 ml BAM Y Y Y Y Y R3: Vodka C Prince Igor Vodka (P.E.T) 1140 ml VA Y Y Y Y Y Y R4: Vodka D Finlandia Vodka 750 ml LTO Y Y Y Y Y Y R5: Vodka E Belvedere Vodka 750 ml BAM Y Y Y Y Y Y R6: Rum A Mount Gay Eclipse 1140 ml LTO Y R7: Rum B 2733 Captain Morgan Dark Rum 1140 ml LTO Y Y Y Y Y R8: Rum C Bacardi Superior 1750 ml LTO Y Y Y Y Y Y R9: Rum D Sailor Jerry Spiced Navy Rum 1140 ml BAM Y Y Y Y Y Y R10: Rum E Silent Sam Vodka 1750 ml BAM Y Y Y Y Y Y R11: Canadian Whisky A Jack Daniel's Single Barrel Whiskey 750 ml LTO Y Y R12: Canadian Whisky B Forty Creek Barrel Select Whisky 1140 ml LTO Y Y Y Y Y R13: Canadian Whisky C Gibson's Finest Sterling Edition 750 ml VA Y Y Y Y Y Y R14: Canadian Whisky D 125 Canadian Club 1140 ml LTO Y Y Y Y Y Y R15: Canadian Whisky E 3343 J & B Rare 1140 ml LTO Y Y Y Y Y Y R16: Scotch A Crown Royal 1140 ml LTO Y Y Y Y Y Y R17: Scotch B Glenmorangie Single Malt 750 ml BAM Y Y Y Y Y Y R18: Gin A 2691 Tanqueray Dry Gin 750 ml LTO Y Y Y Y Y Y R19: Liqueurs A Mickey Finn Sour Blueberry Pomegranate Liquor 750 ml BAM Y Y Y Y R20: Liqueurs B Bolivar Coffee Liqueur 1140 ml LTO Y Y Y Y Y Y R21: Liqueurs C Dooley's Original Toffee Cream Liquor 750 ml LTO Y Y Y Y Y Y R22: Liqueurs D Carolans Irish Cream 1140 ml LTO Y Y Y Y Y Y R23: Brandy A De Valcourt X.O. Aged 10 Years Brandy 750 ml BAM Y R24: Brandy B Bombay Sapphire London Dry 750 ml BAM Y Y Y Y Y Y R25: Tequila A Cazadores Anejo 750 ml LTO Y Y Y Y R26: Ontario Blend A Pelee Island Pinot Grigio VQA 750 ml LTO Y Y Y Y Y Y R27: Ontario Blend B Kittling Ridge White Zinfandel/Vidal 1500 ml LTO Y Y Y Y Y Y R28: Ontario Blend C Pelee Island Gewurztraminer 750 ml LTO Y Y Y Y Y Y *Y = your store implements this extender. ** See the Participating Stores section of this Guide to determine how many regular shelf extender locations your store has. 56 Promotional Turn 1: A Perfect Match

59 Shelf Extenders Continued Extender Support # of Extenders LCBO# Description Location Programs R29: Ontario Non-VQA A Trius Riesling VQA 750 ml LTO Y Y Y Y Y R30: Ontario Non-VQA B Panama Jack's Butter Caramel Cream 750 ml LTO Y Y Y Y Y Y R31: Ontario Non-VQA C Strewn Cabernet/Merlot VQA 750 ml LTO Y Y Y Y Y Y R32: Ontario Non-VQA D Jackson-Triggs Prop Rsv Meritage VQA 750 ml LTO Y Y Y Y Y Y R33: Ontario VQA A Reif Riesling VQA 750 ml LTO Y Y Y R34: Ontario VQA B Henry of Pelham Reserve Chardonnay VQA 750 ml BAM Y Y Y Y R35: Australia/ New Zealand A Cookoothama Cabernet Merlot 750 ml BAM Y Y Y R36: Australia/ New Zealand B Wolf Blass Red Label Shiraz/Cabernet Sauvignon 750 ml LTO Y Y Y Y R37: Australia/ New Zealand C De Bortoli Deen Vat 8 Shiraz 750 ml LTO Y Y Y Y Y Y R38: Australia/ New Zealand D Babich Sauvignon Blanc 750 ml BAM Y Y Y Y Y Y R39: USA A Peter Lehmann Clancy's Red Shiraz/Cab/Merlot 750 ml BAM Y Y Y Y Y Y R40: USA B Robert Mondavi Woodbridge Sauvignon Blanc 750 ml BAM Y Y Y Y Y Y R41: Chile A Angus The Bull Shiraz 750 ml LTO Y Y Y Y R42: Chile B Los Arboles Cabernet Sauvignon 750 ml BAM, BBAM Y Y Y Y Y Y R43: France Blend A Alianca Vista Tr 750 ml BAM Y R44: France Blend B L'Epayrie Blanc 1500 ml BAM Y Y Y Y Y Y R45: France South A Osborne Solaz Shiraz Tempranillo 750 ml BAM Y Y R46: France South B Spinelli Malbec 750 ml LTO Y Y Y Y Y Y R47: France Bordeaux/ Burgundy A Collavini Pinot Grigio 750 ml BAM Y Y Y R48: Italy Central A Montresor Amarone 750 ml BAM Y Y Marketing & Product Guide 57

60 Shelf Extenders Continued Extender Support # of Extenders LCBO# Description Location Programs R49: Italy Central B Red Guitar Old Vine Tempranillo Garnacha 750 ml LTO Y Y Y Y Y Y R50: Italy North A Fontanafredda Barolo 750 ml BAM Y Y Y Y Y R51: Italy North B El Burro Garnacha 750 ml LTO Y Y Y Y Y Y R52: Southern Europe A Rene Barbier Mediterranean White 750 ml BAM Y R53: Southern Europe B Straccali Chianti DOCG 750 ml BAM Y Y Y R54: Germany A Moselland Bernkasteler Kurfurstlay Riesling 750 ml BAM Y Y Y Y Y Y R55: Sparkling A Il Prosecco 750 ml BAM Y Y Y R56: Sparkling B Robert Mondavi Private Selection Pinot Noir 750 ml LTO Y Y Y Y Y Y R57: Ontario Beer A Amsterdam Blonde 473 ml LTO Y Y R58: Ontario Beer B Sleeman Honey Brown Lager 473 ml BAM Y Y Y Y Y Y R59: Beer Leffe Blonde 6 Pk-B 1980 ml BAM, BBAM Y R60: Beer Creemore Springs Traditional Pilsner 473 ml ST Y Y Y Y Y Y R61: Beer Moosehead Beer 6 x 341 ml LTO Y Y Y Y Y Y R62: Beer Innis & Gunn Oak Aged Beer 330 ml Y Y Y Y Y Y R63: Party Zone Mike's Hard Cranberry Lemonade 4 Pk-B 1320 ml LTO Y Y Y Y Y Y R64: Party Zone Mike's Hard Pink Lemonade 1320 ml LTO Y Y Y Y Y Y R65: Party Zone Seagram Wildberry The Original 4 Pk-B 1364 ml LTO Y Y Y Y Y Y *Y = your store implements this extender. ** See the Participating Stores section of this Guide to determine how many extender locations your store has. 58 Promotional Turn 1: A Perfect Match

61 Discovery Shelf Extenders Location LCBO # Description Support Program D1: Discovery Wines Southbrook Framboise 375 ml BAM D2: Discovery Wines Farnese Negroamaro 750 ml BAM D3: Discovery Wines Fish Hoek Sauvignon Blanc 750 ml BAM D4: Discovery BSM Ozujsko 500 ml BAM D5: Discovery BSM Wild Vines Tropical Chardonnay 750 ml BAM D6: Discovery BSM Seagram Orange Cream Swirl 4 Pk-B LTO D7: Discovery Spirits Pravda Vodka 750 ml LTO D8: Discovery Spirits Plymouth Gin 750 ml BAM D9: Discovery Spirits Courvoisier Exclusif Cognac 750 ml BAM Community Shelf Extenders Location LCBO # Description Support Program C1: Community Extender Lamb's White Rum (P.E.T) 1750 ml BAM C2: Community Extender Canada Gold Whisky (P.E.T) 1140 ml BAM C3: Community Extender Pelee Island Baco Noir VQA 750 ml LTO C4: Community Extender Citra Montepulciano D'Abruzzo Doc 1500 ml LTO C5: Community Extedner Fetzer Valley Oaks White Zinfandel 750 ml BAM Green Extender Extender Location LCBO # Description Support Program G1: Green Extender Banrock Station Ecomate Sauvignon Blanc Carton 1000mL Marketing & Product Guide 59

62 IMAGE Shelf Talker LCBO # Description Format Harviestoun Bitter & Twisted 500 ml Eco Luxury Vodka 750 ml VA Pillitteri Unoaked Chardonnay VQA 750 ml Grolsch Premium Lager 4 Pk-B 1800 ml Chateau Bonnet 750 ml Boris Bio - Organic Beer 500 ml Remy Pannier Blanc De France 1500 ml Si Soave - Doc 750 ml James Ready Pk-Tbc 2838 ml Domaine Jean Bousquet Malbec 750 ml Remy Pannier Rouge De France 1500 ml Pillitteri Gewurztraminer/Riesling VQA 750 ml Pillitteri Cabernet/Merlot VQA 750 ml Winzer Krems Gruner Veltliner 750 ml Sleeman Clear 6 Pk-B 2046 ml Moosehead Beer 6 Pk-B 2046 ml Support Programs 60 Promotional Turn 1: A Perfect Match

63 Limited Time Offers LCBO# Description SAVE Support Programs 125 Canadian Club 1140 ml $1.00 Extender 166 Sogrape Mateus Rose 750 ml $1.00 EA 414 Pama Pomegranate Liquor 750 ml $ Folonari Valpolicella Classico 750 ml $1.00 EA 1453 Tanqueray Dry Gin 1140 ml $ Martini & Rossi Asti 750 ml $ Sauza Silver 750 ml $ Tanqueray Dry Gin 750 ml $2.00 Extender 2733 Captain Morgan Dark Rum 1140 ml $1.35 Extender 3343 J & B Rare 1140 ml $2.00 Extender 5322 Aveleda Vinho Verde Fonte 750 ml $1.00 EA 8094 Deinhard Green Label Riesling 750 ml $1.00 EA Crown Royal 1140 ml $2.50 Extender Yellowglen Pink Sparkling 750 ml $1.00 EA Moselland Bernkasteler Kurfurstlay Riesling 750 ml $0.75 Extender Peller Estates French Cross Shiraz Carton 1000 ml $ Xoxo Merlot Cabernet 750 ml $ El Burro Garnacha 750 ml $1.00 Extender Benedictine & Brandy 750 ml $ Finlandia Vodka 750 ml $1.00 Extender Harbour Estates Sunrise Vidal/Chardonnay VQA 750 ml $ Mill Street Stock Ale 6 Pk-B 2046 ml $ Folonari Pinot Noir 750 ml $1.00 EA Naked Grape Shiraz Bib 3000 ml $ Wiser's DeLuxe 1750 ml $ Patron Silver Tequila 750 ml $ Pascual Toso Merlot 750 ml $1.00 EA Sleeman Honey Brown Lager 473 ml $0.25 Extender Bacardi Superior 1750 ml $1.00 Extender Taylor Fladgate Late Bottled Vintage Port 750 ml $1.00 EA Robert Mondavi Woodbridge Cabernet Sauvignon 750 ml $1.00 EA The Famous Grouse 750 ml $ Smokehead Islay Single Malt Scotch Whisky 750 ml $ Peller Estates Ice Cuvee VQA 750 ml $ Red Guitar Old Vine Tempranillo Garnacha 750 ml $1.00 Extender Jose Cuervo Golden Margarita 750 ml $ Glenrothes Select Reserve Single Malt 750 ml $ Jackson-Triggs Prop Rsv Sauv Blanc VQA 750 ml $ Warsteiner Dunkel 500 ml $ Peller Estates Family Series Cab/Merlot VQA 750 ml $ Sawmill Creek Dry Red 4000 ml $2.50 Marketing & Product Guide 61

64 Limited Time Offers Continued LCBO# Description SAVE Support Programs Castillo De Monseran Viura 750 ml $1.00 EA Tuborg Gold Beer 500 ml $ Freixenet Carta Nevada Sparkling 750 ml $1.00 EA Gabbiano Chianti Docg 750 ml $1.00 EA Voga-Quattro 750 ml $ Citra Montepulciano D'Abruzzo Doc 1500 ml $1.00 Comm. Extender Mezzomondo Pinot Grigio Chardonnay 750 ml $0.50 EA Bombardier Ale 500 ml $ Colio Extra Dry Red 1500 ml $ Wyndham Estate Bin 222 Chardonnay 750 ml $1.50 EA Forty Creek Double Barrel Reserve Whisky 750 ml $ Barefoot Bubbly Pinot Grigio 750 ml $1.00 EA Panama Jack's Butter Caramel Cream 750 ml $3.00 Extender Pelee Island Monarch Red VQA 750 ml $1.00 EA Reif Riesling VQA 750 ml $1.00 Extender Cazadores Anejo 750 ml $3.00 Extender Dos Equis Amber 6 Pk-B 2130 ml $ The Beach House Sauvignon Blanc Semillon 750 ml $1.00 EA Mike's Hard Pink Lemonade 1320 ml $1.00 Extender Antica Sambuca Classic Liqueur 750 ml $ Smirnoff Tuscan Lemonade 750 ml $ Mudshots Pour & Serve - Chocolate Monkey 200 ml $ Mudshots Pour & Serve - Toffee Vanilla 200 ml $ Stowford Press English Export Cider 500 ml $ Smirnoff Vodka (P.E.T.) 1140 ml $ Angus The Bull Shiraz 750 ml $1.50 Extender Girls Night Out Cabernet/Shiraz VQA 750 ml $1.00 EA Open Cabernet-Merlot VQA 750 ml $1.00 EA Pelee Island Gewurztraminer 750 ml $1.00 Extender Sogrape Gazela Vinho Verde 750 ml $1.00 EA Amsterdam Blonde 473 ml $0.25 Extender Spinelli Malbec 750 ml $1.00 Extender Montecillo Crianza La Rioja 750 ml $1.50 EA Little Yering Cabernet Shiraz Merlot 750 ml $1.00 EA Zlatorog Beer 500 ml $ Peller Estates French Cross Sauvignon Blanc Bib 2000 ml $ Seagram Wildberry The Original 4 Pk-B 1364 ml $1.00 Extender Frangelico 750 ml $ Glayva 750 ml $ L'Ambiance White 1500 ml $ L'Ambiance Red 1500 ml $ Promotional Turn 1: A Perfect Match

65 Limited Time Offers Continued LCBO# Description SAVE Support Programs Inniskillin Late Autumn Riesling VQA 750 ml $ Luxardo Amaretto Di Saschira 750 ml $ Beringer White Zinfandel 750 ml $1.00 EA Dab Original 500 ml $ Rosemount Diamond Chardonnay 750 ml $1.00 EA Santa Carolina Sauvignon Blanc 750 ml $1.00 EA Castillo De Almansa Reserva 750 ml $1.00 EA Pelee Island Blanc De Blanc Seyval Blanc VQA 750 ml $1.00 EA Holsten Premium Pilsner 500 ml $ Mezzacorona Pinot Grigio Trentino Doc 750 ml $1.00 EA Trius Riesling VQA 750 ml $1.00 Extender Wolf Blass Red Label Shiraz/Cabernet Sauvignon 750 ml $1.00 Extender Pelee Island Pinot Grigio VQA 750 ml $1.00 Extender Luksusowa Vodka 1140 ml $ Mount Gay Eclipse 1140 ml $3.00 Extender Appleton Estate V/X 1140 ml $ Two Oceans Sauvignon Blanc 750 ml $1.00 EA Fetzer Valley Oaks Merlot 750 ml $1.00 EA Santa Carolina Merlot 750 ml $1.00 EA Gosling's Black Seal Rum 750 ml $ Robert Mondavi Private Selection Chardonnay 750 ml $ Jackson-Triggs Prop Select Sauvignon Blanc 1500 ml $1.50 EA Mike's Hard Cranberry Lemonade 4 Pk-B 1320 ml $1.00 Extender Beringer Stone Cellars Merlot 750 ml $1.00 EA Rossi D'Asiago Limoncello Snaps 750 ml $ Polar Ice Vodka (P.E.T) 1750 ml $ Jack Daniel's Single Barrel Whiskey 750 ml $3.00 Extender Pelee Island Baco Noir VQA 750 ml $1.00 Comm. Extender Wolf Blass Yellow Label Shiraz 750 ml $1.00 EA Sourz Apple Liquor 750 ml $ Farnese Sangiovese Daunia 750 ml $0.50 EA Jackson-Triggs Prop Rsv Meritage VQA 750 ml $1.00 Extender Tiger Beer 500 ml $ Mount Gay Rum Extra Old 750 ml $ Strongbow Cider 500 ml $ Mott's Clamato Caesar Original 4 Pk-B 1420 ml $ Cesari Merlot Delle Venezie 750 ml $0.50 EA Peller Estates French Cross Red Bib 4000 ml $ Strewn Cabernet/Merlot VQA 750 ml $1.00 Extender Kittling Ridge White Zinfandel/Vidal 1500 ml $1.00 Extender Yankee Jim Genuine Draft 6 x 355 ml $0.50 Marketing & Product Guide 63

66 Limited Time Offers Continued LCBO# Description SAVE Support Programs Pravda Vodka 750 ml $2.00 Discovery Ext Leyenda Del Milagro Tequila Reposado 750 ml $ Compass Box The Peat Monster Vatted Malt 750 ml $ Danfield's Private Reserve Small Batch 750 ml $ Sangsters Orig Gold Jamaica Rum Cream Liquor 750 ml $ Forty Creek Barrel Select Whisky 1140 ml $1.50 Extender Bolivar Coffee Liqueur 1140 ml $3.00 Extender Disaronno Originale Amaretto 1140 ml $ Eastdell Estates Unoaked Chardonnay VQA 750 ml $1.00 EA Osborne Solaz Tempranillo Cabernet Sauvignon 750 ml $1.00 EA Moosehead Lager 473 ml $ Pomtini Vodka & Pomegranate Cooler 4 Pk-B 1320 ml $ Blackthorn Cider 500 ml $ Argento Pinot Grigio 750 ml $1.00 EA De Bortoli Deen Vat 8 Shiraz 750 ml $1.00 Extender Carolans Irish Cream 1140 ml $3.00 Extender Havana Club Anejo Blanco Rum 1140 ml $ Dooley's Original Toffee Cream Liquor 750 ml $2.00 Extender Lindemans Bin 85 Pinot Grigio 750 ml $1.00 EA Singha Lager 6 Pk-B 1980 ml $ Caledonian 80/- 500 ml $ Red Leaf Lager 6 Pk-B 2046 ml $ Sleeman Honey Brown Lager 6 Pk-B 2046 ml $ Baltika #3 Classic Beer 500 ml $ Seagram Orange Cream Swirl 4 Pk-B 1364 ml $ Molson Canadian Cold Shots ml $ Magners Original Irish Cider 500 ml $ Promotional Turn 1: A Perfect Match

67 Value Added Program Available from supplying warehouse LCBO# Description Value Add VA Mother Carton # Veuve Clicquot Brut Champagne 750 ml Gift Box Value Add available from Supplier s representative LCBO# Description Value Add 1412 Wiser's Special Blend 1140 ml Wiser's DeLuxe 50 ml 1586 Black Velvet 1140 ml Danfields 50 ml 2600 Martini Extra Dry Vermouth White 1000 ml Bombay Sapphire 50 ml 3558 Gibson's Finest 750 ml Glenfiddich 50 ml 4622 Newfoundland Screech Rum 750 ml Iceberg Vodka 50 ml Prince Igor Vodka (P.E.T) 1140 ml Prince Igor Extreme 50 ml Durbanville Hills Sauvignon Blanc 750 ml Amarula Cream Liqueur 50 ml Durbanville Hills Shiraz 750 ml Amarula Cream Liqueur 50 ml Reyka Vodka 750 ml Milagro Tequila 50 ml Sauza Gold Tequila 750 ml Hornitos 50 ml Prince Igor Extreme Vodka 1140 ml Eight Below Vodka 50 ml Chartreuse Green 375 ml Glass Two Oceans Chardonnay 750 ml Wine Enviro Bag Alberta Pure Vodka (P.E.T) 1750 ml Canadian Club Premium 50 ml Alberta Premium (P.E.T) 1750 ml Canadian Club Premium 50 ml Seagrams Five Star (P.E.T) 1750 ml Crown Royal 100 ml Peninsula Ridge Merlot VQA 750 ml Corkscrew Two Oceans Pinot Noir 750 ml Wine Enviro Bag Eco Luxury Vodka 750 ml Seed Kit Carlsberg 6 Pk-B 1980 ml Toronto FC Schedule Sourz Berry Fusion Liquor 750 ml Banff Ice 50 ml Canadian Club (P.E.T.) 750 ml Canadian Club Classic 50 ml Amaro Averna 750 ml Glassware Estrella Damm Lager 500 ml Coaster Pack Sawmill Creek Pinot Grigio Chardonnay 750 ml Wooden Napkin Rings Golden Wedding (P.E.T) 1750 ml Danfields 2 x 50 ml Dr. Mcgillicuddy Fireball Whisky Shooter Liquor 375 ml bottle opener Caramilk Cream Cooler 1080 ml Chocolate Bar Copper Moon Moonlight Harvest Pinot Grigio 750 ml Key Light Copper Moon Moonlight Harvest Shiraz 750 ml Key Light Caramilk Cream Liquor 750 ml Chocolate bar Appleton Estate V/X 750 ml Appleton Reserve 50 ml Gibson's Finest Sterling Edition 750 ml Gibson's 12 YO 50 ml Calvados Boulard 750 ml Branded packs of dark chocolate Forty Creek Barrel Select 750 ml Mountarin Rock Whisky 50 ml Sola Nero White 1500 ml Danfield's Whiskey 50 ml Sola Nero Red 1500 ml Danfield's Whiskey 50 ml Mountain Rock Whisky 750 ml Forty Creek Barrel Select 50 ml Bouchard Pere & Fils Pinot Noir Bourgogne 750 ml Branded Dropstop St. Remy Brandy 1140 ml St Remy XO 50 ml Lulu B Pinot Noir Vdp 750 ml Corkscrew Marketing & Product Guide 65

68 AIR MILES Reward Miles LCBO # Description BAM Support Programs 42 Canadian Club 750 ml 8 67 Smirnoff Vodka 750 ml Seagrams Five Star 1140 ml Captain Morgan White Rum 750 ml Alberta Premium 1140 ml Black Velvet (P.E.T) 375 ml Stock Sweet Vermouth Red 1000 ml Bacardi Gold Rum 1140 ml Schenley O.F.C. 750 ml Negra Modelo 6 Pk-B 1950 ml Stock 84 VSOP Brandy 750 ml Bees Chardonnay Unoaked VQA 750 ml Bees Cabernet Merlot VQA 750 ml Bell's Original Scotch Whisky 750 ml Sweet Mogen David Concord Kp 750 ml Becks 6 Pk-B 1980 ml Dewar's White Label 1140 ml Marquis De Villard Brandy 1140 ml Errazuriz Estate Carmenere 750 ml Fontanafredda Barolo 750 ml 8 Extender Sweet Mogen David Blackberry Kp 750 ml Santa Rita 120 Sauvignon Blanc 750 ml Canada Gold Whisky (P.E.T) 1140 ml 10 Comm. Extender Coyotes Run Unoaked Chardonnay VQA 750 ml Coyotes Run Cabernet Merlot VQA 750 ml De Valcourt X.O. Aged 10 Years Brandy 750 ml 6 Extender Osborne Santa Maria Cream Sherry 750 ml Smirnoff Vodka (P.E.T.) 750 ml Yankee Jim Icebock 473 ml Collavini Pinot Grigio 750 ml 6 Extender Fish Eye Shiraz 750 ml Chateau Des Charmes White Label Cabernet VQA 375 ml Chateau Des Charmes White Label Chard VQA 375 ml Robert Mondavi Woodbridge Sauvignon Blanc 750 ml 6 Extender Dan Aykroyd Cabernet Merlot VQA 750 ml 5 EA Barefoot Cellars Pinot Grigio 750 ml 5 EA Chateau Des Charmes Chardonnay VQA 750 ml Chateau Des Charmes Gamay Noir VQA 750 ml Xoxo Pinot Grigio/Chardonnay 750 ml 3 EA Small Cask Brandy (P.E.T) 375 ml 4 66 Promotional Turn 1: A Perfect Match

69 AIR MILES Reward Miles Continued LCBO # Description BAM Support Programs Bees Pinot Grigio VQA 750 ml 4 EA Chateau Des Charmes Riesling VQA 750 ml 4 EA Cono Sur Viognier 750 ml 4 EA Leffe Brune 6 Pk 1980 ml Glenmorangie The Quinta Ruban Highland Malt 750 ml Glenmorangie The Lasanta Highland Malt 750 ml Cavit Collection Pinot Noir Igt Prov Di Pavia 750 ml Dan Aykroyd Sauvignon Blanc VQA 750 ml Tuborg Green Beer 500 ml Mickey Finn Sour Raspberry Liquor 750 ml Mickey Finn Sour Blueberry Pomegranate Liquor 750 ml 6 Extender Leffe Blonde 6 Pk-B 1980 ml 4 Extender Ozujsko 500 ml 1 Discovery Ext Giovello Prosecco 750 ml 4 EA, BBAM Colio Bianco Secco 1500 ml Lamb's White Rum (P.E.T) 1750 ml 12 Comm. Extender Courvoisier Exclusif Cognac 750 ml 20 Discovery Ext Alberta Pure Vodka (P.E.T.) 750 ml Alianca Vista Tr 750 ml 4 Extender Cookoothama Cabernet Merlot 750 ml 5 Extender Jacob's Creek Reserve Cabernet Sauvignon 750 ml Glenmorangie Single Malt 750 ml 7 Extender Wyndham Estate Bin 515 Shiraz Viognier 750 ml Domaine Chandon Brut 750 ml Barefoot Cellars Chardonnay 750 ml Cavit Collection Pinot Grigio Delle Venezie 750 ml Gray Fox Chardonnay 1500 ml L'Epayrie Blanc 1500 ml 4 Extender Inniskillin Brae Blanc Reserve VQA 750 ml Nederburg Paarl Cabernet Sauvignon 750 ml Bacardi Black 1140 ml Golden Wedding 750 ml Prairie Organic Vodka 750 ml 8 Extender Metaxa Seven Star 750 ml Uv Blue Raspberry Vodka 750 ml 5 Extender Wild Vines Tropical Chardonnay 750 ml 4 Discovery Ext Henkell Trocken 750 ml Cavallina Grillo Pinot Grigio 750 ml 3 EA Fish Hoek Sauvignon Blanc 750 ml 5 Discovery Ext Captain Morgan White Rum (P.E.T.) 1750 ml 12 Marketing & Product Guide 67

70 AIR MILES Reward Miles Continued LCBO # Description BAM Support Programs Equifera Pinot Noir VQA 750 ml 8 EA Voga Sparkling Pinot Grigio 750 ml Farnese Negroamaro 750 ml 3 Discovery Ext Bodegas Castano La Casona Monastrell 750 ml Chateau Des Charmes Cab Franc Est Bottled VQA 750 ml Sailor Jerry Spiced Navy Rum 1140 ml 8 Extender Muskoka Lager 473 ml Batasiolo Barolo Doc 750 ml Prince Igor Vodka (P.E.T) 1750 ml Silent Sam Vodka 1750 ml 10 Extender Glayva 375 ml Frescobaldi Campo Di Sassi 750 ml Highland Park 12 Yr Old Single Malt 750 ml Alpenbitter No ml Raynal Napoleon VSOP 1140 ml Gato Negro Sauvignon Blanc 750 ml Montresor Amarone 750 ml 6 Extender Almaden California Blush 1500 ml Glenfiddich Single Malt 12 Year Old 375 ml Henry Of Pelham Reserve Chardonnay VQA 750 ml 5 Extender Santa Rita Reserva Cabernet Sauvignon 750 ml 5 EA Pilsner Urquell 500 ml-c Okocim Beer 500 ml Masi Valpolicella 750 ml 4 EA Gallo Family Vineyards White Zinfandel 750 ml 4 EA Peller Estates French Cross Vidal 1500 ml 4 EA Errazuriz Estate Merlot 750 ml Bombay Sapphire London Dry 750 ml 8 Extender Gilbey's Lemon Gin(P.E.T) 750 ml Prince Igor Vodka 375 ml Rene Barbier Mediterranean White 750 ml 3 Extender Southbrook Framboise 375 ml 4 Discovery Ext Cono Sur Pinot Noir 750 ml 4 EA Casarsa Chardonnay Doc 1500 ml Banff Ice Vodka 1140 ml Appleton Estate V/X 1750 ml Skyy Vodka 750 ml Belvedere Vodka 750 ml 7 Extender Casarsa Cabernet Sauvignon 1500 ml Casarsa Cabernet/Merlot 1500 ml 5 68 Promotional Turn 1: A Perfect Match

71 AIR MILES Reward Miles Continued LCBO # Description BAM Support Programs Robert Mondavi Private Selection Pinot Noir 750 ml 10 Extender Galliano 375 ml Fetzer Valley Oaks White Zinfandel 750 ml 4 Comm. Extender Chopin Potato Vodka 750 ml Plymouth Gin 750 ml 10 Discovery Ext, Iceberg Vodka 1750 ml Tetley's English Ale 4 Pk-C 1760 ml Cabo Wabo Reposado Tequila 750 ml Hoegaarden 6 Pk-B 1980 ml Kittling Ridge Icewine & Brandy 375 ml 10 EA Giovello Pinot Grigio 750 ml 4 EA, BBAM Peller Estates Family Series Chardonnay VQA 750 ml Iceberg Vodka 200 ml Il Prosecco 750 ml 4 Extender Bottega Petalo Moscato 750 ml Mezzomondo Negroamaro Salento Igt 750 ml 5 EA Gianduia Crema Cioccolato Gianduia E Grappa 500 ml Appleton Estate V/X Jamaica Rum 3000 ml Patron Xo Cafe Tequila Liqueur 750 ml Sweet Mogen David Concord Kp 1500 ml Peter Lehmann Clancy's Red Shiraz/Cab/Merlot 750 ml 5 Extender Niagara's Best Blonde Premium Ale 6 Pk-B 2046 ml Eastdell Estates Pinot Noir VQA 750 ml Babich Sauvignon Blanc 750 ml 4 Extender Osborne Solaz Shiraz Tempranillo 750 ml 7 Extender Straccali Chianti Docg 750 ml Relax Riesling 750 ml 4 EA El Dorado Demerara 5 Year Old Rum 750 ml 5 Marketing & Product Guide 69

72 Bundling AIR MILES Reward Miles BBAM Option LCBO# Description BAM Approved Errazuriz Estate Carmenere 750 ml Errazuriz Estate Merlot 750 ml Giovello Prosecco 750 ml Giovello Pinot Grigio 750 ml Pinot Grigio Valdagide (S. Margherita) 750 ml Prosecco Di Valdobbiadene Brut (S. Margherita) 750 ml BBAM Amount Total BBAM Creemore Springs Traditional Pilsner 473 ml Los Arboles Malbec 750 ml Los Arboles Chardonnay 750 ml Los Arboles Cabernet Sauvignon 750 ml Kwv Chenin Blanc 750 ml Kwv Cabernet Sauvignon 750 ml Kwv Chardonnay 750 ml Complete details about the Bundling Bonus AIR MILES (BBAM) support program are published on In Summary: Option 1 - Buy the two listed products at the same time and receive the BBAM Option 2 - Buy two of the same listed product and receive the BBAM Option 3 - Buy three of the same listed product and receive the BBAM Option 4 - Buy two of the three listed products and receive the BBAM Promotional Turn 1: A Perfect Match

73 Necktags LCBO# Description Support Programs NT Approved Remy Martin VS 750 ml Product knowledge Sterling Vintner's Cabernet Sauvignon 750 ml Best Value Wine Brands Montgras Sauvignon Blanc Reserva 750 ml info Creekside Shiraz VQA 750 ml Critics accolades and recipe Rocamar Red 1500 ml Informational Eastdell Riesling VQA 750mL Donation to "The Ride to Conquer Cancer" Alvear's Amontillado 750 ml Informational Eastdell Black Cab VQA 1500mL Donation to "The Ride to Conquer Cancer" Life Is Good Chardonnay Unoaked VQA 750 ml EA New Product Information Cave Spring Gamay VQA 750 ml Recipe/co-op promo with pork producers Krupnik Honey Liqueur 750 ml Recipe Necktags Pelee Island Cabernet/Merlot VQA 750 ml Hero Food Bank Necktag Eastdell Rose VQA 750mL Donation to "The Ride to Conquer Cancer" Astoria Prosecco La Robinia 750 ml #1 Selling Prosecco in Italy + Product Description Eastdell Black Cab VQA 750mL Donation to "The Ride to Conquer Cancer" Sterling Vintner's Merlot 750 ml Best Value Wine Brands Sterling Vintner's Chardonnay 750 ml Best Value Wine Brands Yankee Jim Ice 6 Pk-C 2130 ml Necktag, Contest Win a Trip to NY Yankees Game in NYC 71

74 Contest LCBO # Description Support Program Contest Approved Yankee Jim Ice 6 x 355 ml Necktag, Contest Necktag-Contest : Win a Trip to a NY Yankees Game in NYC Miller Genuine Draft 6 x 355 ml Contest Necktag-Contest: Toronto Raptors Prize Pack Giveaway 72 Promotional Turn 1: A Perfect Match

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76 The Spring 2010 issue of Food & Drink was distributed in stores Wednesday, March 3, Features: Enjoy exceptional recipes with springtime fresh and flavourful ingredients perfect for a standout Easter dinner Cocktails inspired by spring s first blooms that look as good as they taste. Sophisticated cupcakes are a novel way to cap your next dinner party. Whether for cooking or in cocktails, a guide for choosing the best wine plus recipes too. Recreate the hottest new rage, Korean fare, easily at home. This issue should be merchandised prominently in the magazine stands. The stands should be positioned in the selling area of the store. If your store does not have a stand, please display FOOD & DRINK at all checkouts, customer service and the Info centre. Once your supply has been depleted, please store the stand until the next issue arrives in store. Do not use the stand to display other materials. To request additional copies once your original supply has run out, please wayne.leek@lcbo.com Your should include the following information: Store # and contact name # of additional copies and why English or French edition We will distribute the magazine equitably among all stores who request over 10 days after original distribution. As supply is limited, please understand that stores may not receive the quantity requested. Watch for the Early Summer 2010 issue of Food & Drink, which will be in stores on Wednesday, April 28, Promotional Turn 1: A Perfect Match

77 D isplay Table M erchandising G uidelines

78 Merchandising Display Tables Table of Contents Display Table Participating Stores Merchandising Display Table Guidelines.76 Display Table Themes Product Orders Product Placement Nesting Table Baskets Market Place Fixtures Nesting Tables Nesting Table Theme Location Nesting Table Map Theme: Perfect w/pasta & Meatballs Theme: golocal Theme: Perfect w/chinese Take-Out Vintages April 3rd Release Vintages April 20th Release Promo Tables Promo Table Theme Location Promo Table Map Theme: Rose Wines Theme: A Perfect Match with Mussels and Shellfish Theme: Red Wines (a Perfect Match with Steak & Potatoes) Theme: Beer (a Perfect Match with Beef burgers) Program Overview The display guidelines contained in this booklet provide direction on merchandising Nesting and Promo Tables effectively for each Promotional Turn. Nesting and Promo Table displays provide additional opportunities for incremental sales and are major components of the store environment and shopping experience. Participating Stores* 1, 15, 21, 22, 31, 35, 38, 40, 57, 115, 149, 164, 171, 185, 187, 191, 198, 200, 212, 226, 243, 252, 253, 265, 329, 334, 340, 346, 355, 360, 361, 367, 371, 373, 378, 388, 390, 393, 412, 416, 417, 432, 438, 445, 452, 495, 522, 523, 525, 536, 542, 544, 545, 555, 556, 573, 575, 579, 590, 601, 617, 623, 624, 631, 632 *Not all stores participate in all programs. Visual Merchandising Team If you have any questions, please contact your store s Regional Visual Merchandiser or Julia Coates at Store Floor Plans Promotional Turn 1: A Perfect Match

79 Merchandising Display Table Guidelines Display Table Themes The new Nesting Table Map on page 81 is used for all of the Nesting Table Layouts. The products have been selected by Category Management and arranged by Visual Merchandising according to the like-with-like and colour/size/type principles to accomplish a balanced, easy-to-shop display. Please merchandise the tables according to the themes provided. These themes have been selected to integrate with the Promotional Theme and to maximize sales potential. Product Orders For each Nesting Table, please order two or three cases of each of the participating products. For each Promo Table, please order two or three cases of each of the six to eight participating products. The Store Manager may modify product selections, based on customer buying patterns and demographics but alternative products should match the theme. Example of Nesting Table Marketing & Product Guide 77

80 Merchandising Display Table Guidelines Continued Product Placement Avoid spreading products over the entire table. Too many facings of the same product will make the display seem cluttered, dulling the impact of the products being promoted. By following the basic principle of like product with like product, you will accomplish a themed, fully stocked and customer-friendly fixture. Remember to consider the colour, size and type when building your display. Placing complementary colours next to each other also enhances the look of the display. Items on the Display Tables should not compete with each other. Nesting Table Baskets All nesting tables must have a basket on each corner of the table. Select one product to merchandise in each basket complementing the theme. Sign the product with metal sign holders and black sign inserts. Each medium sized basket holds two cases of 750 ml product or one case of 1000 ml /1500 ml product. Example of colour, size, type Example of like with like Example of basket with sign 78 Promotional Turn 1: A Perfect Match

81 Market Place Fixtures Merchandising Market Place Fixture Participating Stores 329 Market Place (Centre Area) Please use this premium selling space to highlight products that are from the A Perfect Match promotion. These products may be chosen at your discretion, but be sure to feature themed products on these fixtures. Please choose 12 to 24 brands per fixture. Market Place (Store 329) Marketing & Product Guide 79