2018 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... 6 10. Demonstrator and Responsible Serving... 6 11. Demonstrator: Other Responsibilities... 7 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: Store List... 11 APPENDIX 3: Window Matrix... 16 APPENDIX 4: Window Allocation... 17 APPENDIX 5: Sample Submission Form... 18 APPENDIX 6: Challenge/Incident Report... 19 APPENDIX 7: Standard Tasting Cart... 20 APPENDIX 8: Reinvention Tasting Cart... 21 APPENDIX 9: Tasting Accessories... 22 2018 Beer Tasting Program Page 1
1. Introduction 1.1. The 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 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 Enhanced Lobby Display Program Guidelines 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 2018 Tasting Program (the summer program and/or holiday program) must complete the survey included in the announcement email and reply back by 5pm on Friday, March 23, 2018. 2. Program Scope 2.1. The Tasting Program is limited to 196 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 196 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 2). 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) weekends: a 16 weekend summer program from May 18 September 1 and a 5 weekend holiday program from November 30 - December 29. 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 3). 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. 2018 Beer Tasting Program Page 2
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 3). 3. Program Costs 3.1. The fee per window is $1,974. 3.2. The fee per cell is $329. 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 4). 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 5% of the total number of program windows. If the earned allocation is greater than 5%, 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 3) 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 following the announcement and are required to confirm back the windows they wish to reserve according to the deadline identified in the email. 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 Monday, April 2 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 start date. 2018 Beer Tasting Program Page 3
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. 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 per 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 5) 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. 2018 Beer Tasting Program Page 4
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 1, 2018, 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. 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 Statement 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 Brewer Statement 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. 2018 Beer Tasting Program Page 5
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 participating store. 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. 2018 Beer Tasting Program Page 6
10.5. The store manager will provide a Challenge/Incident Report (Appendix 6) 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. 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. 2018 Beer Tasting Program Page 7
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. 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 6). 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. 2018 Beer Tasting Program Page 8
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 Return to Brewer, Reason Sampling Acquisition. 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 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. 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 7 and 8) 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 2018 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. 2018 Beer Tasting Program Page 10
APPENDIX 2: Store List (a soft copy of the Store List will be provided to participating brewers each period) Store# Zone# Address City Postal Code 3251 1 2380 WALKER ROAD WINDSOR N8W 3P6 3255 1 2451 JEFFERSON BLVD. WINDSOR N8T 2W5 3256 1 3240 DOUGALL ROAD WINDSOR N9E 1S6 3258 1 8150 TECUMSEH BLVD. E. WINDSOR N8R 1A2 3260 1 1818 HURON CHURCH ROAD WINDSOR N9C 2L5 3268 1 12022 TECUMSEH ROAD TECUMSEH N8N 1L9 3104 2 250 PICCADILLY STREET LONDON N6A 1S4 3105 2 1600 DUNDAS STREET E. LONDON N5W 3C2 3106 2 155 CLARKE ROAD LONDON N5W 5C9 3107 2 414 WHARNCLIFFE ROAD SOUTH LONDON N6J 2M5 3111 2 712 BASELINE ROAD E. LONDON N6C 2R5 3117 2 1727 RICHMOND STREET LONDON N5X 3Y2 4154 3 400 KING STREET W. KITCHENER N2G 1C8 4164 3 70 WEBER STREET N. WATERLOO N2J 3G7 4165 3 462 ALBERT STREET WATERLOO N2L 3V4 4166 3 875 HIGHLAND ROAD WEST KITCHENER N2N 2Y2 4167 3 1120 VICTORIA STREET N KITCHENER N2B 3T2 4169 3 659 ERB STREET WEST WATERLOO N2J 3Z4 4170 3 624 KING STREET NORTH WATERLOO N2V 2J5 2009 4 51 MILLSIDE DR. MILTON L9T 1S8 2020 4 1071 MAPLE AVE. MILTON L9T 0A5 4003 4 15 MUNICIPAL STREET GUELPH N1G 1G8 4009 4 63 CLAIR ROAD EAST GUELPH N1L 0J7 4040 4 710 WOOLWICH STREET GUELPH N1H 3Z1 4168 4 2-6458 WELLINGTON ROAD 7 ELORA N0B 1S0 4054 5 1462 MAIN ST. E. HAMILTON L8K 1C6 4056 5 282 PARKDALE N. HAMILTON L8H 5X7 4057 5 1111 BARTON ST. E. HAMILTON L8H 2V2 4060 5 75 CENTENNIAL PKWY N HAMILTON L8E 2P2 4073 5 135 #8 HIGHWAY STONEY CREEK L8G 1C1 4075 5 150 BARTON ST. E. HAMILTON L8L 2W5 2021 6 1015 BRONTE STREET SOUTH MILTON L9T 8X3 4065 6 2025 GUELPH LINE BURLINGTON L7P 4M8 4069 6 5051 NEW STREET BURLINGTON L7L 1V1 4074 6 70 HAMILTON STREET N. WATERDOWN L0R 2H0 4076 6 2020 APPLEBY LINE BURLINGTON L7L 6M6 4077 6 1235 FAIRVIEW ST BURLINGTON L7S 2H9 2008 7 236 GUELPH ST. GEORGETOWN L7G 4B1 2010 7 65 QUEEN ST.N. MISSISSAUGA L5N 1A4 2011 7 6780 TOWN CENTRE CIRCLE MISSISSAUGA L5N 4B7 2056 7 2425 TRUSCOTT DR. MISSISSAUGA L5J 2B4 2059 7 2925 EGLINTON AVE. W. MISSISSAUGA L5M 6J3 2060 7 5800 MCLAUGHLIN ROAD MISSISSAUGA L5R 4B7 2018 Beer Tasting Program Page 11
Store# Zone# Address City Postal Code 2475 8 10375 YONGE STREET N. RICHMOND HILL L4C 3C2 2481 8 8825 YONGE ST. RICHMOND HILL L4C 6Z1 2485 8 13469 YONGE STREET RICHMOND HILL L4E 0L2 3404 8 161 YOUNG STREET ALLISTON L9R 2A9 3406 8 14800 YONGE STREET AURORA L4G 1N3 3430 8 15820 BAYVIEW AVENUE AURORA L4G 7Y3 3412 9 320 SYKES STREET SOUTH MEAFORD N4L 1C7 3420 9 100 MOSELY STREET WASAGA BEACH L9Z 2K3 3441 9 415 FIRST STREET COLLINGWOOD L9Y 1B7 3443 9 9350 HIGHWAY #93. MIDLAND L4R 4K4 4006 9 270 BROADWAY STREET ORANGEVILLE L9W 1L1 4107 9 1155 FIRST AVENUE E. OWEN SOUND N4K 2E2 2322 10 3154 HURONTARIO STREET MISSISSAUGA L5B 1N9 2323 10 1079 NORTH SERVICE RD MISSISSAUGA L4Y 1A5 2324 10 1125 BLOOR ST. EAST MISSISSAUGA L4Y 2N6 2325 10 3030 ERINDALE STATION ROAD MISSISSAUGA L5C 2T3 2326 10 4141 DIXIE ROAD MISSISSAUGA L4W 1V5 2328 10 420 LAKESHORE ROAD EAST MISSISSAUGA L5G 1H5 2004 11 2890 HIGHWAY #7 EAST BRAMPTON L6S 6E8 2314 11 3524 DUNDAS STREET W. YORK M6S 2S1 2362 11 1530 ALBION ROAD ETOBICOKE M9V 1B4 2363 11 250 WINCOTT DRIVE ETOBICOKE M9R 2R5 2371 11 2153 ST. CLAIR AVENUE TORONTO M6N 1K5 2376 11 2625A WESTON ROAD TORONTO M9N 3V8 2402 12 380 DONLANDS AVENUE EAST YORK M4J 3S3 2413 12 534 PARLIAMENT STREET TORONTO M4X 1P5 2415 12 89 LAIRD DRIVE TORONTO M4G 3T7 2455 12 900A DON MILLS ROAD NORTH YORK M3C 1V6 2457 12 40 ELLESMERE ROAD SCARBOROUGH M1R 4C1 2467 12 3078 DON MILLS RD NORTH YORK M2J 3C1 2466 13 2360 KENNEDY ROAD SCARBOROUGH M1T 3H1 2470 13 2934 FINCH AVE. EAST SCARBOROUGH M1W 2T4 2471 13 1001 SANDHURST CIRCLE SCARBOROUGH M1V 1Z6 2472 13 5804 HWY #7 MARKHAM L3P 1A6 2483 13 9780 MARKHAM RD (HWY #48) MARKHAM L6E 0H8 2486 13 871 MILNER AVE SCARBOROUGH M1B 5N6 2101 14 200 RITSON ROAD NORTH UNIT B OSHAWA L1G 1Z7 2103 14 150 MIDTOWN DR. OSHAWA L1H 7L9 2104 14 285 TAUNTON ROAD E. OSHAWA L1G 3V2 2111 14 301 DUNDAS STREET E. WHITBY L1N 2J2 2112 14 1801 DUNDAS STREET EAST WHITBY L1N 7C5 2115 14 1953 RAVENSCROFT ROAD AJAX L1T 0K4 4301 15 113 STATION STREET BELLEVILLE K8N 4Z9 4309 15 49 BYRON STREET TRENTON K8V 2X5 4392 15 125 STEWART BOULEVARD BROCKVILLE K6V 4W4 4502 15 290 CONCESSION STREET KINGSTON K7L 2C1 4510 15 1090 MIDLAND AVENUE KINGSTON K7P 2X9 4511 15 88 DALTON AVENUE KINGSTON K7K 0C3 2018 Beer Tasting Program Page 12
Store# Zone# Address City Postal Code 4603 16 1984 BASELINE ROAD OTTAWA K2C 0C6 4610 16 2144 CARLING AVENUE OTTAWA K2A 1H1 4615 16 1669 MERIVALE ROAD OTTAWA K2G 3K2 4620 16 3500 FALLOWFIELD ROAD NEPEAN K2J 4A7 4623 16 1160 BEAVERWOOD ROAD MANOTICK K4M 1A2 4627 16 330 COLONNADE DRIVE KEMPTVILLE K0G 1J0 3108 17 1199 OXFORD STREET WEST LONDON N6H 1V8 3110 17 3069 WONDERLAND ROAD S. LONDON N6L 1R4 3113 17 1005 WELLINGTON ROAD LONDON N6E 1W4 3139 17 1014 TALBOT STREET ST. THOMAS N5P 1G3 3259 17 1539 FRONT ROAD LASALLE N9J 2B5 3291 17 255 ERIE STREET SOUTH LEAMINGTON N8H 3W2 3002 18 280 MURRAY STREET BRANTFORD N3S 5S8 3003 18 116 ST. GEORGE STREET BRANTFORD N3R 1V6 3004 18 300 KING GEORGE ROAD BRANTFORD N3R 5L8 3011 18 50 MARKET STREET SOUTH BRANTFORD N3S 2E3 3209 18 911 DUNDAS STREET WOODSTOCK N4S 1G9 3240 18 429 HURON STREET STRATFORD N5A 5T8 3007 19 28 SILVER ST. PARIS N3L 3G2 4151 19 1255 WEBER ST. E. KITCHENER N2A 1C2 4156 19 250 BLEAMS ROAD KITCHENER N2C 2K6 4157 19 200 FRANKLIN BLVD. CAMBRIDGE N1R 5S2 4161 19 130 CEDAR STREET CAMBRIDGE N1S 1W4 4162 19 150 HOLIDAY INN DRIVE CAMBRIDGE N3C 0A1 4055 20 229 DUNDURN ST. S. HAMILTON L8P 4K8 4058 20 673 UPPER JAMES ST HAMILTON L9C 5R8 4059 20 959 FENNELL AVE. EAST HAMILTON L8T 1R1 4062 20 499 MOHAWK ROAD E. HAMILTON L8V 2J4 4064 20 44 WILSON STREET WEST ANCASTER L9G 1N2 4078 20 1408 UPPER JAMES STREET HAMILTON L9B 1K3 4079 21 2297 RYMAL ROAD EAST BUILDING A STONEY CREEK L8J 2V8 4201 21 99 DIEPPE ROAD ST. CATHARINES L2M 7N6 4203 21 2 D TREMONT DRIVE ST. CATHARINES L2T 3B2 4207 21 4313 ONTARIO STREET BEAMSVILLE L0R 1B0 4209 21 6757 LUNDYS LANE NIAGARA FALLS L2G 1V4 4220 21 249 ST. CATHARINE STREET SMITHVILLE L0R 2A0 2053 22 1431 REBECCA ST. OAKVILLE L6L 1Z6 2054 22 511 MAPLE GROVE DR. OAKVILLE L6J 4W3 2055 22 1011 UPPER MIDDLE ROAD OAKVILLE L6H 1M1 2057 22 2458 DUNDAS ST. W. (HWY #5) MISSISSAUGA L5K 1R8 2058 22 1500 UPPER MIDDLE ROAD OAKVILLE L6M 3G3 2061 22 290 HAYS BOULEVARD OAKVILLE L6H 7P3 2002 23 198 QUEEN ST. E. BRAMPTON L6V 1B7 2005 23 180 SANDALWOOD PKWY. BRAMPTON L6Z 1Y4 2006 23 80 PEEL CENTRE DR. BRAMPTON L6T 4G8 2007 23 150 MCEWAN DRIVE EAST BOLTON L7E 2Y3 2019 23 11 WORTHINGTON AVENUE BRAMPTON L7A 2Y7 2022 23 10585 BRAMALEA ROAD BRAMPTON L6R 0C1 2062 23 55 CHAROLAIS BLVD BRAMPTON L6Y 1Z4 2018 Beer Tasting Program Page 13
Store# Zone# Address City Postal Code 2018 24 7850 WESTON ROAD WOODBRIDGE L4L 9N8 2356 24 1718 WILSON AVENUE NORTH YORK M3L 1A6 2369 24 2568 FINCH AVENUE W. NORTH YORK M9M 2G3 2374 24 9771 JANE STREET VAUGHAN L6A 3N9 2375 24 1118 CENTRE STREET VAUGHAN L4J 3M8 2379 24 81 BILLY BISHOP WAY NORTH YORK M3K 2C8 2453 24 179 SHEPPARD AVENUE E. NORTH YORK M2N 3A6 3401 25 30 ANNE STREET SOUTH BARRIE L4N 2C6 3403 25 531 BAYFIELD STREET BARRIE L4M 4Z9 3428 25 71 MAPLEVIEW DRIVE BARRIE L4N 9H7 3429 25 640 YONGE STREET BARRIE L4N 4E6 3442 25 230 DAVID STREET GRAVENHURST P1P 1J5 3541 25 18 HANES ROAD HUNTSVILLE P1H 1L8 3601 25 42 LORNE STREET SUDBURY P3C 4N8 2307 26 2458 LAKESHORE BLVD. W. ETOBICOKE M8V 1C9 2308 26 3560 LAKESHORE BLVD. W. ETOBICOKE M8W 1N6 2310 26 3429 BLOOR STREET W. ETOBICOKE M8X 1G4 2313 26 10 THE EAST MALL CRES. ETOBICOKE M9B 3Y5 2320 26 666 BURNHAMTHORPE ROAD ETOBICOKE M9C 2Z4 2333 26 1550 DUNDAS STREET EAST MISSISSAUGA L4X 1L4 2303 27 452 BATHURST STREET TORONTO M5T 2S6 2311 27 904 DUFFERIN STREET TORONTO M6H 4A9 2330 27 350 QUEENS QUAY WEST TORONTO M5V 3A7 2407 27 1270 WOODBINE AVENUE EAST YORK M4C 4E6 2432 27 10 DUNDAS ST. E. SUITE B-1 TORONTO M5B 2G9 2452 27 609 ROEHAMPTON AVENUE TORONTO M4P 1S7 2405 28 3130 DANFORTH AVENUE SCARBOROUGH M1L 1B2 2409 28 2727 EGLINTON AVENUE E SCARBOROUGH M1K 2S2 2412 28 1437 VICTORIA PARK SCARBOROUGH M4A 2M5 2421 28 1089 KINGSTON ROAD SCARBOROUGH M1N 4E4 2459 28 2300 LAWRENCE AVENUE E. SCARBOROUGH M1P 2R2 2460 28 3561 LAWRENCE AVENUE E. SCARBOROUGH M1H 1B2 2113 29 75 KINGSTON ROAD E. AJAX L1S 7J4 2114 29 3950 BROCK ST. N. WHITBY L1R 3E1 2116 29 5929 BALDWIN STREET SOUTH WHITBY L1M 2J7 2456 29 4479 KINGSTON ROAD SCARBOROUGH UNIT 1 2474 29 1355 KINGSTON ROAD PICKERING L1V 1B8 2478 29 705 KINGSTON ROAD PICKERING L1V 6K3 2105 30 650 KING ST. E. OSHAWA L1H 1G5 2107 30 195 KING ST. E. BOWMANVILLE L1C 1P2 4590 30 370 KENT STREET W. LINDSAY K9V 6G8 4701 30 570 LANSDOWNE ST. WEST PETERBOROUGH K9J 6Z8 4702 30 139 GEORGE STREET N. PETERBOROUGH K9J 3G6 4710 30 1900 LANSDOWNE ST W PETERBOROUGH K9J 3K7 2018 Beer Tasting Program Page 14
Store# Zone# Address City Postal Code 4614 31 82 NORTH SIDE ROAD OTTAWA K2H 5Z6 4622 31 499 TERRY FOX DRIVE KANATA K2T 1H7 4629 31 1140 CARP ROAD OTTAWA K2S 1B9 4630 31 720 EAGLESON ROAD KANATA K2M 2G9 4656 31 113 HIGH STREET ALMONTE K0A 1A0 4657 31 120 MADAWASKA BLVD. ARNPRIOR K7S 1S7 4601 32 1860 BANK STREET OTTAWA K1V 7Z8 4616 32 209 RIDEAU STREET OTTAWA K1N 5X8 4617 32 1910 ST. LAURENT BLVD. OTTAWA K1G 1A4 4618 32 2018 OGILVIE ROAD OTTAWA K1J 7N9 4625 32 2729 LAURIER STREET ROCKLAND K4K 1A3 4626 32 2276 TENTH LINE ROAD ORLEANS K1E 3P6 2018 Beer Tasting Program Page 15
APPENDIX 3: Window Matrix 16 Periods x 32 Zones = 512 Windows 5 Periods x 32 Zones = 160 Windows 2018 Beer Tasting Program Page 16
APPENDIX 4: Window Allocation LARGE BREWERS SMALL BREWERS SUMMER HOLIDAY BREWER / BREWER FAMILY WINDOWS BREWER / BREWER FAMILY WINDOWS Labatt Breweries Ontario * 195 Labatt Breweries Ontario * 61 Molson Ontario Breweries * 172 Molson Ontario Breweries * 54 Sleeman Breweries Ltd. * 30 Sleeman Breweries Ltd. * 10 Carlsberg 2 Carlsberg 1 Grolsch 2 Grolsch 1 Diageo 2 Diageo 1 Kompania Piwowarska 1 ASSIGNED LARGE BREWERS SMALL BREWERS Brick Brewing Co. 8 Royal Unibrew 1 Moosehead Breweries Ltd. * 8 Dortmunder Actien Brauerei 1 Steam Whistle Brewing 6 Brew Alliance of Quebec 1 Muskoka Cottage Brewery 3 Stiegl Getranke 1 Mountain Crest 1 Pilsner Urquell 1 Beau's Brewing Company 1 Birra Peroni 1 Breuvages Octane 1 Brick Brewing Co. 26 Amsterdam Brewing Company 1 Moosehead Breweries Ltd. * 26 Wellington Brewery 1 Steam Whistle Brewing 18 Small Brewer Draft 2 Muskoka Cottage Brewery 9 * Brewer family 160 Mountain Crest 3 Beau's Brewing Company 3 Breuvages Octane 3 Amsterdam Brewing Company 3 Wellington Brewery 2 Flying Monkeys Craft Brewery 1 Nickel Brook Brewing Co. 1 Brewery Huyghe 1 Cool Beer Brewing Co. 1 McAuslan Brewing Inc. 1 Cameron's Brewing Co. Ltd. 1 Lake of Bays 1 Craft Brew Alliance 1 Big Rock Brewery 1 * Brewer family 512 DRAFTED DRAFTED ASSIGNED 2018 Beer Tasting Program Page 17
APPENDIX 5: Sample Submission Form (a soft copy of the Submission Form will be provided to participating brewers) 2018 Beer Tasting Program Page 18
APPENDIX 6: Challenge/Incident Report 2018 Beer Tasting Program Page 19
APPENDIX 7: Standard Tasting Cart open position closed position 2018 Beer Tasting Program Page 20
APPENDIX 8: Reinvention Tasting Cart 2018 Beer Tasting Program Page 21
APPENDIX 9: 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 ~ 2018 Beer Tasting Program Page 22