Weeks 5 & 6 TRADE COPY ONLY MARKETING & PRODUCT GUIDE. April 30,

Transcription

1 . Weeks 5 & 6 MARKETING & PRODUCT GUIDE April 30,

2 Table of Contents NEW at Vintages... 1 Release Overview... 2 Wines of the Month... 3 Arrive in Style... 4 Local Talent... 5 Vintages Signage Release Signage Components Re-ordering Signage Kits Additional In-store Programs $17 Wines Vintages Ontario Superstars Program Vintages BAM & LTO Signage Specialty Portfolio Additional Vintages Marketing Programs Period 2 LCBO Shopping Guide Bi-weekly Awareness Ads Classics Catalogue Essentials Vintages Events Vintages Store Signage Allocations Vintages locations have been classified into four groups according to the quantity of signage components they will be shipped. Group 1 (Large Stores) 4, 5, 16, 18, 21, 36, 40, 65, 143, 154, 168, 187, 191, 195, 198, 253, 263, 295, 298, 329, 333, 340, 344, 361, 367, 371, 384, 385, 386, 390, 391, 394, 407, 412, 417, 427, 432, 444, 456, 465, 491, 494, 497, 532, 547, 554, 556, 569, 573, 590, 609, 614, 632, 640, 641, 644, 645, 699, 741, 771, 776 Group 2 (Medium Stores) 3, 9, 17, 19, 22, 23, 26, 31, 35, 41, 51, 55, 57, 60, 62, 64, 74, 82, 83, 84, 93, 98, 99, 102, 106, 130, 140, 148, 156, 163, 171, 179, 182, 185, 199, 207, 209, 210, 212, 218, 221, 228, 229, 233, 234, 237, 243, 248, 249, 250, 255, 265, 269, 270, 278, 279, 287, 288, 311, 321, 325, 326, 334, 341, 351, 353, 359, 360, 373, 378, 381, 383, 387, 389, 392, 397, 398, 404, 415, 416, 425, 430, 431, 434, 437, 438, 453, 457, 459, 481, 490, 499, 501, 505, 511, 512, 521, 523, 526, 540, 542, 544, 545, 546, 549, 550, 551, 553, 555, 566, 568, 571, 572, 575, 579, 580, 586, 587, 589, 593, 599, 601, 602, 605, 616, 617, 624, 627, 630, 631, 633, 635, 640, 649, 650, 651, 652, 658, 694, 695, 697, 698, 700, 702, 703, 706 Group 3 (Small Stores) 6, 7, 12, 13, 14, 25, 27, 33, 44, 45, 58, 68, 70, 72, 80, 85, 97, 124, 132, 144, 145, 196, 197, 200, 201, 202, 211, 214, 223, 227, 244, 260, 365, 368, 401, 401, 403, 420, 426, 441, 443, 449, 461, 469, 470, 477, 482, 483, 509, 515, 516, 538, 598, 612, 634, 636, 637, 638, 642, 643, 646, 653, 654, 655, 657, 677 Group 4 (Stores that receive FSE/Rave Reviews) 1, 10, 15, 38, 95, 115, 149, 164, 217, 226, 252, 300, 346, 355, 393, 445, 452, 486, 495, 500, 500, 522, 528, 534, 536, 619, 623, 629

3 NEW in Vintages! What's New The roll out of the new Vintages merchandising strategy and signage package is underway! These changes were communicated at the recent Regional Retail Business Days and in the New Merchandising Strategy, Implementation & Signage Guide that was shipped to stores. Many stores have already implemented these changes, and those that haven t will be doing so in the coming weeks. This is a big undertaking, and a huge step in our goal to continuously enhance and improve the customer shopping experience. Next Steps for Success: NEED SIGNAGE? All signage components are available for order. Please visit Central Supply Online or call hellolcbo at ( ) and reference the re-order code for the component you wish to order. We re conducting a survey to ensure all stores are fully equipped with the required fixture components to properly implement and sign the new merchandising strategy. Please ensure you complete the survey! The results of the survey will be actioned to ensure you receive the components you need to achieve complete success. Vintages Marketing & Product Guide April 30,

4 Release Overview April 30, 2016 Feature A Washington and Oregon Feature B Aussie Whites Feature C Rosé Washington and Oregon s wine regions are quite different from one another but they share one common trait: an ever-growing reputation for producing premium-quality wines. This feature showcases a variety of 14 wines: eight from Washington and six from Oregon. By educating our customers about the differences of these two regions and clarifying the wine styles they produce, we will continue to elevate the reputation of these regions and celebrate their success. Australia has long been known for big, oaky Chardonnays, but there s much more to be discovered here. The purpose of this feature is to offer customers a diverse and refreshing take on Australian white wines. Australia is a hotbed of cool, fruit-driven white wines perfect for spring sipping, and this feature showcases six of them, including Chardonnay, Semillon, Semillon/Sauvignon Blanc, Viognier and Riesling. Pink wine is on fire. Across the globe, more and more oenophiles are reaching for rosé and why not? With a range of styles from racy and elegant to big and bold, there s something for everyone and every occasion. This feature showcases 12 versatile rosés from both the new and old world. 2 April 30, 2016 Vintages Marketing & Product Guide

5 Vintages April 30, 2016 Release Overview Wines of the Month This monthly program features two wines that offer excellent quality-to-price ratio; customers will recognize that these products have the Vintages stamp of approval. Products are promoted in store with floor displays and signage. Wines of the Month alternates with the Benchmark. FEATURED PRODUCTS: CHÂTEAU DES DEMOISELLES 2011 AC Côtes de Bordeaux Castillon, France (XD) 750 ml $17.95 Medium-bodied & Fruity SEVEN FALLS CABERNET SAUVIGNON 2012 Wahluke Slope, Columbia Valley, Washington (D) 750 ml $19.95 Full-bodied & Smooth Vintages Marketing & Product Guide April 30,

6 Release Overview April 30, 2016 Arrive in Style This bi-weekly program features a wine that makes a great gift for the host and is a great match with food. Anecdotal information about the wine is in the release catalogue, along with food pairing suggestions. Products are promoted in-store with floor displays and signage. FEATURED PRODUCT: PASCUAL TOSO BARRANCAS VINEYARDS RESERVA CABERNET SAUVIGNON 2013 Mendoza, Argentina (XD) 750 ml $19.95 Full-bodied & Firm 91 points (jamessuckling.com) 4 April 30, 2016 Vintages Marketing & Product Guide

7 Release Overview April 30, 2016 Local Talent This monthly feature showcases an Ontario wine region to explore, educates customers about a grape variety or wine style, or turns the spotlight on talented local producers. Three or four wines are featured each time. Local Talent alternates with Local Find. This month s theme is unique winery experiences. Featured Products: 13TH STREET GAMAY NOIR 2013 VQA Niagara Peninsula (XD) 750 ml $19.95 Medium-bodied & Fruity 90 points (John Szabo, MS) FIELDING WHITE CONCEPTION 2013 VQA Niagara Peninsula (D) 750 ml $18.95 Aromatic & Flavourful WILDASS RED 2012 VQA Niagara-on-the-Lake (Stratus Vineyards) (XD) 750 ml $19.95 Medium-bodied & Fruity 90 points (Michael Godel) FEATHERSTONE BLACK SHEEP RIESLING 2015 VQA Niagara Peninsula (M) 750 ml $16.95 Off-dry & Fruity Vintages Marketing & Product Guide April 30,

8 Release Signage Components INSTALL DATE: APRIL 30, 2016 TAKE-DOWN DATE: MAY 14, 2016 COMPONENT WHERE TO INSTALL SIGN VISUAL REFERENCE Merchandiser Header Card Install on Vintages Release 15" w. x 21" h. Merchandiser. Chalkboard 23-1/8" w. x 18-1/4" h. Backer Card 14" w. x 24" h. Generic & Pre-printed Shelf Talkers 2-7/8" w. x 5" h. Generic & Pre-printed Pricer Cards 8" w. x 7" h. Install Date: Was shipped with March 19, 2016 signage Take Down: This sign will be replaced seasonally. Please do not take down until further notice. Display in Chalkboard frame behind New Release products. Create a Block Pile floor display using cut cases, in or near the Vintages section. Attach the Backer Card to the cut case. Attach to shelf in front of appropriate product. Pre-printed includes all A, B & C Feature products. Attach Pricer Card to front of cut cases in Block Pile display. Pre-printed includes all A Feature products. 6 April 30, 2016 Vintages Marketing & Product Guide

9 Release Signage Components INSTALL DATE: APRIL 30, 2016 TAKE-DOWN DATE: MAY 14, 2016 COMPONENT WHERE TO INSTALL SIGN VISUAL REFERENCE Flagship Store Exclusives Shelf Talker Flagship Store Exclusives Shelf Attach to shelf in front of Talker appropriate product. 2-7/8" w. x 5" h. Rave Review Card Shelf Talker Rave Review Shelf Talker 2-7/8" w. x 5" h. Wine of the Month Wine of the Month Chalkboard Backer Card 23-1/8" w. x 18-1/4" h. Wine of the Month Backer Card 14" w. x 24" h. Wine of the Month Pre-printed Pricer Cards 8" w. x 7" h. Attach to shelf in front of appropriate product. Display in Chalkboard frame behind WOM products. INSTALL DATE: April 30, 2016 TAKE-DOWN DATE: May 28, 2016 *Sent to select stores based on merchandising space available. Create a Block Pile floor display using cut cases, in or near the Vintages section. Attach the Backer Card to the cut case. INSTALL DATE: April 30, 2016 TAKE-DOWN DATE: May 28, 2016 Wine of the Month Shelf Talkers 2-7/8" w. x 5" h. Attach Pricer Card to front of cut cases in Block Pile display. INSTALL DATE: April 30, 2016 TAKE-DOWN DATE: May 28, 2016 Attach to shelf in front of appropriate product. INSTALL DATE: April 30, 2016 TAKE-DOWN DATE: May 28, 2016 Vintages Marketing & Product Guide April 30,

10 Release Signage Components INSTALL DATE: APRIL 30, 2016 TAKE-DOWN DATE: MAY 14, 2016 COMPONENT WHERE TO INSTALL SIGN VISUAL REFERENCE Arrive in Style Chalkboard Backer Card 23-1/8" w. x 18-1/4" h. Arrive in Style Backer Card 14" w. x 24" h. Arrive in Style Pricer Card 8" w. x 7" h. Arrive in Style Shelf Talker 2-7/8" w. x 5" h. Nesting Table Sign* 18" w. x 24" h. Display in Chalkboard frame behind AIS products. * Sent to select stores based on merchandising space available. Create a block pile floor display using cut cases, in or near the Vintages section. Attach the backer card to the cut case. Attach pricer card to front of cut cases in block pile display. Attach to shelf in front of appropriate product. Display on the Nesting Table in the holder. PLEASE NOTE: As of the April 30 release, the Nesting Table Sign will once again be provided for each release. *Participating Stores 10, 21, 31, 51, 93, 115, 164, 171, 226, 252, 298, 310, 334, 344, 346, 355, 361, 367, 371, 373, 381, 386, 390, 404, 411, 416, 432, 445, 452, 470, 490, 500, 511, 523, 532, 544, 554, 556, 573, 580, 605, 643, 649, 653, 655, 658, 706, April 30, 2016 Vintages Marketing & Product Guide

11 Release Signage Components INSTALL DATE: APRIL 30, 2016 TAKE-DOWN DATE: MAY 14, 2016 COMPONENT WHERE TO INSTALL SIGN VISUAL REFERENCE Local Talent Local Talent Chalkboard 23-1/8" w. x 18-1/4" h. Local Talent Backer Card 14" w. x 24" h. Local Talent Pre-printed Shelf Talkers 2-7/8" w. x 5" h. Local Talent Pre-printed Pricer Card 8" w. x 7" h. NEW! Blank Bin Tags Blank Bin Tags 3" w. x 2" h. Display in chalkboard frame behind the Local Talent product. INSTALL DATE: April 30, 2016 TAKE-DOWN DATE: May 28, 2016 Create a block pile floor display using cut cases, in or near the Vintages section. Attach the backer card to the cut case Attach to shelf in front of appropriate product. Attach pricer card to front of cut cases in blockpile display. Print using template and attach to shelf as needed to replace damaged bin tags. NEW! BAM & LTO In-channel Shelf Talker BAM & LTO Shelf Talker 4" w. x 2" h. Install in-channel shelf talkers in front of appropriate product. Vintages Marketing & Product Guide April 30,

12 Release Signage Components Product Consultant Picks Product Consultant Picks Product Consultant Picks Hot Buttons are kitted with the release signage to leverage useful recommendations and help customers make decisions around wine selection and food pairings. Merchandising Instructions 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. COMPONENT Perfect For Hot Button This Hot Button is to help customers find products perfect for that special occasion or 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 This Hot Button should be used to help 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 Display Hot Buttons throughout Vintages and create Product Consultant Picks on end aisle displays. My Pick Hot Button Product Consultants can use this Hot Button to draw special attention to their favourite products. Write your name and include a reason why it's your favourite. IMAGE 10 April 30, 2016 Vintages Marketing & Product Guide

13 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 DMS Central Supply Shopping Cart # Includes all signage components detailed on pages 4 8. When ordering specify the release in question (e.g., April 30 th release). Includes 50 sheets of 3" x 2" blank bin tag sheets. Please hold onto extras to begin building an inventory for use with upcoming releases. 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 April 30,

14 Additional Vintages Programs $17 Wines $17 Wines Early Summer 2016 OVERVIEW This spring, we re promoting two food-friendly reds as our $17 solution. Customers who don t normally shop the Vintages section can be guided to these wines as an option for great quality and great value. Featured Products PATA NEGRA RESERVA 2010 DOCa Rioja, Spain (Marqués de Carrion) (XD) 750 ml $17.00 Full-bodied & Smooth 95 points (decanter.com) LAMADRID SINGLE VINEYARD RESERVA MALBEC 2012 Agrelo, Luján de Cuyo, Mendoza, Argentina (Fincas de Agrelo) (XD) 750 ml $17.00 Full-bodied & Smooth 94 points (jamessuckling.com) Key Dates Install: Upon Receipt Takedown: When stock is depleted 12 April 30, 2016 Vintages Marketing & Product Guide

15 $17 Wines Signage Components INSTALL DATE: APRIL 30, 2016 TAKE-DOWN DATE: WHEN PRODUCT IS DEPLETED COMPONENT WHERE TO INSTALL SIGN VISUAL REFERENCE $17 Wines $17 Wines Chalkboard 23-1/8" w. x 18-1/4" h. $17 Wines Double Backer Card 24" w. x 19.5" 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: April 30, 2016 TAKE-DOWN DATE: WHEN STOCK IS DEPLETED Use the Backer Card and Pricer Card to create a cut-case display in a prominent location in your Vintages section. INSTALL DATE: April 30, 2016 TAKE-DOWN DATE: WHEN STOCK IS DEPLETED Install the pre-printed shelf talker in front of the featured product. INSTALL DATE: April 30, 2016 TAKE-DOWN DATE: WHEN STOCK IS DEPLETED Install the pricer card on cut-case display only. INSTALL DATE: April 30, 2016 TAKE-DOWN DATE: WHEN STOCK IS DEPLETED Vintages Marketing & Product Guide April 30,

16 Additional In-store Programs Ontario Superstars Program Vintages Ontario Superstars The Vintages Superstars program promotes great local products and encourages customers to pair them with food. Recipe suggestions are highlighted on the signage. 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. Promotional Support In-store signage vintages.com Featured Product THIRTY BENCH RIESLING VQA Beamsville Bench (D) 750 ml $18.95 Key Dates Install: April 24, 2016 Take down: May 22, 2016 Participating Stores Kit 1 (Shelf Talkers only) 3, 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 Kit 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, 185, 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, 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 Kit 3 (Our Wine Country Stores) 115, 252, 253, 300, 392, 401, 407, 412, 417, 490, 497, 522, 523, 532, 624, 641, April 30, 2016 Vintages Marketing & Product Guide

17 Additional In-store Programs 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. Install the basket sign insert in the metal holder. Display the fully merchandised basket in the LCBO Ontario VQA wines section next to the VQA fixture. Take down once stock is sold out, or by May 22, Install the pre-printed shelf talker in front of the featured product, in its on-shelf position within the Vintages section, using a Miracle Stick (available at Central Supply #692012). Take down once stock is sold out, or by May 22, 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-OP16-HBW-351) Here is an example of a fully merchandised basket display. Vintages Marketing & Product Guide April 30,

18 Additional In-store Programs P2 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. PLEASE NOTE: All BAM and LTO pre-printed signage has been permanently changed to an Inchannel Shelf Talker. The signage (4 w. x 2 h.) should be installed over top of the product s bin tag. You may continue to use the current BAM/LTO Shelf Talker generic template to reprint any damaged signage. Key Dates Ship Date: April 18, 2016 Effective Dates BAM: April 24, 2016 to May 21, 2016 Effective Dates LTO: April 25, 2016 to May 22, 2016 Components P2 BAM In-channel Shelf Talkers P2 LTO In-channel Shelf Talkers BAM Shelf Talker LTO Shelf Talker 16 April 30, 2016 Vintages Marketing & Product Guide

19 Additional In-store Programs P2 LTO & BAM Signage Vintages BAM and LTO Participating Products LCBO# PRODUCT NAME PRICE NOW OFFER TH STREET WHITE PALETTE $ BAM ASBACH URALT $ BAM CAKEBREAD CELLARS CABERNET SAUVIGNON $ BAM CASAS DEL BOSQUE RESERVA CARMENÈRE $ BAM G. MARQUIS THE SILVER LINE PINOT NOIR $ BAM KAIKEN MALBEC $ BAM MONTES ALPHA CABERNET SAUVIGNON $ BAM OLIVARES ALTOS DE LA HOYA MONASTRELL $ BAM BERINGER KNIGHTS VALLEY CABERNET SAUVIGNON $39.95 $34.95 $5.00 LTO COLUMBIA CREST H3 CABERNET SAUVIGNON $19.95 $17.95 $2.00 LTO CRIOS SYRAH/BONARDA $14.95 $13.95 $1.00 LTO DONATIEN BAHUAUD LES GRANDS MORTIERS VOUVRAY $17.95 $16.95 $1.00 LTO E. GUIGAL CÔTES DU RHÔNE $19.95 $16.95 $3.00 LTO FRANCIS COPPOLA DIAMOND COLLECTION CABERNET SAUVIGNON $24.95 $21.95 $3.00 LTO GOOSE BAY SAUVIGNON BLANC KPM $26.35 $24.85 $1.50 LTO HIDDEN BENCH TERROIR CACHÉ MERITAGE $38.20 $35.20 $3.00 LTO KILIKANOON KILLERMAN'S RUN SHIRAZ $19.95 $16.95 $3.00 LTO KIM CRAWFORD EAST COAST UNOAKED CHARDONNAY $19.95 $17.95 $2.00 LTO LAURENT-PERRIER CUVÉE BRUT ROSÉ CHAMPAGNE $99.95 $89.95 $10.00 LTO MALIVOIRE PINOT GRIS $19.95 $18.95 $1.00 LTO MONTES ALPHA MALBEC $19.95 $18.95 $1.00 LTO OYSTER BAY SAUVIGNON BLANC $18.95 $16.95 $2.00 LTO ROCCA DELLE MACÌE CABERNET SAUVIGNON $21.95 $19.95 $2.00 LTO ROCCA DELLE MACÌE CHIANTI CLASSICO $18.95 $16.95 $2.00 LTO THUNEVIN-CALVET CUVÉE CONSTANCE $18.95 $17.45 $1.50 LTO VIÑA ZACO TEMPRANILLO $14.95 $13.95 $1.00 LTO WILLM RÉSERVE RIESLING $15.95 $14.95 $1.00 LTO WYNNS COONAWARRA ESTATE BLACK LABEL CABERNET SAUVIGNON $27.95 $24.95 $3.00 LTO Vintages Marketing & Product Guide April 30,

20 Additional In-store Programs 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 Specialty Portfolio - April 30 th Rapid Release SIZE (ML) LCBO # Kagura Shuzo Tenson Kourin Kuro Shochu Kagura Shuzo Japan Guijinggong-Yuanjiang Premier Coasts Trading Ltd Japan April 30, 2016 Vintages Marketing & Product Guide

21 Additional Vintages Marketing Programs Vintages in Period 2 LCBO Shopping Guide Every period the LCBO releases a Shopping Guide, and Vintages has a dedicated two-page spread that highlights one product from each release plus a Vintages Essential. There is always something new to discover each month at Vintages, and this is a great opportunity to showcase what Vintages offers to customers who don t normally shop this section. ARDAL CRIANZA 2010 DO Ribero del Duero, Spain Full-bodied & Firm (XD) 750 ml $18.95 Wines from May 14 release MONTE ANTICO IGT Toscana, Tuscany, Italy Medium-bodied & Fruity (D) 750 ml $15.95 Always available from our Essentials Collection SEVEN FALLS CABERNET SAUVIGNON 2012 Wahluke Slope, Columbia Valley, Washington Full-bodied & Smooth (D) 750 ml $19.95 Wines from April 30 release Bi-weekly Ads in the Globe & Mail Every Vintages bi-weekly release, ads run in the Globe & Mail s Style section. These ½-page ads promote the current release theme, offer readers a sneak peek at the release in stores on Saturday and drive home the fact that we offer over 100+ new wines every two weeks. The next ad for the Washington/Oregon feature from the April 30 release will run in the Globe & Mail on Saturday, April 30, Vintages Marketing & Product Guide April 30,

22 Additional Vintages Marketing Programs May & June Classics Catalogue On the first Thursday of every month, we launch a new Classics Collection a limited assortment of premium wines and spirits from the most prestigious and sought-after producers and regions in the world, including rare and older vintages. The May and June collections will be represented in one print catalogue that covers both collections. Starting May 5 at 8:30 a.m., customers can order the May products at vintages.com/shop or by phone at or toll-free at (Monday to Friday, 8:30 a.m. to 6 p.m., and Saturday, 9 a.m. to 6 p.m.) on a firstcome, first-served basis. Prior to the order date, the collections can be viewed online at vintages.com/classics. KEY DATES Catalogues in-store and at vintages.com/classics: April 21 May Collection Ordering starts at vintagesshoponline.com: May 5, 8:30 a.m. June Collection Ordering starts at vintagesshoponline.com: June 2, 8:30 a.m. UPCOMING CLASSICS CATALOGUE IN-STORE DATE July Classics Thursday, July 7, 2016 August Classics Thursday, August 4, 2016 September Classics Thursday, September 1, 2016 October Classics Thursday, October 6, 2016 Classics May/June 20 April 30, 2016 Vintages Marketing & Product Guide

23 Additional Vintages Marketing Programs Essentials Advertising Early Summer 2016 OVERVIEW In the Early Summer 2016 edition of Food & Drink, we re promoting four delicious wines from our Essentials collection. Following a similar look and feel to other recent Essentials advertising, we have provided both a short selling feature and a simple food pairing for each product, and at fairly entrylevel price points, these are all sure to impress. Featured Products LOUIS ROEDERER BRUT PREMIER CHAMPAGNE AC, Champagne, France ml $69.95 Rich & Complex MALIVOIRE LADYBUG ROSÉ VQA Niagara Peninsula, Ontario ml $15.95 Medium-bodied & Dry KENDALL-JACKSON VINTNER S RESERVE CHARDONNAY California ml $19.95 Full-bodied & Rich HENRI BOURGEOIS LES BARONNES SANCERRE AC, Loire, France ml $24.95 Aromatic & Flavourful Key Dates In-Market: May 4, 2016 Vintages Marketing & Product Guide April 30,

24 Additional Vintages Marketing Programs Events Judgment of Paris Walk-around Tasting & Dinner The Paris Tasting of 1976 will forever be remembered as the landmark event that transformed the California wine industry. For this very special evening, Bo Barrett from Chateau Montelena will be joined by principals from the now-iconic wineries to showcase the wines they are making today. MONDAY, MAY 2, 2016 George Restaurant 111c Queen St. E., Toronto Walk-around Tasting: 6:30 7:30 p.m. Dinner: 7:30 p.m. $325 per person SOLD OUT EL DORADO RUM: THE GOLDEN ONE Tasting & Dinner Lured by the legend of a City of Gold, early explorers braved the ancient heartland of old Guiana (Guyana) in search of El Dorado --the Golden One. Discover the extraordinary story behind the world s finest Demerara rums. Our special guest for this event is master distiller Lennox Shaun Caleb. Guests will sample rum cocktails before dinner, as well as a selection of rums paired with the dinner. TUESDAY, MAY 10, 2016 The National Club 303 Bay St., Toronto Cocktail Reception: 6:30 p.m. Dinner: 7:15 p.m. $195 per person Upcoming Events Champagne Taittinger Reception & Dinner Wednesday, June 1, 2016 Robert Mondavi Winery 50 th Anniversary Reception & Dinner - Monday, June 13, 2016 (Burlington) - Tuesday, June 14, 2016 (Toronto) 22 April 30, 2016 Vintages Marketing & Product Guide

25 Notes Vintages Marketing & Product Guide April 30,

26 Notes 24 April 30, 2016 Vintages Marketing & Product Guide

27 NEW SIGNAGE SHIP DATES Starting with the March 19 release, signage will be shipped earlier, and should arrive at stores 5-8 days before the release date, depending on shipping distance (e.g., April 30 signage will arrive April 22 or 25). 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? Call hellolcbo at / Please have this guide available. LCBO, 2016 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 SMi 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)

28 NEED SIGNAGE? To order Vintages signage, please visit Central Supply Online or call hellolcbo at ( ).