Moving Forward Together. Kathy Cannon Director, Vintages

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2 Moving Forward Together Kathy Cannon Director, Vintages

3 Wines Strategy Growth from big categories Drive foot traffic Big volume Focus on local Create excitement Increase visits Assortment and exclusivity Showcase premium

4 Wines Sales = 37% Share SPIRITS BEER & CIDER WINES 37%, -0.4% 40%, -0.3% Total Wines $1.97B 23% +0.9%

5 Wines: $1.97B $1.45B +4.7% $512M +7.6%

6 Vintages Share Vintages (26%) LCBO Wines (74%)

7 6% 2% SPARKLING/CHAMPAGNE +0.26% ROSE +0.14% 36% WHITE -0.02% Everything s Rosie and Sparkling 56% RED -0.39%

8 Different Blend Wines Vintages 5% Ontario -0.3% Ontario +1.0% 30% New World +0.4% New World -0.3% 39% 50% European -0.7% 31% 45% European -0.1%

9 Vintages Retail Programs Strong! 50% Share $19m 45% Share $18m 5% Share $2.6m

10 Top Growth Drivers Canada (Ontario) $456M 8.0% Italy $340M 4.8% USA (California) $308M 15.5% New Zealand $68M 9.0% Spain $63M 15.2% PNW $17M 28.2%

11 EUROPEAN WINES

12 We Have Different DNA Spain 8% (+0.2%) Italy 56% (-0.2%) France 25% (-0.4%) Spain 13% (+0.6%) Italy 43% (+0.3%) France 39% (-0.7%)

13 ITALY

14 Millions $350 $340 $330 $320 $310 $300 $290 $280 $270 An Upward Trend Net $ Sales +2% +4% +5% +3% 2011/ / / / /2016

15 Consumers Shifting to Premium Vintages, $93M, (+9%) LCBO Wines, $250M, (+3%) Vintages aggressive sales growth

16 Growth Strategy - LCBO Wines Re-engaging Customers Primitivo Familiar Premium Producers Ripasso & Chianti Modern Packaging

17 Growth Strategy - Vintages Premiumize $15-$20 Tuscany Emerging Regions Italian Whites Ultra Premium

18 FRANCE

19 France Losing Share -3.0% +3.6% Total Sales $1.97M +1.3%

20 Vintages Gaining from LCBO Wines Vintages, 41% (+0.9%) LCBO Wines, 59% (-0.9%) Portfolio shift to lower pricing in Vintages

21 Growth Strategy - LCBO Wines Reversing the Trend Fill Portfolio Gaps Refresh high volume red & white blends Affordable France Mini Thematic

22 Growth Strategy - Vintages Shift the Portfolio From Classics to Front Line Southwest: South of France Entry Bordeaux Rhone Burgundy

23 SPAIN

24 Spain is on Fire $70 $60 $50 +10% Net $ Sales +8 % +13% +15% Millions $40 $30 $20 $10 $0 2011/ / / / /2016

25 Spain is on Fire +12% Total Sales: $6.2M +15.2% +20%

26 Customers are Shopping Premium Vintages (44%) LCBO Wines (56%) Largest growth $14+ Price Bands

27 Growth Strategy - LCBO Wines Focus on Current Portfolio Strengthen Existing Brands Refreshing White Wines

28 Growth Strategy Spain Vintages Education & Premiumization Highlight lesser known Regions Releases $ $40 Build Collaborative SKUs

29 NEW WORLD WINES

30 Our DNA is Different New Zealand 5% +0.3% New Zealand 18% +0.3% Chile 6% +0.4% Australia 11% -0.1% Chile 16% -0.2% Australia 28% -0.6% California 50% -0.3% California 34% +0.7%

31 Top Growth Areas LCBO Wines California 10% New Zealand 24% PNW 32% Vintages California +6.5% New Zealand +11% PNW +30.8% Chile +21.9% Australia +6.3% Argentina +3.4%

32 CALIFORNIA

33 California the Superstar! +19.0% +12.5% +13.8% +9.1% $350 $300 $250 $200 $150 Millions $100 $ / / / / /2016 $0

34 Brand Dominant Category Wines Top Ten Brands 71% Share Vintages Essentials 60% Share

35 California Market Share Vintages 40% (-1%) LCBO Wines 60% (+1%) Share over-indexed in Vintages

36 Growth Strategy - LCBO Wines Continue Driving Growth Expand Portfolio Innovative Seasonal Listings Core SKU Promotion

37 Growth Strategy - Vintages Maintain Interest in Retail Release Program Premium & Iconic Canadian Dollar Reduce Quantities Zinfandel Diversity in White Wines

38 AUSTRALIA

39 Total Australia 1.3% 5.7%

40 Australia Market Share Vintages 15% (+0.9%) LCBO Wines 85% (-0.9%) Indexed higher to LCBO Wines and Big Brands

41 Growth Strategy - LCBO Wines Re-engage Customer with Australia Revitalization of Portfolio Core SKU Promotion

42 Growth Strategy - Vintages Re-engage Customer with Australia Classic Varietals & Diversity of Wines Promote as Trendy & Fashionable Strategic Pricing ($15-$25)

43 ONTARIO

44 Ontario Market Share Vintages 5% (-0.3%) LCBO Wines 95% (+0.3%) Share Shift to LCBO Wines

45 Strongest Growth in VQA +8.6% +8.5% +6.5% VQA ICB Non VQA

46 Growth Strategy LCBO Wines VQA Continue Growth Momentum Local Signature Varietals Increased Access Engaged Staff

47 Growth Strategy Vintages VQA World Class Cool Climate Producer Showcase Quality Signature Varietals Strong Sell- Through

48 Growth Strategy - Non VQA Everyday Great Value: ICB Innovation: Non-VQA

49

50 KELLY TAYLOR Director, VINTAGES Operations

51 VINTAGES MERCHANDISING UPDATE

52

53

54 What s New? All products merchandised by country Releases, Essentials and residual all in one section Dedicated ends for program wines and features

55 Essentials New Releases Residual 55

56 Should I move this super premium Amarone from the last release to the bottom of the shelf? 56

57 I don t have room above the release products to merchandise all my Essentials. Should I delist some? 57

58 Should all Essentials be double merchandised? 58

59 Feature End Priorities A & B feature

60 Feature End Priorities Program Wines Wine of the Month $17 wine

61 Inline On-Shelf Signage

62 Inline On-Shelf Signage

63 Generic Thematic Backer Card

64 The Rollout 200+ store managers and Product Consultants Fully implemented instore June 14

65

66 Next Steps Additional stores (sections in smaller stores) Rollout complete by August 2016

67 Next Steps Vintages Merchandising Guide Fall 2016: Merchandising with varying levels of inventory Merchandising Program Wines Displays during peak occasions

68

69 New Wines Release Guide Carolyn O Grady-Gold Director, Wines

70

71 New Products Today What Works?

72 New Products Today What Doesn t?

73 New Products Today Opportunities

74 The Idea 5 releases/year Ignite passion for what s NEW Retail focused catalogue Set products up to succeed Integration of delists

75 Buying Approach Measure, Review, Adapt Communicate/ Activate Needs Assessment Tender/ Selections Develop Launch Plans

76 Needs Assessment 12+ months advance

77 Tenders / Selections 8-10 months advance

78 MUST TRY BUYER S PICK TACTICAL RELEASES Develop Launch Plans 6-8 months advance

79 Communicate / Activate 1 month in advance

80 Communicate / Activate

81

82

83

84

85

86

87 Measure, Review, Adapt Continuous

88 Benefits

89 Timelines FISCAL # of Products P03 SUMMER 40 P06 FALL 35 P08 HOLIDAY & WINTER 65 P11 - WINTER 10 P13 - SPRING 45

90

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