MARKETING & PRODUCT GUIDE

MARKETING & PRODUCT GUIDE PT12: January 31 February 27, 2010 Display Table Edition The Big Game Sale - 4 Days Only Valentine s Day Gifts Go Canada Luggage Tag Brand Hi Lite

Introduction..................... 4 Thematic Signage................. 5 THE BIG GAME SALE Blockpile..... 11 Advertising..................... 15 Promotional Fixture.............. 17 Gifting & Packaging.............. 21 Go Canada Luggage Tag............ 26 golocal VQA Fixture............ 27 Participating Stores.............. 29 Pod Program.................... 37 Corporate Promotional Programs.. 39 Ontario Superstars/ Popular Pick Program.............. 40 Mixed Drink Fixtures.............. 41 Premium/Specialty Beer Program.... 42 Special Events................... 43 Sold Space Programs............. 45 End Aisle Display Brands......... 46 Shelf Extenders................... 48 Discovery Shelf Extenders.......... 51 Community Shelf Extenders........ 51 Green Extender................... 51 IMAGE Shelf Talker............... 52 Limited Time Offers............... 53 Big Game Sale LTOs (4 days only)... 57 Value Added Program.............. 58 AIR MILES Reward Miles......... 60 Bundling AIR MILES Reward Miles 64 Necktags......................... 65 Food & Drink..................... 67 Table of Contents Display Table Participating Stores. 70 Merchandising Display Table Guidelines.................. 71 Display Table Themes............. 71 Product Orders.................... 71 Product Placement................. 72 Nesting Table Baskets.............. 72 Market Place Fixtures.............. 73 Brand Hi Lite Program........... 74 Nesting Tables Nesting Table Theme Location...... 78 Nesting Table Map................ 79 Theme: Canada s Favourite Brews... 80 Theme: golocal................... 81 Theme: Canada s Outstanding Wines. 82 Vintages February 6th Release..... 83 Vintages February 20th Release.... 84 Promo Tables Promo Table Theme Location....... 85 Promo Table Map................. 86 Theme: Valentines Day Gifts........ 87 Theme: Featured Wines from Southern Italy... 87 Theme: Canada s Favourite Brews... 88 Theme: Canadian Vodka........... 88 Theme: Canadian RTD............. 88 Store Floor Plans................ 89 8238 10

M arketing & Pro duc t Guide Promotion Dates: Januar y 31 - Februar y 27, 2010

Introduction During Period 12, the country will be wrapped up in the magic of the Winter Olympics. We want to give our customers the tools, ideas and suggestions they need to celebrate what it means to be Canadian. We will leverage the swell of national pride and present the Canadian story of each featured product. Our goal is to introduce customers to new Canadian products or encourage them to rediscover old favourites. Music We are proud to present this musical overview of the exceptional talent this great country has to offer. Listen to our diversity in music through the styles of pop, rock, folk, jazz and country. This is just a sampling of Canada s best; singers, songwriters, instrumentalists and ones to watch. Bring on the 2010 games - watch our athletes shine listen to this great music and be proud! Our nation is rich with talent it must be in our water, it s definitely in our spirit. Go Canada! 2 Promotional Turn 12: GO CANADA!

Thematic Signage

Thematic Signage Continued Component End Aisle Backer Cards Dimensions: 30 w x 24 h Installation End Aisle Product Re-order Code Go Canada (Snowman) 10120-50 1 Wayne Gretzky Estate 10120-01 2 Alexander Keith's 10120-02 3 Wiser's 10120-03 4 Premium Girls Night Out/Mike's Hard/Labatt Blue 10120-04 4 Standard Mike's Hard/Mike's Light/Peller Estates 10120-04 5 Trius Brut VQA 10120-05 6 Sleeman Cream Ale 10120-06 7 Crown Royal 10120-07 8 Premium Nfld Screech/Fats Johnson/Moosehead 10120-08 8 Standard Fats Johnson/Iceberg 10120-08 9 Premium Inniskillin 10120-09 9 Standard Pelee Island 10120-09 10 Mott's Clamato 10120-10 11 Gibson's 10120-11 12 Premium Henry of Pelham 10120-12 12 Standard Dan Aykroyd 10120-12 13 Mill Street 10120-13 14 Forty Creek 10120-14 15 Eight Below/Musoka Cream Ale/Konzelman 10120-15 16 Strewn 10120-16 17 Pennisula Ridge/Chateau Des Charmes/Cave Springs 10120-17 18 Centennial/Century Reserve/Danfield's 10120-18 19 Polar Ice 10120-19 20 Alberta Premium Whisky 10110-20 4 Promotional Turn 12: GO CANADA!

Thematic Signage Continued Component Luggage Tag Whisky Glass Installation Apply to products on End Aisles 3, 4, 5, 7, 8, 9, 11, and 12 NO tags on End Aisles 1, 2, 6, 10 and 13 through 20 See Page 26 Please merchandise any remaining inventory of the Canadian Whisky Glass on Ends Aisles featuring Canadian Whisky: 3, 7, 11, 14, 18, & 20 Marketing & Product Guide 5

Thematic Signage Continued Component Installation Re-order Code Images Hero Display Banner Stand Insert Dimensions: 20 w x 70 h Hero Display Canadian Club Note: # 10122-41 Hero Display Signs & Promo Fixture Signs Ship in the same package Pricer Cards Dimensions: 8 w x 7 h Thematic Banner Stand Insert Dimensions: 20 w x 70 h Backlit / Tasting Bar Sign Hero Display # 10122-42 Metal Thematic Banner Stand (Front of store) Tasting Bar 2 Versions # 10122-46 # 10122-51 Dimensions: 21 15/16 w x 32 9/16 h or Backlit Sign Holder 6 Promotional Turn 12: GO CANADA!

Thematic Signage Continued Component Installation Re-order Code Images Power Aisle Banner Dimensions: 45 w x 30 h Alternate front and back of signs down the power aisle FRONT: # 10121-11 Snowman front BACK: GO CANADA! Perimeter Banner Dimensions: 30 w x 30 h Thematic Transparency Dimensions: 28.5 w x 28.5 h Social Responsibility Vinyl Cling Alternate front and back of signs around the store FRONT: Snowman BACK: GO CANADA! Install in the light box closest to the main doors of the store. Alternate signs around the store 1. Bonus AIR MILES Install on Exit Door ALWAYS REMOVE THE PREVIOUS VERSION # 10121-01 # 10123-01 # 10088-06 (English) # 10088-07 (French) front front front Marketing & Product Guide 7

Thematic Signage Continued Component Installation Re-order Code Images Exterior Banner Install on outside of the store. # 10122-31 Dimensions: Banner: 43 w x 87 h Exterior Banner Dimensions: Banner: 43 w x 87 h Window Showcard Dimensions: 28 w x 45 h Exterior Transparency Dimensions: 28 w x 45 h Exterior Transparency Dimensions: 28 w x 45 h Install on outside of the store. FRONT: Snowman BACK: GO CANADA! Alternate signs Store 528 Only Install on outside of the store. # 10122-32 # 10122-01 # 10123-11 Store 528 Only Install on outside of the store. # 10123-12 8 Promotional Turn 12: GO CANADA!

Thematic Signage Continued Order of signs Power Aisle Banner front Perimeter Banner back front back front back front back Marketing & Product Guide 9

Thematic Signage Continued Component Code Notes: Mixed Drink Poster 10124-11 Display Spot 1 Mixed Drink Poster 10124-12 Display Spot 2 Mixed Drink Drum Sign 10124-17 Display Spot 1 Mixed Drink Drum Sign 10124-18 Display Spot 2 On shelf 10127-01 LTO Shelf Talkers On shelf 10127-02 AIR MILES Shelf Talkers On shelf 10127-03 New Product Shelf Talkers On shelf 10127-04 BBAM Shelf Talkers On shelf 10127-05 IMAGE Shelf Talkers On shelf 10127-11 Thematic printed pricer cards (67 Versions) On shelf 10127-12 Thematic regular extender strips (66 Versions) On shelf 10127-13 Thematic community extender strips (5 Versions) On shelf 10127-14 Thematic discovery extender strips (9 Versions) On shelf 10127-15 Thematic blank shelf talkers (bundle of 50) On shelf 10127-16 Thematic blank pricer cards (bundle of 50) On shelf 10127-17 Thematic blank extender strips (bundle of 15) On shelf 10127-18 Go Green Extender Ontario Wine Superstars Full Kit 10128-01 Superstar complete kit Ontario Wine Superstars Popular Pick 10128-02 Shelf Talkers & Popular Pick Ontario Wine Superstars 10128-03 Superstar Shelf Talkers only Promo Fixture Sign (short) 10122-61 Valentine s Day Promo Fixture Sign (long) 10122-65 Valentine s Day Promo Fixture Sign (short) 10122-62 GO CANADA! Promo Fixture Sign (long) 10122-63 GO CANADA! Promo Fixture Shelf Talkers 10122-69 Valentine s Day Promo Fixture Shelf Talkers 10122-70 GO CANADA! Go LOCAL Sub-Category Signs (Eng/FR) 10128-04 VQA cube Medallion sign 10128-05 Velcro buttons 10128-06 VQA Shelf talkers x 5 Versions 10128-07 Premium Pod - Jackson Triggs - 4 skus 10124-21 Cross Merchandiser Hot Pod - Molson - 2 skus 10124-22 Flat Merchandiser New Pod - Naked Grape - 2 skus 10124-23 Flat Merchandiser 10 Promotional Turn 12: GO CANADA!

BIG GAME SALE 4 Days Only February 4-7

BIG GAME SALE - 4 Days Only Effective: February 4 7 THE BIG GAME SALE four day promotion aims at driving traffic into our stores for the Superbowl weekend. It features a selection of popular products with a deep discount. The promotion is supported by a newspaper Free Standing Insert advertisement. The entire product selection participates in a special 4-day LTO program and should be merchandised on a blockpile for the four day promotion. Key Dates FSI Drop Dates: February 3 and 4 (depending on Publication) Pre-printed Shelf Talker Install: February 4 (Exception: two products install on Feb 1 - see facing page) Blockpile Install: February 4 Blockpile Takedown: February 8 (before start of business) Publications The BIG GAME SALE Free Standing Insert advertisement will be dropped in the following publications: Globe and Mail Toronto Star Ottawa Citizen Toronto Sun Ottawa Sun FSI Cover London Free Press Hamilton Spectator Windsor Star Kingston Whig-Standard Kitchener-Waterloo Record 12 Promotional Turn 12: GO CANADA!

BIG GAME SALE - 4 Days Only Effective: February 4 7 Participating Products The following products are not force-shipped. Stores Managers may order products at their discretion. The one-in/one-out rule does not apply. LCBO# Description Format LTO 117 Bacardi Superior 750 ml $1.30 10108 Crown Royal 1140 ml $5.00 149815 Red Stripe 473 ml $0.45 477836 Malibu Coconut 750 ml $3.50 537258 Tiger Beer 500 ml $0.40 542977 Rev 4 x 330 ml $2.00 600593 Canadian Club Classic 1750 ml $4.00 605840 Mike's Hard Lemonade 12 x 330 ml $2.00 676056 Radeberger 500 ml $0.20 127076 Sleeman Light* 473 ml $0.35 927228 Rickard s Red* 6 x 341 ml $1.25 * Install the SALE Shelf Talkers for these two products on February 1. These products are also on the regular LTO program between February 8-28, please takedown the SALE shelf talkers on February 8 and replace with the regular LTO shelf talkers between February 8-28. Marketing & Product Guide 13

BIG GAME SALE - 4 Days Only Effective: February 4 7 Components and Merchandising Instructions Pole Topper Sign and Pre-printed Pricer Cards Choose from the participating products selection and build a blockpile in a prominent location. Depending on your store s layout and size, it can be the front of the store, the power aisle or the beer section. The blockpile should not be higher that 4 feet and should offer a selection of Beer, Ready-to- Drink and Spirits products. Build the blockpile around the poletop sign holder - see illustration. Use the provided pre-printed pricer cards. Ensure that the blockpile does not encroach on other Sold Space displays (Hero, Pod). Pre-printed SALE shelf talkers Printed shelf talkers are also provided to highlight the promotion on the participating products regular shelf location. Install and take down dates: February 4-8 (The Sleeman Light and Rickard s Red LTO start on February 1). Pole Topper Sign 14 Promotional Turn 12: GO CANADA!

Adver tising Go Canada! Free Standing Insert

Free Standing Insert GO CANADA! 16 The Go Canada FSI features 27 General List LCBO products as well as 3 VinTAGES products. All of the products are Canadian. The Go Canada FSI will drop on February 6 th and February 7 th in the following publications: Globe & Mail Toronto Star Ottawa Citizen Toronto Sun Featured Products Ottawa Sun London Free Press Hamilton Spectator Windsor Star Kingston-Whig Standard Sudbury Star Kitchener-Waterloo Record LCBO# Description Format Display Program Support Program 125 Canadian Club 1140 ml 893 Wiser's Deluxe 750 ml EA 3 1487 Crown Royal 750 ml EA 7 6445 Creemore Springs Premium Lager 473 ml EA 13 BBAM 53694 Alexander Keith's Red Amber Ale 473 ml EA 2 BBAM 58628 Peller Estates Family Series Cabernet Merlot VQA 750 ml EA 4 Standard LTO 66266 Inniskillin Chardonnay VQA 750 ml EA 9 Premium BAM 74062 Dan Aykroyd Cabernet Shiraz VQA 750 ml EA 12 Standard LTO 75689 Wayne Gretzky Estate Cabernet Merlot VQA 750 ml EA 1 BAM 87775 Inniskillin Icewine Commemorative Edition 2006 375 ml 92304 Prospect Winery Fats Johnson Pinot Noir VQA 750 ml EA 8 Premium & Standard LTO 94771 Forty Creek Double Barrel Reserve Whisky 750 ml EA 14 107144 Eight Below Luxury Vodka 750 ml EA 15 109991 Pelee Island Gewurztraminer Riesling VQA 750 ml EA 9 Standard LTO 123505 Naked Grape Chardonnay Spritzer 1364 ml 135566 Polar Ice Vodka 750 ml EA 19 BAM 149567 Tag No. 5 Vodka 750 ml 168351 Ontario Craft Brewers Discovery Pack 2060 ml 189209 Gibson's Finest Sterling Edition 1140 ml EA 11 428334 Mike's Hard Lemonade 4 Pk-B 1320 ml EA 4 Premium 488346 Whistler Premium Export Lager 6 Pk-B 1980 ml 544155 Iceberg Vodka 1750 ml EA 8 Standard 550715 Forty Creek Barrel Select 750 ml EA 14 BAM 553321 Mission Hill Cabernet Sauvignon Reserve VQA Okanagan 750 ml 569418 Mott's Clamato Caesar Original 4 Pk-B 1420 ml EA 10 573147 Malivoire Chardonnay VQA Niagara 750 ml 587964 Trius Cabernet Franc VQA 750 ml EA 5 LTO 590109 Strewn Cabernet/Merlot VQA 750 ml EA 16 LTO 604819 Danfield's Private Reserve Small Batch 750 ml EA 18 LTO 904409 Molson Canadian 473 ml POD

Promotional Fix ture Two Turns: Valentine s Day January 31 - February 14 GO CANADA! February 15-27

Promotional Fixture Shop & Save Event Signs Use the pre-printed Category Sign in the sign bands. Valentine s Day January 31 - February 14 GO CANADA! February 15-27 Use the pre-printed shelf talkers in front of the products. Participating Products There are two product turns on the Promotional Fixture during P12. Valentine s Day January 31 - February 14 Select nine of the recommended products listed on page 22 of this guide. Promotion will be supported with a Free Standing Insert. GO CANADA! February 15-27 Select nine of the recommended products listed on page 16 of this guide. Promotion will be supported with a Free Standing Insert. Product Guidelines If a participating product is not listed, Store Managers are not required to bring it in. At their discretion, Store Managers may order products for the promotion (1-in/1-out rule does not apply). Products should be merchandised with a minimum of two facings each. Expand the facings (if necessary) to maintain a full looking display. All products on the fixture must have a sign indicating price (a pre-printed shelf talker, bin tag or Insert for the fabric bag acrylic holder). 18 Promotional Turn 12: GO CANADA!

Promotional Fixture Shop & Save Event Continued Participating Stores There are four different configurations of the Promotional Fixture throughout the store chain. See Participating Stores section of this Guide to determine which Promotional Fixture configuration your store has. Merchandising Instructions 2E - Two Rounded Ends The Promotional Fixture is two rounded ends, generally at the front of the power aisle. All the participating products that the store currently lists should be merchandised on one rounded end. Featured Gifts should be displayed on the other rounded end. Fabric Bags should be merchandised on the top shelf of both ends. Remove a selection of bags from their cello wrapping and merchandise with a participating product. The middle shelf should feature the Rectangular Satin Box and Bar Set Piece (Corkscrew and Stopper) with a selection of participating products. Display the Satin Magnetic Gift Box on the bottom shelf with the participating products. Rounded Ends 1E - One Rounded End The Promotional Fixture is one rounded end. All the participating products that the store currently lists should be merchandised on the two lower shelves. Featured Gifts and Fabric Bags should be merchandised on the top shelf. Rounded End Marketing & Product Guide 19

Promotional Fixture Shop & Save Event Continued Merchandising Instructions (continued) 1G - One Gondola The Promotional Fixture is a gondola with one rounded end and one four foot section of shelving. All the participating products that the store currently lists should be merchandised on the four foot section. Featured Gifts should be displayed on the rounded end. Fabric Bags should be merchandised on the top shelf of both ends. Remove a selection of bags from their cello wrapping and merchandise with a participating product. The middle shelf should feature the Rectangular Satin Box and Bar Set Piece (Corkscrew and Stopper) with a selection of participating products. Display the Satin Magnetic Gift Box on the bottom shelf with the participating products. Four Foot Section Gondola Rounded End 2G - Two Gondolas The store has two Promotional Fixture gondolas. All the participating products that the store currently lists should be merchandised on the four foot sections. Featured Gifts should be displayed on the rounded ends. Residual Fabric Bags should be merchandised on the top shelf of the rounded ends. Remove a selection of bags from their cello wrapping and merchandise with a sample participating product. 20 Promotional Turn 12: GO CANADA!

Featured Gif t Valentine s Day

Featured Gift Valentine s Day Overview During P12 we will highlight FIVE gift packaging items to help promote Valentine s Day gift giving. A Valentine s Day FSI will be circulated to advertise these gift packaging items. Fabric Bags LCBO# 162743 Raspberry Satin w/ Black Flocking $5.95 LCBO# 162768 Valentine Satin Wine Bag (cream) $4.95 Vessel LCBO# 162867 Rectangular Satin Box w/ Organza Netting $7.95 *Boxes include ribbon and gift tag Single Bottle Box LCBO# 162800 Satin Box w/ Love Script $5.95 Bottle Stoppers LCBO# 162750 Two Pack - Bottle Stopper & Corkscrew $3.50 Participating Products: Valentine s Day FSI: LCBO# 265678 Mumm Cuvee Napa Brut Prestige 750 ml $27.95 LCBO# 534263 Beringer Founders Estate Cabernet Sauvignon 750 ml $17.95 LCBO# 479766 Zenato Ripassa Valpolicella Superiore Doc 750 ml $24.95 Red Wines: LCBO# 189415 Wyndham Estate Bin 555 Shiraz 750 ml $16.25 LCBO# 48611 Robert Mondavi Woodbridge Cabernet Sauvignon 750 ml $13.95 LCBO# 534263 Beringer Founders Estate Cabernet Sauvignon 750 ml $17.95 LCBO# 943 Mouton Cadet Rouge 750 ml $14.25 LCBO# 285585 Masi Valpolicella 750 ml $14.95 LCBO# 162743 lcbo# 162768 lcbo# 162867 Sparkling Wines: LCBO# 50625 Yellow Tail Bubbles 750 ml $13.95 LCBO# 265678 Mumm Cuvee Napa Brut Prestige 750 ml $27.95 LCBO# 563338 Veuve Clicquot Brut Champagne 750 ml $64.95 LCBO# 453084 Moet & Chandon Imperial Champagne 750 ml $60.55 LCBO# 88591 Freixenet Cordon Negro Brut 750 ml $13.95 lcbo# 162800 22 Promotional Turn 12: GO CANADA!

Featured Gift Valentine s Day Continued Valentine s Day FSI The Valentine s Day FSI will be circulated in the following publications: Globe & Mail Toronto Star Ottawa Citizen Toronto Sun Ottawa Sun London Free Press Key Dates Hamilton Spectator Windsor Star Kingston Whig-Standard Sudbury Star Kitchener-Waterloo Record National Post Gift packaging items and Signage will ship to participating stores the week of January 25, 2010. Participating Stores 1, 5, 6, 10, 14, 15, 19, 20, 21, 22, 25, 27, 31, 34, 35, 36, 38, 40, 44, 47, 50, 57, 58, 60, 61, 62, 63, 64, 68, 72, 79, 80, 82, 83, 90, 93, 95, 97, 101, 102, 106, 115, 130, 132, 140, 143, 145, 148, 149, 153, 154, 155, 156, 164, 165, 166, 168, 171, 175, 179, 182, 183, 185, 186, 187, 190, 191, 192, 196, 198, 200, 201, 202, 207, 209, 210, 211, 212, 214, 217, 218, 226, 228, 237, 242, 243, 244, 246, 249, 252, 253, 255, 263, 265, 269, 278, 279, 287, 288, 295, 298, 300, 311, 324, 325, 329, 333, 334, 340, 343, 345, 346, 351, 353, 355, 359, 360, 361, 362, 367, 371, 373, 378, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 393, 394, 398, 400, 402, 404, 407, 412, 416, 417, 425, 426, 428, 431, 432, 434, 437, 438, 443, 444, 445, 452, 453, 457, 459, 465, 470, 481, 484, 490, 494, 495, 499, 501, 505, 511, 518, 521, 522, 523, 525, 528, 536, 540, 542, 544, 545, 546, 549, 553, 555, 556, 559, 566, 568, 572, 573, 575, 579, 584, 586, 587, 590, 593, 601, 602, 616, 617, 623, 624, 629, 630, 631, 632, 698, 700, 702, 703, 771, 776 Distribution Please refer to Sales & Marketing Weekly Update e-newsletter for a link to a detailed gift packaging distribution list in MS Excel format. Please note that additional gift packaging items will NOT be available for re-order. Marketing & Product Guide 23

Featured Gift Valentine s Day Continued Merchandising Instructions Promo Fixture End Clear off the stock from previous promotions and wipe the fixture down. Install the Thematic Featured Gift Sign. The top shelf should feature the two Fabric bags Place the Gift Bag Acrylic Holder (reorder # GFT100) in the center of the top shelf and insert the Fabric Bag shelf talker into the front of the holder. Fill the Acrylic Holder with the cello wrapped fabric bags. Display both Fabric Bags with a selection of participating products on either side of the acrylic holder. Install the shelf talkers for these two products on the fixture. The middle shelf should feature the Rectangular Satin Box w/ Organza Netting and Bar Set Piece (Corkscrew and Stopper) with a selection of participating products. Display the Satin Magnetic Gift Box on the bottom shelf with the participating products. Maintain a full display throughout the promotion. Gift Centre Display the Satin Magnetic Gift Box with a selection of participating products. NOTE: Wrap Kits will not be provided during this promotion as they will not be needed for these gifts. The Rectangular Satin Box has an organza lining (which will act as a cello bag) and also has a black ribbon and gift tag. 24 Promotional Turn 12: GO CANADA!

Featured Gift Valentine s Day Continued In-store Tastings On Saturday, February 13 th, 30 stores will be participating in an enhanced tasting program to support our strong Valentines Gifting initiative. The food match at all 30 store locations will be provided by Bacci Chocolate. Each participating store will be shipped an 8 1 / 2 w x 11 h easel backer sign and takeaway pieces to be installed at the tasting bar on the day of the tasting. Each participating store will receive a Valentines Tasting Bar Sign Insert, and a Pre-Wrap Cello Bag, Ribbon & Tag Kit for 100 bottles. Key Dates Signage Ship Date: January 25, 2010 Bacci Chocolate Ship Date: February 8, 2010 Tasting Date: February 13, 2010 Participating Stores 5, 18, 19, 25, 40, 57, 95, 115, 154, 171, 185, 187, 212, 217, 226, 325, 331, 390, 416, 432, 438, 457, 522. 526, 556, 566, 568, 698, 771, 776 Merchandising Instructions Store staff are to move 2 woven baskets from other areas of the store to the tasting bar and fill will product being tasted. Each basket will hold 2-3 cases of product. Please wrap each bottle in the cello provided. Ribbon & tag the products for an easy Gift Giving option for our customers. Marketing & Product Guide 25

Customer Giveaway Maple Leaf Luggage Tag Maple Leaf Luggage Tag To integrate our Promotional Campaign Go Canada, we will feature a red luggage tag with a Maple Leaf motif on bottle necks. This is free giveaway to our customers with the purchase of any product featured on End Aisles 3, 4, 5, 7, 8, 9, 11, and 12. Key Date The luggage tags will be allocated to participating stores by the start of P12. Distribution The following stores will receive 4 cases of the luggage tags. Each case contains 50 pieces. 86, 90, 91, 93, 108, 110, 130, 132, 140, 143, 152, 153, 154, 156, 163, 164, 168, 171, 212, 217, 226, 233, 234, 243, 248, 252, 266, 277, 278, 279, 356, 360, 361, 362, 371, 373, 382, 383, 384, 386, 387, 388, 389, 390, 393, 394, 399, 401, 419, 445, 449, 456, 460, 463, 479, 488, 490,493, 496, 499, 503, 505, 523, 544, 552, 553, 555, 556, 559, 563, 564, 572, 573, 575, 579, 584, 587, 599, 602, 617, 618, 703, 771 The following stores will receive 3 cases of the luggage tags. Each case contains 50 pieces. 37, 39, 42, 43, 48, 49, 54, 56, 61, 92, 94, 99, 100, 103, 104, 109, 112, 113, 114, 115, 118, 119, 122, 125, 129, 131, 138, 144, 158, 162, 166, 167, 169, 170, 174, 178, 189, 204, 205, 208, 211, 219, 220, 221, 222, 224, 225, 229, 235, 240, 241, 245, 251, 256, 259, 261, 264, 267, 268, 270, 275, 281, 282, 307, 308, 309, 316, 317, 318, 319, 320, 322, 323, 327, 328, 331, 339, 342, 345, 350, 352, 414, 415, 421, 422, 423, 429, 430, 435, 440, 441, 442, 446, 447, 448, 450, 454, 455, 462, 510, 513, 514, 517, 519, 523, 527, 530, 532, 535, 537, 539, 541, 543, 548, 557, 560, 561, 622, 631, 703 Please note that additional luggage tags will NOT be available for re-order. Merchandising Instructions Apply to products on End Ailses 3, 4, 5, 7, 8, 9, 11, and 12 NO tags on End Aisles 1, 2, 6, 10 and 13 through 20. On bottles only, not on cases or cans. On TOP SHELF only. 26 Promotional Turn 12: GO CANADA!

goloc AL VQA Fix ture Note: Mixed Drink Fixture participating products 5, 6, 10, 15, 16, 18, 19, 20, 21, 22, 23, 25, 26, 27, 32, 34, 35, 36, 37, 38, 40, 43, change 44, 45, 47, 50, 53, every 57, 58, 59, week 60, 61, 62, 64, 68, 70, 72, 74, 77, 82, 83, 84, 90, 95, 97, 102, 106, 110, of the promotion Participating Stores 115, 130, 132, 140, 143, 145, 148, 149, 153, 155, 156, 163, 164, 168, 171, 175, 179, 182, 183, 185, 188, 194, 196, 199, 200, 201, 202, 207, 209, 210, 211, 214, 216, 218, 226, 228, 234, 238, 242, 243, 244, 246, 248, 249, 250, 252, 253, 260, 263, 265, 266, 269, 278, 287, 295, 297, 298, 300, 310, 311, 313, 320, 321, 324, 325, 326, 329, 340, 343, 346, 351, 353, 355, 356, 358, 360, 366, 367, 371, 373, 382, 383, 384, 386, 387, 388, 390, 393, 398, 400, 401, 402, 404, 406, 408, 412, 416, 417, 425, 428, 431, 432, 434, 438, 443, 444, 445, 452, 457, 459, 461, 465, 470, 481, 490, 495, 497, 499, 501, 505, 518, 521, 522, 523, 525, 528, 533, 536, 539, 540, 542, 544, 545, 546, 549, 552, 553, 559, 563, 564, 566, 568, 573, 575, 581, 584, 586, 587, 589, 590, 593, 601, 602, 616, 617, 618, 621, 623, 624, 629, 630, 632, 698, 700, 702, 771, 776

VQA End Product Turn The P12 golocal sign should be installed with the velcro microdots supplied. Participating Stores Stores with a retrofitted VQA cube. Participating Products Peller Estates Ice Cuvée VQA LCBO# 53199 750 ml Angels Gate Merlot VQA 2007 LCBO# 107722 750 ml Dan Aykroyd Cabernet Shiraz VQA 2007 LCBO# 74062 750 ml $1.00 LTO Pelee Island Pinot Grigio VQA 2008 LCBO# 326413 750 ml Components Pre-printed shelf talkers (4 versions). Install the pre-printed shelf talkers in front of each participating product in their regular shelf location. Retrofit Wedge Fixture Signage. Install the golocal square sign (with the velcro microdots supplied) over the VQA medallion on the retrofitted end. Merchandise the four participating products on the top shelf of the fixture. participating products on top shelf 28 Promotional Turn 12: GO CANADA!

Column Heading Banner Insert POD Program Sold End Aisles Backer Cards Regular & Community Extenders Discovery Extenders Green Extenders Exterior Banners Window Showcards Power Aisle Banners Perimeter Signs Promo Fixture Ends Ontario Wine Superstars Par ticipating Stores Key H= Hero Display T= Thematic Banner Insert Y = Stores build all three pods Number of Sold End Aisles and (P)remium or (S)tandard Flight Number of Backer Cards shipped for each period Number of Regular Extenders In Store See Sold Space Program Extender Section for participating extender locations. 5 = Community Extender Program Number of Discovery Extenders Strips shipped Number of Green Extender Strips shipped Number of signs shipped Number of signs shipped Number of signs shipped Number of signs shipped 1E= 1 Rounded End, 2E= 2 Rounded Ends 1G= 1 Gondola, 2G= 2 Gondolas Y = Store receives the complete signage kit, or ST = Store only receives the Shelf Talkers Ontario Popular Picks Y = Store participates in the program Beer Specialty Program Mixed Drink Feature Gift Y = Store participates in the program R = Removed From Program A = Added to Program Y = Store participates in the program Y = Store Participates in the Program

Participating Stores Continued Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 1 H Y 20S 45 65 3 3 5 3 8 2E Y Y Y 2 ST ST 3 8P 10 40 6 Y 4 T 8P 10 40 3 2 3 4 Y Y 5 H Y 10P 20 65 3 3 9 5 4 2E Y Y Y 6 H 8S 15 40 3 6 12 1G Y Y Y 8 T 10S 10 40 5 2 6 Y 9 T 10 5 3 6 12 ST ST 10 H Y 20P 40 55 3 3 7 8 Y Y 2 Y 11 H 8S 10 40 2 6 12 1G Y 12 T 8P 10 40 4 Y 13 H 10S 15 55 3 1 4 1G Y 14 10S 15 40 3 1 1G Y Y Y 15 H Y 15P 25 55 10 7 4 2E Y Y 2 Y 16 ST ST 18 8S 20 40 1 7 Y Y 19 H Y 15S 25 65 3 6 5 4 2E Y Y Y 20 H 10S 15 55 3 3 6 12 1G Y Y 21 H Y 20P 30 55 3 3 4 7 6 2E Y Y 2 Y 22 H 20S 40 65 3 3 1 6 1 4 2E Y 2 Y 23 H 10S 20 40 3 4 1G Y 24 8S 20 40 3 1 6 8 Y 25 H 15P 20 45 3 5 3 4 1G Y Y Y 26 H 10P 25 40 3 3 6 1G Y 27 H 15S 25 45 1 1G Y Y 28 T 5S 10 5 2 6 12 Y 29 10 5 1 10 ST Y 30 T 5S 10 5 2 6 12 ST Y 31 H Y 20P 25 55 3 6 6 2E Y Y 2 Y 32 H 8S 10 40 3 6 8 1G ST ST 34 H 15S 25 50 4 5 6 2E Y Y 35 H Y 15P 20 40 3 7 7 4 2E Y Y 2 Y 36 H 15S 20 50 3 3 4 8 4 2E Y Y Y 37 H 8P 10 40 3 10 Y 38 H Y 15P 30 55 12 1 2E Y Y 2 Y 39 H 8S 10 40 1 6 12 Y 40 H 20P 25 40 3 3 1 4 19 6 2E Y Y Y 42 T 5S 10 5 3 6 12 ST Y 43 H 10S 10 40 2 6 Y 44 H Y 10S 25 40 3 1 3 5 4 2E Y 2 Y 45 Y 8S 15 40 2 2 6 12 1G Y 46 3 5 1 4 ST Y 47 10S 15 40 2 3 6 12 1G Y Y 48 10 4 6 ST ST 49 T 10 5 3 6 8 ST ST Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 50 H 10S 15 40 1 6 3 6 2E Y Y 51 ST ST 52 ST Y 53 5 5 3 1 ST ST 54 5S 10 5 3 ST ST 55 H 15S 20 40 3 3 6 12 Y 56 T 5S 10 5 3 4 Y 57 H Y 20S 25 60 3 7 8 6 2E Y Y 2 Y 58 8S 15 40 4 1 Y Y 59 H 10S 15 40 3 3 1G Y 60 H 10S 15 45 3 2 4 1G Y Y Y 61 H 8S 10 40 1 1G Y Y 62 H 15S 20 40 1 4 4 4 2E Y Y 63 H 10S 15 50 5 6 8 1G Y Y 64 H Y 15S 25 45 3 3 4 6 2E Y Y 65 H 8S 10 40 4 2 4 Y 66 T 10 5 2 4 6 ST Y 67 5 5 3 4 4 ST Y 68 H 15S 25 40 3 1 6 12 1G Y Y 69 5S 10 5 6 8 ST Y 70 8S 20 40 1 4 2 6 ST Y 71 T 5 5 2 1 6 12 ST ST 72 10S 10 55 3 6 1G Y Y 73 H 8S 10 40 4 1G Y 74 H Y 10S 10 40 2 6 12 Y 75 T 5 5 2 4 6 ST Y 76 5 1 4 ST Y 77 T 15 2 6 8 Y 78 5S 10 5 4 6 ST Y 79 H 8S 10 50 1 10 1G Y Y 80 H 10S 15 45 1 1G Y Y 81 T 5S 10 5 3 2 4 6 ST Y 82 H 8S 20 40 2 3 Y Y 83 20 5 2 2 4 2E Y Y Y 84 T 5 5 2 4 6 ST ST 85 H 10S 20 40 1 3 4 Y 86 H 8S 15 40 Y 87 T 10 5 6 12 ST Y 88 T 5S 10 5 1 6 8 ST Y 89 5 5 1 4 ST Y 90 H 10S 15 40 1 1G Y Y 91 T 5S 15 5 3 6 8 ST Y 92 T 10 5 3 4 4 ST Y 93 H 10S 15 45 6 16 2E Y Y 94 T 10 5 2 6 8 ST Y 30 Promotional Turn 12: GO CANADA!

Participating Stores Continued Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 95 H 20S 30 55 3 3 3 3 6 2E Y Y Y 96 T 5 5 2 4 6 ST Y 97 10S 25 40 6 2 4 2E Y Y 98 T 5 5 3 6 12 ST Y 99 T 5S 10 5 3 4 6 ST Y 101 H 15S 25 40 3 6 12 1G Y Y Y 102 H Y 10S 25 45 4 2 4 2E Y 2 Y 103 T 5S 10 5 3 ST Y 104 T 10 5 2 4 ST Y 105 5 5 1 4 ST Y 106 H 20S 30 55 1 3 4 6 2E Y 2 Y 107 T 5 1 4 6 ST Y 108 T 15 5 3 4 ST Y 109 T 5S 10 5 1 4 6 ST Y 110 5S 15 5 3 4 6 ST Y 111 T 5 5 3 4 4 ST Y 112 10 5 4 4 6 ST Y 113 T 5 2 6 8 ST Y 114 5 5 4 ST Y 115 H 20P 40 55 3 3 1 5 8 6 2E Y Y 2 Y 116 T 5 2 4 4 ST Y 117 T 10 5 3 4 6 ST Y 118 T 5 5 2 4 6 ST Y 119 5 1 4 ST Y 120 1 4 ST Y 121 5 1 ST Y 122 T 5 5 2 4 4 ST Y 123 T 10 5 3 6 8 ST Y 124 3 Y 125 T 5 5 2 6 8 ST Y 126 10 5 1 ST Y 127 10 5 1 4 ST Y 128 T 10 5 2 4 6 ST Y 129 5 5 1 4 4 ST Y 130 H 15S 25 50 2 4 1G Y Y 131 5 5 1 4 ST Y 132 H 10S 25 40 7 1 4 2E Y 2 Y 133 10 5 1 4 ST Y 134 3 5 1 4 ST Y 135 T 15 5 2 6 8 136 T 5S 10 5 2 4 ST Y 137 10 5 4 ST Y 138 5 1 4 ST Y 139 T 10 5 2 4 6 ST ST 140 H 15P 25 55 3 3 6 12 1G Y Y Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 141 10 5 1 4 ST Y 142 10 5 1 4 ST Y 143 H 8P 20 40 4 4 1G Y Y Y 144 H 10S 10 40 2 6 12 Y 145 H 15S 30 40 1 6 2 4 2E Y 2 Y 146 5 5 1 ST Y 147 5 5 1 4 ST Y 148 H Y 15P 45 55 3 1 3 4 2E Y Y 2 Y 149 H Y 20P 30 55 5 10 6 2E Y Y 2 Y 151 5 5 1 4 4 ST Y 152 H 10S 20 40 2 6 12 Y 153 8S 20 40 6 4 6 2E Y Y 154 H 15S 25 40 1 6 3 4 2E Y Y 155 H 10S 15 40 3 4 3 1G Y Y 156 H 20P 25 55 3 3 4 5 4 1G Y Y Y 157 T 15 5 3 4 ST Y 158 T 10 5 3 4 ST Y 159 T 5 5 1 4 ST Y 160 5 5 1 4 6 Y 161 T 5 5 4 4 ST Y 162 T 10 5 2 4 4 ST Y 163 H 15S 20 40 3 2 5 6 12 1G Y 164 H 15P 20 55 3 3 5 4 2E Y Y Y 165 H 8S 15 45 4 4 1G Y Y 166 T 10 5 3 6 12 ST Y Y 167 H 10S 10 45 3 3 3 10 Y 168 H 10P 20 40 3 5 4 2E Y 2 Y 169 T 10 5 3 6 8 ST Y 170 T 10 5 3 4 6 ST Y 171 H Y 20S 25 60 3 3 2 8 6 2E Y Y 2 Y 172 5 5 1 4 6 ST Y 173 5 5 1 ST Y 174 T 10 5 3 6 8 ST Y 175 H 10S 15 55 3 3 4 4 1G Y Y 176 5 5 1 4 ST Y 178 T 10 5 1 6 12 ST Y 179 H 15P 25 55 4 3 4 2G Y Y Y 180 5 5 1 4 ST Y 181 5 5 1 6 8 Y 182 H 15P 25 40 2 3 6 12 1G Y Y 183 5S 15 5 3 4 4 Y Y 184 T 5S 10 5 3 4 4 ST Y 185 H Y 15P 20 55 3 4 1 6 12 1G Y R 2 Y 186 T 8S 10 40 1 4 Y Y 187 H Y 20S 40 65 3 3 1 4 8 8 2E Y Y 2 Y Marketing & Product Guide 31

Participating Stores Continued Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 188 H 10S 15 40 3 1G Y 189 5 5 1 4 4 ST Y 190 H 10S 10 40 1 10 1G Y Y 191 H Y 15S 30 40 3 3 5 4 4 2E Y 2 Y 192 8S 10 40 2 6 12 1G Y Y 193 10 5 1 4 6 ST Y 194 T 10 5 2 6 8 ST Y 195 H Y 20S 20 60 1 6 8 1G Y 196 H 10S 10 40 3 6 12 1G Y Y 197 T 5S 10 5 3 6 12 ST Y 198 H Y 15S 25 55 6 3 4 2E Y Y 2 Y 199 5S 10 5 6 12 Y 200 H Y 20S 25 65 3 3 1 5 7 4 2E Y 2 Y 201 H Y 15S 15 55 2 6 1G Y Y 202 8S 10 40 3 6 12 1G Y Y 203 Y 204 5 5 1 4 ST Y 205 T 10 5 3 6 ST Y 207 H 15S 20 40 4 7 4 2E Y Y Y 208 T S 10 5 1 6 12 ST Y 209 H 15S 20 60 6 6 4 2E Y Y 210 10S 30 40 5 2 4 2E Y Y 211 H 8S 10 40 1 4 6 Y Y 212 H 15P 30 40 1 7 8 4 2E ST Y 2 Y 213 T 15 5 3 6 8 ST Y 214 10S 25 40 2 6 2E Y Y 216 H 8S 15 40 2 5 4 Y 217 H Y 20P 30 55 3 3 1 6 6 2E Y Y Y 218 H 15S 25 55 3 3 3 5 6 12 1G Y Y Y 219 T 5 5 2 4 6 ST Y 220 T 10 5 3 4 ST Y 221 T 10 5 1 ST ST 222 T 5S 10 5 3 4 ST Y 223 T 5S 15 5 2 6 ST Y 224 T 10 5 4 4 ST Y 225 T 5S 10 5 2 2 4 ST Y 226 H Y 20S 30 55 3 3 3 8 9 6 2E Y Y 2 Y 227 T 5S 15 5 2 6 8 Y 228 H Y 20S 25 40 3 3 4 3 4 1G Y Y 229 T 5S 10 5 3 6 8 ST Y 230 15 5 1 6 12 ST Y 231 T 10 5 2 4 ST Y 232 T 5S 10 5 3 6 8 ST Y 233 H 10S 15 40 3 6 Y 234 10S 15 40 3 4 4 1G Y Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 235 5 5 1 4 ST Y 236 T 5S 10 5 1 4 6 ST Y 237 10S 25 40 7 3 4 2E Y Y 238 T 10 5 1 6 8 Y 239 T 10 5 2 4 6 ST Y 240 5 5 1 4 4 ST Y 241 5 5 1 4 4 ST Y 242 H Y 15S 25 45 4 4 1G Y Y 243 H 20P 30 55 3 3 1 6 6 2E Y Y 2 Y 244 H 15S 25 40 5 3 4 2E Y Y 245 5 5 1 4 ST Y 246 T 8S 10 40 3 6 12 1G Y Y 247 T 5S 10 5 3 6 8 ST Y 248 H 15P 30 40 3 4 4 4 1G Y 249 H Y 10S 20 40 3 4 1G Y Y 250 5S 10 5 1 4 ST ST 251 5 5 1 4 ST Y 252 H Y 20S 30 40 7 2 3 2E Y Y 2 Y 253 H Y 20P 30 55 3 6 2 4 2E Y Y 2 Y 254 T 10 5 3 6 8 ST Y 255 H 10S 20 55 6 2 6 2E Y Y 256 5 5 1 4 ST Y 257 5 5 1 4 4 ST Y 258 T 10 5 1 4 ST Y 259 10 5 ST Y 260 5S 25 5 4 2 6 ST Y 261 T 10 5 1 4 ST Y 262 5 5 1 4 ST Y 263 H 15S 20 45 3 4 4 1G Y Y 264 T 10 5 3 6 8 ST Y 265 H 15S 20 40 3 3 6 6 4 2E Y Y 266 T 5S 15 5 3 ST Y 267 T 10 5 3 ST Y 268 5S 10 5 2 4 4 ST ST 269 H Y 20S 25 40 8 18 4 2E Y Y 270 T 5S 10 5 3 4 ST Y 271 5 5 1 10 ST Y 272 5 5 1 ST Y 273 T 5 4 6 ST Y 274 5 1 4 4 ST Y 275 T 10 5 3 4 Y 276 T 5 5 3 10 ST Y 277 T 15 5 3 6 16 ST Y 278 10S 15 40 7 3 4 2E Y Y 279 T 8S 15 40 3 6 12 1G Y Y 32 Promotional Turn 12: GO CANADA!

Participating Stores Continued Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 280 3 5 1 4 ST Y 281 T 10 5 3 4 6 ST Y 282 T 10 5 3 6 12 ST Y 283 5 5 1 ST Y 284 T 10 2 6 12 ST Y 285 3 5 3 4 ST Y 286 5 1 4 4 ST Y 287 H 15S 20 55 3 3 6 1G Y R Y 288 H Y 20P 30 65 3 1 6 5 4 2E Y Y 2 Y 289 T 15 5 2 6 12 Y 290 3 5 1 4 ST Y 291 T 10 5 2 6 8 ST Y 292 5 5 4 4 ST Y 293 T 5 5 1 4 4 ST Y 294 T 10 5 3 6 12 ST Y 295 H 10P 15 40 3 3 1G Y Y Y 296 T 10 3 4 6 ST Y 297 T 15 5 4 3 4 ST Y 298 H 15P 25 40 3 4 4 4 1G Y Y 299 T 15 5 2 4 4 Y 300 H 10S 15 55 3 3 4 1G Y Y Y 301 10 5 1 4 6 ST Y 302 5S 5 5 ST Y 303 T 10 5 3 4 6 ST Y 304 T 5S 15 5 3 4 6 ST Y 305 10 5 1 ST Y 306 T 10 5 2 4 4 Y 307 5 5 1 ST Y 308 5 5 1 4 ST Y 309 5 5 1 4 ST Y 310 5S 10 5 2 4 Y 311 H 10P 20 55 5 3 1G Y Y 312 H 15S 20 40 2 6 12 Y 313 314 T 10 3 4 ST Y 315 3 5 1 ST Y 316 T 10 5 3 4 6 ST Y 317 T 5 5 1 4 6 ST Y 318 T 5 5 4 4 ST Y 319 5 1 4 ST Y 320 10 6 8 1G ST ST 321 H 8S 20 45 3 4 0 Y 322 5 5 1 4 ST Y 323 T 10 5 3 6 ST Y 324 H 8P 15 40 3 6 8 1G Y Y Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 325 H 20S 30 50 3 1 5 3 4 2E Y Y 2 Y 326 H Y 15S 30 50 0 1 4 2E Y 2 Y 327 T 5S 10 5 3 4 ST Y 328 T 5 5 2 4 4 ST Y 329 H Y 20P 30 55 3 8 2E Y Y 2 Y 330 T 3 5 3 6 8 ST Y 331 5 5 1 ST Y 332 5 1 4 ST Y 333 ST ST R Y 334 H Y 20S 30 65 3 3 3 1 6 8 2E Y Y 2 Y 335 T 5 5 3 6 8 ST Y 336 5 5 1 ST Y 337 5 1 ST Y 338 5 1 4 ST Y 339 10 5 1 4 4 ST Y 340 H 10S 20 40 1 6 5 4 2E Y Y 342 10S 10 40 3 6 8 Y 343 15S 20 45 4 3 4 1G Y Y 344 H Y 15S 30 50 6 3 4 2E Y 2 Y 345 T 8S 10 40 2 4 6 1G Y 346 H Y 20P 25 65 3 3 1 6 8 6 2E Y 2 Y 347 5 5 1 4 ST Y 348 5 5 4 6 ST Y 349 5 1 4 ST Y 350 10 5 1 4 4 ST Y 351 H 10S 15 40 1 4 1G Y Y 352 T 10 5 2 4 4 ST Y 353 H 10P 15 60 5 4 1G Y Y 354 3 5 0 4 4 Y 355 H Y 20P 30 65 3 3 3 1 11 10 2E Y Y 2 Y 356 H 15S 20 55 2 6 Y 358 3 3 4 ST ST 359 H 15S 15 55 4 4 4 1G Y Y 360 H 15P 25 55 3 3 3 8 5 4 2E Y Y 2 Y 361 H Y 15S 25 45 6 4 2E Y Y 2 Y 362 H 20S 20 60 3 1 6 12 2E Y Y 363 5S 10 5 4 1 4 6 ST ST 364 T 10 5 3 6 8 ST Y 365 ST ST 366 H 10S 15 40 3 1G Y 367 H Y 20P 30 65 3 3 3 1 10 6 4 2E Y Y 2 Y 369 T 10 4 ST Y 370 10 5 2 3 ST Y 371 H 10S 20 60 3 3 7 4 2E Y Y Y 372 T 15 5 2 6 8 ST Y Marketing & Product Guide 33

Participating Stores Continued Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 373 H Y 15S 20 60 5 4 4 2E Y Y Y 374 T 15 5 2 6 12 Y 375 5 5 1 4 ST Y 376 377 5 5 1 4 4 ST Y 378 H Y 20S 45 65 3 3 1 7 8 2E Y 2 Y 379 T 3 5 3 6 8 ST Y 380 T 10 5 4 6 ST Y 381 H 10S 10 40 3 3 3 6 8 1G Y Y 382 H 15S 15 45 3 1 6 1G Y Y 383 H Y 15S 25 40 5 2 4 2E Y 2 Y 384 H 8P 15 40 3 3 2 4 1G Y Y 385 H 20S 30 65 3 3 3 1 7 4 2E Y Y Y 386 H 10S 20 40 3 3 5 3 6 2E Y Y 387 H 15S 20 55 7 3 4 2E Y Y 388 H 10P 15 40 3 8 4 4 2E Y Y 389 H 15S 25 40 4 3 4 1G Y Y Y 390 H Y 20P 25 65 3 1 6 5 4 2E Y 2 Y 393 H 20P 25 65 3 3 3 6 6 2E Y Y 2 Y 394 H 10S 15 55 2 6 12 1G Y Y 395 10 5 2 10 ST Y 398 H 20S 40 55 6 3 4 2E Y 2 Y 399 15 5 1 ST Y 400 15S 20 40 2 4 1G Y Y 401 8S 15 40 1 6 12 Y 402 H Y 10S 10 45 3 6 12 2G Y Y 403 10 5 1 4 4 ST ST 404 H 15S 20 55 3 4 6 4 2E Y Y 405 5 5 1 4 ST Y 406 5S 15 5 5 3 4 Y 407 H 15P 25 45 3 1 4 3 6 1G Y Y 408 H 15S 20 50 3 3 6 4 1G Y 409 5 5 1 4 ST Y 410 10 5 2 4 4 ST ST 411 8P 15 40 1 4 Y 412 H Y 20P 25 55 1 10 10 4 2E Y Y 2 Y 413 3 5 1 4 ST Y 414 T 10 5 1 4 4 ST Y 415 H 10P 10 40 2 6 Y 416 H Y 20S 25 55 3 3 3 11 7 6 2E Y Y 2 Y 417 H Y 20P 25 60 3 3 10 5 6 2E Y Y 2 Y 418 T 5 5 2 4 4 ST ST 419 T 3 5 3 4 6 Y 420 ST ST 421 5 5 1 ST Y Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 422 5 5 1 4 ST Y 423 10 5 2 4 ST Y 424 425 H 10S 20 40 3 4 4 2E Y Y Y 426 H 10S 15 40 5 1 6 12 1E Y Y 427 ST ST 428 H Y 20S 30 65 3 3 3 1 10 3 6 2E Y Y 429 5 2 4 6 Y 430 5 5 1 4 4 Y 431 H 15S 20 55 3 3 3 1 6 5 4 2E Y Y 432 H 20S 25 55 3 3 1 6 4 4 2E Y Y Y 433 5 1 4 ST Y 434 H 15S 25 45 1 6 12 2E Y Y 435 5 5 1 4 ST Y 436 5S 25 5 3 6 12 ST ST 437 H Y 10S 25 40 1 6 4 2E Y 2 Y 438 H Y 20S 30 55 3 3 1 9 5 6 2E Y Y 2 Y 439 1 ST Y 440 T 10 5 4 4 4 ST Y 441 10 5 3 4 6 ST Y 442 5 2 4 6 ST Y 443 H 15P 20 60 3 3 6 12 1G Y Y Y 444 H Y 15S 15 40 3 3 1 3 6 8 1G Y Y 445 H Y 20S 30 60 3 3 1 9 8 2E Y Y 2 Y 446 T 10 5 1 6 8 Y 447 5 5 1 6 8 ST Y 448 T 5 5 1 4 4 ST Y 449 3 5 1 4 ST Y 450 T 5 5 4 4 Y 451 5 5 1 4 4 ST Y 452 65 Y 2 Y 453 10P 15 40 4 1 6 12 1G Y Y 454 T 10 5 2 6 16 ST Y 455 T 10 5 6 8 ST Y 456 10S 30 40 7 5 4 2E Y Y 457 H Y 10P 20 55 3 7 4 6 2E Y Y 2 Y 458 H 8S 15 45 2 2 4 6 Y 459 H Y 15S 25 55 3 6 4 2E Y 2 Y 460 3 1 4 ST Y 461 T 5 5 3 6 8 Y 462 T 10 5 2 4 6 ST Y 463 3 5 4 ST Y 464 5 5 1 ST Y 465 H 15S 20 55 3 3 1 5 4 2E Y Y 466 1 4 ST Y 34 Promotional Turn 12: GO CANADA!

Participating Stores Continued Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 467 H 10S 10 40 3 6 Y 468 T 15 5 3 4 ST Y 469 5 5 1 4 ST Y 470 H 10S 15 40 5 3 6 1G Y Y 471 10 5 3 10 ST Y 472 10 5 1 4 ST Y 473 5 5 1 4 ST Y 474 5 5 2 4 ST Y 475 10 5 1 ST Y 476 1 4 ST Y 478 T 10 3 6 12 ST Y 479 3 1 ST Y 480 5 5 1 4 ST Y 481 H Y 15P 25 45 1 5 3 4 1G Y Y Y 482 5 5 1 ST Y 483 5 6 Y 484 H 10S 15 40 2 4 4 1G Y Y 485 H Y 15P 15 40 6 12 Y 487 5 5 1 4 ST Y 488 3 5 1 4 4 ST Y 489 10 5 3 10 ST Y 490 H Y 20S 30 55 5 3 4 2E Y Y 492 T 5 5 4 4 ST Y 493 3 5 1 4 ST Y 494 H 15P 25 55 2 4 1G Y Y Y 495 H Y 15S 20 55 3 3 6 9 4 2E Y Y Y 496 T 3 2 6 8 ST Y 497 T 10S 20 45 6 12 Y 498 499 H 20P 40 60 3 3 1 7 3 4 2E Y Y Y 501 H 15S 20 45 4 4 2E Y Y Y 502 10 2 4 6 Y 503 3 1 504 T 10 5 2 4 6 ST Y 505 H Y 20P 30 55 3 4 3 6 2E Y Y Y 506 3 5 4 ST Y 507 T 5S 10 5 2 6 12 ST Y 508 T 10 5 3 ST Y 509 T 15 5 2 6 12 ST Y 510 5 5 1 4 6 ST Y 511 H Y 10S 25 45 6 5 4 2E Y A 2 Y 512 ST ST 513 5 5 1 514 5 5 1 ST Y 515 ST ST Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 516 5 1 4 4 ST Y 517 T 5S 10 5 3 ST Y 518 H 15S 25 40 3 1 4 1G Y Y 519 5 5 1 ST Y 520 T 5 3 4 4 ST Y 521 H 15P 20 55 3 1 4 1G Y Y 522 H Y 10P 15 55 5 4 4 2E Y 2 Y 523 H Y 20P 45 40 3 1 6 3 8 2E Y 2 Y 524 T 5 2 6 12 ST Y 525 H Y 20P 25 55 1 11 10 6 2E Y Y 2 Y 526 ST ST 527 T 10 5 3 6 12 ST Y 528 H 15P 30 40 1 6 2E Y Y 2 Y 529 T 5S 15 5 3 6 12 ST Y 530 T 10 3 6 8 ST Y 531 T 3 5 4 ST Y 532 10 5 2 ST ST Y 533 10S 20 40 3 1 6 Y 535 5 5 1 ST Y 536 H Y 10P 15 40 3 10 7 4 2E Y 2 Y 537 10 5 2 4 ST Y 538 ST ST 539 T 5S 10 5 2 6 8 Y 540 H 15S 20 55 3 5 4 2E Y Y 541 5 5 1 4 4 ST Y 542 H Y 20P 30 55 3 4 6 2E Y Y 2 Y 543 T 10 5 1 4 4 ST Y 544 H Y 15S 20 60 3 3 6 7 4 2E Y 2 Y 545 H Y 15S 30 55 5 6 4 2E Y 2 Y 546 H 15S 30 40 5 7 4 2E Y 2 Y 547 ST Y 548 10 5 1 4 ST Y 549 H 20S 30 60 5 9 4 2E Y Y Y 550 10 5 6 12 ST Y 552 8S 15 40 3 3 Y 553 H Y 15P 25 55 3 6 8 1G Y Y 555 H 8S 20 40 1 6 4 2E Y 2 Y 556 H Y 15P 20 40 3 3 10 4 2E Y Y Y 557 5 5 1 4 ST Y 558 10 5 1 6 8 ST Y 559 H 15S 20 40 1 6 3 4 2E Y Y 560 T 5 5 1 ST Y 561 T 5 5 ST Y 562 T 5 5 1 4 ST Y 563 H 10S 20 40 2 4 Y Marketing & Product Guide 35

Participating Stores Continued Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 564 H 8S 20 40 3 3 3 4 6 1G Y 565 5 5 1 4 ST Y 566 H Y 20P 30 60 3 3 1 8 6 4 1G Y 2 Y 567 10 5 1 4 4 ST Y 568 H 10P 20 60 6 6 2E Y Y Y 569 T 5S 10 5 2 6 Y 570 5 5 1 ST Y 571 Y Y 572 H 10S 15 40 2 6 12 1G Y Y 573 H Y 10P 15 55 4 4 4 2E Y Y Y 574 5 1 ST Y 575 H Y 15S 25 40 3 7 4 2E Y Y 2 Y 576 T 10 5 2 6 ST Y 577 5 5 1 4 ST Y 578 T 5S 10 5 3 4 6 ST Y 579 H Y 10S 25 45 6 4 4 2E Y Y 2 Y 581 T 5 5 3 4 4 ST Y 582 T 5 5 3 6 8 ST Y 583 5 1 4 4 ST Y 584 H Y 15S 15 40 3 3 3 4 2E Y 2 Y 586 H 15S 20 40 3 5 3 6 12 2G Y Y Y 587 H 15S 15 55 2 10 1G Y Y 588 5 5 1 ST Y 589 20 5 1 6 Y 590 H 20P 30 60 3 3 1 5 8 2E Y Y 2 Y 591 3 1 4 ST Y 593 H 15P 20 45 2 5 4 1G Y Y 594 T 10 5 3 4 4 ST Y 595 T 5 5 1 ST Y 596 T 10 5 2 4 6 ST Y 597 1 ST Y 598 ST ST 599 T 15 2 4 6 ST Y 601 H 15S 30 55 3 1 7 4 2E Y 2 Y 602 H 15S 25 40 3 2 1 6 8 1G Y Y Y 603 10 5 1 6 8 ST Y 604 3 5 1 ST Y 605 10 5 1 4 ST Y 606 3 5 1 ST Y 607 5 5 1 ST Y 608 610 3 1 4 ST Y 611 612 T 15 5 3 6 12 ST Y Store # Banner Insert Pod Displays Sold End Aisle Backer Cards Regular Extenders Discovery Extenders Spirits Discovery Extenders Wine Discovery Extenders BSM Green Extender Exterior Banners Window Showcards Power Aisle Signs Perimeter Signs Promo Fixture Config. Ontario Wine Superstars Ontario Popular Picks Beer Specialty Program Mixed Drink Featured Gift 613 5 5 1 ST Y 615 1 ST Y 616 H 10S 15 40 3 1 4 7 4 2E Y Y 617 H 15S 25 55 1 5 6 4 2E Y 2 Y 618 H 10S 25 55 3 4 Y 621 10 1 Y 622 5 1 ST Y 623 H Y 20P 25 55 3 3 6 4 4 2E Y Y 2 Y 624 H Y 20P 45 55 1 3 4 6 2E Y Y 2 Y 626 3 5 1 ST Y 629 H 15S 25 45 3 3 1 3 9 4 2E Y 2 Y 630 H Y 20P 45 55 3 3 3 1 8 6 4 2E Y Y 2 Y 631 H Y 20S 40 50 1 4 6 2E Y Y 2 Y 632 H Y 20S 50 65 3 6 4 4 2E Y 2 Y 693 697 ST ST 698 H Y 15S 30 40 2 4 2E Y 2 Y 700 H Y 20S 30 50 3 3 1 3 4 2E ST Y Y 2 Y 702 H 15P 25 40 1 3 4 4 2E Y 2 Y 703 H Y 20S 40 55 3 3 3 8 3 4 2E Y 2 Y 705 742 Y 771 H 20P 30 55 4 6 2E Y Y Y 776 H Y 20S 25 65 3 3 1 6 8 4 2E Y Y Y 36 Promotional Turn 12: GO CANADA!

Po d Pro gram The pod program consists of three Sold Space displays in high traffic locations of participating stores. Participation is mandatory for selected stores. If you have questions regarding participation in this program, please direct them to your District Manager. The following guidelines apply for all pods in any configuration: Keep the product at good reach level use wooden risers when needed. Pods are always free standing floor displays. Pods should not encroach on other sold programs or impede store traffic. The positioning and size of the pods are not open to negotiation by suppliers. Only feature the products listed in this guide. Always keep the pods visible, accessible and safe to shop from. Maintain signage for the duration of the promotion. Replace or update signage as necessary. Re-merchandise and consolidate as displays sell down.

Pod Program Continued All participating products ARE NOT being force-shipped. Please ensure you order (adjust your MINS) and have sufficient quantity to build and maintain the POD display throughout the promotion. Premium Pod - Jackson Triggs LCBO# 54312 Jackson-Triggs Esprit Chardonnay VQA 750mL LCBO# 58347 Jackson-Triggs Esprit Merlot VQA 750mL LCBO# 58438 Jackson-Triggs Proprietors Reserve Sauvignon Blanc VQA 750mL LCBO# 58438 Jackson-Triggs Proprietor s Reserve Meritage VQA 750 ml Components: Cross Merchandiser Reorder # 10124-21 Preprinted Pricer Cards (4 versions x 1 ) Hot Pod - Molson Canadian LCBO# 900621 Molson Canadian 6 x 341 ml LCBO# 904409 Molson Canadian 473mL Components: Flat Merchandiser Reorder # 10124-22 Preprinted Pricer Cards (2 versions x 1 ) New Pod - Naked Grape LCBO# 123505 Naked Grape Chardonnay Spritzer 4 x 341mL LCBO# 123513 Naked Grape White Zinfandel Spritzer 4 x 341mL Components: Flat Merchandiser Reorder # 10124-23 Preprinted Pricer Cards (2 versions x 1 ) 38 Promotional Turn 12: GO CANADA!

Corporate Promotional Pro grams

Ontario Superstars/ Popular Pick Program Ontario Superstars Château des Charmes Riesling VQA LCBO# 61499 750 ml $12.45 Golden in colour with a floral bouquet and aromas of citrus fruit and lychee spice. Slightly chilled, this wine makes an excellent aperitif and also matches well with maple-glazed ham, seafood or spicy dishes. Jackson-Triggs Proprietors Reserve Merlot VQA LCBO #109959 750 ml $13.95 Deep garnet red with aromas of fresh berries layered with notes of oak, vanilla and spice. Ideal when paired with grilled steak,veal, Beef Wellington or medium-aged cheddar. Popular Pick XOXO Shiraz Cabernet LCBO# 16568 750 ml Easy-drinking, medium-bodied red wine with flavours of blackberries, black currants and plums and a touch of spice. Pairs wonderfully with burgers, stews and grilled red meats. LIMITED TIME OFFER Valid until February 28th, 2010 Was: $9.95 Save: $ 1.00 Now: $ 8.95 40 Promotional Turn 12: GO CANADA!

Mixed Drink Fixtures Display Spot #1 Recommended Product: # of # of Bottles LCBO# Description Shelves Old Fixture New Fixture 439281 Konzelmann Merlot VQA 750 ml 4 36 16 522730 Strewn Chardonnay Barrel Aged 750 ml 4 36 16 145458 Inniskillin Riesling Pinot Grigio 750 ml 4 36 16 92304 Prospect Winery Fats Johnson Pinot Noir 750 ml 4 36 16 Display Spot #2 Recommended Product: # of # of Bottles LCBO# Description Shelves Old Fixture New Fixture 387209 Centennial 10 YO Ltd Ed Rye 750 ml 4 36 16 126466 Canadian Club Classic 750 ml 4 36 16 91157 Steam Whistle Premium Pilsner 500 ml-c 4 50 32 73361 Sleeman Cream Ale 473 ml-c 4 100 64 Marketing & Product Guide 41

Premium / Specialty Beer Program Promotion Dates: December 6, 2009 - February 28, 2010 Overview Winter Beers are available in participating Premium Specialty Beer locations until Feb. 28 th. The assortment will be released throughout the months of December and January. Please merchandise alternate products in this section if the participating products are unavailable. A recommended list of alternate products is below. Please note that these products are one-time purchases for this promotion only. Participating Stores There have been some changes to the stores participating in this program. See Participating Stores section of this Guide. Participating Products LCBO # Description Format Country 58875 Aventinus Eisbock 500 ml Germany 72934 John By Imperial Stout 341 ml Canada 88641 Adnams Broadside 500 ml England 90845 Great Lakes Winter Ale 750 ml Canada 95034 Brooklyn Black Chocolate Stout 355 ml USA 107672 Ola Dubh Special Reserve 12 330 ml Scotland 135194 Crème Brulee Stout 650 ml USA 149773 Punk IPA 330 ml Scotland 408005 Samuel Smith's Winter Welcome Ale 550 ml England 457663 Marston's Oyster Stout 500 ml England 676213 Fullers Vintage Ale 2009 500 ml England 698068 Rogue Yellow Snow IPA 650 ml USA 890079 St. Peter's Winter Ale 500 ml England 159152 Left Coast Pale Ale 650 ml Canada 42 Promotional Turn 12: GO CANADA!

Special Events

Special Events There are 11 LCBO locations that play host to the Special Events Program. The mission of the LCBO Special Events program is to engage our customers in a world of discovery through exciting, entertaining and knowledge-filled special events. Where possible, the goal is to assist in the overall integration of the brand through themed, multi-faceted events. What s On Board signage A What s On Board will be distributed to each Full Service store for January. The signage will encourage customers to speak with the Special Event Coordinator to find out what exciting courses and Open Events will be taking place. For more information about upcoming events, log on to www.lcbo.com and click on Learn. NAKED GRAPE SPRITZERS February 12 All stores Cool off with a sampling of summer s latest ready-to-drink beverages Naked Grape s Chardonnay and White Zinfandel Spritzers. A great combination of Chardonnay taste with a sparkling spritz, and the other with a mix of white zinfandel s strawberry flavour. TORONTO WINE & CHEESE SHOW TASTING February 26 #355 February 27 #573 It s that time of year again time for the Toronto Wine & Cheese Show. Why not have a taste of things to come and sample two of the many delicious wines available at the show. Canadian wine and cheese will be showcased. 44 Promotional Turn 12: GO CANADA!

S old Space Pro grams

End Aisle Display Brands End Aisle # LCBO # Description Support Program HD 125 Canadian Club 1140 ml VA 126466 Canadian Club Classic 750 ml LTO 1 75689 Wayne Gretzky Estate Cabernet Merlot VQA 750 ml BAM 144865 Wayne Gretzky Riesling VQA 750 ml 53694 Alexander Keith s Red Amber Ale 473 ml BBAM, BAM 2 900266 Alexander Keith s India Pale Ale 6 x 341 ml 127068 Alexander Keith s Premium White Ale 473 ml BBAM 893 Wiser s Deluxe 750 ml LTO 3 1412 Wiser s Special Blend 1140 ml VA 95315 Wiser s Small Batch Whisky 750 ml 134205 Girls Night Out Cabernet/Shiraz VQA 750 ml 4 Premium 428334 Mike s Hard Lemonade 4 Pk-B 1320 ml LTO 900423 Labatt Blue 6 x 341 ml BAM 900423 Labatt Blue 6 x 341 ml BAM 4 Standard 58628 Peller Estates Family Series Cab/Merlot VQA 750 ml LTO 698845 Mike s Light 4 Pk-B 1320 ml LTO 451641 Trius Brut VQA 750 ml LTO 5 497248 Trius Chardonnay VQA 750 ml LTO 587964 Trius Cabernet Franc VQA 750 ml LTO 127076 Sleeman Light 473 ml LTO 6 681411 Sleeman Honey Brown Lager 6 x 341mL LTO 909994 Sleeman Cream Ale 6 x 341mL LTO 1487 Crown Royal 750 ml LTO 7 231571 Seagrams 83 (PET) 1750 ml VA 246603 Crown Royal Limited Edition 750 ml 4622 Newfoundland Screech Rum 750 ml BAM 8 Premium 92304 Prospect Winery Fats Johnson Pinot Noir VQA 750 ml LTO 911396 Moosehead Beer 6 x 341 ml 92304 Prospect Winery Fats Johnson Pinot Noir VQA 750 ml LTO 8 Standard 911396 Moosehead Beer 6 x 341 ml 544155 Iceberg Vodka 1750 ml BAM 66266 Inniskillin Chardonnay VQA 750 ml BAM 145458 Inniskillin Riesling Pinot Grigio VQA 750 ml 261099 Inniskillin Pinot Noir VQA 750 ml 9 Premium 87775 Inniskillin Commemorative Edition Vidal Icewine 2006 375 ml Note: This is a VINTAGES Product. Merchandise the icewine on the shelf. The picture on the backer card does not include a picture of the product. Merchandising the icewine on the EA is optional, we encourage all stores with EA 9 Premium to participate. 79426 Pelee Island Gamay Noir Zweigelt VQA 1500 ml LTO 9 Standard 109991 Pelee Island Gewurztraminer Riesling VQA 750 ml LTO 433714 Pelee Island Cabernet Franc VQA 750 ml LTO 46 Promotional Turn 12: GO CANADA!

End Aisle Display Brands Continued End Aisle # LCBO # Description Support Program 10 569418 Mott s Clamato Caesar Original 4 Pk-B 1420 ml 611400 Mott s Clamato Caesar Original 6 Pk-C 2046 ml LTO 189209 Gibson s Finest Sterling Edition 1140 ml LTO 11 189217 Gibson s Finest Sterling Edition 750 ml VA 215038 Gibson s Finest Sterling Edition 1750 ml BAM 12 Premium 144873 Henry Of Pelham Cuvee Catherine Brut VQA 750 ml 268375 Henry Of Pelham Riesling VQA 750 ml 504241 Henry Of Pelham Cabernet/Merlot VQA 750 ml 12 Standard 74062 Dan Aykroyd Cabernet Shiraz VQA 750 ml LTO 101840 Dan Aykroyd Pinot Noir VQA 750 ml BAM 101857 Dan Aykroyd Riesling VQA 750 ml LTO 6445 Creemore Springs Premium Lager 473 ml BBAM 13 31104 Mill Street Tankhouse Ale 6 x 341 ml Contest 547646 Steam Whistle Pilsner 6 x 341 ml 94771 Forty Creek Double Barrel Reserve Whisky 750 ml LTO 14 550715 Forty Creek Barrel Select 750 ml BAM 605733 Forty Creek Barrel Select Whisky 1140 ml BAM 107144 Eight Below Luxury Vodka 750 ml LTO 15 131490 Muskoka Cream Ale 473 ml VA 439281 Konzelmann Merlot VQA 750 ml 467662 Strewn Gewurztraminer/Riesling VQA 750 ml LTO 16 522730 Strewn Chardonnay Barrel-Aged VQA 750 ml 590109 Strewn Cabernet/Merlot VQA 750 ml LTO 61101 Peninsula Ridge Merlot VQA 750 ml VA 17 195511 Chatu Des Charmes Pinot Noir VQA 750 ml BAM 228551 Cave Spring Chardonnay VQA 750 ml LTO 105858 Century Reserve 15 Year Old Whisky BAM 18 387209 Centennial 10 Yr Old Limited Edition Rye 750 ml LTO 604819 Danfield s Private Reserve Small Batch 750 ml BAM 71647 Polar Ice Vodka (PET) 750 ml BAM 19 83410 Polar Ice Arctic Berry Vodka 750 ml 135566 Polar Ice Vodka 750 ml BAM 1305 Alberta Premium 1140 ml VA 20 88799 Alberta Pure Vodka PET 750 ml BAM 454462 Banff Ice Vodka 1750 ml BAM Marketing & Product Guide 47

Shelf Extenders Extender Support # of Extenders LCBO# Description Location Programs 40 45 50 55 60 65 R1: Vodka A 24406 Reyka Vodka 750 ml BAM Y Y R2: Vodka B 637504 Hendrick's Gin 750 ml BAM Y Y Y Y Y R3: Vodka C 236323 Absolut Vodka 1140 ml LTO Y Y Y Y Y Y R4: Vodka D 190363 Prince Igor Vodka (P.E.T) 1750 ml BAM Y Y Y Y Y Y R5: Vodka E 131391 Smirnoff Vodka Pet 1.14l 1140 ml BAM Y Y Y Y Y Y R6: Rum A 894014 El Dorado Demerara 5 Year Old Rum 750 ml LTO Y R7: Rum B 200402 Bacardi Razz Original Raspberry Rum 750 ml LTO Y Y Y Y Y R8: Rum C 500512 Captain Morgan Spiced Rum 750 ml BAM Y Y Y Y Y Y R9: Rum D 443903 Havana Club Anejo Reserva 750 ml LTO Y Y Y Y Y Y R10: Rum E 80127 Sailor Jerry Spiced Navy Rum 750 ml BAM Y Y Y Y Y Y R11: Canadian Whisky A 12567 Gaston De Lagrange Vs 750 ml LTO Y Y R12: Canadian Whisky B 287482 Whyte & Mackay Special Reserve 750 ml BAM Y Y Y Y Y R13: Canadian Whisky C 471 Seagrams V.O. 1140 ml VA Y Y Y Y Y Y R14: Canadian Whisky D 42 Canadian Club 750 ml VA Y Y Y Y Y Y R15: Canadian Whisky E 34637 Canadian Club 1750 ml LTO Y Y Y Y Y Y R16: Scotch A 1925 Courvoisier Vs 750 ml LTO Y Y Y Y Y Y R17: Scotch B 9365 Small Cask Brandy 750 ml BAM Y Y Y Y Y Y R18: Gin A 1453 Tanqueray Dry Gin 1140 ml LTO Y Y Y Y Y Y R19: Liqueurs A 630913 Tia Maria 750 ml LTO Y Y Y Y R20: Liqueurs B 169441 Frangelico 750 ml LTO Y Y Y Y Y Y R21: Liqueurs C 605758 Bolivar Coffee Liqueur 1140 ml LTO Y Y Y Y Y Y R22: Liqueurs D 5959 Baileys Irish Cream 750 ml LTO Y Y Y Y Y Y R23: Brandy A 36855 Otard Vsop Cognac 750 ml LTO Y R24: Brandy B 16022 Duff Gordon Brandy 750 ml BAM Y Y Y Y Y Y R25: Tequila A 112 34595 Patron Silver Tequila 750 ml BAM Y Y Y Y R26: Ontario Blend A 621201 Pelee Island Shiraz 750 ml LTO Y Y Y Y Y Y R27: Ontario Blend B 85464 Colio Extra Dry Red 1500 ml LTO Y Y Y Y Y Y R28: Ontario Blend C 68551 Peller Estates French Cross Blush Crtn 1000 ml LTO Y Y Y Y Y Y *Y = your store implements this extender. ** See the Participating Stores section of this Guide to determine how many regular shelf extender locations your store has. 48 Promotional Turn 12: GO CANADA!

Shelf Extenders Continued Extender Support # of Extenders LCBO# Description Location Programs 40 45 50 55 60 65 R29: Ontario Non-VQA A 341024 Southbrook Farms Framboise 375 ml LTO Y Y Y Y Y R30: Ontario Non-VQA B 331025 Jackson-Triggs Prop Select Cabernet Sauvignon 1500 ml LTO Y Y Y Y Y Y R31: Ontario Non-VQA C 609875 Eastdell Blk Cab (Cab Fr,Baco Nr,Cab Sav) Vqa 750 ml BAM Y Y Y Y Y Y R32: Ontario Non-VQA D 485128 Pelee Island Baco Noir Vqa 750 ml LTO Y Y Y Y Y Y R33: Ontario VQA A 26880 Harbour Estates Sunrise Vidal/Chardonnay Vqa 750 ml LTO Y Y Y R34: Ontario VQA B 126144 Sibling Rivalry White Vqa 750 ml Y Y Y Y R35: Australia/ New Zealand A 35188 Pascual Toso Merlot 750 ml LTO Y Y Y R36: Australia/ New Zealand B 340398 Two Oceans Cabernet Sauvignon/Merlot 750 ml BAM Y Y Y Y R37: Australia/ New Zealand C 61598 Two Oceans Pinot Noir 750 ml BAM Y Y Y Y Y Y R38: Australia/ New Zealand D 189415 Wyndham Estate Bin 555 Shiraz 750 ml LTO Y Y Y Y Y Y R39: USA A 534230 Beringer Founders Estate Chardonnay 750 ml LTO Y Y Y Y Y Y R40: USA B 91660 Cookoothama Cabernet Merlot 750 ml LTO Y Y Y Y Y Y R41: Chile A 78980 Vina Carmen Classic Cabernet Sauvignon 750 ml LTO Y Y Y Y R42: Chile B 275925 Santa Carolina Cabernet Sauvignon Reserva 750 ml LTO Y Y Y Y Y Y R43: France Blend A 566174 Warre's Otima 10 Year Old Port 500 ml LTO Y R44: France Blend B 563122 Fat Bastard Shiraz Vdp 750 ml LTO Y Y Y Y Y Y R45: France South A 110197 Cellierdauphins Carte Noire Cotes Du Rhone 750 ml LTO Y Y R46: France South B 26278 Folonari Valpolicella Classico 1500 ml LTO Y Y Y Y Y Y R47: France Bordeaux/ 212480 Georges Duboeuf Beaujolais 750 ml LTO Y Y Y Burgundy A R48: Italy Central A 114710 Feudo Arancio Grillo 750 ml LTO Y Y R49: Italy Central B 533026 Masi Modello Delle Venezie Rosso 750 ml BAM Y Y Y Y Y Y R50: Italy North A 69294 Marques De Caceres Crianza Red 750 ml LTO Y Y Y Y Y R51: Italy North B 480756 Citra Sangiovese Terre Di Chieti 750 ml LTO Y Y Y Y Y Y R52: Southern Europe A 554527 Kourtakis Apelia Red 1500 ml LTO Y Marketing & Product Guide 49

Shelf Extenders Continued Extender Support # of Extenders LCBO# Description Location Programs 40 45 50 55 60 65 R53: Southern Europe B 90472 J.P. Chenet Cabernet Syrah 750 ml LTO Y Y Y R54: Germany A 8094 Deinhard Green Label Riesling 750 ml LTO Y Y Y Y Y Y R55: Sparkling A 85316 Giovello Prosecco 750 ml LTO Y Y Y R56: Sparkling B 48611 Robert Mondavi Woodbridge Cabernet Sauvignon 750 ml NT, BAM Y Y Y Y Y Y R57: Ontario Beer A 7773 Kokanee Beer 473 ml BAM Y Y R58: Ontario Beer B 149815 Red Stripe Lager 473 ml LTO Y Y Y Y Y Y R59: Beer 1 535294 Grolsch Premium Lager 500 ml Y R60: Beer 2 901157 Guinness Extra Stout 6 x 341 ml BAM Y Y Y Y Y Y R61: Beer 3 525188 Peroni Nastro Azzuro 6 x 330 ml BAM Y Y Y Y Y Y R62: Beer 4 388900 Pilsner Urquell 6 x 330 ml BAM Y Y Y Y Y Y R63: Party Zone 1 698787 Seagram Orange Cream Swirl 4 x 341 ml LTO Y Y Y Y Y Y R64: Party Zone 2 512988 Arbour Mist Exotic Fruits White Zinfandel BAM, BAMM Y Y Y Y Y Y R65: Party Zone 3 106070 Smirnoff Pomegranate Martini 750mL LTO Y Y Y Y Y Y *Y = your store implements this extender. ** See the Participating Stores section of this Guide to determine how many extender locations your store has. 50 Promotional Turn 12: GO CANADA!

Discovery Shelf Extenders Location LCBO # Description Support Program D1: Discovery Wines 1 615062 Trumpours Mill Gamay Noir VQA 750 ml NT D2: Discovery Wines 2 143743 Bodegas Castano La Casona Monastrell 750 ml BAM D3: Discovery Wines 3 335174 Errazuriz Max Reserva Cabernet Sauvignon 750 ml LTO D4: Discovery BSM 1 698548 Fruli Strawberry Beer 250 ml D5: Discovery BSM 2 676015 Affligem Blond 330 ml D6: Discovery BSM 3 112938 Bacardi Classic Mojito 750 ml LTO D7: Discovery Spirits 1 38927 Isle Of Jura Superstition Single Malt 750 ml BAM D8: Discovery Spirits 2 540682 Plymouth Gin 750 ml LTO D9: Discovery Spirits 3 200436 Appleton Estate Reserve Jamaica Rum 750 ml LTO Community Shelf Extenders Location LCBO # Description Support Program C1: Community Extender 1 57893 Lamb's Palm Breeze (P.E.T) 1750 ml BAM C2: Community Extender 2 26229 Pure Gold Whisky (P.E.T) 1140 ml BAM C3: Community Extender 3 637199 Pelee Island Shiraz/Cabernet 750 ml LTO C4: Community Extender 4 464388 Sogrape Vila Regia 750 ml LTO C5: Community Extender 5 285544 Penfolds Koonunga Hill Shiraz/Cabernet 750 ml LTO Green Extender Extender Location LCBO # Description Support Program G1: Green Extender 455022 Banrock Station Unwooded Chardonnay 750 ml BAM Marketing & Product Guide 51

IMAGE Shelf Talker LCBO # Description Format 6585 Torres Sangre De Toro 750 ml 20602 Lizard Flat Cabernet Merlot Carton 1000 ml 52530 Smokehead Islay Single Malt Scotch Whisky 750 ml 56580 Bouchard Pere & Fils Pouilly-Fuisse 750 ml 89508 The Glenlivet Nadurra Aged 16 Years 750 ml 158493 Segura Viudas Brut Reserva Cava Sparkling 750 ml 184390 Colio Viva Spumante 750 ml 497495 Cameron's Cream Ale 9 x 341 ml Support Programs 537258 Tiger Beer 500 ml LTO 582205 Chivas Regal 18 Year Old 750 ml 603050 The Glenlivet French Oak Reserve 15 Year Old 750 ml 676015 Affligem Blond 330 ml SE 698548 Fruli Strawberry Beer 250 ml SE 911396 Moosehead Beer 6 x 341 ml EA 52 Promotional Turn 12: GO CANADA!

Limited Time Offers LCBO# Description SAVE Support Programs 893 Wiser's De Luxe 750 ml $2.00 EA 1453 Tanqueray Dry Gin 1140 ml $2.10 SE 1487 Crown Royal 750 ml $2.00 EA 1743 Ruffino Chianti 750 ml $1.00 1875 Martini & Rossi Asti 750 ml $2.00 1925 Courvoisier VS 750 ml $3.20 SE 5959 Baileys Irish Cream 750 ml $1.50 SE 8094 Deinhard Green Label Riesling 750 ml $1.50 SE 9274 Chivas Regal 12 Year Old 1140 ml $3.00 12567 Gaston De Lagrange VS 750 ml $2.00 SE 16568 XOXO Shiraz Cabernet 750 ml $1.00 OWP 22079 Effen Vodka 750 ml $3.00 26278 Folonari Valpolicella Classico 1500 ml $2.00 SE 26880 Harbour Estates Sunrise Vidal Chardonnay VQA 750 ml $1.00 SE 26971 Duchy Originals 500 ml $0.35 27235 Sauza Gold Tequila 750 ml $2.00 34637 Canadian Club 1750 ml $1.00 SE 35188 Pascual Toso Merlot 750 ml $1.00 SE 36855 Otard VSOP Cognac 750 ml $3.00 SE 53967 Smirnoff Grand Cosmopolitan 750 ml $2.00 58628 Peller Estates Family Series Cabernet Merlot VQA 750 ml $1.00 EA 58669 Angove's Red Belly Black Shiraz 750 ml $1.00 63305 Peller Estates French Cross Red Carton 1000 ml $1.00 68551 Peller Estates French Cross Blush Carton 1000 ml $1.50 SE 69294 Marques De Caceres Crianza Red 750 ml $1.50 SE 73791 Carlsberg 6 x 330 ml $1.00 74062 Dan Aykroyd Cabernet Shiraz VQA 750 ml $1.00 EA 78980 Vina Carmen Classic Cabernet Sauvignon 750 ml $1.00 SE 79426 Pelee Island Gamay Noir Zweigelt VQA 1500 ml $1.50 EA 80788 Hochtaler Cask 4000 ml $2.00 85316 Giovello Prosecco 750 ml $1.00 SE 85464 Colio Extra Dry Red 1500 ml $2.00 SE 87981 Domaine D'Or White 1500 ml $1.50 89862 Girls' Night Out Merlot Chardonnay Rose VQA 750 ml $1.50 90399 Yellow Tail Bubbles Rose 750 ml $1.00 90472 J.P. Chenet Cabernet Syrah 750 ml $1.00 SE 91660 Cookoothama Cabernet Merlot 750 ml $1.00 SE 91850 Rekorderlig Wild Berries 500 ml $0.20 92304 Prospect Winery Fats Johnson Pinot Noir VQA 750 ml $1.00 EA 94771 Forty Creek Double Barrel Reserve Whisky $5.00 101857 Dan Aykroyd Riesling VQA 750 ml $1.00 EA Marketing & Product Guide 53

Limited Time Offers Continued LCBO# Description SAVE Support Programs 103978 Baileys Coffee Irish Cream Liquor 750 ml $1.50 106070 Smirnoff Pomegranate Martini 750 ml $2.00 SE 106435 Fuller's Extra Special Bitter 500 ml $0.20 107144 Eight Below Luxury Vodka 750 ml $5.00 EA 107276 Frescobaldi Chianti Nipozzano Riserva 750 ml $2.00 107359 Auchentoshan 12 Year Old Single Malt Scotch 750 ml $5.00 109991 Pelee Island Gewurztraminer Riesling VQA 750 ml $1.00 EA 110023 Bols Creme De Cacao White 750 ml $1.00 110197 Cellierdauphins Carte Noire Côtes Du Rhône 750 ml $1.00 SE 112441 Bacardi Black 1140 ml $1.00 112938 Bacardi Classic Mojito 750 ml $1.00 SE 114710 Feudo Arancio Grillo 750 ml $1.00 SE 123158 Mike's Hard Pink Lemonade 4 x 330 ml $1.00 126466 Canadian Club Classic 750 ml $2.00 EA 127076 Sleeman Light 473 ml $0.30 Super Sale 142349 KLB Raspberry Wheat Ale 473 ml $0.25 148031 Zlatorog Beer 500 ml $0.20 158048 Pelee Island Rouge 1000 ml $1.00 169441 Frangelico 750 ml $2.00 SE 186429 The Macallan 12 Year Old 750 ml $5.00 189209 Gibson's Finest Sterling Edition 1140 ml $1.10 EA 189415 Wyndham Estate Bin 555 Shiraz 750 ml $1.50 SE 200402 Bacardi Razz Original Raspberry Rum 750 ml $1.00 SE 200436 Appleton Estate Reserve Jamaica Rum 750 ml $2.00 212480 Georges Dubœuf Beaujolais 750 ml $1.00 SE 213900 Alpenbitter No 7 750 ml $1.00 222885 Crown Royal PRW** 750 ml $2.00 226084 Baileys Gift BX** 750 ml $1.50 228551 Cave Spring Chardonnay VQA 750 ml $1.00 EA 236323 Absolut Vodka 1140 ml $1.30 SE 257238 Absolut Citron Vodka 750 ml $1.00 258582 Aberlour Highland Malt 10 Year 750 ml $2.50 263640 La Vieille Ferme Côtes Du Ventoux 750 ml $1.00 270363 Castillo De Almansa Reserva 750 ml $1.00 275677 Santa Rita Reserva Sauvignon Blanc 750 ml $1.50 275925 Santa Carolina Cabernet Sauvignon Reserva 750 ml $1.00 SE 282368 Okocim Beer 500 ml $0.15 285544 Penfolds Koonunga Hill Shiraz Cabernet 750 ml $1.50 Community Extender 322362 Becks 500 ml $0.20 331025 Jackson-Triggs Proprietors' Selection Cabernet Sauvignon 1500 ml $2.00 SE 331975 Appleton Estate V/X 1140 ml $2.30 54 Promotional Turn 12: GO CANADA!

Limited Time Offers Continued LCBO# Description SAVE Support Programs 334276 Holsten Festbock 500 ml $0.25 335174 Errazuriz Max Reserva Cabernet Sauvignon 750 ml $2.00 Discovery Extender 337238 (V)Cab Sauvignon Marques (Concha Y Toro) 750 ml $1.00 341024 Southbrook Farms Framboise 375 ml $1.00 SE 356857 Hine Rare & Delicate Cognac 750 ml $5.00 359257 (V)Vintners Blend Zinfandel (Ravenswood) 750 ml $2.00 387209 Centennial 10 Year Old Limited Edition Rye 750 ml $1.00 EA 410415 Skyy Vodka 750 ml $1.25 425488 (V)Cannonau Riserva Sardinia (Sella& Mosca 750 ml $1.00 426718 Cesari Amarone 750 ml $3.00 428334 Mike's Hard Lemonade 4 x 330 ml $1.00 EA 433714 Pelee Island Cabernet Franc VQA 750 ml $1.00 EA 436022 (V)Bankside Shiraz S Australia (Hardys) 750 ml $1.00 443903 Havana Club Anejo Reserva $1.50 451641 Trius Brut VQA 750 ml $3.00 EA 452615 Herradura Reposado Tequila 750 ml $3.00 454629 Spinelli Quartana Montepulciano D'Abruzzo 750 ml $0.75 455022 Banrock Station Unwooded Chardonnay 750 ml $1.00 Green Extender 464388 Sogrape Vila Regia 750 ml $1.00 SE 467662 Strewn Gewurztraminer Riesling VQA 750 ml $1.00 EA 480624 Woodford Reserve Distiller's Select Bourbon 750 ml $3.00 480756 Citra Sangiovese Terre Di Chieti 750 ml $0.50 Community Extender 485128 Pelee Island Baco Noir VQA 750 ml $1.00 SE 488346 Whistler Premium Export Lager 6 x 330 ml $1.00 494492 Robert Mondavi Woodbridge Merlot 750 ml $1.00 497248 Trius Chardonnay VQA 750 ml $1.30 EA 510008 Luxardo Sambuca Dei Cesari 1140 ml $2.00 523431 Robert Mondavi Woodbridge Pinot Grigio 750 ml $2.00 534230 Beringer Founders Estate Chardonnay 750 ml $2.00 SE 540682 Plymouth Gin 750 ml $3.00 SE 554527 Kourtakis Apelia Red 1500 ml $1.00 SE 556720 Warsteiner Premium Lager 500 ml $0.20 557108 St Remy Xo Brandy $2.00 563122 Fat Bastard Shiraz VDP 750 ml $1.50 SE 563601 Old Speckled Hen 4 x 500 ml $1.00 566174 Warre's Otima 10 Year Old Port 500 ml $2.00 SE 572891 Sola Nero White 1500 ml $1.00 572917 Sola Nero Red 1500 ml $1.00 583468 Remy Martin XO Excellence Cognac 750 ml $10.00 587964 Trius Cabernet Franc VQA 750 ml $1.30 EA 590109 Strewn Cabernet/Merlot VQA 750 ml $1.00 EA Marketing & Product Guide 55

Limited Time Offers Continued LCBO# Description SAVE Support Programs 593905 Kittling Ridge White Zinfandel Vidal 1500 ml $1.00 594168 Pelee Island Merlot 1500 ml $1.00 594200 Peninsula Ridge Inox Chardonnay VQA 750 ml $1.00 602615 Angus The Bull Cabernet Sauvignon 750 ml $1.00 605758 Bolivar Coffee Liqueur 1140 ml $3.00 SE 611400 Mott's Clamato Caesar Original 6 x 341 ml $1.00 EA 613778 Pomtini Vodka & Pomegranate Cooler 4 x 330 ml $1.00 614685 Funky Llama Shiraz 750 ml $1.00 614750 Errazuriz Max Reserva Shiraz 750 ml $2.00 619395 Red Knot Shiraz 750 ml $1.00 619411 Pelee Island Merlot Cabernet 750 ml $1.00 620054 Babich Sauvignon Blanc 750 ml $1.00 621201 Pelee Island Shiraz 750 ml $1.00 SE 626390 (V)P. Noir Marlb. K. Crawford(Constellation 750 ml $2.00 630913 Tia Maria 750 ml $2.00 SE 637199 Pelee Island Shiraz Cabernet 750 ml $1.00 Community Extender 676056 Radeberger Pilsner 500 ml $0.20 681411 Sleeman Honey Brown Lager 6 x 341 ml $1.00 EA 696989 Baltika #3 Classic Beer 500 ml $0.15 697409 Woody's Pink Grapefruit 4 x 330 ml $1.00 698209 Sleeman Clear 6 x 341 ml $1.00 698787 Seagram Orange Cream Swirl 4 x 341 ml $1.00 SE 698845 Mike's Light 4 x 330 ml $1.00 EA 705418 El Dorado Special Reserve 15 Year Old Rum 750 ml $3.00 894014 El Dorado Demerara 5 Year Old Rum 750 ml $1.00 SE 899187 Hacker Pschorr Weisse Bier 500 ml $0.25 909994 Sleeman Cream Ale 6 x 341 ml $1.00 EA 924266 Big Rock Grasshopper Wheat Ale 6 x 341 ml $1.00 927228 Rickard's Red $1.00 Super Sale 942904 (V)D'Arry's Orig Shiz/Gren Mcla(D'Arenberg 750 ml $1.00 56 Promotional Turn 12: GO CANADA!

4-Day SALE Limited Time Offers See Page 13 LCBO# Description Format LTO 117 Bacardi Superior 750 ml $1.30 10108 Crown Royal 1140 ml $5.00 149815 Red Stripe 473 ml $0.45 477836 Malibu Coconut 750 ml $3.50 537258 Tiger Beer 500 ml $0.40 542977 Rev 4 x 330 ml $2.00 600593 Canadian Club Classic 1750 ml $4.00 605840 Mike's Hard Lemonade 12 x 330 ml $2.00 676056 Radeberger 500 ml $0.20 127076 Sleeman Light 473 ml $0.35 927228 Rickard s Red 6 x 341 ml $1.25 Marketing & Product Guide 57

Value Added Program Available from your supplying warehouse LCBO# Description Value Add VA Mother Carton # 42 Canadian Club 750 ml Canadian Club Classic 50 ml 342089 1305 Alberta Premium 1140 ml Canadian Club Premium 50 ml 292425 11494 Small Cask Brandy 1140 ml Bolivar Coffee Liqueur, 50 ml 893651 38281 Schenley O.F.C.(P.E.T) 1750 ml Danfields mini 2x50 ml 892448 53082 Alberta Pure Vodka (P.E.T) 1750 ml Canadian Club Premium 2x50 ml 341040 177808 Appleton Estate V/X 750 ml 50 ml. Appleton Reserve 524082 189217 Gibson's Finest Sterling Edition 750 ml Gibson's 12YO 50 ml 300160 261768 Pure Gold Whisky (P.E.T) 1750 ml Forty Creek Barrel Select Whisky, 100 ml 897199 368258 Banff Ice Vodka 1140 ml Souza Gold 50 ml 893842 605816 St. Remy Brandy 1140 ml St Remy XO 50 ml 899393 58 Promotional Turn 12: GO CANADA!

Value Added Program Available from supplier s representatives LCBO# Description VA Approved 125 Canadian Club 1140 ml Toque 471 Seagrams V.O. 1140 ml Crown Royal 50 ml 1230 Brights President Dry Sparkling 750 ml Ferraro Roche Chocolates 1412 Wiser's Special Blend 1140 ml Wiser's Deluxe 50 ml 5967 Remy Pannier Anjou 750 ml Bottle Stopper 6114 Chauvenet Beaujolais 750 ml Corkscrew 6882 Grand Macnish 750 ml Iceberg Vodka 50 ml 16584 Xoxo Merlot Cabernet 750 ml Lip Gloss On-Pack 16592 Xoxo Sauvignon Blanc Chenin 750 ml Lip Gloss On-pack 22251 Durbanville Hills Sauvignon Blanc 750 ml Enviro Bag 22269 Durbanville Hills Shiraz 750 ml Enviro Bag 58677 Xoxo Pinot Grigio/Chardonnay 750 ml Lip Gloss On-Pack 61101 Peninsula Ridge Merlot VQA 750 ml Branded Corkscrew 64352 360 Eco Luxury Vodka 750 ml Recyled glass 64790 Pillitteri Unoaked Chardonnay VQA 750 ml Tea Light Candles 78568 Pillitteri Estates I Baci Pinot Grigio 750 ml i baci Panties and Boxers 78576 Pillitteri Estates I Baci Cabernet Merlot 750 ml i baci Panties and Boxers 80028 Rocamar Red 1500 ml Corkscrew 87015 Lamb's White Rum (P.E.T) 1750 ml Lamb's Black Sheep 50 ml x 2. 131490 Muskoka Cream Ale 473 ml Comemorative Coasters 131516 Muskoka Lager 6 x 355 ml Commemorative Coaster 149567 Tag No.5 Vodka Jigger 186510 Corona Extra 6 x 330 ml Lip Balm 231571 Seagrams 83 (P.E.T) 1750 ml Captain Morgan White Rum 100 ml 293662 Henri Mounier Vs Cognac 750 ml Pineau des Charente mini 307330 Samuel Adams Boston Lager 6 x 355 ml Glass 349126 Pillitteri Gewurztraminer/Riesling VQA 750 ml Tea Light Candles 349191 Pillitteri Cabernet/Merlot VQA 750 ml Tea Light Candles 414474 Santa Alicia Estate Bottled Chardonnay 750 ml Drop Stopper 430090 Alize Gold Passion 750 ml Designer Enviro Bags 477885 Polar Ice Vodka (P.E.T) 1750 ml Kahlua Mocha 50 ml x 2 499517 Alize Red Passion 750 ml Designer Enviro Bags 508333 Sourz Apple Liquor 750 ml Banff Ice 50 ml 665224 Naked Grape Sauvignon Blanc 750 ml Dove Chocolates Marketing & Product Guide 59

AIR MILES Reward Miles LCBO # Description BAM Support Programs 83 Seagrams Five Star 750 ml 6 190 Smirnoff Vodka 1140 ml 8 729 Blue Nun Qualitatswein 750 ml 4 2048 Stock Sweet Vermouth Red 1000 ml 6 2220 Bacardi Gold Rum 1140 ml 10 2485 Sauza Silver 750 ml 7 2691 Tanqueray Dry Gin 750 ml 10 2766 Schenley O.F.C. 750 ml 6 3962 Ricasoli Brolio Chianti Classico 750 ml 8 4481 Stock 84 VSOP Brandy 750 ml 5 4622 Newfoundland Screech Rum 750 ml 5 EA 5132 Silent Sam Vodka 750 ml 6 5173 Paarl Brandy 5 Star 750 ml 5 6106 Kronenbourg 6 x 330 ml 4 7187 Kwv Roodeberg 750 ml 4 7773 Kokanee Beer 473 ml 1 SE 9118 Henkell Trocken Piccolo 3 x 200 ml 4 9365 Small Cask Brandy 750 ml 5 SE 10512 Dujardin VSOP Brandy 750 ml 6 12385 Glenfiddich Single Malt 12 Year Old 750 ml 8 12989 Silent Sam Vodka 1140 ml 8 16022 Duff Gordon Brandy 750 ml 6 SE 24406 Reyka Vodka 750 ml 6 SE 26229 Pure Gold Whisky PET 1140 ml 10 SE 26740 Coyotes Run Unoaked Chardonnay VQA 750 ml 5 26757 Coyotes Run Cabernet VQA 750 ml 5 34579 Prince Igor Extreme Vodka 1140 ml 10 34595 Patron Silver Tequila 750 ml 20 SE 35238 The Famous Grouse 1140 ml 10 35766 Kopke Full Rich Ruby Port 750 ml 4 35840 Zubrowka Bison Vodka 750 ml 5 38927 Isle Of Jura Superstition Single Malt 750 ml 10 SE 45195 Ruffino Chianti Classico Riserva Ducale 750 ml 7 45625 Penfolds Koonunga Hill Cabernet Sauvignon 750 ml 7 45898 Bacardi Superior 1750 ml 12 48611 Robert Mondavi Woodbridge Cabernet Sauvignon 750 ml 5 NT, SE 53652 Colio Estate Shiraz Cabernet VQA 750 ml 4 53694 Alexander Keith's Red Amber Ale 473 ml 1 BBAM, EA 54304 Harviestoun Bitter & Twisted 500 ml 1 57075 Russian Prince PET 750 ml 8 60 Promotional Turn 12: GO CANADA!

AIR MILES Reward Miles Continued LCBO # Description BAM Support Programs 57893 Lamb's Palm Breeze PET 1750 ml 12 SE 58610 Hillebrand Artist Series Gamay Noir VQA 750 ml 5 61598 Two Oceans Pinot Noir 750 ml 5 SE 64287 Cono Sur Viognier 750 ml 4 65599 Reif Chardonnay Sauvignon Blanc VQA 750 ml 4 66266 Inniskillin Chardonnay VQA 750 ml 5 EA 68676 Remy Pannier Sauvignon Blanc 750 ml 5 69914 Lâtour Pinot Noir 750 ml 7 71647 Polar Ice Vodka PET 750 ml 8 EA 72769 Little Black Dress Merlot 750 ml 4 74583 Tuborg Green Beer 500 ml 1 74609 Tuborg Gold Beer 6 x 330 ml 4 74690 De Sousa Dois Amigos Vidal VQA 1500 ml 4 75689 Wayne Gretzky Estate Cabernet Merlot VQA 750 ml 4 EA 76521 Antinori Santa Cristina Rosso 750 ml 4 79327 Mezzomondo Sangiovese Merlot 750 ml 5 80127 Sailor Jerry Spiced Navy Rum 750 ml 6 SE 84244 Bass Pale Ale 500 ml 1 88799 Alberta Pure Vodka PET 750 ml 7 EA 90357 Innis & Gunn Oak Aged Beer 750 ml 3 90860 Kittling Ridge Kingsgate Sherry 750 ml 3 94060 Concha y Toro Casillero Del Diablo Malbec 750 ml 4 101840 Dan Aykroyd Pinot Noir VQA 750 ml 4 EA 105304 Russian Prince PET 375 ml 4 105858 Century Reserve 15 Year Old Whisky 10 EA 114082 French Tom Merlot 750 ml 7 131391 Smirnoff Vodka PET 1140 ml 8 SE 134155 Equifera Chardonnay VQA 750 ml 8 135566 Polar Ice Vodka 750 ml 8 EA 140822 The Black Grouse 750mL 10 143743 Bodegas Castano La Casona Monastrell 750 ml 3 Discovery Extender 144493 Montecillo Crianza La Rioja 750 ml 8 144785 Peller Estates Family Series Cabernet Sauvignon VQA 750 ml 5 145409 Château Des Charmes Brut Methode Traditionale VQA 750 ml 5 162602 Château Des Charmes Cabernet Franc Estate Bottled VQA 750 ml 4 175505 Firestone Sauvignon Blanc 750 ml 4 190363 Prince Igor Vodka PET 1750 ml 12 SE 195511 Château Des Charmes Pinot Noir VQA 750 ml 4 EA 215038 Gibson's Finest Sterling Edition 1750 ml 10 EA Marketing & Product Guide 61

AIR MILES Reward Miles Continued LCBO # Description BAM Support Programs 215483 Harveys Bristol Cream Sherry 750 ml 5 216606 Grant's Family Reserve 375 ml 4 219253 De Sousa Dois Amigos Baco Foch VQA 1500 ml 4 219584 Luxardo Amaretto Di Saschira 750 ml 6 255448 Fetzer Valley Oaks Fume Blanc 750 ml 4 272518 Gato Negro Merlot 750 ml 4 287482 Whyte & Mackay Special Reserve 750 ml 7 SE 291674 Fetzer Valley Oaks Chardonnay 750 ml 4 297101 Peller Estates French Cross Chardonnay 1500 ml 5 BBAM 301507 Wente Southern Hills Cabernet Sauvignon 750 ml 4 316844 Bombay Sapphire London Dry 750 ml 8 318196 Gilbey's Lemon Gin PET 750 ml 7 318626 Kamora Coffee Liquor 1140 ml 8 336974 Fetzer Valley Oaks Cabernet Sauvignon 750 ml 4 339655 Alberta Springs 1140 ml 8 340398 Two Oceans Cabernet Sauvignon Merlot 750 ml 5 SE 341602 Cono Sur Pinot Noir 750 ml 4 358309 Vina Carmen Cabernet Sauvignon Reserve 750 ml 7 363622 Bolla Pinot Grigio Delle Venezie 750 ml 4 371328 Santa Alicia Estate Bottled Merlot 750 ml 4 388900 Pilsner Urquell 6 x 330 ml 4 SE 390211 Legends Estates Gewürztraminer VQA 750 ml 5 405753 Robert Mondavi Private Selection Sauvignon Blanc 750 ml 8 407205 Grolsch Premium Lager 6 x 330 ml 5 437772 Belvedere Vodka 750 ml 7 439166 Vina Carmen Carmenere Cabernet Sauvignon Reserve 750 ml 5 454462 Banff Ice Vodka 1750 ml 10 EA 454991 Château Des Charmes Cabernet Merlot VQA 750 ml 4 458083 Luna Di Luna Chardonnay Pinot Grigio 750 ml 4 462432 Piper Heidsieck Brut Champagne 750 ml 10 472555 J&F Lurton Les Fumees Blanches Sauvignon Blanc Vdp 750 ml 4 482026 Moet & Chandon Brut Rosé 750 ml 20 BBAM 500512 Captain Morgan Spiced Rum 750 ml 10 SE 509695 Moet & Chandon Nectar Imperial 750 ml 20 BBAM 512988 Arbor Mist Exotic Fruits White Zinfandel 750 ml 4 BBAM 521963 Chopin Potato Vodka 750 ml 10 525188 Peroni Nastro Azzuro 6 x 330 ml 4 SE 533026 Masi Modello Delle Venezie Rosso 750 ml 6 SE 534693 Kittling Ridge White Zinfandel Vidal 750 ml 3 544155 Iceberg Vodka 1750 ml 12 EA 62 Promotional Turn 12: GO CANADA!

AIR MILES Reward Miles Continued LCBO # Description BAM Support Programs 550715 Forty Creek Barrel Select 750 ml 6 EA 558999 Kittling Ridge Icewine & Brandy 375 ml 10 560821 Deakin Estate Shiraz 750 ml 4 561936 Dr Mcgillicuddy French Kiss Vanilla Schnapps 750 ml 6 565812 Dunavar Muscat 750 ml 4 589184 Black Tower Riesling 750 ml 5 600585 Slava Ultra Premium Vodka 750 ml 12 602342 Pasqua Sagramoso Ripasso Valpolicella 750 ml 10 604496 Pernod Absinthe 700 ml 35 604819 Danfield's Private Reserve Small Batch 750 ml 8 EA 605105 Appleton Estate Reserve Jamaica Rum 1140 ml 12 605733 Forty Creek Barrel Select Whisky 1140 ml 8 EA 605972 Glenfiddich Single Malt 15 Year Old 750 ml 8 606798 Beringer Stone Cellars Cabernet Sauvignon 750 ml 5 609875 Eastdell Black Cab VQA 750 ml 4 SE 612903 Niagara's Best Blonde Premium Ale 6 x 341 ml 4 619403 Cookoothama Chardonnay 750 ml 5 619460 Cookoothama Shiraz 750 ml 5 620617 Collavini Pinot Grigio 1500 ml 6 620831 Negrar Ripasso Valpolicella Classico 750 ml 4 621896 Château De Montgueret Cremant De Loire Brut 750 ml 7 621979 Yvon Mau Shiraz VDP 750 ml 4 637504 Hendrick's Gin 750 ml 10 SE 642751 Penfolds Koonunga Hill Shiraz 750 ml 7 669010 Lulu B Pinot Noir VDP 750 ml 5 669440 Peller Estates French Cross Shiraz 1500 ml 5 BBAM 669473 Peller Estates French Cross Pinot Grigio 1500 ml 5 BBAM 679613 Red Leaf Lager 6 x 341 ml 6 900423 Labatt Blue 6 x 341 ml 4 EA 901157 Guinness Extra Stout 6 x 341 ml 4 SE Marketing & Product Guide 63

Bundling AIR MILES Reward Miles BBAM Option 1 1 1 LCBO# Description BAM Approved BBAM Amount 53694 Alexander Keith's Red Amber Ale 473 ml 1 4 3 127068 Alexander Keith's Premium White Ale 473 ml 3 129726 Fish Hoek Sauvignon Blanc 750 ml 129734 Fish Hoek Shiraz 750 ml 482026 Moet & Chandon Brut Rose 750 ml 20 509695 Moet & Chandon Nectar Imperial 750 ml 20 Total BBAM 5 5 30 70 2 512988 Arbor Mist Exotic Fruits White Zinfandel 750 ml 4 4 8 3 6445 Creemore Springs Premium Lager 473 ml 2 2 4 4 39651 Sleeman Honey Brown Lager 473 ml 39677 Sleeman Original Draught 473 ml 73361 Sleeman Cream Ale-Can 473 ml 297101 Peller Estates French Cross Chardonnay 1500 ml 5 669440 Peller Estates French Cross Shiraz 1500 ml 5 669473 Peller Estates French Cross Pinot Grigio 1500 ml 5 5 5 16 26 Complete details about the Bundling Bonus AIR MILES (BBAM) support program are published on http://www.lcbotrade.com/programs_gpp_s_bbam.htm. In Summary: Option 1 - Buy the two listed products at the same time and receive the BBAM Option 2 - Buy two of the same listed product and receive the BBAM Option 3 - Buy three of the same listed product and receive the BBAM Option 4 - Buy two of the three listed products and receive the BBAM 64 Promotional Turn 12: GO CANADA!

Necktags LCBO# Description Support Programs NT Approved 8771 Voyant Chai Cream Liquor 750 ml Chai Me You'll Like Me 12823 Baileys Mint Chocolate Irish Cream Liquor 750 ml Valentine's Day 13607 Baileys Caramel Irish Cream Liquor 750 ml Valentine's Day 37846 Absolut Pears Vodka 750 ml Recipe 40501 Robert Mondavi Woodbridge Sauvignon Blanc 750 ml Heart & Stroke Foundation 48611 Robert Mondavi Woodbridge Cabernet Sauvignon 750 ml BAM, SE Heart & Stroke Foundation 59568 Le Piat D'Or Blanc 750 ml Evolution 62505 Baileys Mint Chocolate Irish Cream Liquor 375 ml Valentine's Day 62513 Baileys Caramel Irish Cream Liquor 375 ml Valentine's Day 71597 Absolut Mango Vodka 750 ml Recipe 72744 Le Piat D'Or Rouge 750 ml Evolution 74393 Baileys Irish Cream 375 ml Valentine's Day 92296 Prospect Winery The Census Count Chard Vqa 750 ml Award Info 99408 Robert Mondavi Woodbridge Chardonnay 750 ml Heart & Stroke Foundation 99598 Le Piat D'Or Blanc 1500 ml Evolution 116954 Le Piat D'Or Rouge 1500 ml Evolution 193490 Baileys Irish Cream 1750 ml Valentine's Day 216614 Cooks Brut Champagne 750 ml Romantic Getaway for 2 240416 Montresor Amarone 750 ml Gold Medal Winner!! 258509 Robert Mondavi Woodbridge Cabernet Sauvignon 1500 ml Heart & Stroke Foundation 258665 Robert Mondavi Woodbridge Sauvignon Blanc 1500 ml Heart & Stroke Foundation 477836 Malibu Coconut Rum 750 ml Win a Trip Contest 491704 Robert Mondavi Woodbridge Chardonnay 1500 ml Heart & Stroke Foundation 603225 Danzka Cranberyraz Vodka 750 ml Scandinavian Cocktail suggestion 605956 Baileys Irish Cream Liquor 1140 ml Valentine's Day 615062 Trumpours Mill Gamay Noir Vqa 750 ml SE Habitat for Humanity 65

Contests LCBO# Description Support Program Contest Approved 31104 Mill Street Tankhouse Ale 6 x 341 ml EA End Aisle/Shelf Extender: World Class Beers 477836 Malibu Coconut Rum 750 ml NT Necktag-Contest : Win a Trip to Shakedown with Malibu 66 Promotional Turn 12: GO CANADA!

The Winter 2010 issue of Food & Drink was distributed in stores Wednesday, January 13, 2010. Features: Go casual at lunch or supper with dressed-up burgers and hearty sides. Vegetarian stews and casseroles: filling, delicious and looking good! All-Canadian dishes and wines, assembled by three of our top chefs. This issue should be merchandised prominently in the magazine stands. The stands should be positioned in the selling area of the store. If your store does not have a stand, please display FOOD & DRINK at all checkouts, customer service and the Info centre. Once your supply has been depleted, please store the stand until the next issue arrives in store. Do not use the stand to display other materials. To request additional copies once your original supply has run out, please email wayne.leek@lcbo.com Your email should include the following information: Store # and contact name # of additional copies and why English or French edition We will distribute the magazine equitably among all stores who request over 10 days after original distribution. As supply is limited, please understand that stores may not receive the quantity requested. Copy Only Watch for the Spring 2010 issue of Food & Drink, which will be in stores on Wednesday, March 3, 2010.Trade 68 Promotional Turn 12: GO CANADA!

D isplay Table M erchandising G uidelines

Merchandising Display Tables Table of Contents Participating Stores................... 70 Merchandising Display Table Guidelines....................... 71 Display Table Themes.................. 71 Product Orders........................ 71 Product Placement..................... 72 Nesting Table Baskets................... 72 Market Place Fixtures................... 73 Brand Hi Lite Program................ 74 Nesting Tables Nesting Table Theme Location........... 78 Nesting Table Map..................... 79 Theme: Canada s Favourite Brews........ 80 Theme: golocal....................... 81 Theme: Canada s Outstanding Wines..... 82 Vintages February 6 th Release........... 83 Vintages February 20 th Release.......... 84 Promo Tables Promo Table Theme Location............ 85 Promo Table Map...................... 86 Theme: Valentines Day Gifts............. 87 Theme: Featured Wines from Southern Italy........ 87 Theme: Canada s Favourite Brews........ 88 Theme: Canadian Vodka................ 88 Theme: Canadian RTD.................. 88 Store Floor Plans...................... 89 Program Overview The display guidelines contained in this booklet provide direction on merchandising Nesting and Promo Tables effectively for each Promotional Turn. Nesting and Promo Table displays provide additional opportunities for incremental sales and are major components of the store environment and shopping experience. Participating Stores* 1, 15, 21, 22, 31, 35, 38, 40, 57, 115, 149, 164, 171, 185, 187, 191, 198, 200, 212, 226, 243, 252, 253, 265, 329, 334, 340, 346, 355, 360, 361, 367, 371, 373, 378, 388, 390, 393, 412, 416, 417, 432, 438, 445, 452, 495, 522, 523, 525, 536, 542, 544, 545, 555, 556, 573, 575, 590, 601, 617, 623, 624, 631, 632 *Not all stores participate in all programs. Visual Merchandising Team If you have any questions, please contact your store s Regional Visual Merchandiser or Julia Coates at 416.864.6746. 70 Promotional Turn 12: GO CANADA!

Merchandising Display Table Guidelines Display Table Themes The new Nesting Table Map on page 79 is used for all of the Nesting Table Layouts. The products have been selected by Category Management and arranged by Visual Merchandising according to the like-with-like and colour/size/type principles to accomplish a balanced, easy-to-shop display. Please merchandise the tables according to the themes provided. These themes have been selected to integrate with the Promotional Theme and to maximize sales potential. Product Orders For each Nesting Table, please order two or three cases of each of the participating products. For each Promo Table, please order two or three cases of each of the six to eight participating products. The Store Manager may modify product selections, based on customer buying patterns and demographics but alternative products should match the theme. Example of Nesting Table Marketing & Product Guide 71

Merchandising Display Table Guidelines Continued Product Placement Avoid spreading products over the entire table. Too many facings of the same product will make the display seem cluttered, dulling the impact of the products being promoted. By following the basic principle of like product with like product, you will accomplish a themed, fully stocked and customer-friendly fixture. Remember to consider the colour, size and type when building your display. Placing complementary colours next to each other also enhances the look of the display. Items on the Display Tables should not compete with each other. Nesting Table Baskets All nesting tables must have a basket on each corner of the table. Select one product to merchandise in each basket complementing the theme. Sign the product with metal sign holders and black sign inserts. Each medium sized basket holds two cases of 750 ml product or one case of 1000 ml /1500 ml product. Example of colour, size, type Example of like with like Example of basket with sign 72 Promotional Turn 12: GO CANADA!

Market Place Fixtures Merchandising Market Place Fixture Participating Stores 38, 329 Market Place (Centre Area) Please use this premium selling space to highlight products that are from the Go CANADA promotion. These products may be chosen at your discretion, but be sure to feature themed products on these fixtures. Please choose four to eight brands per fixture. Market Place (Store 329) Marketing & Product Guide 73

Brand Hi Lite Program Display Location Promotion Dates: January 31 - April 24, 2010 Turn 4 (PT12, PT13, PT1 2010) The fourth turn for 2009/10 of the Brand Hi Lite program is starting in P12. These premium displays extend out of the regular shelving and are crowned by a branded backlit picture. Participating Stores The following chart explains where the participating stores install the Brand Hi Lites. Product #1 Jameson #2 Gentleman Jack #3 Belvedere #4 Courvoisier #5 Black Grouse Store #21 In Rum Section Between Gin & Vodka In Vodka Section Between Brandy & Scotch In Whisky Section Store #187 Near French Red & White Wine Between Burdungy & Languedoc Near Italy Red Near Scotch In Canadian Whisky Section #6 Bols NA NA Store #334 In Whisky Section In Scotch Section Near French Wines In French Wines Section In Italy Wines Section In Italy Wines Section Store #346 Near Gin/ Vodka Near Vodka/ Rum Near Scotch/ Rum In Canadian Whisky Section NA Store #445 Near Gifts Near Vodka Near Vodka/ Gin Near Rum/ Brandy/ Cognac Near Whisky Store #590 Between Brandy/Cognac & Scotch In Whisky Section Between Gin & Vodka In Vodka Section Between Vodka & Gifts NA NA NA Please advise your store s Regional Visual Merchandiser if the sections above have changed due to replanograming or otherwise. 74 Promotional Turn 12: GO CANADA!

Brand Hi Lite Program Product Placement Please merchandise products selections as indicated on each shelf for all brand hi lite displays. Brand Hi Lite #1 Jameson Brand Hi Lite #2 Gentleman Jack Shelf LCBO # Description Format Cases Shelf #1 (Top) 10157 Jameson 750 ml 2 cases Shelf #2 144980 Jameson 1780 12 Year Old 750 ml 2 cases Shelf #3 10157 Jameson 750 ml 2 cases Shelf #4 10158 Jameson 750 ml 2 cases Shelf #5 601013 Jameson 1140 ml 2 cases Shelf LCBO # Description Format Cases Shelf #1 (Top) 41384 Jack Daniels 750 ml 2 cases Shelf #2 480616 Jack Daniels Single Barrel 750 ml 2 cases Shelf #3 377994 Gentleman Jack 750 ml 2 cases Shelf #4 377994 Gentleman Jack 750 ml 2 cases Shelf #5 41384 Jack Daniels 750 ml 2 cases Marketing & Product Guide 75

Brand Hi Lite Program Product Placement Continued Please merchandise products selections as indicated on each shelf for all brand hi lite displays. Brand Hi Lite #3 Belvedere Brand Hi Lite #4 Courvoisier Shelf LCBO # Description Format Cases Shelf #1 (Top) 437772 Belvedere 750 ml 2 cases Shelf #2 437772 Belvedere 750 ml 2 cases Shelf #3 437772 Belvedere 750 ml 2 cases Shelf #4 437772 Belvedere 750 ml 2 cases Shelf #5 608794 Belvedere 1750 ml 2 cases Shelf LCBO # Description Format Cases Shelf #1 (Top) 1925 Courvoisier VS 750 ml 2 cases Shelf #2 9902 Courvoisier VSOP 750 ml 2 cases Shelf #3 87072 Courvoisier Exclusif 750 ml 2 cases Shelf #4 87072 Courvoisier Exclusif 750 ml 2 cases Shelf #5 1925 Courvoisier VS 750 ml 2 cases 76 Promotional Turn 12: GO CANADA!

Brand Hi Lite Program Product Placement Continued Please merchandise products selections as indicated on each shelf for all brand hi lite displays. Brand Hi Lite #5 Black Grouse Brand Hi Lite #6 Bols Shelf LCBO # Description Format Cases Shelf #1 (Top) 140822 Black Grouse 750 ml 2 cases Shelf #2 602565 Macallan Fine Oak 10 Year Old 750 ml 2 cases Shelf #3 204560 Highland Park 12 Year Old 750 ml 2 cases Shelf #4 204560 Highland Park 12 Year Old 750 ml 2 cases Shelf #5 140822 Black Grouse 750 ml 2 cases Shelf LCBO # Description Format Cases Shelf #1 (Top) 306076 Bols Blue Curacao 750 ml 2 cases Shelf #2 41327 Bols Crème de Bananes (NEW) 750 ml 2 cases Shelf #3 110023 Bols Crème De Cacao White 750 ml 2 cases Shelf #4 110023 Bols Crème De Cacao White 750 ml 2 cases Shelf #5 306076 Bols Blue Curacao 750 ml 2 cases Marketing & Product Guide 77