2016 BEER TASTING PROGRAM GUIDELINES TABLE OF CONTENTS 1. Introduction... 2 2. Program Scope... 2 3. Program Costs... 3 4. Window Allocation, Assignment and Draft Process... 3 5. Eligible Brands... 4 6. Submission Process and Timelines... 4 7. Required Stock... 5 8. Demonstrator Qualifications... 5 9. Tasting Process/Activity... 5 10. Demonstrator and Responsible Serving... 6 11. Demonstrator: Other Responsibilities... 6 12. Store Manager (or designate) Responsibilities... 8 13. Tasting Cart... 9 14. Marketing Material... 9 15. Questions?... 9 APPENDIX 1: Glossary of Terms... 10 APPENDIX 2: Confirmation of Interest... 11 APPENDIX 3: Store List... 12 APPENDIX 4: Window Matrix... 16 APPENDIX 5: Window Allocation... 17 APPENDIX 6: Sample Submission Form... 18 APPENDIX 7: Challenge/Incident Report... 19 APPENDIX 8: Standard Tasting Cart... 20 APPENDIX 9: Reinvention Tasting Cart... 21 APPENDIX 10: Tasting Accessories... 22 2016 Beer Tasting Program Page 1
1. Introduction 1.1. The 2016 Beer Tasting Program (Tasting Program) is an optional service allowing brewers to sample their product in designated stores according to this document. 1.2. Participating brewers are required to: (1) provide Smart Serve certified demonstrators and supplies for tasting activity; and (2) ensure that all tasting activity is conducted in full compliance with the 2016 Beer Tasting Program Guidelines (Guidelines), all applicable laws, and the principles of responsible sampling and sale. 1.3. All tasting activity is subject to the prior approval of the Beer Store (tbs). 1.4. A Glossary of Terms used in these Guidelines is provided in Appendix 1. 1.5. These Guidelines are subordinate to the following: tbs Pricing Communication Policy 2016 Enhanced Lobby Display Program Guidelines 2016 Feature Display Program Guidelines tbs Product Stickering Policy 1.6. TBS reserves the right to modify these Guidelines or cancel the Tasting Program with 30 days written notice. Any fees that have been received by tbs for tasting windows or cells cancelled by tbs will be refunded. 1.7. These Guidelines and all communication related to the Tasting Program are for the sole use of tbs and for the reference of those brewers participating in the program. 1.8. The execution of the Tasting Program in no way obligates tbs to run subsequent programs in future. The decision to continue the Tasting Program in future rests solely with tbs. 1.9. TBS reserves the right to suspend and/or cancel a scheduled or active tasting if these Guidelines, applicable laws or the principles of responsible sampling and sale are contravened. 1.10. All brewers interested in participating in the Tasting Program (the summer program and/or holiday program) must email their Confirmation of Interest (Appendix 2) to the Beer Store Corporate Office by 5pm on Friday, April 29, 2016. Submitting this form will confirm the brewer s interest in participating in the program. 2. Program Scope 2.1. The Tasting Program is limited to 194 stores which were selected for specific characteristics including, but not limited to: lobby capacity, operational fit, sales volume, market demography and location within major Ontario markets. TBS reserves the right to modify the store list in consideration of safety and operational requirements with notice. 2.2. The 194 stores are grouped into 32 tasting zones (zones) based on geographic proximity to reduce complexity and provide flexibility. Each zone is comprised of a predetermined grouping of stores (see Appendix 3). Note that the 32 zones cover 16 markets. Within any one period, this sub-division allows brewers to cover more markets (Section 4.). 2.3. The Tasting Program will take place during 21 peak (or high volume) weeks: a 16 week summer program from May 20 September 3 and a 5 week holiday program from December 2 30. 2.4. Tasting activity will be conducted in the participating stores only and only during the following days and hours: Friday from 4pm to 8pm (session 1) and Saturday from 1pm to 6pm (session 2) with the exception of a date that has been adjusted to accommodate the program around a statutory holiday (Appendix 4). Two consecutive sessions (Friday and Saturday) are defined as a tasting period (period). 2.5. The combination of a zone and period defines a tasting window (window). Each window comprises tastings conducted in a predetermined group of stores within a given zone during 2 sessions in a given period. 2.6. The combination of a specific store and period defines a tasting cell (cell). Each cell comprises tastings conducted in a predetermined store within a given zone during 2 sessions in a given period. 2.7. For the purposes of window allocation, assignment and draft processes, the summer and holiday programs are considered to be distinct and independent programs following the same principles and guidelines. The summer program consists of 512 windows (32 zones x 16 periods) and the holiday program consists of 160 windows (32 zones x 5 periods) (Appendix 4). 2016 Beer Tasting Program Page 2
3. Program Costs 3.1. The fee per window is $1,902. 3.2. The fee per cell is $317. 3.3. Included in these fees are the following costs: administration of the program, the tasting cart and accessories and the sampling cups. The fees are exclusive of HST. 3.4. The brewer will bear the cost of the beer used for sampling. 3.5. The brewer will bear all other costs of conducting tasting activity within their reserved window (including without limitation: a qualified demonstrator, ice, food item(s), food container(s), utensils etc. 4. Window Allocation, Assignment and Draft Process 4.1. Tasting windows are allocated to brewers based on total provincial sales (including Home Consumer, Licensee and 50% of sales to LCBO, Agency and Retail Partners, excluding Cider sales and sales to new private outlets) for the most recent 12 month period (Appendix 5). All data is reviewed and updated annually. 4.2. Small brewers will be allocated a minimum of 20% of program windows (102 windows in the summer program and 32 windows in the holiday program). Each small brewer cannot receive an original allocation of windows greater than 25% of the total number of windows allocated to the small brewer category. If the earned allocation is greater than 25%, the excess allocation will be redistributed within the total small brewer allocation proportionate to each brewer s share. Small brewers with a minimum of 5% share are exempted from this cap. 4.3. All large brewer window allocations will be assigned. Any small brewer window allocations equal to or greater than the number of program periods (16 for the summer program and 5 for the holiday program), will also be assigned. 4.4. The assignment of windows is based on the principle of maximizing exposure across markets, zones and periods. Assignment will progress diagonally on the matrix (Appendix 4) from left to right and top to bottom mapping each brewer s full allocation of windows before proceeding to the next brewer in descending order of market share. 4.5. Should the first available window for any given brewer fall within a zone in which that brewer has already received a window, the assignment will be shifted to the next available window within a zone not previously assigned to that brewer. 4.6. Small brewers are permitted to reserve cells (stores) within their assigned windows if they choose not to reserve the full window and will pay a reduced fee commensurate with the number of cells reserved. 4.7. Brewers that have been assigned windows will receive their assignment details by email immediately following the program announcement and are required to confirm back the windows they wish to reserve by 5pm on Friday, April 29. 4.8. Brewers having "earned" an assignment of windows will forfeit that allocation in whole or part if a) they do not confirm the windows by the required deadline (Section 4.7.) or b) they decline some or all of their assigned windows. Forfeited windows will be made available to other brewers in the draft process. 4.9. After all windows have been fully assigned (Section 4.3.), the remaining windows will be available to brewers participating in the draft. 4.10. The draft process will be administered by tbs and will commence on Wednesday, May 4, 2016 with the objective of completion within 5 business days. In order to complete the draft in this short timeframe each brewer will be permitted no longer than 2 hours to respond once contacted by tbs to make their selection. In the absence of a response within 2 hours, the brewer will be deemed to have declined the opportunity and tbs will proceed to the next brewer in the draft order. Interested brewers will be provided with a draft order and agenda in advance of the draft. 4.11. Brewers having "earned" an allocation of windows requiring participation in the draft will forfeit that allocation in whole or part if a) they do not participate in the draft or b) they participate in the draft but fail to make their selection within the required time or c) they decline some or all of their allocated windows. Forfeited windows will be made available to other brewers in the draft process. 4.12. The draft process will consist of 4 cycles and within each cycle, interested brewers will be ranked in descending order of market share. 2016 Beer Tasting Program Page 3
4.12.1. Cycle 1: Interested small brewers receiving an allocation of windows that is less than the number of program periods (less than 16 for the summer program and 5 for the holiday program) may select their full window allocation on their turn. Any windows not selected at this time will be considered forfeited. 4.12.2. Cycle 2: Interested small brewers who did not receive an allocation of windows may select from the remaining windows with no limit subject to Section 4.13. 4.12.3. Cycle 3: Interested large brewers who did not receive an allocation of windows may select from any remaining windows with no limit. 4.12.4. Cycle 4: Any windows remaining after Cycle 3 will be offered first to interested small brewers, then to interested large brewers, then back to interested small brewers again. There is no limit to the number of windows a brewer may choose on their turn subject to Section 4.13. Cycle 4 will repeat until such time that all windows are reserved or there is no further interest in the remaining windows. 4.13. Small brewers are permitted to reserve cells (stores) during the draft if they choose not to reserve a full window, to a maximum of six partial windows per cycle regardless of window allocation. 4.14. Following the reservation of a window, a brewer may re-assign their window or cell to another brewer with which they have a registered agency relationship. Under no circumstances may a large brewer sub-divide their reserved window(s) into cells. 4.15. In the event that a reserved cell (store) no longer lists a brewer s scheduled tasting brand(s) and the default brand at the time of the scheduled tasting, the brewer will not conduct a tasting and no fee will be charged. 4.16. In the event of a brewer merging with or being acquired by another during the term of this program, the resulting entity will retain the windows(s) previously reserved by the brewer for the remainder of the program term. 5. Eligible Brands 5.1. The brewer can sample a maximum of two brands within each window and each brand must be listed in the tasting store during the tasting period. 5.2. The two tasting brands can be packaged as a mixed pack as long as the mixed pack contains no more than two brands. 5.3. High alcohol beer (7.2% alc/vol. or greater) is not permitted for tasting. 5.4. Each brewer must select one default brand for all tasting stores for the term of the program. The default brand must meet the requirements of an eligible brand. This brand will be sampled in the event that stock of the approved tasting brand is not available in any store for a scheduled tasting. 5.5. The brewer must solicit the prior approval of tbs for the brands it will sample in each window as per Section 6. 6. Submission Process and Timelines 6.1. Each participating brewer must enter their program details electronically into the submission form (Appendix 6) and submit the form by e-mail to tbs no later than 6 weeks before the start of their program. TBS will then review the submission within 1 week and reply back to the brewer with: (i) an approval, (ii) an approval with conditions, or (iii) a rejection along with rationale based on the established criteria as outlined in these Guidelines. 6.2. Once the program has been approved, any changes to the program must be detailed/added to the original submission form and submitted to tbs for review and approval no later than 5 weeks prior to the launch of the window. If the change request is approved, an administration charge may apply. 6.3. If a brewer chooses to cancel a reserved window, they must do so in writing at least 8 weeks prior to the start of the period. Effective for periods beginning June 27, the brewer will be charged in full if cancellation is received with less than 8 weeks written notice. 6.4. Following the reservation of a window, a brewer may re-assign their window or cell to another brewer with which they have a registered agency relationship. TBS will require proof of such registered agency relationship. Notification of this change must be communicated to tbs in writing from the brewer that secured the reservation at least 6 weeks prior to the period. 2016 Beer Tasting Program Page 4
6.5. TBS internal notification of tasting brands will be announced in advance of each period and regularly as required. 6.6. Payment for the program will be charged to the brewer in the tbs fiscal period during which the tasting takes place. A billing notification will be included with the Weekly Brewer Remittance from tbs, for your records. 7. Required Stock 7.1. The stock used for tasting must come from store inventory. 7.2. The stock will be provided to the demonstrator in accordance with two transaction options as follows: 7.2.1. The brewer demonstrator may purchase the stock from the store at the prevailing retail value (including deposit); or 7.2.2. The brewer demonstrator may secure the stock from the store as a Return to Brewer transaction. In this case, no payment is required of the demonstrator and the brewer will be charged for the stock on the Weekly Remittance Report in a manner consistent with all other return to brewer transactions. 7.3. Brewers are encouraged to contact store managers in advance of the window to ensure that sufficient stock of the approved tasting brand(s) will be on hand for the tasting. If the approved tasting brands are not listed in the store or are sold out, the default brand will be used (Section 5.4). 7.4. The final decision on the quantity of stock required for the tasting rests solely with the store manager. 8. Demonstrator Qualifications 8.1. Demonstrators may be brewer or agent representatives or third party demonstrators retained by the brewer. 8.2. All demonstrators must have successfully completed the Smart Serve Program (reference smartserve.ca) and be able to present to the store manager both a Smart Serve Identification Card and one piece of photo identification (both in their name). 8.3. The use of employees of tbs to conduct tastings on behalf of a brewer is not permitted. 8.4. Demonstrators must understand these Guidelines, applicable laws and the principles of responsible serving and sale and conduct tasting activity in accordance with them. 8.5. Demonstrators must be familiar with the product they are presenting and be able to answer questions from customers. 8.6. While conducting tasting activity, demonstrators must be attired to the minimum standard of business casual or tasteful themed attire. 8.6.1. Business casual is defined as follows: full length (or at least below the knee), solid coloured pants, a collared, long or short sleeved solid coloured shirt (buttoned or polo/golf shirt) and closed heel shoes. Clothing must be clean, undamaged and well pressed. A decorative treatment may be utilized on the shirt only and can reflect the brewery, tasting brands, or a reference to the Tasting Program. 8.6.2. Tasteful themed attire is defined as follows: a uniform or outfit that bears brand identification of the sampled brand(s) or is of a style consistent with the marketing campaign of the sampled brand(s). The uniform or outfit must not be revealing or of a style or fit in such a way as to gratuitously promote the sexual appeal or physical attributes of the demonstrator. 8.6.3. Jeans, sweatpants, shorts, skirts, leggings and spandex clothing are not permitted. Shirts with bare shoulders are not permitted. Sandals are not permitted. 8.7. Tasting in each store will be conducted by no more than one demonstrator. 9. Tasting Process/Activity 9.1. Participating brewers are required to conduct tastings for the full complement of tasting hours for each accepted window/cell. 9.2. The brewer must provide a demonstrator and all the necessary materials (e.g. beer, ice, food item(s), food container(s), utensils etc.) for each tasting. Note that packaged ice is available to be purchased in each of the program stores. 2016 Beer Tasting Program Page 5
9.3. A food item must be available and attractively presented on the tasting cart during each tasting session. Snack foods qualify as a food item for the purposes of tasting. 9.4. Food storage, preparation and serving are the sole responsibility of the brewer. 9.5. Each customer is allowed a maximum of two beer samples (one per tasting brand) and must be legal drinking age. 9.6. The maximum serving size of each sample is 59 ml or 2 oz regardless of whether the customer samples 1 or 2 brands. 9.7. TBS will provide clear or opaque plastic cups for each tasting session. Each cup will be single use only and, once used, must be discarded into the garbage bin provided. 9.8. A display of the tasting brands in packages and/or containers may be constructed on the wing shelves of the tasting cart provided that these displays are stable and secure. 9.9. Packaged product and empties in boxes may be placed on the floor adjacent to the base of the cart provided these displays are below and within the perimeter of the cart wing shelves and do not pose a safety hazard. 9.10. The brewer is responsible for any damage to the tasting cart that occurs during a tasting session. TBS reserves the right to charge the brewer for the cost of repairing any damage to the tasting cart and/or cleaning that may be required. 10. Demonstrator and Responsible Serving 10.1. All demonstrators must have successfully completed the Smart Serve program and be able to present to the store manager both a Smart Serve Identification Card and one piece of photo identification (both in their name). Failure to produce this identification prior to the start of the tasting will lead to the immediate cancellation of the tasting. 10.2. The Beer Store s Responsible Sale Policy is in force for all tasting activity. It is a serious offence to serve liquor to any person under the age of nineteen (19) or who is intoxicated. 10.3. Proof of age: 10.3.1. Before providing a sample of product, tasting demonstrators must verify the age of any person who appears twenty-five (25) years of age or younger. If a demonstrator hesitates for a moment regarding the customer s age then the customer must be challenged. If the person is under the age of nineteen (19) or cannot provide acceptable, proof of age the customer must not be served. 10.3.2. Acceptable forms of photo identification, as published by the AGCO (agco.on.ca), include: Ontario Driver s Licence with a photo of the person to whom the licence is issued A Canadian Passport Canadian Citizenship Card with a photo of the person to whom the card is issued Canadian Armed Forces Identification Card A photo card issued by the Liquor Control Board of Ontario (LCBO), entitled Bring Your ID (BYID) A Secure Indian Status Card issued by the Government of Canada A Permanent Resident Card issued by the Government of Canada A photo card issued under the Photo Card Act, 2008 10.4. If in doubt as to whether or not a customer is, or appears to be intoxicated, the demonstrator must discreetly evaluate the customer s condition. If still in doubt, do not serve the customer. 10.5. The store manager will provide a Challenge/Incident Report (Appendix 7) to all demonstrators at the start of each tasting. This report must be completed whenever a customer is asked to produce proof of age identification or if service is refused to an intoxicated person. This report must be returned to the store manager at the conclusion of the tasting. Demonstrators are required to immediately report all challenges resulting in refusal. TBS store managers are always available to support demonstrators in challenging and refusing customers. 10.6. TBS staff are prohibited from sampling during working hours and also while in uniform. 11. Demonstrator: Other Responsibilities 11.1. The demonstrator is responsible to the store manager for the execution of the in-store tasting and must be fully aware of and apply these Guidelines throughout the session. 2016 Beer Tasting Program Page 6
11.2. Demonstrators must be aware that the store manager has the authority to suspend or cancel a tasting, in his or her sole discretion, for any of the following reasons: 11.2.1. Failure by the demonstrator to provide an original Smart Serve Identification Card and one piece of photo identification - both in their name. 11.2.2. Contravention of these Guidelines, applicable laws or any tbs policy by a demonstrator. 11.2.3. Contravention of the principles of responsible sale by the demonstrator. 11.2.4. Unprofessional behaviour on the part of the demonstrator (e.g. use of a cell phone or mobile device in view of customers or inappropriate behaviour in conducting the tasting). 11.2.5. Failure by the demonstrator to meet the minimum attire standard of business casual or tasteful themed attire as set out in Section 8.6. 11.2.6. The store manager has serious concerns about the demonstrator s ability to perform the tasting. 11.2.7. There is insufficient stock of the tasting brand(s) and default brand to complete the tasting session. 11.3. The demonstrator must be available at the tasting cart whenever it is in operation. Demonstrators are permitted to leave the cart under the following scenarios: 11.3.1. To serve customers while in line waiting to make a purchase. 11.3.2. For a short break of 15 minutes or less. Prior to leaving the cart, the demonstrator must remove all beer containers (bottles or cans) from customer access by placing them within the cart. Demonstrators must also advise tbs staff that they are leaving the tasting cart and display the tbs-supplied sign ( Tasting Will Resume in 15 Minutes ) on the clipboard positioned in customer view on one of the wing shelves (when applicable). 11.4. Demonstrators are encouraged to politely engage customers by offering them the opportunity to sample their product and answering any questions they may have. 11.5. Demonstrators are prohibited from: 11.5.1. Providing customers with inducements to taste or purchase in the form of vouchers, free merchandise, contest entries, etc. 11.5.2. Any form of solicitation of customer information or feedback. 11.5.3. Sampling the products of other brewers and offering comparative commentary to customers on another brewer s products. Demonstrators may only offer a sample of the brands to a customer and may not attempt to switch or influence customers that have already picked up, ordered or purchased another brand. 11.5.4. Selling product directly to customers. The store manager must complete all sales. 11.6. At the conclusion of each tasting session the demonstrator must: 11.6.1. Remove remaining beer stock and supplies from customer view, storing them securely within the cart 11.6.2. Return empties to the store manager for refund value 11.6.3. Remove and discard all refuse as directed by the store manager 11.6.4. Thoroughly clean the tasting cart and discard the ice and water as directed by the store manager 11.7. At the conclusion of the tasting period, the demonstrator must remove all opened cases from the store premises. Upon request, store managers will process as appropriate either a refund or a Return to Brewer transaction (Section 7.2.2) with a credit value for unopened packages returned by demonstrators at the conclusion of the tasting period. 11.8. Demonstrators will, at the request of tbs, distribute informational material and/or survey forms to customers participating in sampling. 2016 Beer Tasting Program Page 7
12. Store Manager (or designate) Responsibilities 12.1. Subject to the brands being listed in the store, the store manager is required to ensure that there is sufficient stock on hand for the scheduled tasting. When in doubt as to required quantity of stock, store managers are encouraged to contact the tasting brewer for input. The final decision on the quantity of stock required for the tasting rests solely with the store manager. 12.2. If the brands to be tasted are not listed in the store, the store manager will allow the tasting to proceed using the brewers designated default brand. 12.3. The brewer-provided demonstrator works under the supervision of the store manager and must meet all of the requirements established by tbs. The store manager has the authority to suspend or cancel a tasting for any of the following reasons: 12.3.1. Failure by the demonstrator to provide an original Smart Serve Identification Card and one piece of photo identification - both in their name. 12.3.2. Contravention of these Guidelines, applicable laws or tbs policies by a demonstrator. 12.3.3. Contravention of the principles of responsible sale by the demonstrator. 12.3.4. Unprofessional behaviour on the part of the demonstrator (e.g. use of a cell phone or mobile device in view of the public or inappropriate behaviour in conducting the tasting). 12.3.5. Failure by the demonstrator to meet the minimum attire standard of business casual or tasteful themed attire as detailed in Section 8.6. 12.3.6. The store manager has serious concerns about the demonstrator s ability to perform the tasting. 12.3.7. There is insufficient stock of the tasting brand(s) and default brand to complete the tasting session. 12.4. One hour prior to the scheduled start of tasting, the store manager is required to prepare the tasting cart by positioning it in the designated location in the lobby and opening the cart so it is ready for use. 12.5. Once the demonstrator arrives, the store manager will provide the demonstrator with a copy of the Challenge/Incident Report (Appendix 7). 12.6. The stock required for sampling will be provided to the demonstrator. There are two transaction options available to the demonstrator as follows: 12.6.1. The brewer demonstrator may elect to purchase the stock from the store at the prevailing retail value (including deposit). The price charged will be the prevailing retail price including deposit. A receipt must be provided to the demonstrator. 12.6.2. The brewer demonstrator may elect to obtain the stock from the store as a Return to Brewer. In this case, no payment is required of the demonstrator. The stock provided to the demonstrator will be reported as Transaction #71 - Return to Brewer, Reason Code # 6 Sampling. The demonstrator and the store manager are both required to sign the transaction summary with one copy retained by each. 12.7. Demonstrators may also purchase packaged ice at the prevailing retail price. A receipt for the ice must also be provided to the demonstrator. 12.8. Upon request, store managers will process as appropriate either a refund or a Return to Brewer transaction (Section 7.2.2) with a credit value for unopened packages returned by demonstrators at the conclusion of the tasting period. The store manager may also refund the deposit value for empties returned by the demonstrator at any time. 12.9. Once purchased, opened packages containing sealed containers remain the property of the demonstrator. These packages may be securely stored within the tasting cart at the end of session 1 to be used for session 2 or removed from the store by the demonstrator. 12.10. Under no circumstances are opened containers to be removed from the store by a demonstrator. The store manager must ensure that all opened containers are dumped and the empties refunded. 12.11. At the conclusion of the tasting session, the store manager will close up the cart and relocate the cart within the retail lobby if necessary. 12.12. The store manager will collect completed Challenge/Incident Reports for retention by the store as per standard operating procedure. 2016 Beer Tasting Program Page 8
12.13. TBS staff are prohibited from sampling during working hours and also while in uniform. 13. Tasting Cart 13.1. Each participating store will have a tasting cart (Appendix 8 and 9) positioned on the selling floor of the store. Features of the tasting cart include: two wing shelves; for product presentation, preparation and serving a removable, recessed container within the middle counter to contain ice and product for chilling or an ice bucket a removable drainage container located on a shelf underneath the middle counter (standard tasting cart only) locking wheels for ease of movement and stability when tasting 13.2. There is no access to electrical power within or near the tasting cart. Self-contained, battery-operated equipment placed on or within the cart may be used by the demonstrator only with the prior approval of tbs. 14. Marketing Material 14.1. No signs or other material are to be taped or affixed to the tasting cart. 14.2. Use of the following marketing material is permitted during tastings provided it can be displayed on the wing shelf, middle counter or retained within the interior of the cart: tent cards, product information literature, recipes etc. 14.3. Use of the following marketing material is prohibited: umbrellas, balloons, streamers, inflatable items, pole displays and any add-on that would materially increase the dimension of the tasting cart. 14.4. Any brewer-supplied materials not removed from the store by the demonstrator at the conclusion of the period will be discarded by tbs. 15. Questions? Please refer any questions regarding the Tasting Program to: Chris Watson Carol Wonnacott chris.watson@thebeerstore.ca carol.wonnacott@thebeerstore.ca (905) 361-4208 (905) 361-4225 2016 Beer Tasting Program Page 9
APPENDIX 1: Glossary of Terms beer sku (or sku)... brand... brewer... brewer family.. cell. default brand.. demonstrator.. high alcohol beer... Framework Agreement.. large brewer.... market period session. small brewer small brewer index (SBI).. store manager tasting(s) or tasting activity window matrix (matrix).. window. zone. 6 digit tbs code comprised of a 4 digit brand code and a 2 digit pack size/container code (e.g. 067305 is the sku for a Coors Light 24 pack of 341ml bottles). brand code with the exception of mixed packs. For mixed packs, brand is defined as the brand code of each individual brand comprising the mixed pack. the party named in the signed User Agreement. an Ontario-based brewer together with the brewer it represents as an agent. Brewer family aggregate share is used to calculate window allocations. the combination of a specific period, zone and store. the brand to be sampled in the event that stock of the approved tasting brand(s) are not available. Each brewer may select one default brand for all tasting stores for the term of the program. any individual that conducts tasting activity in the Beer Store on behalf of a brewer. Demonstrators may be brewer or agent representatives or third party demonstrators retained by the brewer. any brand with an alcohol content by volume of 7.2% or greater. the master framework agreement dated September 22, 2015 between, among others, tbs and the Province of Ontario. a brewer with annual worldwide production greater than 400,000 hl. a group of two or more geographically proximate zones. two consecutive tasting sessions (Friday and Saturday) with the exception of a date that has been adjusted to accommodate the program around a statutory holiday tasting conducted on a Friday from 4pm to 8pm (session 1) or Saturday from 1pm to 6pm (session 2) with the exception of a date that has been adjusted to accommodate the program around a statutory holiday. a brewer with annual worldwide production less than or equal to 400,000 hl and otherwise satisfies the definition of small brewer provided for in the Framework Agreement. As per the Framework Agreement, Brick and Moosehead are designated small brewers. as defined in Section 6.2(c) of Schedule D to the Framework Agreement and applied provincially. SBI-adjusted share is the foundation of brewer window allocations. the manager of a location of the Beer Store or a store employee designated by the store manager to supervise store operations on his/her behalf. all activities associated with engaging customers to sample beer in the Beer Store (e.g. product presentation, responsible serving, customer interaction, set-up, close-down, etc.). a schedule comprised of periods and zones. the combination of a specific period and zone. a group of stores within close geographic proximity. 2016 Beer Tasting Program Page 10
APPENDIX 2: Confirmation of Interest ATTENTION: Carol Wonnacott ALL BREWERS INTERESTED IN PARTICIPATING IN THE 2016 BEER TASTING PROGRAM MUST EMAIL THIS CONFIRMATION OF INTEREST FORM TO THE BEER STORE CORPORATE OFFICE BY 5PM ON FRIDAY, APRIL 29. YES, I am interested in participating in the following program(s) Summer Program Holiday Program NO, I am not interested in participating in the following program(s) Summer Program Holiday Program BREWERY CONTACT NAME CONTACT NUMBER EMAIL ADDRESS DATE 2016 Beer Tasting Program Page 11
APPENDIX 3: Store List (a soft copy of the Store List will be provided to participating brewers) Zone# Store# Address City 1 3251 2380 WALKER ROAD WINDSOR 1 3255 2451 JEFFERSON BLVD. WINDSOR 1 3256 3240 DOUGALL ROAD WINDSOR 1 3258 8150 TECUMSEH BLVD. E. WINDSOR 1 3260 1818 HURON CHURCH ROAD WINDSOR 1 3268 12022 TECUMSEH ROAD TECUMSEH 2 3104 250 PICCADILLY STREET LONDON 2 3105 1600 DUNDAS STREET E. LONDON 2 3106 155 CLARKE ROAD LONDON 2 3111 712 BASELINE ROAD E. LONDON 2 3112 1080 ADELAIDE ST. NORTH LONDON 2 3117 1727 RICHMOND STREET LONDON 3 4154 400 KING STREET W. KITCHENER 3 4164 70 WEBER STREET N. WATERLOO 3 4165 462 ALBERT STREET WATERLOO 3 4166 875 HIGHLAND ROAD WEST KITCHENER 3 4167 1120 VICTORIA STREET N KITCHENER 3 4169 659 ERB STREET WEST WATERLOO 4 2009 51 MILLSIDE DR. MILTON 4 2020 1071 MAPLE AVE. MILTON 4 4003 15 MUNICIPAL STREET GUELPH 4 4009 63 CLAIR ROAD EAST GUELPH 4 4040 710 WOOLWICH STREET GUELPH 4 4168 2-6458 WELLINGTON ROAD 7 ELORA 5 4054 1462 MAIN ST. E. HAMILTON 5 4056 282 PARKDALE N. HAMILTON 5 4057 1111 BARTON ST. E. HAMILTON 5 4060 75 CENTENNIAL PKWY N HAMILTON 5 4073 135 #8 HIGHWAY STONEY CREEK 5 4075 150 BARTON ST. E. HAMILTON 6 2021 1015 BRONTE STREET SOUTH MILTON 6 4065 2025 GUELPH LINE BURLINGTON 6 4069 5051 NEW STREET BURLINGTON 6 4074 70 HAMILTON STREET N. WATERDOWN 6 4076 2020 APPLEBY LINE BURLINGTON 6 4077 1235 FAIRVIEW ST BURLINGTON 7 2008 236 GUELPH ST. GEORGETOWN 7 2010 65 QUEEN ST.N. MISSISSAUGA 7 2011 6780 TOWN CENTRE CIRCLE MISSISSAUGA 7 2056 2425 TRUSCOTT DR. MISSISSAUGA 7 2059 2925 EGLINTON AVE. W. MISSISSAUGA 7 2060 5800 MCLAUGHLIN ROAD MISSISSAUGA 8 2374 9771 JANE STREET VAUGHAN 8 2475 10375 YONGE STREET N. RICHMOND HILL 8 2481 8825 YONGE ST. RICHMOND HILL 8 2485 13469 YONGE STREET RICHMOND HILL 8 3406 14800 YONGE STREET AURORA 8 3430 15820 BAYVIEW AVENUE AURORA 2016 Beer Tasting Program Page 12
Zone# Store# Address City 9 3412 320 SYKES STREET SOUTH MEAFORD 9 3420 100 MOSELY STREETP.O. Box 6 WASAGA BEACH 9 3441 415 FIRST STREET COLLINGWOOD 9 3443 9350 HIGHWAY #93.P.O. Box 35 MIDLAND 9 4006 270 BROADWAY STREET ORANGEVILLE 9 4107 1155 FIRST AVENUE E. OWEN SOUND 10 2322 3154 HURONTARIO STREET MISSISSAUGA 10 2323 1079 NORTH SERVICE RD MISSISSAUGA 10 2324 1125 BLOOR ST. EAST MISSISSAUGA 10 2325 3030 ERINDALE STATION ROAD MISSISSAUGA 10 2326 4141 DIXIE ROAD MISSISSAUGA 10 2328 420 LAKESHORE ROAD EAST MISSISSAUGA 11 2004 2890 HIGHWAY #7 EAST BRAMPTON 11 2314 3524 DUNDAS STREET W. YORK 11 2362 1530 ALBION ROAD ETOBICOKE 11 2363 250 WINCOTT DRIVE ETOBICOKE 11 2371 2153 ST. CLAIR AVENUE TORONTO 11 2376 2625A WESTON ROAD TORONTO 12 2402 380 DONLANDS AVENUE EAST YORK 12 2413 534 PARLIAMENT STREET TORONTO 12 2415 89 LAIRD DRIVE TORONTO 12 2423 1177 DANFORTH AVE. TORONTO 12 2455 900A DON MILLS ROAD NORTH YORK 12 2467 3078 DON MILLS RD NORTH YORK 13 2457 40 ELLESMERE ROAD SCARBOROUGH 13 2466 2360 KENNEDY ROAD SCARBOROUGH 13 2470 2934 FINCH AVE. EAST SCARBOROUGH 13 2471 1001 SANDHURST CIRCLE SCARBOROUGH 13 2472 5804 HWY #7 MARKHAM 13 2486 871 MILNER AVE SCARBOROUGH 14 2101 200 RITSON ROAD NORTH UNIT B OSHAWA 14 2103 150 MIDTOWN DR. OSHAWA 14 2104 285 TAUNTON ROAD E. OSHAWA 14 2111 301 DUNDAS STREET E. WHITBY 14 2112 1801 DUNDAS STREET EAST WHITBY 14 2115 1953 RAVENSCROFT ROAD AJAX 15 4308 412 PICTON MAIN ST. PICTON 15 4309 49 BYRON STREET TRENTON 15 4392 125 STEWART BOULEVARD BROCKVILLE 15 4502 290 CONCESSION STREET KINGSTON 15 4510 1090 MIDLAND AVENUE KINGSTON 15 4511 86 DALTON AVENUE KINGSTON 15 4642 75 LOMBARD STREET SMITHS FALLS 16 4603 1984 BASELINE ROAD OTTAWA 16 4610 1845 CARLING AVENUE OTTAWA 16 4615 1669 MERIVALE ROAD OTTAWA 16 4620 3500 FALLOWFIELD ROAD NEPEAN 16 4623 1160 BEAVERWOOD ROAD MANOTICK 16 4627 330 COLONNADE DRIVE KEMPTVILLE 2016 Beer Tasting Program Page 13
Zone# Store# Address City 17 3108 1199 OXFORD STREET WEST LONDON 17 3110 3069 WONDERLAND ROAD S. LONDON 17 3113 1005 WELLINGTON ROAD LONDON 17 3139 1014 TALBOT STREET ST. THOMAS 17 3259 1539 FRONT ROAD LASALLE 17 3291 255 ERIE STREET SOUTH LEAMINGTON 18 3002 280 MURRAY STREET BRANTFORD 18 3003 116 ST. GEORGE STREET BRANTFORD 18 3004 300 KING GEORGE ROAD BRANTFORD 18 3011 50 MARKET STREET SOUTH BRANTFORD 18 3209 911 DUNDAS STREET WOODSTOCK 18 3240 429 HURON STREET STRATFORD 19 3007 28 SILVER ST. PARIS 19 4151 1255 WEBER ST. E. KITCHENER 19 4156 250 BLEAMS ROAD KITCHENER 19 4157 200 FRANKLIN BLVD. CAMBRIDGE 19 4161 130 CEDAR STREET CAMBRIDGE 19 4162 150 HOLIDAY INN DRIVE CAMBRIDGE 20 4055 229 DUNDURN ST. S. HAMILTON 20 4058 655 UPPER JAMES ST HAMILTON 20 4059 959 FENNELL AVE. EAST HAMILTON 20 4062 499 MOHAWK ROAD E. HAMILTON 20 4064 44 WILSON STREET WEST ANCASTER 20 4078 1408 UPPER JAMES STREET HAMILTON 21 4079 2297 RYMAL ROAD BUILDING A STONEY CREEK 21 4201 99 DIEPPE ROAD ST. CATHARINES 21 4203 2 D TREMONT DRIVE ST. CATHARINES 21 4207 4313 ONTARIO STREET BEAMSVILLE 21 4209 6757 LUNDYS LANE NIAGARA FALLS 21 4220 249 ST. CATHARINE STREET SMITHVILLE 22 2053 1431 REBECCA ST. OAKVILLE 22 2054 511 MAPLE GROVE DR. OAKVILLE 22 2055 1011 UPPER MIDDLE ROAD OAKVILLE 22 2057 2458 DUNDAS ST. W. (HWY #5) MISSISSAUGA 22 2058 1500 UPPER MIDDLE ROAD OAKVILLE 22 2061 290 HAYS BOULEVARD OAKVILLE 23 2002 198 QUEEN ST. E. BRAMPTON 23 2005 180 SANDALWOOD PKWY. BRAMPTON 23 2006 80 PEEL CENTRE DR. BRAMPTON 23 2007 150 MCEWAN DRIVE EAST BOLTON 23 2019 11 WORTHINGTON AVENUE BRAMPTON 23 2022 10585 BRAMALEA ROAD BRAMPTON 24 2012 3535 ETUDE DR. MISSISSAUGA 24 2018 7850 WESTON ROAD WOODBRIDGE 24 2062 55 CHAROLAIS BLVD BRAMPTON 24 2369 2568 FINCH AVENUE W. NORTH YORK 24 2375 1118 CENTRE STREET VAUGHAN 24 2453 179 SHEPPARD AVENUE E. NORTH YORK 2016 Beer Tasting Program Page 14
Zone# Store# Address City 25 3401 30 ANNE STREET SOUTH BARRIE 25 3403 531 BAYFIELD STREET BARRIE 25 3428 71 MAPLEVIEW DRIVE BARRIE 25 3429 640 YONGE STREET BARRIE 25 3442 230 DAVID STREET GRAVENHURST 25 3541 18 HANES ROAD HUNTSVILLE 25 3601 42 LORNE STREET SUDBURY 26 2307 2458 LAKESHORE BLVD. W. ETOBICOKE 26 2308 3560 LAKESHORE BLVD. W. ETOBICOKE 26 2309 784 THE QUEENSWAY ETOBICOKE 26 2313 10 THE EAST MALL CRES. ETOBICOKE 26 2320 666 BURNHAMTHORPE ROAD ETOBICOKE 26 2333 1550 DUNDAS STREET EAST MISSISSAUGA 27 2303 452 BATHURST STREET TORONTO 27 2311 904 DUFFERIN STREET TORONTO 27 2318 323 SYMINGTON AVENUE TORONTO 27 2330 350 QUEENS QUAY WEST TORONTO 27 2432 10 DUNDAS ST. E. SUITE B-1 TORONTO 27 2452 609 ROEHAMPTON AVENUE TORONTO 28 2405 3130 DANFORTH AVENUE SCARBOROUGH 28 2407 1270 WOODBINE AVENUE EAST YORK 28 2409 2727 EGLINTON AVENUE E SCARBOROUGH 28 2412 1437 VICTORIA PARK SCARBOROUGH 28 2421 1089 KINGSTON ROAD SCARBOROUGH 28 2459 2300 LAWRENCE AVENUE E. SCARBOROUGH 29 2113 75 KINGSTON ROAD E. AJAX 29 2114 3950 BROCK ST. N. WHITBY 29 2116 5929 BALDWIN STREET SOUTH WHITBY 29 2456 4455 KINGSTON ROAD SCARBOROUGH 29 2460 3561 LAWRENCE AVENUE E. SCARBOROUGH 29 2478 705 KINGSTON ROAD PICKERING 30 2105 650 KING ST. E. OSHAWA 30 2107 195 KING ST. E. BOWMANVILLE 30 4590 370 KENT STREET W. LINDSAY 30 4701 570 LANSDOWNE ST. WEST PETERBOROUGH 30 4702 139 GEORGE STREET N. PETERBOROUGH 30 4710 1900 LANSDOWNE ST W PETERBOROUGH 31 4614 82 NORTH SIDE ROAD OTTAWA 31 4622 499 TERRY FOX DRIVE KANATA 31 4629 1140 CARP ROAD OTTAWA 31 4630 720 EAGLESON ROAD KANATA 31 4656 113 HIGH STREET ALMONTE 31 4657 120 MADAWASKA BLVD. ARNPRIOR 32 4601 1860 BANK STREET OTTAWA 32 4609 515 SOMERSET STREET W. OTTAWA 32 4616 209 RIDEAU STREET OTTAWA 32 4617 1910 ST. LAURENT BLVD. OTTAWA 32 4625 2729 LAURIER STREET ROCKLAND 32 4626 1675 TENTH LINE ROAD ORLEANS 2016 Beer Tasting Program Page 15
APPENDIX 4: Window Matrix 16 Periods x 32 Zones = 512 Windows 5 Periods x 32 Zones = 160 Windows 2016 Beer Tasting Program Page 16
APPENDIX 5: Window Allocation LARGE BREWERS SMALL BREWERS SUMMER PROGRAM HOLIDAY PROGRAM BREWER / BREWER FAMILY WINDOWS BREWER / BREWER FAMILY WINDOWS Labatt Breweries Ontario * 191 Labatt Breweries Ontario * 60 Molson Ontario Breweries * 171 Molson Ontario Breweries * 53 Sleeman Breweries Ltd. * 30 Sleeman Breweries Ltd. * 10 SABMiller 9 SABMiller 3 Carlsberg 2 Carlsberg 1 Diageo 1 Diageo 1 Grolsch Brewery 1 ASSIGNED LARGE BREWERS SMALL BREWERS Moosehead Breweries Ltd. * 8 Kompania Piwowarska 1 Brick Brewing Co. 8 Royal Unibrew 1 Steam Whistle Brewing 7 Stiegl Getranke 1 Muskoka Cottage Brewery 2 Brew Alliance 1 Mountain Crest 1 Pilsner Urquell 1 Wellington Brewery 1 Moosehead Breweries Ltd. * 26 Amsterdam Brewing Company 1 Brick Brewing Co. 26 Beau's All Natural Brewing Company 1 Steam Whistle Brewing 21 Drink Four Brewing Company 1 Muskoka Cottage Brewery 8 Small Brewer Draft 2 Mountain Crest 4 Wellington Brewery 2 Amsterdam Brewing Company 2 Beau's All Natural Brewing Company 2 Drink Four Brewing Company 2 Big Rock Brewery 1 Flying Monkeys Craft Brewery 1 Cool Beer Brewing Company 1 Huyghe Brewery 1 Lake of Bays 1 McAuslan Brewing Inc. 1 Small Brewer Draft 3 DRAFTED DRAFTED ASSIGNED * Brewer family 2016 Beer Tasting Program Page 17
APPENDIX 6: Sample Submission Form (a soft copy of the Submission Form will be provided to participating brewers) 2016 Beer Tasting Program Page 18
APPENDIX 7: Challenge/Incident Report 2016 Beer Tasting Program Page 19
APPENDIX 8: Standard Tasting Cart (closed and open positions) 2016 Beer Tasting Program Page 20
APPENDIX 9: Reinvention Tasting Cart 2016 Beer Tasting Program Page 21
APPENDIX 10: Tasting Accessories 8.5 x11 courtesy card for clipboard garbage bin, liners, clipboard drain tub ~ used with standard cart only ~ ice bucket ~ used with Reinvention cart only ~ 2016 Beer Tasting Program Page 22