Weeks 26 & 27 Copy · AIS Pre-printed Shelf Talkers ... IGT Rosso Verona, Veneto, Italy 976092 (XD) 750 mL $26.95 Full-bodied & Smooth WENTE CHARLES WETMORE CABERNET SAUVIGNON 2015

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MARKETING & PRODUCT GUIDESeptember 29, 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., September 29 signage will arrive September 24).

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 - What's Your Story? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Feature B - Six Reasons To Love Riesling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 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 ProgramsPT7 Ontario Superstars Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14PT7 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 September 29, 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 Period 7 LCBO# Product Description Size Price

149237 The Foreign Affair The Conspiracy 750 mL $19.95461699 Henry of Pelham Speck Family Reserve Baco Noir 750 mL $24.95

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September 29, 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

PT6 Vintages Essentials On Offer End Aisle PT7 Vintages Essentials On Offer End Aisle

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Backer Card• Replace the P6 program Backer

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

• Install:September 17, 2018• Take Down: October 14,

2018• Re-order #: VBC028

Pre-printed Shelf Talker• Replace the P6 SAVE Shelf Talkers

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

• Install: September 17, 2018• Take Down: October 14, 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: August 19, 2018• Re-order Codes:• 2" English: VBTC001

2" French: VBTC004• 1.75" English: VBTC009

1.75" French: VBTC010

Signage Components for Periods 7


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Feature A – What's Your Story?

This feature will profile four different producers - one each from Argentina, USA (California), Italy and France - who all have fascinating stories to tell, giving customers an opportunity to share the story when they uncork these wines.

Release Overview: September 29, 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 – Six Reasons to Love Riesling

This feature highlights food-friendly and refreshing Riesling - a favourite of white grape enthusiasts, but still something of a mystery to the average wine lover.

POTENTIAL DELAY OF RELEASE CATALOGUE MAILINGA potential postal strike may affect home delivery of subscribers’ October 13 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 26 release, for the duration of the strike.

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Release Overview: September 29, 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.

MASI BROLO CAMPOFIORIN ORO 2014IGT Rosso Verona, Veneto, Italy976092 (XD) 750 mL $26.95Full-bodied & Smooth

WENTE CHARLES WETMORE CABERNET SAUVIGNON 2015Single vineyard, Livermore Valley, San Francisco Bay, California963397 (XD) 750 mL $29.95Medium-bodied & Fruity

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.

XAVIER CÔTES DU RHÔNE 2016AC, Rhône, France297317 (XD) 750 mL $17.95Full-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.

PONDVIEW GOLD SERIES VIDAL ICEWINE 2015VQA Niagara Peninsula390351 (S)200 mL $19.95Lusciously Sweet

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Release Signage Components

INSTALL DATE:SEPTEMBER 29, 2018 TAKE-DOWN DATE: OCTOBER 13, 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 "Vintages" 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: SEPTEMBER 29, 2018 TAKE-DOWN DATE: OCTOBER 13, 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





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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P7 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: September 16, 2018 Take down: October 14, 2018

Promotional Support:In-store signagevintages.com

Featured ProductFLAT ROCK TWISTED WHITE1578 750 ML (M - 22 G/L) AROMATIC & FLAVOURFULREG: $17.95SAVE: $1.00NOW: $16.95

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

Basket Sign 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 October 14, 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 October 14, 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 October 14, 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 October 14, 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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P7 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: August 13, 2018 BAM effective dates: Sept. 16 – Oct. 13, 2018 LTO effective dates: Sept. 17 – Oct. 14, 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

258673 G. Marquis The Silver Line Pinot Noir 750 $19.95 10

149237 The Foreign Affair The Conspiracy 750 $19.95 10

672931 Allegrini Palazzo della Torre 750 $24.95 $22.95 $2.00

515494 Banfi Stilnovo Governo all'Uso Toscano 750 $18.95 $16.95 $2.00

84988 Beringer Napa Valley Chardonnay 750 $24.95 $22.95 $2.00

538561 Cantina di Venosa Verbo Aglianico del Vulture 750 $17.95 $16.95 $1.00

547273 Castelli del Grevepesa Clemente VII 750 $22.95 $20.95 $2.00

985002 Catena Cabernet Sauvignon 750 $19.95 $17.95 $2.00

210047 Columbia Crest H3 Cabernet Sauvignon 750 $19.95 $17.95 $2.00

538504 Domaine d'En Ségur Cuvée Germain 750 $17.95 $15.95 $2.00

279802 Fabre Montmayou Gran Reserva Malbec 750 $25.95 $23.95 $2.00

926626 Famille Perrin Les Sinards Châteauneuf-du-Pape 750 $38.95 $35.95 $3.00

519025 Featherstone Phoenix 750 $18.95 $16.95 $2.00

164491 Fielding Unoaked Chardonnay 750 $15.95 $14.95 $1.00

1578 Flat Rock Twisted White 750 $17.95 $16.95 $1.00

268342 Henry of Pelham Estate Chardonnay 750 $21.95 $18.95 $3.00

388306 Inniskillin Vidal Icewine 375 $49.95 $44.95 $5.00

551572 J. Lohr Highlands Bench Pinot Noir 750 $54.95 $49.95 $5.00

389411 Jackson-Triggs Reserve Vidal Icewine 375 $39.95 $34.95 $5.00

519066 Jean-Noël Haton Classic Brut Champagne 750 $31.75 $26.55 $5.20

549766 Kelman Tinto 750 $17.95 $16.95 $1.00

522672 Lakeview Cellars Vidal Icewine 200 $21.95 $19.95 $2.00

587154 Magnotta Vidal Icewine 375 $32.90 $29.90 $3.00

Participating Products

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Participating Products continued

LCBO# Description Size Was* Now* Offer

559088 Malivoire Ladybug Rosé 750 $16.95 $15.95 $1.00

145920 Marchesi de' Frescobaldi Tenuta di Castiglioni 750 $21.95 $18.95 $3.00

595280 Porcupine Ridge Syrah 750 $15.95 $13.95 $2.00

383018 Ramirez de la Piscina Crianza 750 $16.95 $15.95 $1.00

606624 Ringbolt Cabernet Sauvignon 750 $21.95 $19.95 $2.00

111641 Rocca delle Macìe Riserva Chianti 750 $15.95 $13.95 $2.00

106450 Santa Margherita Pinot Grigio 750 $19.95 $17.95 $2.00

307686 Tawse Quarry Road Pinot Noir 750 $35.95 $32.95 $3.00

89037 Tawse Sketches of Niagara Chardonnay 750 $22.20 $20.20 $2.00

545913 Temperamento Bobal 750 $17.95 $16.95 $1.00

354761 Terra Vega Carmenere KPM 750 $10.30 $9.30 $1.00

303800 Trius Red 750 $24.95 $22.95 $2.00

216291 Álvaro Palacios Camins del Priorat 750 $30.95 $28.95 $2.00

Prices subject to change

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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 September 29th Release

LCBO# Essential Products LCBO# Release Products

11452 Willm Réserve Riesling 61176 Domaines Schlumberger Kessler Riesling

954834 Rodney Strong Estate Russian River Valley Pinot Noir

159293 Siduri Pinot Noir

478727 Catena Malbec 568949 H.J. Fabre Gran Reserva MalbecTrade 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#

Kosher Portfolio September 29 Rapid Release

Bartenura Rosso Toscano I G T Royal Wines Co. (Exc) Italy 750 373324

Specialty Portfolio September 29 Rapid Release

Dayaa Arak The White Distillery Inc Canada 750 496745

M-Dry Mastiha Plomari Ouzo Distillery Greece 700 560722

Er Qu Luzhou Laojiao International China 500 318337

Luzhou Laojiao Bainian Luzhou Laojiao International China 750 515064

Dewazakura Oka Ginjo Dewazakura Sake Brewery Japan 300 572651

Specialty Portfolio

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External Promotion of Vintages SKUs

The following products will be featured in external advertising campaigns starting October 4.

Overview

In-Market: October 4 (Week #3)

LCBO# DESCRIPTION REG. SAVE NOW

Week #3

522672 Lakeview Cellars Vidal Icewine VQA $21.95 $2.00 $19.95

933077 Louis Jadot Chardonnay Bourgogne $25.95

606624 Ringbolt Cabernet Sauvignon $21.95 $2.00 $19.95

926626 Famille Perrin Les Sinards Châteauneuf-du-Pape

$38.95 $3.00 $35.95

145920 Marchesi de'Frescobaldi Tenuta di Castiglioni $21.95 $3.00 $18.95

84988 Beringer Napa Valley Chardonnay $24.95 $2.00 $22.95

106450 Santa Margherita Pinot Grigio $19.95 $2.00 $17.95

89037 Tawse Sketches of Niagara Chardonnay $22.20 $2.00 $20.20

213983 Cave Springs Blanc de Blancs Brut VQA $29.95

573147 Malivoire Chardonnay VQA Niagara $19.95

LCBO Bi-Weekly Flyer

LCBO Flyer PT7 Week 3

Facebook/Instagram In-Market: September 29 -October 1, 2018

LCBO# DESCRIPTION REG.

552497 Pelee Island Lola Cabernet Franc Rosé 2017 $15.95

617738 Wayne Gretzky Whisky Oak Aged Red Wine 2017 $19.95

261263 Casa Dea Dea’s Cuvée Sparkling 2016 $20.95

Facebook - Release Awareness

Facebook/Instagram In-Market: September 29 -October 12, 2018

LCBO# DESCRIPTION REG.

963397 Wente Charles Wetmore Cabernet Sauvignon 2015 $29.95

Wines of the Month -

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Classics Catalogue

September 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 September 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

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Upcoming Special Events

Events

MasiReception and Dinner

The great Sandro Boscaini visits Toronto one last time before retirement to pour a selection of his outstanding wines, including examples from the 1988, 1990 and 1997 vintages. At the helm of Masi since 1978, Sandro’s many accomplishments include defining the concept of cru Amarone, launching the first modern Ripasso wine, rediscovering the ancient grape Oseleta and amassing the most extensive Amarone cellars in the world.

WEDNESDAY, OCTOBER 17, 2018 Hotel X TorontoPerch & The View at SkyBar 111 Princes' Boulevard, TorontoReception: 6:30 p.m.Dinner: 7:15 p.m.$295 per person

For more details on this event, visit Vintages.com/events

Uncork Sonoma Walk-around Tasting

Sonoma County is predominantly family farmers who produce some of the world’s best grapes and wine and have done so for generations. It’s also the first wine region in the US to commit to becoming 100% sustainable by 2019. At this event, guests will taste the quality and diversity of the Sonoma region including stellar Pinot Noirs, full-bodied Cabernets, stylish Chardonnays and spicy Zinfandels – most with 90+ scores – from 35 featured wineries.

TUESDAY, OCTOBER 16, 2018The Carlu 444 Yonge Street. 7th Floor, TorontoWalk-around Tasting 6:30 pm - 9:00 pm.$150 per person

For more details on this event, visit Vintages.com/events

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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., September 29 signage will arrive September 24).

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 - What's Your Story? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4Feature B - Six Reasons To Love Riesling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 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 ProgramsPT7 Ontario Superstars Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14PT7 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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MARKETING & PRODUCT GUIDESeptember 29, 2018

Wee

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6 &

27

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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Documents

Weeks 26 & 27 Copy · AIS Pre-printed Shelf Talkers ... IGT Rosso Verona, Veneto, Italy 976092 (XD) 750 mL $26.95 Full-bodied & Smooth WENTE CHARLES WETMORE CABERNET SAUVIGNON 2015