Weeks 22 & 23 MARKETING & PRODUCT GUIDE. September 1, Trade Copy

Transcription

1 Weeks 22 & 23 MARKETING & PRODUCT GUIDE September 1, 2018

2 Table of Contents NEW! Vintages Essentials On Shelf...1 Release Overview Feature A - Australia...4 Feature B - Europe Less Travelled Wines of the Month...5 Arrive in Style Local Talent Release Signage Components End Aisles Feature Signage Components....6 Program Wines Signage Components....7 On-shelf Signage Components Other Signage Components...11 Product Consultant Hot Buttons...12 Re-ordering Signage Kits...13 Additional In-store Programs Nesting Table Essentials Gateway Box Sign PT6 Ontario Superstars Program...16 Specialty Portfolio...19 PT6 BAM & LTO $17 Wines...22 Additional Vintages Marketing Programs External Advertising Promotions...24 Classics Catalogue...25 Upcoming Events...26 Vintages Bi-weekly Release Signage Components Listing: New Arrivals: Blank Bin Tags Pre-printed Shelf Talkers (A,B,C Features) Pre-printed Pricer Cards (A Feature) Blank Shelf Talker Shells Blank Pricer Card Shells Pre-printed Rave Review Shelf Talkers Pre-printed FSE Shelf Talkers Program Wines: WOM Pre-printed Shelf Talkers WOM Pre-printed Pricer Cards AIS Pre-printed Shelf Talkers AIS Pre-printed Pricer Cards $17 Pre-printed Shelf Talkers $17 Pre-printed Pricer Cards Hot Buttons: Product Consultant Picks Hot Buttons Essentials "If you Like" Hot Buttons

3 NEW! Vintages Essentials On Offer Vintages Esssentials On Offer This is a sold program. Participation is mandatory. Participating Stores 1, 4, 5, 10, 15, 18, 21, 31, 38, 148, 149, 154, 164, 187, 217, 243, 252, 253, 278, 346, 367, 371, 378, 391, 393, 394, 407, 437, 445, 452, 481, 486, 494, 500, 511, 523, 528, 532, 556, 569, 573, 590, 619, 624, 630, 632, 641, 643, 658, 703 This bi-monthly program will leverage the tried-and-true customer favourites in the Essentials Collection to attract new customers to Vintages. Each turn of the program spans two promotional periods and features two products from the collection on a front facing end aisle display. The first period highlights LTOs on participating skus. Price offers will be promoted via newspaper and social media advertising along with a branded in-store display. During the second period of the program, stores will maintain the end aisle display and sign with year-round signage. Program Schedule Program Schedule Period 12 & 13 Period 1 & 2 Period 3, 4 & 5 Period 6 & 7 Period 8 & 9 Period 10 & 11 Vintages Essential On Offer End Aisle Participating Products for Periods 6 & 7 LCBO# Product Description Size Was Now Offer LTO) The Foreign Affair The Conspiracy 750 ml $19.95 $17.95 $ Henry of Pelham Speck Family Reserve Baco Noir 750 ml $24.95 $21.95 $3.00 Vintages Marketing & Product Guide September 1,

4 NEW! Vintages Essentials On Offer Merchandising Instructions Merchandise products together on a front-facing/primary end aisle for three periods. The LTO (and associated program signage) is valid for the first period only. Stores will receive a program signage kit one week prior to the start of the period containing the program backer card and pre-printed shelf talkers. Backer Card Display the P6 program Backer Card in the frame on a frontfacing/ primary end aisle in the Vintages section. Install: August 19, 2018 Take Down: September 16, 2018 Re-order #: DMS-19P6-VINT1 Pre-printed Shelf Talkers Attach to shelf in front of appropriate product. Pre-printed SAVE Shelf Talkers will be provided for both participating products. Install: August 19, 2018 Take Down: September 16, 2018 Re-order #: DMS-19P6-VINT1 Bin Tag Overlay Used to highlight products that are part of the Essentials Collection. Pre-printed Shelf Talkers should be installed over top of the bin tag and overlay using the shelf talker clip. Ensure the overlay message is still visible. Install: August 19, 2018 Re-order codes: 2" English: VBTC001 2" French: VBTC " English: VBTC " French: VBTC010 2 September 1, 2018 Vintages Marketing & Product Guide

5 NEW! Vintages Essentials On Offer Signage Components for Periods 7 Backer Card Replace the P6 program Backer Card with the year-round Essentials Collection Backer Card while maintaining the front facing/primary end aisle display previously created. Install:September 17, 2018 Take Down: October 14, 2018 Re-order #: VBC028 Pre-printed Shelf Talker Replace the P6 SAVE Shelf Talkers with the year-round Essentials Collection Shelf Talkers for both participating products. Install: September 17, 2018 Take Down: October 14, 2018 Re-order #: (English) VIN-EST-052 (Bilingual) VIN-EST-053 Bin Tag Overlay Leave Overlays in place as other signage components are updated. These should always be on shelf. Install: August 19, 2018 Re-order Codes: 2" English: VBTC001 2" French: VBTC " English: VBTC " French: VBTC010 Vintages Marketing & Product Guide September 1,

6 Release Overview September 1, 2018 THE BI-WEEKLY RELEASE Every two weeks, Vintages introduces more than 120 new products. Our bi-weekly Release catalogue is available to customers in stores, online and by mail. They include feature articles on varietals, wineries and winemaking regions throughout the world as well as tasting notes for each product. Feature A European Benchmarks Please note: There is no B feature for this release. Many of Europe s wine regions represent benchmark winemaking standards to which the rest of the world aspires. In this feature, we re highlighting benchmark wines from 10 classic, big-name European regions and showing what makes these regions/wines so great and noteworthy to the rest of the world. 4 September 1, 2018 Vintages Marketing & Product Guide

7 Release Overview September 1, 2018 Wines of the Month Arrive In Style Local Find Wines of the Month are part of every release and are recognized as Vintages' two favourite wines out of the more than 100 released every two weeks. MICHAEL DAVID FREAKSHOW CABERNET SAUVIGNON 2015 Lodi, California (D) 750 ml $29.95 Full-bodied & Smooth MAZZEI SER LAPO RISERVA CHIANTI CLASSICO 2014 DOCG, Tuscany, Italy (XD) 750 ml $23.95 Medium-bodied & Fruity Featured in every release, this program is ideal for customers who may not have a lot of wine knowledge. Arrive in Style offers a sure-fire hit our customers can feel confident giving as a gift. SANTA EMA GRAN RESERVA CABERNET SAUVIGNON 2015 Maipo Valley, Chile (XD) 750 ml $18.95 Full-bodied & Firm This feature appears in every other release and showcases the exceptional quality of wines from our own backyard. One Ontario VQA wine is personally selected by the Category Manager for Ontario Wine and the manager endorses the wine by providing the customer with three easy-to-remember reasons why they love it, making it a trusted choice. COLCHESTER RIDGE CREW MERITAGE 2016 VQA Lake Erie North Shore (XD) 750 ml $21.95 Medium-bodied & Fruity Vintages Marketing & Product Guide September 1,

8 Release Signage Components INSTALL DATE:SEPTEMBER 1, 2018 TAKE-DOWN DATE: SEPTEMBER 15, 2018 Display Merchandising Instruction Visual Reference End Aisles RELEASE FEATURE A Backer Card (year-round kit) New Arrivals Shelf Talkers New Arrivals Pricer Cards Build a front-facing end aisle display with A Feature products. Sign the display with your "Vintages" backer card. Pre-printed shelf talkers are provided for all products in the A, B, and C features of the Release. Install in front of featured products (insection and on displays). Pre-printed pricer cards are provided for all products in the A, B and C features. Install on cut-case displays of featured products 6 September 1, 2018 Vintages Marketing & Product Guide

9 Release Signage Components INSTALL DATE: SEPTEMBER 1, 2018 TAKE-DOWN DATE: SEPTEMBER 15, 2018 Display Merchandising Instruction Visual Reference Program Wines - Wines of the Month RELEASE FEATURE B If there is sufficient inventory and display space, build an end aisle display and sign with your "Wines of Backer Card the Month" backer card. (year-round kit) Pre-printed Shelf Talkers Pre-printed Pricer Cards Pre-printed shelf talkers are provided for all products in the A, B, and C features of the Release. Install in front of featured products (insection and on displays). Pre-printed pricer cards are provided for all products in the A, B and C features. Install on cut-case displays of featured products. Vintages Marketing & Product Guide September 1,

10 Release Signage Components INSTALL DATE: SEPTEMBER 1, 2018 TAKE-DOWN DATE: SEPTEMBER 15, 2018 Display Merchandising Instruction Visual Reference Program Wines - Arrive in Style Backer Card If there is sufficient inventory and display space, build an end aisle (year-round kit) display and sign with your "Gifts for the Host" backer card. Pre-printed Shelf Talker Pre-printed Pricer Card Pre-printed shelf talkers are provided for program wines. Install in front of featured products on end aisle displays, nesting tables and in-section. Pre-printed pricer-cards are provided for program wines. If there is sufficient inventory and floor space, build a cut-case display and sign with the preprinted pricer card. 8 September 1, 2018 Vintages Marketing & Product Guide

11 Release Signage Components INSTALL DATE: SEPTEMBER 1, 2018 TAKE-DOWN DATE: SEPTEMBER 15, 2018 Display Merchandising Instruction Visual Reference Program Wines - Local Find Backer Card (year-round kit) Pre-printed Shelf Talker Pre-printed Pricer Card If there is sufficient inventory and display space, build an end aisle display and sign with your "Ontario" backer card. Pre-printed shelf talkers are provided for program wines. Install in front of featured products on end aisle displays, nesting tables and in-section. Pre-printed pricer-cards are provided for program wines. If there is sufficient inventory and floor space, build a cut-case display and sign with the preprinted pricer card. Vintages Marketing & Product Guide September 1,

12 Release Signage Components INSTALL DATE: SEPTEMBER 1, 2018 TAKE-DOWN DATE: SEPTEMBER 15, 2018 Display Merchandising Instruction Visual Reference On-Shelf Flagship Store Exclusive Pre-printed Shelf Talker Rave Review Pre-printed Shelf Talker BAM & LTO Pre-printed Shelf Talkers Blank Bin Tags 3" w. x 2" h. 3" w. x 1.75" h. Select stores receive pre-printed FSE shelf talkers for highlighting products on an end aisle, nesting table or insection. Use with a "New" bin tag overlay. Install the shelf talker on top of the overlay and ensure the overlay message is visible. Pre-printed Rave Review shelf talkers are provided for all non-feature Release products with a score. Use with a "New" bin tag overlay. Install the shelf talker on top of the overlay and ensure the overlay message is visible. Pre-printed BAM & LTO shelf talkers are provided for products participating in the offers each period. Install in-channel shelf talkers in front of appropriate product. Print using template and attach to shelf as needed to replace damaged bin tags. 10 September 1, 2018 Vintages Marketing & Product Guide

13 Release Signage Components INSTALL DATE: SEPTEMBER 1, 2018 TAKE-DOWN DATE: SEPTEMBER 15, 2018 Display Merchandising Instruction Visual Reference Other Signage RELEASE MERCHANDISER HEADER NESTING TABLE SIGN Install header card on the Release Merchandiser. Display on the Nesting Table in the holder. Vintages Marketing & Product Guide September 1,

14 Release Signage Components Product Consultant Hot Buttons Product Consultant hot buttons help you recommend products to customers even when you are away from the section. Merchandising Instructions The hot buttons are included in the bi-weekly signage kit. Write your recommendation and your name on the Product Consultant Hot Buttons and display in the Vintages section of your store with shelf talker clips. LIMIT THE TOTAL NUMBER OF ALL CONSULTANTS PICKS TO 20% OF NEW RELEASE SKUS TO MINIMIZE CLUTTER AND REDUCE CHOICE. Component Perfect For Hot Button Helps customers find products perfect for an occasion or a certain someone. Examples: The Bordeaux-Lover, The Host with the Most, The Collector, The World Traveller, mimosas with brunch, dinner with friends, appetizers. Great With Hot Button Helps customers pair wine with food. Include general pairings as well as specific dishes. Examples: Roast beef, lamb or salmon, a cheese tray, beef bourguignon, lasagna Consultant's Pick Hot Button This generic version should only be used when you re new to a store, until you get your Personalized Hot Buttons from Knowledge Resources. Trade My Pick Hot Button This Hot Button is only to be used while you are waiting for your pre-printed,personalized buttons. Use this to draw special attention to your favourite products by offering a reason why it s your favourite and signing your name. Image Copy 12 September 1, 2018 Vintages Marketing & Product Guide

15 Vintages Signage Kits Re-orders Vintages Signage Kits Available for Re-order Kit Type Re-order source Components Vintages BAM & LTO Signage Kit DMS Includes all BAM & LTO Shelf Talkers for the current promotional period. Vintages Superstars Signage Kit DMS Includes one Basket Sign and two Shelf Talkers. Vintages Release Signage Kit Blank 3" x 2" Bin Tags Blank 3" x 1.75" Bin Tags Vintages Year-Round Backer Card Kit DMS hellolcbo # hellolcbo # hellolcbo Includes shelf talkers, pricer cards and hot buttons detailed on pages 4 8. When ordering specify the release in question. Includes 50 sheets of 3" x 2" blank bin tags. Please hold onto extras to begin building an inventory for use with upcoming releases. Includes 50 sheets of 3" x 1.75" blank bin tags. Please hold onto extras to begin building an inventory for use with upcoming releases. All versions of the previously shipped Backer Card Signage Kit are available to re-order. This includes Vintages Fixture Size (49) LCBO Fixture Size (5) and the Portfolio case itself. To order, call hellolcbo at or Quote re-order source and provide kit type. Note: Individual signs contained in the above kits cannot be re-ordered individually. Vintages Marketing & Product Guide September 1,

16 Nesting Table Essentials Gateway Box Sign New Vintages Essentials Gateway Box Sign The Gateway Box is designed to introduce loyal Essentials Collection customers to products from the release. Think of Essentials as the gateway to Vintages. Each release period, Vintages will merchandise popular Essentials alongside a release product with a similar flavour profile. The message: "If you like this Essential, you may also like this" Participating Stores 28, 31, 38, 51, 93, 115, 149, 164, 171, 217, 227, 252, 279, 298, 310, 326, 329, 334, 340, 355, 361, 367, 371, 381, 411, 416, 420, 425, 432, 434, 438, 445, 452, 470, 485, 490, 495, 523, 532, 539, 554, 579, 601, 605, 630, 632, 643, 653, 655, 670, 703, 706, 771 Key Dates Signage Kit Shipped: May 15, 2017 Program Started: May 27, 2017 Components Vintages Essentials Gateway Box Sign Reorder # 18VIN621(English) Reorder# 18VIN622 (Bilingual) Product Selection Guidelines Select one Essential and one Release product with similar flavour profiles. Ensure the Release product is from the current Release and is the more premium of the two. To assist with product selection, 3-4 combinations will be provided each period. Suggested Pairings for September 1st Release LCBO# Essential Products LCBO# Release Products Tedeschi Amarone della Valpolicella Villa Mattielli Amarone della Valpolicella Majella The Musician Cabernet/Shiraz Lake Breeze Bernoota Shiraz/Cabernet Sauvignon Cloudy Bay Sauvignon Blanc Dog Point Section 94 Sauvignon Blanc 14 September 1, 2018 Vintages Marketing & Product Guide

17 Nesting Table Essentials Gateway Box Sign New Vintages Essentials Gateway Box Sign continued Merchandising Instructions Merchandise the box sign on the short end of the Nesting Table, ensuring the display entirely occupies the width of the table. To avoid customer confusion, keep the display to one Essential and one Release at any given time. Do not use the box sign in-section. Here is an example of the Gateway Box Sign merchandised on the Vintages Nesting Table. Vintages Essential Product 3 Facings Vintages Essentials Gateway Box Sign Vintages Release Product 3 Facings Vintages Marketing & Product Guide September 1,

18 P6 Ontario Superstars Program Ontario Superstars The Vintages Superstars program promotes local wine paired with seasonally appropriate recipes. Each period there will be three Ontario Superstars: two LCBO wines and one Vintages Essential. This is a mandatory program and is being added to participating stores' location maps each period. The program is set with a suggested minimum of one case to support the program; i.e., one case will be forced to each participating store. Stores should replenish as required. Key Dates Install: August 19, 2018 Take down: September 16, 2018 Promotional Support: In-store signage vintages.com Participating Stores Group 1 (Shelf Talkers only) Featured Product FEATHERSTONE CABERNET FRANC ML XD 6 G/L) MEDIUM-BODIED & FRUITY REG: $19.95 SAVE: $1.00 NOW: $ , 4, 5, 6, 14, 20, 23, 25, 27, 29, 35, 44, 60, 62, 64, 65, 68, 70, 72, 79, 80, 82, 85, 97, 99, 102, 124, 144, 145,154, 163, 168, 182, 188, 191, 197, 199, 201, 202, 207, 209, 211, 214, 218, 223, 237, 244, 248, 260, 265, 268, 269, 278, 296, 311, 324, 340, 353, 354, 359, 372, 373, 381, 386, 391, 403, 404, 415, 420, 425, 426, 427, 430, 431, 432, 441, 444, 456, 461, 482, 483, 499, 515, 521, 526, 528, 533, 534, 538, 547, 556, 559, 568, 589, 602, 637 Group 2 (All Signage) 1, 10, 12, 13, 15, 17, 18, 19, 21, 22, 26, 31, 33, 36, 38, 40, 41, 55, 57, 58, 74, 93, 95, 106, 130, 132, 143, 148, 149, 156, 164, 171, 179, 187, 195, 198, 200, 210, 212, 217, 221, 223, 226, 233, 243, 249, 255, 263, 279, 287, 288, 298, 325, 326, 329, 333, 334, 344, 346, 249, 351, 355, 359, 360, 361, 367, 371, 378, 383, 385, 387, 390, 393, 394, 397, 398, 416, 436, 437, 438, 445, 457, 459, 465, 470, 481, 486, 491, 494, 495, 505, 511, 512, 536, 542, 544, 545, 546, 549, 551, 553, 555, 566, 569, 572, 573, 575, 579, 586, 587, 590, 593, 605, 609, 614, 616, 617, 619, 623, 629, 630, 631, 632, 634, 635, 645, 677, 698, 699, 700, 702, 703, 706, 771, 776 Group 3 (Our Wine Country Stores) - Green Shelf Talker and Basket Insert 115, 252, 253, 300, 392, 401, 407, 412, 417, 490, 497, 522, 523, 532, 624, 641, September 1, 2018 Vintages Marketing & Product Guide

19 P6 Ontario Superstars Program Component Where to Install Sign Visual reference Basket Sign Pre-printed Shelf Talker Available Chilled Hot Button Merchandise the participating product as a cut-case display in a prominent area of the Vintages section. Install the pricer card as shown and keep the display fully merchandised. Take down once stock is sold out, or by September16, Install the pre-printed shelf talker in front of the featured product in its o-shelf, with a miracle stick (available at Central Supply #692012). Take down once stock is sold out, or by by September 16, Signs should be used on shelf to indicate that the Superstar product is also available in the fridge. Superstar shelf talkers should be placed in the fridge to highlight the Superstar products there (Re-order# DMS-Available Chilled Hot Button) Here is an example of a fully merchandised display in the Vintages section. Vintages Marketing & Product Guide September 1,

20 P6 Ontario Superstars Program Component Where to Install Sign Visual reference Basket Sign Pre-printed Shelf Talker Available Chilled Hot Button Merchandise the participating product in a basket. Insert the basket sign insert into the large metal sign holder (Central Supply #691089). Take down once stock is sold out, or by September 16, Install the pre-printed shelf talker in front of the featured product in its o-shelf, with a miracle stick (available at Central Supply #692012). Take down once stock is sold out, or by September 16, Signs should be used on shelf to indicate that the Superstar product is also available in the fridge. Superstar shelf talkers should be placed in the fridge to highlight the Superstar products there (Re-order# DMS-Available Chilled Hot Button) Here is an example of a fully merchandised basket display 18 September 1, 2018 Vintages Marketing & Product Guide

21 Specialty Portfolio Specialty Portfolio The Specialty Portfolio exists to provide products that have demand within a particular ethnic community, but not widespread demand in the general population. Product Name Producer Country Size (ml) LCBO# Kosher Portfolio September 1 Rapid Release David Kinor Merlot IGP PAYS DOC Kosher TEPERBERG IMPRESSION CABERNET SAUVIGNON MERL Millesime Sud France Teperberg Winery Israel Ben Ami Cabernet Sauvignon Royal Wines Co. (Exc) Israel Recanati Yasmin Red Recanati Winery Israel Recanati Yasmin White Recanati Winery Israel Barkan Classic Shiraz Royal Wines Co. (Exc) Israel Ben Ami Chardonnay Royal Wines Co. (Exc) Israel Specialty Portfolio September 1 Rapid Release Gekkeikan Horin Junmai Daiginjo Sake Gekkeikan Sake USA Inc Japan Doornkaat Berentzen Johannisbeere Black Currant Berentzen Gruppe Aktiengese Berentzen Gruppe Aktiengese Germany Germany Vintages Marketing & Product Guide September 1,

22 P6 BAM & LTO Signage Vintages BAM and LTO Signage The Vintages BAM & LTO signage will arrive in the mailbag the week before each promotional period starts. This is a mandatory supplier program. All In-channel Shelf Talkers for the participating products should be installed at the start of the period. If you do not receive your kit, please call hellolcbo to request a kit. The signage (4 w. x 2 h.) should be installed over top of the product s bin tag. You may also use the BAM/LTO Shelf Talker generic template to reprint any damaged signage. Key Dates Ship Date: August 13, 2018 Effective Dates BAM: August 19 September 15, 2018 Effective Dates LTO: August 20 September 16, 2018 Merchandising Instructions Install in-channel shelf talkers in front of appropriate product. BAM Shelf Talker LTO Shelf Talker Partcipating Stores 1, 2, 3, 4, 5, 6, 7, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 25, 26, 27, 29, 30, 31, 33, 34, 35, 36, 38, 40, 41, 42, 44, 45, 49, 51, 54, 55, 57, 58, 60, 62, 63, 64, 65, 68, 70, 71, 72, 73, 74, 77, 78, 79, 82, 83, 84, 93, 95, 97, 99, 101, 102, 106, 112, 115, 124, 125, 127, 130, 132, 139, 140, 143, 144, 145, 148, 149, 153, 154, 156, 163, 164, 165, 166, 167, 168, 171, 175, 178, 179, 182, 187, 188, 191, 195, 196, 197, 198, 199, 200, 201, 202, 203, 207, 208, 209, 210, 211, 212, 214, 217, 218, 219, 221, 222, 225, 226, 227, 228, 229, 232, 233, 234, 237, 238, 241, 242, 243, 244, 247, 248, 249, 250, 251, 252, 253, 255, 260, 261, 263, 265, 267, 268, 269, 270, 277, 278, 279, 286, 287, 288, 295, 298, 300, 306, 310, 311, 312, 313, 314, 318, 321, 324, 325, 326, 329, 333, 334, 335, 340, 341, 343, 344, 345, 346, 351, 353, 355, 358, 359, 360, 361, 365, 366, 367, 368, 371, 373, 378, 380, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393, 394, 397, 398, 399, 400, 401, 402, 403, 404, 407, 411, 412, 415, 416, 417, 419, 420, 425, 426, 427, 428, 430, 431, 432, 434, 436, 437, 438, 443, 444, 445, 446, 447, 449, 452, 453, 454, 456, 457, 459, 461, 465, 467, 468, 469, 470, 474, 477, 481, 482, 483, 485, 486, 490, 491, 494, 495, 496, 497, 499, 500, 501, 505, 509, 511, 512, 515, 516, 517, 518, 521, 522, 523, 526, 528, 532, 533, 534, 536, 537, 538, 539, 540, 542, 544, 545, 546, 547, 549, 550, 551, 553, 554, 555, 556, 559, 561, 564, 566, 568, 569, 571, 572, 573, 575, 578, 579, 580, 581, 584, 585, 586, 587, 589, 590, 593, 598, 599, 600, 601, 602, 605, 609, 611, 612, 614, 616, 617, 618, 619, 623, 624, 626, 627, 629, 630, 631, 632, 633, 634, 635, 636, 637, 638, 639, 640, 641, 642, 643, 644, 646, 649, 650, 651, 653, 654, 655, 656, 657, 658, 660, 661, 665, 667, 671, 677, 694, 695, 697, 698, 699, 700, 702, 703, 706, 741, 771, September 1, 2018 Vintages Marketing & Product Guide

23 P6 BAM & LTO Signage Participating Products LCBO# Description Size Was* Now* Offer Extra Zytnia Vodka 750 $ th Street Gamay 750 $19.95 $17.95 $ Antinori Pèppoli Chianti Classico 750 $19.95 $17.95 $ Banero Extra Dry Prosecco KPM 750 $15.05 $14.05 $ Bonterra Cabernet Sauvignon 750 $21.95 $19.95 $ Bonterra Chardonnay 750 $19.95 $17.95 $ Cave Spring Estate Bottled Riesling 750 $18.95 $17.95 $ Coriole Sangiovese/Shiraz 750 $17.95 $15.95 $ Damilano Barbera d'asti 750 $19.95 $17.95 $ Featherstone Cabernet Franc 750 $19.95 $18.95 $ Featherstone Sauvignon Blanc 750 $17.95 $15.95 $ Feudi Salentini 125 Negroamaro del Salento 750 $14.95 $13.45 $ Francis Coppola Diamond Collection Ivory Label Cabernet Sauvignon 750 $24.95 $22.95 $ G. Marquis The Silver Line Pinot Noir 750 $19.95 $17.95 $ Galil Mountain Shiraz KP 750 $20.30 $18.80 $ Henry of Pelham Speck Family Reserve Baco Noir 750 $24.95 $21.95 $ Hoopla Cabernet Sauvignon 750 $39.95 $37.95 $ J. Bouchon Block Series Cabernet Sauvignon 750 $19.95 $18.95 $ Kim Crawford Chardonnay 750 $19.95 $17.95 $ Monasterio de las Viñas Gran Reserva 750 $17.95 $16.95 $ Monte Antico 750 $15.95 $13.95 $ Montes Alpha Cabernet Sauvignon 750 $19.95 $16.95 $ Oyster Bay Sauvignon Blanc 750 $19.95 $16.95 $ Sterling Napa Valley Cabernet Sauvignon 750 $34.95 $31.95 $ Susana Balbo Crios Torrontés 750 $14.95 $13.45 $ Tawse Grower's Blend Cabernet Franc 750 $28.30 $26.30 $ Tawse Quarry Road Organic Riesling 750 $24.95 $22.95 $ The Foreign Affair The Conspiracy 750 $20.20 $18.20 $ Two Hands Gnarly Dudes Shiraz 750 $24.95 $21.95 $ Vintage Ink Whisky Barrel Aged Dark Red 750 $17.95 $15.95 $ Wither Hills Pinot Noir 750 $29.95 $27.95 $ Yarden Mount Hermon Red KP 750 $25.65 $23.65 $ Zirkova Together 750 $30.50 $27.50 $3.00 *Prices subject to change. Vintages Marketing & Product Guide September 1,

24 $17 Wines $17 Wines Autumn Overview This autumn, we re promoting two reds as our $17 solution. Customers who don t normally shop the Vintages section can be guided to these wines as options for great quality and great value. Featured Products TRAPICHE MEDALLA MALBEC 2014 Uco Valley, Mendoza, Argentina (XD) 750 ml $17.00 Full-bodied & Firm 95 points (Decanter World Wine Awards) CASTELLI DEL GREVEPESA CASTELGREVE CHIANTI CLASSICO 2016 DOCG, Tuscany, Italy (XD) 750 ml $17.00 Medium-bodied & Fruity 90 points (jamessuckling.com) Key Dates Install: Upon Receipt Takedown: When stock is depleted 22 September 1, 2018 Vintages Marketing & Product Guide

25 $17 Wines COMPONENT WHERE TO INSTALL SIGN VISUAL REFERENCE $17 Wines $17 Wines Chalkboard 23-1/8" w. x 18-1/4" h. Pre-printed Shelf Talkers 2-7/8" w. x 5" h. Pre-printed Pricer Cards 8" w. x 7" h. Display in chalkboard frame of LCBO Discretionary End Aisle. INSTALL DATE:Upon Receipt TAKE-DOWN DATE: WHEN STOCK IS DEPLETED Install the pre-printed shelf talker in front of the featured product. INSTALL DATE: Upon Receipt TAKE-DOWN DATE: WHEN STOCK IS DEPLETED Install the pricer card on cut-case display only. INSTALL DATE: Upon Receipt TAKE-DOWN DATE: WHEN STOCK IS DEPLETED Vintages Marketing & Product Guide September 1,

26 External Promotion of Vintages SKUs Overview The following products will be featured in external advertising campaigns starting August 30. LCBO Bi-Weekly Flyer In-Market: August 30 (Week #2) LCBO# DESCRIPTION REG. SAVE NOW Week # Cloudy Bay Sauvignon Blanc $ Small Gully The Formula Robert's Shiraz $20.95 $4.00 $16.95 Facebook - Release Awareness Facebook/Instagram In-Market: September 1-3, 2018 LCBO# DESCRIPTION REG Jean-Claude Boisset Les Ursulines Bourgogne Pinot Noir $ Reichsgraf Von Kesselstatt Scharzhofberger Riesling $20.95 Kabinett Marchesi Fumanelli Valpolicella Classico Superiore $16.25 LCBO Flyer Week 2 PT6 24 September 1, 2018 Vintages Marketing & Product Guide

27 Classics Catalogue September & October On the first Thursday of every month, we launch a new Classics Collection a limited assortment of wines and spirits from the most prestigious and sought-after producers and regions in the world, including rare and older vintages. The September and October collections will be featured together in one print catalogue. Starting September 6 at 8:30 a.m., customers can order the September products on a first-come, first-served basis. Prior to the order date, the collections can be viewed online at vintages.com/classics. KEY DATES Catalogue in-store and on vintages.com/classics: August 24 September Collection Ordering starts September 6, 8:30 a.m. October Collection Ordering starts October 4, 8:30 a.m. Upcoming Classics Catalogue In-Store Date November Classics Thursday, November 1, 2018 December Classics Thursday, December 6, 2018 January Classics Thursday, January 3, 2019 February Classics Thursday, February 7, 2019 Order Classics online or by phone. Online: vintages.com/shop By phone: or toll free at Monday - Friday 8:30am - 6:00pm AND Saturday 9:00am - 6:00 pm September Classics Catalogue Vintages Marketing & Product Guide September 1,

28 Upcoming Special Events Events Domaines Barons de Rothschild (Lafite) Reception and Dinner Vintages is excited to welcome, for the first time, Jean-Guillaume Prats, who will lead a tasting of select premier crus and more from the stable of Domaines Barons de Rothschild. Collectors will recognize what a rare privilege it is to sample these library wines, particularly the 1986 Lafite. THURSDAY, SEPTEMBER 18, 2018 Scaramouche Restaurant 1 Benvenuto Place, Toronto Reception: 6:30 p.m. Dinner: 7:15 p.m. $999 per person For more details on this event, visit Vintages.com/events Kathryn Hall Wines Reception and Dinner Guests will have a chance to meet the inspiring woman behind Kathryn Hall Wines: winery proprietor, attorney, community activist, businesswoman, US ambassador, mother of four and bestselling author. Kathryn will lead them through a tasting of the recently released 2015 Cabernet Sauvignon as well as other high-scoring wines from the HALL and WALT labels. TUESDAY, SEPTEMBER 26, 2018 Mad Crush Wine Bar 582 College St, Toronto Reception: 6:30 p.m. Dinner: 7:15 p.m. $275 per person For more details on this event, visit Vintages.com/events 26 September 1, 2018 Vintages Marketing & Product Guide

29 Upcoming Special Events Events Uncork Sonoma Weaving soul and soil into unforgettable wines Sonoma County is predominantly family farmers who produce some of the world s best grapes and wine and have done so for generations. It s also the first wine region in the US to commit to becoming 100% sustainable by At this event, guests will taste the quality and diversity of the Sonoma region including stellar Pinot Noirs, full-bodied Cabernets, stylish Chardonnays and spicy Zinfandels most with 90+ scores from 35 featured wineries. TUESDAY, OCTOBER 16, 2018 The Carlu 444 Yonge Street. 7th Floor, Toronto Walk-around Tasting 6:30 pm - 9:00 pm. $150 per person For more details on this event, visit Vintages.com/events Vintages Marketing & Product Guide September 1,

30 28 September 1, 2018 Vintages Marketing & Product Guide

31 SIGNAGE SHIP DATES Signage should arrive at stores 5-8 days before the release date, depending on shipping distance (e.g., September 1 signage will arrive August 27). Take-down Instructions A consistent message and signage make our promotions successful. Every two weeks, a new signage package is sent to stores to support the Release. Themed signage from previous promotions should always be taken down when the new package arrives. Questions? HelloLCBO Contact Centre: (or dial #5226 on cell phones) or hello_lcbo@lcbo.com ACSSS Store Support: or acsss@lcbo.com Please have this guide available. LCBO, 2018 No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information store and retrieval system, without permission in writing from the LCBO. LCBO Dept. # Merchandising Communications 55 Lake Shore Blvd. East Toronto, Ontario M5E 1A4 The information contained in this guide was written for the LCBO internal use only. Produced by the Communications team. If you have any feedback or ideas about this guide, please us at IMAGEbooks@lcbo.com This guide is printed on 100% recycled paper, by the LCBO s Print Digital Copy Centre (Dept. 890)

32 NEED SIGNAGE? To order Vintages signage, please visit Central Supply Online or call HelloLCBO Contact Centre: (or dial #5226 on cell phones) or ACSSS Store Support: or