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MARKETING & PRODUCT GUIDEOctober 27, 2018

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NEED SIGNAGE?

To order Vintages signage, please visit Central Supply Online or call HelloLCBO Contact Centre: 1-877-522-6411

(or dial #5226 on cell phones) or [email protected] Store Support: 416-864-6787 or email [email protected]

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© LCBO, 2018No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information store and retrieval system, without permission in writing from the LCBO.

LCBO Dept. # 903 - Merchandising Communications55 Lake Shore Blvd. EastToronto, Ontario M5E 1A4The information contained in this guide was written for the LCBO internal use only.

This guide is printed on 100% recycled paper, by the LCBO’s Print Digital Copy Centre (Dept. 890)

SIGNAGE SHIP DATES

Signage should arrive at stores 5-8 days before the release date, depending on shipping distance (e.g., October 27 signage will arrive October 22).

Take-down InstructionsA consistent message and signage make our promotions successful.

Every two weeks, a new signage package is sent to stores to support the Release.Themed signage from previous promotions should always be taken down when

the new package arrives.

Questions?

HelloLCBO Contact Centre: 1-877-522-6411 (or dial #5226 on cell phones) or [email protected]

ACSSS Store Support: 416-864-6787 or email [email protected]

Please have this guide available.

Vintages Bi-weekly Release Signage Components Listing:

Produced by the Communications team. If you have any feedback or ideas about this guide, please e-mail us at [email protected]

Table of Contents

NEW! Vintages Essentials On Shelf . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1Release Overview

Feature A - Premium Italy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Feature B - Whisky . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Wines of the Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Arrive in Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Local Find . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Release Signage ComponentsEnd Aisles Feature Signage Components. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Program Wines Signage Components. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7On-shelf Signage Components. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Other Signage Components . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11Product Consultant Hot Buttons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Re-ordering Signage Kits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Additional In-store ProgramsPT8 Ontario Superstars Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14PT8 BAM & LTO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Nesting Table Essentials Gateway Box Sign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20Specialty Portfolio . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Additional Vintages Marketing ProgramsExternal Advertising Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23Classics Catalogue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24Upcoming Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

New Arrivals:Blank Bin TagsPre-printed Shelf Talkers (A,B,C Features)Pre-printed Pricer Cards (A Feature)Blank Shelf Talker ShellsBlank Pricer Card ShellsPre-printed Rave Review Shelf TalkersPre-printed FSE Shelf Talkers

Program Wines:WOM Pre-printed Shelf TalkersWOM Pre-printed Pricer CardsAIS Pre-printed Shelf TalkersAIS Pre-printed Pricer Cards$17 Pre-printed Shelf Talkers$17 Pre-printed Pricer Cards

Hot Buttons:Product Consultant Picks Hot ButtonsEssentials "If you Like" Hot Buttons

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Vintages – Marketing & Product Guide October 27, 2018 1

NEW! Vintages Essentials On Offer

This is a sold program. Participation is mandatory.

1, 4, 5, 10, 15, 18, 21, 31, 38, 148, 149, 154, 164, 187, 217, 243, 252, 253, 278, 346, 367, 371, 378, 391, 393, 394, 407, 437, 445, 452, 481, 486, 494, 500, 511, 523, 528, 532, 556, 569, 573, 590, 619, 624, 630, 632, 641, 643, 658, 703

This bi-monthly program will leverage the tried-and-true customer favourites in the Essentials Collection to attract new customers to Vintages. Each turn of the program spans two promotional periods and features two products from the collection on a front facing end aisle display.

The first period highlights LTOs on participating skus. Price offers will be promoted via newspaper and social media advertising along with a branded in-store display.

During the second period of the program, stores will maintain the end aisle display and sign with year-round signage.

Vintages Essential On Offer End Aisle

Program Schedule• Period 12 & 13• Period 1 & 2• Period 3, 4 & 5

• Period 6 & 7• Period 8 & 9• Period 10 & 11

Vintages Esssentials On Offer

Participating Stores

Program Schedule

Participating Products for Periods 8 & 9 LCBO# Product Description Size Was Now Offer LTO)

294298 Conundrum Red 750 mL $24.95 $21.95 $3.00910430 Tommasi Ripasso Valpolicella Classico Superiore 750 mL $23.95 $20.95 $3.00

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October 27, 2018 Vintages – Marketing & Product Guide2


• Merchandise products together on a front-facing/primary end aisle for three periods. The LTO (and associated program signage) is valid for the first period only.

• Stores will receive a program signage kit one week prior to the start of the period containing the program backer card and pre-printed shelf talkers.

Merchandising Instructions

Backer Card• Display the P8 program

Backer Card in the frame on a frontfacing/ primary end aisle in the Vintages section.

• Install: October14, 2018• Take Down: November 10,

2018• Re-order #: DMS-19P6-VINT1

Pre-printed Shelf Talkers• Attach to shelf in front of appropriate product. Pre-printed SAVE Shelf Talkers will be provided for both participating products.• Install: October14, 2018• Take Down: November 10, 2018• Re-order #: DMS-19P6-VINT1

Bin Tag Overlay• Used to highlight products that are

part of the Essentials Collection. Pre-printed Shelf Talkers should be installed over top of the bin tag and overlay using the shelf talker clip. Ensure the overlay message is still visible.

• Install: October14, 2018• Re-order codes:• 2" English: VBTC001 2" French: VBTC004• 1.75" English: VBTC009 1.75" French: VBTC010

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Backer Card• Replace the P8 program Backer

Card with the year-round Essentials Collection Backer Card while maintaining the front facing/primary end aisle display previously created.

• Install:November 11, 2018• Take Down: December 8,

2018• Re-order #: VBC028

Pre-printed Shelf Talker• Replace the P8 SAVE Shelf Talkers

with the year-round Essentials Collection Shelf Talkers for both participating products.

• Install: November 11, 2018• Take Down: December 8, 2018• Re-order #: (English) VIN-EST-052 (Bilingual) VIN-EST-053

Bin Tag Overlay• Leave Overlays in place as other

signage components are updated. These should always be on shelf.

• Install: November 11, 2018• Re-order Codes:• 2" English: VBTC001

2" French: VBTC004• 1.75" English: VBTC009

1.75" French: VBTC010

Signage Components for Periods 9


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Feature A – Premium Italy

This premium feature highlights iconic Italian wines – including Brunello, Barolo, and the famed Super Tuscans – that are perfect for luxury holiday gift giving and entertaining.

Release Overview: October 27, 2018

THE BI-WEEKLY RELEASEEvery two weeks, Vintages introduces more than 120 new products. Our bi-weekly release catalogue is available to customers in stores, online and by mail. They include feature articles on varietals, wineries and winemaking regions throughout the world as well as tasting notes for each product.

Feature B – Whisky

This feature will showcase different styles of premium whiskies from three countries – Scotland, Japan and the US – with a special highlight of four different styles of Scotch.

POTENTIAL DELAY OF RELEASE CATALOGUE MAILINGA potential postal strike may affect home delivery of subscribers’ October 27 and subsequent release catalogues. Customers have been advised that they can view the catalogue online or pick up a copy in stores. If the strike continues, we will be increasing store quantities of the catalogue, starting with the October 27 release, for the duration of the strike.

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Release Overview: October 27, 2018

Wines of the MonthWines of the Month are part of every release and are recognized as Vintages' two favourite wines out of the more than 100 released every two weeks.

BOTTEGA GOLD PROSECCODOC Treviso, Veneto, Italy621458 (D) 750 mL $27.95 Light & Fruity

CLINE ANCIENT VINES ZINFANDEL 2016Contra Costa County, California719211 (XD) 750 mL $24.95 Full-bodied & Smooth

Arrive in StyleFeatured in every release, this program is ideal for customers who may not have a lot of wine knowledge. Arrive in Style offers a sure-fire hit our customers can feel confident giving as a gift.

BODEGA PIEDRA NEGRA GRAN LURTON SINGLE VINEYARD CABERNET SAUVIGNON 2013Uco Valley, Mendoza, Argentina(Jacques & François Lurton)980334 (XD) 750 mL $24.95Full-bodied & Smooth

Local Find

This feature appears in every other release and showcases the exceptional quality of wines from our own backyard. One Ontario VQA wine is personally selected by the Category Manager for Ontario Wine and the manager endorses the wine by providing the customer with three easy-to-remember reasons why they love it, making it a trusted choice.

CHÂTEAU DES CHARMES PAUL BOSC ESTATE CHARDONNAY 2015VQA St. David’s Bench, Niagara-on-the-Lake287268 (XD) 750 mL $24.95 Full-bodied & Rich

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Release Signage Components

INSTALL DATE:OCTOBER 27, 2018 TAKE-DOWN DATE: NOVEMBER 10, 2018

Display Merchandising Instruction Visual Reference

End Aisles

RELEASE FEATURE A

Backer Card (year-round kit)

Build a front-facing end-aisle display with A Feature products.

Sign the display with your "Italy" backer card.

New Arrivals Shelf Talkers Pre-printed shelf talkers are provided for all products in the A, B, and C features of the Release.

Install in front of featured products (in-section and on displays).

New Arrivals Pricer Cards Pre-printed pricer cards are provided for all products in the A, B and C features.

Install on cut-case displays of featured products

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INSTALL DATE: OCTOBER 27, 2018 TAKE-DOWN DATE: NOVEMBER 10, 2018


Program Wines - Wines of the Month

RELEASE FEATURE B


If there is sufficient inventory and display space, build an end-aisle display and sign with your "Wines of the Month" backer card.

Pre-printed Shelf Talkers Pre-printed shelf talkers are provided for all products in the A, B, and C features of the Release.

Install in front of featured products (in-section and on displays).

Pre-printed Pricer Cards Pre-printed pricer cards are provided for all products in the A, B and C features.

Install on cut-case displays of featured products.

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Program Wines - Arrive in Style


If there is sufficient inventory and display space, build an end-aisle display and sign with your "Gifts for the Host" backer card.

Pre-printed Shelf Talker Pre-printed shelf talkers are provided for program wines. Install in front of featured products on end-aisle displays, nesting tables and in-section.

Pre-printed Pricer Card Pre-printed pricer-cards are provided for program wines. If there is sufficient inventory and floor space, build a cut-case display and sign with the pre-printed pricer card.

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Program Wines - Local Find


If there is sufficient inventory and display space, build an end aisle display and sign with your "Ontario" backer card.

Pre-printed Shelf Talker Pre-printed shelf talkers are provided for program wines. Install in front of featured products on end aisle displays, nesting tables and in-section.

Pre-printed Pricer Card Pre-printed pricer-cards are provided for program wines. If there is sufficient inventory and floor space, build a cut-case display and sign with the pre-printed pricer card.

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On-Shelf

Flagship Store ExclusivePre-printed Shelf Talker

Select stores receive pre-printed FSE shelf talkers for highlighting products on an end aisle, nesting table or in-section. Use with a "New" bin tag overlay.

Install the shelf talker on top of the overlay and ensure the overlay message is visible.

Rave ReviewPre-printed Shelf Talker

Pre-printed Rave Review shelf talkers are provided for all non-feature release products with a score.

Use with a "New" bin tag overlay. Install the shelf talker on top of the overlay and ensure the overlay message is visible.

BAM & LTOPre-printed Shelf Talkers

Pre-printed BAM & LTO shelf talkers are provided for products participating in the offers each period.

Install in-channel shelf talkers in front of appropriate product.

Blank Bin Tags3" w. x 2" h.3" w. x 1.75" h.

Print using template and attach to shelf as needed to replace damaged bin tags.Trade Copy



INSTALL DATE: OCTOBER 27, 2018 TAKE-DOWN DATE:NOVEMBER 10, 2018


Other Signage

RELEASE MERCHANDISER HEADER

Install header card on the Release Merchandiser.

NESTING TABLE SIGN Display on the Nesting Table in the holder.

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Product Consultant Hot ButtonsProduct Consultant hot buttons help you recommend products to customers even when you are away from the section.

Merchandising Instructions The hot buttons are included in the bi-weekly signage kit. Write your recommendation and your name on the Product Consultant Hot Buttons and display in the Vintages section of your store with shelf talker clips. LIMIT THE TOTAL NUMBER OF ALL CONSULTANTS PICKS TO 20% OF NEW RELEASE SKUS TO MINIMIZE CLUTTER AND REDUCE CHOICE.

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‘Perfect For’ Hot Button – Helps customers find products perfect for an occasion or a certain someone.Examples: The Bordeaux-Lover, The Host with the Most, The Collector, The World Traveller, mimosas with brunch, dinner with friends, appetizers.

’Great With’ Hot Button – Helps customers pair wine with food. Include general pairings as well as specific dishes. Examples: Roast beef, lamb or salmon, a cheese tray, beef bourguignon, lasagna

’Consultant's Pick’ Hot Button – This generic version should only be used when you’re new to a store, until you get your Personalized Hot Buttons from Knowledge Resources.

’My Pick’ Hot Button – This Hot Button is only to be used while you are waiting for your pre-printed,personalized buttons. Use this to draw special attention to your favourite products by offering a reason why it’s your favourite and signing your name. Trade Copy


Vintages Signage Kits – Re-orders

Vintages Signage Kits Available for Re-order

Kit Type Re-order source Components

Vintages BAM & LTO Signage Kit DMS Includes all BAM & LTO Shelf Talkers for the current promotional period.

Vintages Superstars Signage Kit DMS Includes one Basket Sign and two Shelf Talkers.

Vintages Release Signage Kit DMSIncludes shelf talkers, pricer cards and hot buttons detailed on pages 4–8. When ordering specify the release in question.

Blank 3" x 2" Bin Tags helloLCBO #690420

Includes 50 sheets of 3" x 2" blank bin tags. Please hold onto extras to begin building an inventory for use with upcoming releases.

Blank 3" x 1.75" Bin Tags helloLCBO #691360

Includes 50 sheets of 3" x 1.75" blank bin tags. Please hold onto extras to begin building an inventory for use with upcoming releases.

Vintages Year-Round Backer Card Kit helloLCBO

All versions of the previously shipped Backer Card Signage Kit are available to re-order. This includes Vintages Fixture Size (49) LCBO Fixture Size (5) and the Portfolio case itself.

To order, call helloLCBO at 416-365-5932 or 1-877-522-6411. Quote re-order source and provide kit type. Note: Individual signs contained in the above kits cannot be re-ordered individually.

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P8 Ontario Superstars Program

Ontario SuperstarsThe Vintages Superstars program promotes local wine paired with seasonally appropriate recipes. Each period there will be three Ontario Superstars: two LCBO wines and one Vintages Essential. This is a mandatory program and is being added to participating stores' location maps each period. The program is set with a suggested minimum of one case to support the program; i.e., one case will be forced to each participating store. Stores should replenish as required.

Key DatesInstall: October 14, 2018 Take down: November 11, 2018

Promotional Support:In-store signagevintages.com

Featured ProductFLAT ROCK PINOT NOIR 1545 750 ML (XD – 3 G/L) MEDIUM-BODIED & FRUITYREG: $20.95SAVE: $1.00NOW: $19.95

Participating StoresGroup 1 (Shelf Talkers only)3, 4, 5, 6, 14, 20, 23, 25, 27, 29, 35, 44, 60, 62, 64, 65, 68, 70, 72, 79, 80, 82, 85, 97,99, 102, 124, 144, 145,154, 163, 168, 182, 188, 191, 197, 199, 201, 202, 207, 209,211, 214, 218, 223, 237, 244, 248, 260, 265, 268, 269, 278, 296, 311, 324, 340, 353,354, 359, 372, 373, 381, 386, 391, 403, 404, 415, 420, 425, 426, 427, 430, 431, 432,441, 444, 456, 461, 482, 483, 499, 515, 521, 526, 528, 533, 534, 538, 547, 556, 559,568, 589, 602, 637

Group 2 (All Signage)1, 10, 12, 13, 15, 17, 18, 19, 21, 22, 26, 31, 33, 36, 38, 40, 41, 55, 57, 58, 74, 93, 95,106, 130, 132, 143, 148, 149, 156, 164, 171, 179, 187, 195, 198, 200, 210, 212, 217,221, 223, 226, 233, 243, 249, 255, 263, 279, 287, 288, 298, 325, 326, 329, 333, 334,344, 346, 249, 351, 355, 359, 360, 361, 367, 371, 378, 383, 385, 387, 390, 393, 394,397, 398, 416, 436, 437, 438, 445, 457, 459, 465, 470, 481, 486, 491, 494, 495, 505,511, 512, 536, 542, 544, 545, 546, 549, 551, 553, 555, 566, 569, 572, 573, 575, 579,586, 587, 590, 593, 605, 609, 614, 616, 617, 619, 623, 629, 630, 631, 632, 634, 635,645, 677, 698, 699, 700, 702, 703, 706, 771, 776

Group 3 (Our Wine Country Stores) - Green Shelf Talker and Basket Insert115, 252, 253, 300, 392, 401, 407, 412, 417, 490, 497, 522, 523, 532, 624, 641, 658

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Component Where to Install Sign Visual reference

Pricer Card Merchandise the participating product as a cut-case display in a prominent area of the Vintages section. Install the pricer card as shown and keep the display fully merchandised. Take down once stock is sold out, or by November 11, 2018.

Pre-printed Shelf Talker

Install the pre-printed shelf talker in front of the featured product in its o-shelf, with a miracle stick (available at Central Supply #692012). Take down once stock is sold out, or by by November 11, 2018.

Available Chilled Hot Button

Signs should be used on shelf to indicate that the Superstar product is also available in the fridge. Superstar shelf talkers should be placed in the fridge to highlight the Superstar products there (Re-order# DMS-Available Chilled Hot Button)

Here is an example of a fully merchandised display in the Vintages section.


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Component Where to Install Sign Visual reference

Basket Sign Merchandise the participating product in a basket. Insert the basket sign insert into the large metal sign holder (Central Supply #691089). Take down once stock is sold out, or by November 11, 2018.

Pre-printed Shelf Talker

Install the pre-printed shelf talker in front of the featured product in its o-shelf, with a miracle stick (available at Central Supply #692012). Take down once stock is sold out, or by November 11, 2018.

Available Chilled Hot Button

Signs should be used on shelf to indicate that the Superstar product is also available in the fridge. Superstar shelf talkers should be placed in the fridge to highlight the Superstar products there (Re-order# DMS-Available Chilled Hot Button)

Here is an example of a fully merchandised basket display

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P8 BAM & LTO Signage

Vintages BAM and LTO Signage

The Vintages BAM & LTO signage will arrive in the mailbag the week before each promotional period starts. This is a mandatory supplier program. All in-channel shelf talkers for the participating products should be installed at the start of the period. If you do not receive your kit, please call helloLCBO to request a kit. The signage (4” w. x 2” h.) should be installed over top of the product’s bin tag. You may also use the BAM/LTO generic shelf-talker template to reprint any damaged signage.

Key DatesShip Date: October 9, 2018 BAM effective dates: Oct. 14 – Nov. 10, 2018 LTO effective dates: Oct. 15 – Nov. 11, 2018

Merchandising InstructionsInstall in-channel shelf talkers in front of appropriate product.

Partcipating Stores1, 2, 3, 4, 5, 6, 7, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 25, 26, 27, 29, 30, 31,33, 34, 35, 36, 38, 40, 41, 42, 44, 45, 49, 51, 54, 55, 57, 58, 60, 62, 63, 64, 65, 68, 70, 71, 72,73, 74, 77, 78, 79, 82, 83, 84, 93, 95, 97, 99, 101, 102, 106, 112, 115, 124, 125, 127, 130, 132,139, 140, 143, 144, 145, 148, 149, 153, 154, 156, 163, 164, 165, 166, 167, 168, 171, 175, 178,179, 182, 187, 188, 191, 195, 196, 197, 198, 199, 200, 201, 202, 203, 207, 208, 209, 210, 211,212, 214, 217, 218, 219, 221, 222, 225, 226, 227, 228, 229, 232, 233, 234, 237, 238, 241, 242,243, 244, 247, 248, 249, 250, 251, 252, 253, 255, 260, 261, 263, 265, 267, 268, 269, 270, 277,278, 279, 286, 287, 288, 295, 298, 300, 306, 310, 311, 312, 313, 314, 318, 321, 324, 325, 326,329, 333, 334, 335, 340, 341, 343, 344, 345, 346, 351, 353, 355, 358, 359, 360, 361, 365, 366,367, 368, 371, 373, 378, 380, 381, 382, 383, 384, 385, 386, 387, 388, 389, 390, 391, 392, 393,394, 397, 398, 399, 400, 401, 402, 403, 404, 407, 411, 412, 415, 416, 417, 419, 420, 425, 426,427, 428, 430, 431, 432, 434, 436, 437, 438, 443, 444, 445, 446, 447, 449, 452, 453, 454, 456,457, 459, 461, 465, 467, 468, 469, 470, 474, 477, 481, 482, 483, 485, 486, 490, 491, 494, 495,496, 497, 499, 500, 501, 505, 509, 511, 512, 515, 516, 517, 518, 521, 522, 523, 526, 528, 532,533, 534, 536, 537, 538, 539, 540, 542, 544, 545, 546, 547, 549, 550, 551, 553, 554, 555, 556,559, 561, 563, 564, 566, 568, 569, 571, 572, 573, 575, 578, 579, 580, 581, 584, 585, 586, 587, 589, 590, 593, 598, 599, 600, 601, 602, 605, 609, 611, 612, 614, 616, 617, 618, 619, 623, 624, 626, 627, 629, 630, 631, 632, 633, 634, 635, 636, 637, 638, 639, 640, 641, 642, 643, 644, 646, 649,650, 651, 653, 654, 655, 656, 657, 658, 660, 661, 665, 667, 671, 677, 694, 695, 697, 698, 699,700, 702, 703, 706, 741, 771, 776

LTO Shelf TalkerBAM Shelf Talker

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LCBO# Description Size Was* Now* Offer

637371 EXTRA ZYTNIA VODKA 750 $27.35 10

58339 KAIKEN MALBEC 750 $15.95 8

563247 KITTLING RIDGE VIDAL ICEWINE 375 $40.45 10

364851 UNICUM BITTERS 500 $25.25 8

948158 ANSELMI SAN VINCENZO 750 $17.95 $15.95 $2.00

352583 BERINGER KNIGHTS VALLEY CABERNET SAUVIGNON 750 $44.95 $39.95 $5.00

478727 CATENA MALBEC 750 $19.95 $17.95 $2.00

302018 CHÂTEAU PIPEAU 750 $40.95 $36.95 $4.00

534362 CHÂTEAU DE CRANNE 6ÈME GÉNÉRATION 750 $17.95 $15.95 $2.00

325779 CLOS DU VAL CABERNET SAUVIGNON 750 $64.95 $59.95 $5.00

260463 COFFIN RIDGE BACK FROM THE DEAD RED 750 $19.95 $17.95 $2.00

30957 CONCHA Y TORO WINEMAKER'S LOT 148 CARMENÈRE 750 $18.95 $15.95 $3.00

294298 CONUNDRUM RED 750 $24.95 $21.95 $3.00

552117 DANDELION VINEYARDS DAMSEL OF THE BAROSSA MERLOT 750 $22.95 $20.95 $2.00

358127 DANDELION VINEYARDS LIONHEART OF THE BAROSSA SHIRAZ 375 $13.95 $12.95 $1.00

571133 DILLONS SMALL BATCH DISTILLERS SWEET VERMOUTH 750 $19.95 $17.95 $2.00

1545 FLAT ROCK PINOT NOIR 750 $20.95 $19.95 $1.00

258681 G. MARQUIS THE SILVER LINE CHARDONNAY 750 $17.95 $15.95 $2.00

925453 KILIKANOON KILLERMAN'S RUN SHIRAZ 750 $19.95 $16.95 $3.00

166538 LAN CRIANZA 750 $16.95 $14.95 $2.00

498766 LAKE SONOMA ZINFANDEL 750 $26.95 $21.95 $5.00

738823 LIBERTY SCHOOL CABERNET SAUVIGNON 750 $22.95 $20.95 $2.00

Participating Products

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Participating Products continued

LCBO# Description Size Was* Now* Offer

48793 LOUIS BOUILLOT PERLE D'AURORE BRUT ROSÉ CRÉMANT DE BOURGOGNE 750 $21.95 $19.95 $2.00

162073 LOUIS JADOT BOURGOGNE PINOT NOIR 750 $25.95 $23.95 $2.00

933077 LOUIS JADOT CHARDONNAY BOURGOGNE 750 $25.95 $23.95 $2.00

958975 MER SOLEIL RESERVE CHARDONNAY 750 $34.95 $29.95 $5.00

361121 PRIEST RANCH GRENACHE BLANC 750 $34.95 $29.95 $5.00

568618 QUINTAY WINEMAKER'S EXPERIENCE BLEND 750 $22.95 $19.95 $3.00

359257 RAVENSWOOD VINTNERS BLEND OLD VINE ZINFANDEL 750 $17.95 $14.95 $3.00

413484 ROCCHE COSTAMAGNA ROCCHE DELL'ANNUNZIATA BAROLO 750 $59.95 $56.95 $3.00

408658 SANTA CAROLINA RESERVA DE FAMILIA CABERNET SAUVIGNON 750 $19.95 $16.95 $3.00

384966 TAWSE SPARK BRUT SPARKLING 750 $25.95 $23.95 $2.00

121749 TAYLOR FLADGATE 10-YEAR-OLD TAWNY PORT 750 $35.95 $30.95 $5.00

910430 TOMMASI RIPASSO VALPOLICELLA CLASSICO SUPERIORE 750 $23.95 $20.95 $3.00

24034 WIRRA WIRRA CHURCH BLOCK CABERNET SAUVIGNON/SHIRAZ/MERLOT 750 $19.95 $17.95 $2.00

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Nesting Table Essentials Gateway Box Sign

New Vintages Essentials Gateway Box SignThe Gateway Box is designed to introduce loyal Essentials Collection customers to products from the release. Think of Essentials as the gateway to Vintages. Each release period, Vintages will merchandise popular Essentials alongside a release product with a similar flavour profile. The message: "If you like this Essential, you may also like this"

Participating Stores28, 31, 38, 51, 93, 115, 149, 164, 171, 217, 227, 252, 279, 298, 310, 326, 329, 334, 340, 355, 361, 367, 371, 381, 411, 416, 420, 425, 432, 434, 438, 445, 452, 470, 485, 490, 495, 523, 532, 539, 554, 579, 601, 605, 630, 632, 643, 653, 655, 670, 703, 706, 771

Key DatesSignage Kit Shipped: May 15, 2017Program Started: May 27, 2017

ComponentsVintages Essentials Gateway Box Sign Reorder # 18VIN621(English)Reorder# 18VIN622 (Bilingual)

Product Selection Guidelines • Select one Essential and one Release product with similar flavour profiles.• Ensure the Release product is from the current Release and is the more premium of the two.• To assist with product selection, 3 - 4 combinations will be provided each period.

Suggested Pairings for October 27th Release

LCBO# Essential Products LCBO# Release Products

452672 Luigi Bosca Malbec 568899 Luigi Bosca Terroir Los Miradores Malbec

962886 La Crema Sonoma Coast Chardonnay 67231 La Crema Russian River Valley Chardonnay

626390 Kim Crawford Pinot Noir 35337 Kim Crawford Small Parcels Rise & Shine Pinot NoirTrade Copy


Nesting Table Essentials Gateway Box Sign

New Vintages Essentials Gateway Box Sign continued

Here is an example of the Gateway Box Sign merchandised on the Vintages Nesting Table.

Vintages Release Product

3 Facings

Vintages Essential Product

3 Facings

Vintages Essentials Gateway Box Sign

Merchandising Instructions

• Merchandise the box sign on the short end of the Nesting Table, ensuring the display entirely occupies the width of the table.

• To avoid customer confusion, keep the display to one Essential and one Release at any given time.

• Do not use the box sign in-section.

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Specialty Portfolio

The Specialty Portfolio exists to provide products that have demand within a particular ethnic community, but not widespread demand in the general population.

Product Name Producer Country Size (mL) LCBO#

Specialty Portfolio October 27 Rapid Release

Eduardo Ferreira Licor de Anis Anisette Liqueur

Eduardo Ferreira Portugal 750 627372

Mulher de Capote Licor de Amora Blackberry Liquor

Eduardo Ferreira Portugal 750 562702

Licor de Maracuja Ezekiel's Passion Fruit Eduardo Ferreira Portugal 750 163650

Ouzo of Plomari Isidoros Arvanitis Plomari Ouzo Distillery Greece 700 276550

Ararat Armenian Brandy 5 Years Old Uniyrf Stars Corporation Armenia 750 38943

Specialty Portfolio

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External Promotion of Vintages SKUs

Facebook/Instagram In-Market: October 27 -October 29, 2018

LCBO# DESCRIPTION REG.

747030 La Vite Lucente 2016 $34.95

117093 Jermann Pinot Grigio 2017 $36.55

378257 Banfi Brunello di Montalcino 2013 $55.95

Facebook - Release Awareness

Facebook/Instagram In-Market: October 27 - October 29, 2018

LCBO# DESCRIPTION REG.

719211 Cline Ancient Vines Zinfandel 2016 $24.95

Wines of the Month -

The following products will be featured in external advertising campaigns starting October 25.

Overview

In-Market: October 25 (Week #2)

LCBO# DESCRIPTION REG. SAVE NOW

Week #3

121749 Taylor Fladgate 10-Year-Old Tawny Port $35.95 $5.00 $30.95

958975 Mer Soleil Reserve Chardonnay $34.95 $5.00 $29.95

910430 Tommasi Ripasso Valpolicella Classico Superiore

$23.95 $3.00 $20.95

359257 Ravenswood Vintners Blend Old Vine Zinfandel

$17.95 $3.00 $14.95

48793 Louis Bouillot Perle D’aurore Brut Rosé Crémant de Bourgogne

21.95 $2.00 19.95

LCBO Bi-Weekly Flyer

LCBO Flyer PT8 Week 2

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Classics Catalogue

October Classics Catalogue

On the first Thursday of every month, we launch a new Classics Collection – a limited assortment of wines and spirits from the most prestigious and sought-after producers and regions in the world, including rare and older vintages.

The September and October collections will be featured together in one print catalogue. Starting October 4 at 8:30 a.m., customers can order the October products on a first-come, first-served basis. Prior to the order date, the collections can be viewed online at vintages.com/classics.

KEY DATESCatalogue in-store and on vintages.com/classics: August 24

September CollectionOrdering starts September 6, 8:30 a.m.

October CollectionOrdering starts October 4, 8:30 a.m.

Upcoming Classics Catalogue Ordering Start Date

November Classics Thursday, November 1, 2018

December Classics Thursday, December 6, 2018

January Classics Thursday, January 3, 2019

February Classics Thursday, February 7, 2019

Order Classics online or by phone.Online: vintages.com/shopBy phone: 416-365-5900 or toll free at 1-800-668-5226Monday - Friday 8:30am - 6:00pm AND Saturday 9:00am - 6:00 pm

September & October

September Classics Catalogue

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© LCBO, 2018No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or any information store and retrieval system, without permission in writing from the LCBO.

LCBO Dept. # 903 - Merchandising Communications55 Lake Shore Blvd. EastToronto, Ontario M5E 1A4The information contained in this guide was written for the LCBO internal use only.

This guide is printed on 100% recycled paper, by the LCBO’s Print Digital Copy Centre (Dept. 890)

SIGNAGE SHIP DATES

Signage should arrive at stores 5-8 days before the release date, depending on shipping distance (e.g., October 27 signage will arrive October 22).

Take-down InstructionsA consistent message and signage make our promotions successful.

Every two weeks, a new signage package is sent to stores to support the Release.Themed signage from previous promotions should always be taken down when

the new package arrives.

Questions?

HelloLCBO Contact Centre: 1-877-522-6411 (or dial #5226 on cell phones) or [email protected]

ACSSS Store Support: 416-864-6787 or email [email protected]

Please have this guide available.

Vintages Bi-weekly Release Signage Components Listing:

Produced by the Communications team. If you have any feedback or ideas about this guide, please e-mail us at [email protected]

Table of Contents

NEW! Vintages Essentials On Shelf . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1Release Overview

Feature A - Premium Italy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Feature B - Whisky . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Wines of the Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Arrive in Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5Local Find . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Release Signage ComponentsEnd Aisles Feature Signage Components. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6Program Wines Signage Components. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7On-shelf Signage Components. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Other Signage Components . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11Product Consultant Hot Buttons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Re-ordering Signage Kits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Additional In-store ProgramsPT8 Ontario Superstars Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14PT8 BAM & LTO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Nesting Table Essentials Gateway Box Sign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20Specialty Portfolio . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Additional Vintages Marketing ProgramsExternal Advertising Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23Classics Catalogue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24Upcoming Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

New Arrivals:Blank Bin TagsPre-printed Shelf Talkers (A,B,C Features)Pre-printed Pricer Cards (A Feature)Blank Shelf Talker ShellsBlank Pricer Card ShellsPre-printed Rave Review Shelf TalkersPre-printed FSE Shelf Talkers

Program Wines:WOM Pre-printed Shelf TalkersWOM Pre-printed Pricer CardsAIS Pre-printed Shelf TalkersAIS Pre-printed Pricer Cards$17 Pre-printed Shelf Talkers$17 Pre-printed Pricer Cards

Hot Buttons:Product Consultant Picks Hot ButtonsEssentials "If you Like" Hot Buttons

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NEED SIGNAGE?

To order Vintages signage, please visit Central Supply Online or call HelloLCBO Contact Centre: 1-877-522-6411

(or dial #5226 on cell phones) or [email protected] Store Support: 416-864-6787 or email [email protected]

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acsss store support: 416-864-6787 or email [email protected] ... · ais pre-printed shelf talkers ais...

Documents