ready-to-drink & beer summer guide 2009 - doing business with

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Summer Guide2009

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Ready to Drink and Beer Summer Guide 20092

Ready-to-Drink Strategic Overview

The Ready to Drink season has arrived. We are excited to present in this guide a refined collection of innovative products.

This year’s trends hinge around three axes:

Tastes: Our ready made cocktails collection lineup offers high quality, pre-mixed versions of popular cocktails to complement both our One Pour Cocktails and Cocktails-to-Go sets. Lighter taste profiles are also trending upwards: less sweet and lower calories than traditional Spirit Coolers. New exotic and power fruits with their unique flavours keep this portfolio fresh, exciting and relevant.

Packaging: Alternative formats (1 L bottles, single serve cans) and Eco-friendly packaging appeal to a broader range of customer and occasions.

Lifestyle: The struggling Ontario economy will result in an increase of at-home entertaining, where convenience and price point are keys to purchasing decisions. The Ready-to-Drink category is very well positionned in that regard.

We would like you to take note that Ciders continue to show very significant growth potential.

We hope you have as much fun implementing this promotion as we had sourcing and selecting the new products.

Enjoy the summer!

Strategic Overview

Jackie McAskillProduct Manager,

Ready to Drink & Accessories

Stacee RothCategory Manager,

White Spirits, Ready to Drink & Accessories

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Ready to Drink and Beer Summer Guide 2009 3

Strategic Overview

Continued

Beer 2009 Strategic Overview

This guide is the early messenger of Beers’ busiest period of the year. We are proud to present a fabulous lineup of Ontario and Canada craft beers as well as new Organic, Gluten-Free and Super Premium products.

We are making some exciting changes that will improve the shopping experience for our customers of Ontario craft beer. This segment is the fastest growing subset in the beer category, increasing 37% during the past year.

In order to better highlight our product selection to customers, we are implementing a new merchandising strategy by placing all Ontario micro beers and Creemore together with Ontario Craft Brewers. Your current OCB section(s) should stay in its present location(s) and you will need to merchandise micro and Creemore within these section(s). If you have not already made this change to the section, please do so to ensure the new merchandising is in place for the busy spring and summer season.

We hope this summer season will do wonder to your beer sales!

Cheers!

David CacciottoloCategory Manager,

Beers

Kerri DawsonProduct Manager,

Beers

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New Pro duc tO ver view

Date Event

April 2 New products start to be force-shipped

April 24 Plannograms implemented

April 26 Flight A & B Setup Turn 1 blockpile

May 4 Flight C, D, E & F setup Turn 1 blockpile

June 13 All flights take down Turn 1 blockpile

June 14 Flights A, B, C, D setup Turn 2 blockpile

July 18 Flights A, B, C, D take down Turn 2 blockpile

July 19 Flights A, B, C, D setup Turn 3 blockpile

September 12 Flights A & C take down Turn 3 blockpile

October 10 Flights B & D take down Turn 3 blockpile

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SALVADOR’S STRAWBERRY MARGARITA 73130 • 750 mL • $ 10.95

Strawberry, Tequila and triple sec liqueur blend to create this classic and popular ready to drink Margarita for the summer. Now you can enjoy the taste of the tropics with this full flavoured ready to drink Strawberry Margarita (Tequila’s already in it!) Just open and pour it over ice, garnish, and serve for a fuss-free way to enjoy an authentic cocktail! For even bigger flavour shake well with ice in a shaker and strain into glass or pour into a blender with ice to make a frozen Strawberry Margarita or slushies. Enjoy!

Real Sangria 122978 • 1500 mL • $14.95

Reál Sangria® possesses a fruity taste and is a mouth-watering blend of fresh citrus, fruit flavours and fine Spanish wine. It is a unique sangria, with an undeniable distinction that boasts a robust, fresh fruit flavour and true fruit characteristics.It is a perfect combination with Mediterranean dishes, chicken and summer salads.

Seagram Cocktails Zombie123018 • 710 mL • $ 10.95

Seagram Zombie Cocktail delivers the true taste of a “bartender made” Zombie Cocktail. Blended with Rum, Vodka, Liqueurs and fresh tropical flavours, like pineapple, guava and mango. The unique, one-of-a-kind cocktail shaker allows you to pour multiple drinks and can be re-sealed. Serve chilled as is or pour in a tall glass filled with ice, add your favourite fruit juice to taste and garnish with a pineapple wedge.

Salvador’s Premium 100% Agave Margarita 123042 • 1750 mL • $ 28.95

Masterfully crafted with 100% agave Tequila, Salvador’s TOP SHELF Margarita delivers an unforgettable authentic, ultra-premium taste. Like all Salvador’s Margarita’s, it is totally “ready-to-drink”. Simply open and pour over ice or blend with crushed ice and serve. No need to mix because the Tequila’s already in it and it is “ready to drink”. Alternatively, pour into a shaker with ice, shake well and strain into a glass.

New Product Overview

One Pour Cocktails

Most new products are available for ordering during the week of April 6. Ready-to-Drink Stores which will be forced new products do not need to order the initial shipment (see page 17).

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One Pour Cocktails


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Margarita King - Pomegranate 123174 • 750 mL • $19.95

The Margarita King is the only top-shelf margarita cocktail in a bottle to ever win 3 Gold Medals from the Beverage Testing Institute of Chicago. And the new Pomegranate Margarita is a delectable concoction ready for any party. This margarita and pomegranate fruit combination is a perfect balance of double distilled blue agave tequila, orange liqueur, lime juice, sugar cane and pomegranate juice.

Carlos Rossi Sangria 123448 • 1500 mL • $12.95

Bright fruit flavours with a subtle spritz. Refreshing citrus notes of orange, lemon and grapefruit. Medium-bodied. Serve over ice with a slice of orange.

VnC Cocktails Pacific Maitai 123877 • 1000 mL •17.95

VnC Maitai is crafted by expert bartenders using the most authentic recipe: Vodka, rum, pineapple, coconut and lime. No artificial flavours, colours or preservatives. The lightweight packaging contains about 11 servings.

Smirnoff Tuscan Lemonade 126599 • 750 mL • $17.95

The perfect balance of Smirnoff No. 21, the world’s # 1 vodka, Italian-inspired Limoncello, and a squeeze of citrus juice.

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Spirit Coolers

Seagram Classic Blueberry Swirl 122986 • 4 x 341 mL • $9.40

Seagram Classic Blueberry Swirl is a mouth-watering blend of both wild and cultured blueberry flavours. Seagram Classic Blueberry Swirl is made with all natural flavours, 5% Vodka and is utterly delicious !

Seagram Wildberry Lemonade122994 • 4 x 341 mL • $9.75

Seagram Wildberry Lemonade combines the classic flavour of Wildberry with the thirst quenching refreshment of Hard Lemonade.

Seagram Asian Yumberry & Tangelo Vodka Spritzer123000 • 4 x 341 mL • $9.40

Seagram Asian Yumberry & Tangelo Vodka Spritzer is a blend of all natural fruit flavours, 5% Vodka, low sugar, light carbonation and no added colouring.

Alive - Grapefruit 123026 • 4 x 300mL • $10.95

A great tasting sugar free vodka beverage that is light & refreshing with distinctively crisp citrus taste of grapefruit. Gluten free and only 80 calories per can! Best served chilled!

Alive - Lemon Lime 123034 • 4 x 300mL • $10.95

A great tasting sugar free vodka beverage that is light & refreshing with the perfect balance of lemon lime citrus flavours. Gluten free and only 80 calories per can! Best served chilled!

Black Fly Strawberry Rhubarb Vodka Cooler 123141 • 4 x 400 mL • $10.45

Freshness of pure strawberry juice, the tangy taste of rhubarb juice & 7% vodka combine for a unique & refreshing less sweet cooler. Premium Taste. Great Value. Proudly Canadian


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Spirit Coolers


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Woody’s 99 Orange 123117 • 4 x 330 mL • $9.95

Fresh and zesty orange flavours and best of all, only 99 calories. Serving suggestion: Serve in a highball glass with ice and garnish with an orange slice. AvAilAble now

Woody’s 99 Blueberry 123091 • 4 x 330 mL • $9.95

A subtle and fresh blueberry flavour and best of all, only 99 calories. Serving suggestion: Serve in a highball glass with ice and a few floating blueberries.AvAilAble now

Woody’s 99 Raspberry123109 • 4 x 330 mL • $9.95

A fresh and tangy raspberry taste and best of all, only 99 calories. Serving suggestion: Serve in a highball glass with ice and a few floating raspberries.AvAilAble now

Woody’s Pink Grapefruit613760 • 700 mL • $4.95

Crisp and sparkling and not overly sweet, with the distinctively lively taste of real pink grapefruit juice. Serving suggestion: Serve in a champagne flute.

Appletini Vodka Cooler123083 • 4 x 330 mL • $9.95

Subtly sweet with a soft apple flavour and a slight hint of vanilla. Serving suggestion: Serve in a martini glass and garnish with a green apple slice.

Mike’s Hard Pink Lemonade 123158 • 4 x 330 mL • $9.75

Mike’s hard pink lemonade makes for the perfect cool beverage on a hot afternoon. But don’t be fooled by its rosy colored attitude, it’s packed with all the punch and sour kick that’s made Mike’s famous

For A limited time, A portion oF the proceeds will be donAted to the cAnAdiAn breAst cAncer survivors.


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Spirit Coolers – Continued

Bacardi Breezer Blackberry & Lychee123125 • 4 x 330 mL • $9.95

Premium Bacardi Rum with a refreshing blend of lush blackberries and exotic lychee flavours (natural & artificial)

Bacardi Breezer Pink Grapefruit697300 • 4 x 330 mL • $9.95

Premium Bacardi rum cooler with just the right combination of citrus flavours to deliver the refreshing taste of Pink Grapefruit with a clean, dry finish.

Smirnoff Ice 123463 • 1000 mL • $6.45

Refreshing Smirnoff Ice. The original and crisp citrus taste you love. Now in a convenient new and resealable PET bottle

Smirnoff Twisted Lime123711 • 4 x 330 mL • $10.25

The sensation of summer. Refreshing, crisp and revitalizing. Twisted Lime is a must-have for any BBQ or patio party.

Palm Bay Pineapple Mandarin Orange Spritz125054 • 6 x 355 mL • $10.45

Bursting with the flavour of fresh pineapple and juicy mandarin oranges, this new Palm Bay spritz is refreshingly light with a crisp clean finish. Now you can enjoy the essence of the tropics no matter where you choose to hang your hammock

Palm Bay Ruby Grapefruit Sunrise Spritz125062 • 6 x 355 mL • $10.45

Sparkling with the juicy flavour of fresh squeezed ruby grapefruit, this new Palm Bay spritz is refreshingly light with a crisp clean finish. Now you can enjoy the essence of the tropics no matter where you choose to hang your hammock


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Spirit Coolers – Continued

Vex on the Beach127597 • 6 x 341 mL • $10.95

All new VEX on the Beach Hard Lemonade blends the flavour of orange, peach & cranberry with a breeze of coconut. A new spin on a classic recipe that is sure to entice your taste buds.

Vex Hard Pink Lemonade 123075 • 1000 mL • $5.95

Returning to its roots, Vex has introduced a pink, sweet and not too tart version of its original lemonade. Refreshing and sparkling, this screams summertime! AvAilAble now

Vex Bananatini 123067 • 6 x 341 mL • $10.95

Bringing you back to a taste you enjoyed in your younger days, cool off this summer with an ice cold VEX Bananatini and even use it as a base in your own martini creation.


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Cocktails to Go

Woody’s Frozen Cocktails Seabreeze73114 • 330 mL • $3.95

Ruby red grapefruit and cranberry juices and premium quadruple distilled vodka are the delicious combination in this frozen taste sensation. Serving suggestion: Serve in a margarita glass rimmed with sugar and garnish with an orange wedge.AvAilAble now

Woody’s Frozen Cocktails Pina Colada73122 • 330 mL • $3.95

An authentic tasting pina colada, icy cold and a perfectly delicious blend of sweet pineapple and creamy coconut flavours. Serving suggestion: Serve in a hurricane glass and garnish with a fresh pineapple chunk and cherry on a skewer.AvAilAble now

Woody’s Frozen Cocktails Strawberry Daquiri123455 • 330 mL • $3.95

A delightful combination of real strawberry juice and premium vodka with a hint of lime. Serving suggestion: Serve in a martini glass rimmed with sugar and garnish with a strawberry.

Zero Degrees Mandarin Orange Cooler119057 • 6 x 200 mL • $9.95

Brimming with flavour, this delicious blend of authentic Mandarin, Orange and premium vodka is delivered in light semi-sweet beverage. Serve chilled, on the rocks or frozen!

Mikearita Cocktail123257 • 355 mL • $2.95

A blend of tequila flavors and agave nectar with natural lime and an orange liqueur flavoring

Mike’s Mojito Cocktail123265 • 355 mL • $2.95

Mike’s version of the hardest-to-make Cuban cocktail with real sugar cane, mint, lime juice and full-bodied rum flavor. You don’t even need a bottle opener


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Flavoured Wine Drinks

Wild Vines Tropical Chardonnay 121855 • 750 mL • $6.95

Natural flavours of mango and pineapple help enhance this tropical Chardonnay. Serve chilled in a wine glass

Arbor Mist Raspberry Sparkle 123240 • 750 mL • $7.95

Raspberry Sparkle pops with the zest of traditional sparkling wine and a delicious whisper of raspberry.

Naked Grape Chardonnay Spritzer123505 • 4 x 341 mL • $9.95

A sensational combination of Chardonnay's crisp, citrus taste with a hint of sweetness and a sparkling spritz. Serve Naked Grape Wine Spritzer over ice and experience a remarkable refreshing revelation.

Naked Grape White Zinfandel Spritzer 123513 • 4 x 341 mL • $9.95

A sensational combination of White Zinfandel's juicy strawberry taste with a hint of sweetness and a sparkling spritz. Serve Naked Grape Wine Spritzer over ice and experience a remarkable refreshing revelation


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Party Packs

The Best of Mike’s Variety Pack85522 • 12 x 330 mL • $26.15

Enjoy 3 bottles each of mike’s hard lemonade, mike’s hard cranberry lemonade, mike’s hard lime (exclusive to pack) and mike’s hard pomegranate lemonade. Will facilitate trial of all of the mike’s flavours & drive consumers back to 4 packs

Black Fly Party Pack 616854 • 12 x 400 mL • $29.95

Made with Pure juices. Mildly tart & mellow, includes 4 of each cranberry blueberry, bold & flavourful blackcurrant blueberry, fresh & tangy strawberry rhubarb.Less sweet, No artificial colour. Serve ice cold in non- breakable bottles. Add frozen berries or champagne for fabulous cocktails. Premium Taste. Great Value. Proudly Canadian.

Bacardi Breezer Party Pack 126623 • 12 x 330 mL • $27.95

This party pack contains three of Bacardi Breezer, Tropical Orange Smoothie, Island Pineapple, NEW Blackberry & Lychee and Pink Grapefruit.

Vex Party Pack 126631 • 12 x 341 mL • $21.95

Pick up a VEX Party Pack today and taste the very best of VEX. From old favourites like Strawberry Pineapple to last years best selling flavours Pink Lemonade and Lime Mangosteen, this assortment is sure to please all pallets. The latest original to this years 12 pack is New VEX Bananatini.

Smirnoff Twisted Party Pack 126649 • 12 x 330 mL • $27.95

NEW Smirnoff Twisted Party Pack. Featuring the newest flavours Lime and Blueberry. Also includes Raspberry and Green Apple. The perfect variety of fruit flavours destined to please everyone at the party.

Mott’s Caesar 40th Anniversary Pack 125708 • 2 x 355 mL • $24.95

The limited edition Mott’s Clamato Caesar Bartending Kit contains all of the tools needed to enjoy the perfect Caesar: 1 metal ice bucket, 2 Mott’s Clamato Caesar Glasses, 1 shot glass, 1 muddler/bar spoon, 1 rimming tin, 2 decorative coasters and one bottle each of Mott’s Clamato Ready to Drink Caesar Original and Extra Spicy.


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Party Packs

The Party Packs will be forced to all Ready-to-Drink stores (approx. 4 cases per SKU) prior to long weekends. These Party Packs offer savings to our customers and may include products that are not otherwise available at the LCBO.

Merchandising Party Packs Options:

Discretionary display space.• If the Party Pack brand is on an End Aisle, the Party Pack may be merchandised • with its brand family on the End Aisle.

The Party Packs wil be released in time for the traffic of the following long weekends:

+ 85522 The best of Mike’s Variety Pack

+ 616854 Black Fly Party Pack

+ 126623 Bacardi Breezer Party Pack

Before Victoria Day Long Weekend

+ 126631 Vex Party Pack + 126649 Smirnoff Best of Party Pack +125708 Mott’s Caesar 40th Anniversary Pack

Before Canada Day Long Weekend

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The following store groups will be force shipped select amount of the product outlined in the table on the opposite page.

Group 1

59, 182, 224, 238, 240, 252, 471, 489, 543, 562, 596

Group 2

13, 20, 28, 39, 48, 65, 72, 73, 79, 85, 86, 93, 99, 100, 139, 143, 144, 155, 160, 163, 165, 169, 181, 184, 188, 192, 196, 199, 208, 216, 216, 218, 221, 223, 225, 244, 248, 250, 265, 268, 269, 295, 300, 311, 351, 353, 363, 387, 394, 401, 431, 446, 454, 467, 468, 517, 563, 571, 572, 581, 702

Group 322, 24, 63, 74, 152, 312, 382, 406, 569, 575, 586

Group 41, 5, 10, 19, 21, 23, 25, 27, 31, 35, 36, 38, 40, 44, 45, 55, 57, 58, 61, 62, 64, 68, 70, 77, 80, 82, 83, 84, 95, 97, 102, 106, 115, 130, 132, 148, 153, 156, 164, 167, 168, 171, 175, 179, 183, 185, 187, 190, 200, 201, 207, 209, 210, 212, 217, 226, 227, 228, 233, 242, 243, 249, 255, 263, 278, 287, 288, 298, 325, 326, 329, 334, 340, 343, 346, 355, 356, 359, 360, 361, 362, 367, 371, 373, 378, 381, 385, 386, 388, 389, 390, 393, 407, 412, 416, 417, 425, 428, 432, 434, 438, 443, 445, 453, 459, 465, 481, 484, 490, 494, 495, 497, 499, 501, 505, 522, 536, 539, 540, 542, 544, 545, 549, 556, 559, 566, 568, 573, 579, 587, 590, 593, 602, 616, 617, 623, 624, 630, 631, 771, 776

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Number of cases force-shipped

LCBO # Product Name Group 4 Group 3 Group 2 Group 1

126599 Smirnoff Tuscan Lemonade 2 2 2 2

123505 Naked Grape Chardonnay Spritzer 4 4 2 2

123463 Smirnoff Ice 4 4 2 2

127597 Vex on the Beach 4 4 2 2

123257 Mikearita Cocktail 4 4 2 2

123083 Appletini Vodka 4 4 2 2

123455 Woody’s Frozen Cocktails Strawberry Daquiri 4 4 2 2

123513 Naked Grape White Zinfandel Spritzer 4 4 2

123125 Bacardi Breezer Blackberry & Lychee 4 4 2

123265 Mike’s Mojito Cocktail 4 4 2

73122 Woody’s Frozen Cocktails Pina Colada 4 4 2

123018 Seagram Cocktails Zombie 2 2 2

125054 Palm Bay Pineapple 4 4 2

121855 Wild Vines Tropical Chardonnay 2 2 2

125062 Palm Bay Ruby Grapefruit 4 4 2

123117 Woody’s 99 Orange 4 4 2

123711 Smirnoff Twisted Lime 4 4 2

123091 Woody’s 99 Blueberry 4 4

73114 Woody’s Frozen Cocktails Seabreeze 4 4

123141 Black Fly Strawberry Rhubarb Vodka Cooler 4 4

123109 Woody’s 99 Raspberry 4 4

123158 Mike’s Hard Pink Lemonade 4 4

697300 Bacardi Breezer Pink Grapefruit 4 4

122986 Seagram Classic Blueberry Swirl 4 4

122994 Seagram Wildberry Lemonade 4 4

122978 Real Sangria 2 2

123034 Alive - Lemon Lime 4 4

73130 Salvador’s Strawberry Margaria 2

123026 Alive - Grapefruit 4

613760 Woody’s Pink Grapefruit 4

123000 Seagram Yumberry Tangelo Vodka Spritzer 4

123877 VnC Cocktails Pacific Maitai 2

123448 Carlos Rossi Sangria 2

123174 Margarita King - Pomergranate 2

123042 Salvador’s Premium 100% Agave Margerita 2

119057 Zero Degrees Mandarin Orange Cooler 4

123240 Arbor Mist Raspberry Sparkle 2

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LCBO # Product Name Group 4 Group 3 Group 2 Group 1

126649 Smirnoff Twisted Party Pack 4 4 4

126631 Vex Party Pack 4 4 4

85522 Best of Mike’s Party Pack 4 4 4

53843 Bacardi Breezer Party Pack 4 4 4

616854 Black Fly Party Pack 4 4 4

125708 Mott’s Caesar 40th Anniversary Pack 4 4 4

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Date Event

April 2 New products start to be force-shipped

April 24 Plannograms implemented

April 26 Flight A & B Setup Turn 1 blockpile

May 4 Flight C, D, E & F setup Turn 1 blockpile

June 13 All flights take down Turn 1 blockpile

June 14 Flights A, B, C, D setup Turn 2 blockpile

July 18 Flights A, B, C, D take down Turn 2 blockpile

July 19 Flights A, B, C, D setup Turn 3 blockpile

September 12 Flights A & C take down Turn 3 blockpile

October 10 Flights B & D take down Turn 3 blockpile

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Program Overview

This is a sold program consisting of a blockpile display in the most favourable location in participating stores. In order to keep the blockpile program new and exciting there will be three turns again this year.

The program is a supplier paid space program, therefore, it is vital that the participating brands are displayed on prime real estate in a prominent location in your store.

This blockpile display is over and above your seasonal discretionary blockpile space allocated by Supply Chain.

This year, all products participating to the sold blockpiles will be participating in a Bundling Bonus AIR MILES ® program.

Customers are awarded 5 Bonus AIR MILES ® for any purchase of 2 or more SKUs (either the same or different).

Dates

The blockpile program will be feature three turns. The first turn selection includes top selling Party Zone and Beer brands that are proven favourites in their categories. The second and third turns will feature only the best selling Party Zone brands of the season and a “store manager’s” pick.

The table below outlines the start dates of the three turns.

Turn Product Selection Set up date Take down date

1 6 Ready-to-Drink SKUs April 26 or May 4 June 13

2 6 Ready-to-Drink SKUs June 14 July 18

3 6 Ready-to-Drink SKUs July 19 September 12 or October 10

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Participating Stores

Six flights have been created to accommodate the differences in store size and layout as well as weather pattern, across the province.

Note: If your store does not appear in the list below, participation in the program is optional.

Flights

Flight A10, 15, 19, 43, 62, 63, 77, 95, 104, 108, 148, 149, 151, 157, 158, 164, 168, 173, 174, 176, 179, 182, 184, 217, 220, 225, 226, 227, 229, 248, 253, 255, 256, 258, 265, 272, 295, 298, 302, 311, 321, 325, 346, 355, 359, 380, 381, 382, 383, 390, 404, 417, 418, 421, 438, 449, 453, 457, 458, 464, 470, 473, 475, 484, 487, 494, 495, 505, 517, 519, 523, 525, 528, 529, 533, 536, 544, 549, 565, 568, 569, 572, 575, 590, 593, 617, 618, 623, 629, 630, 702

Flight B1, 5, 22, 24, 25, 27, 28, 31, 36, 38, 47, 48, 49, 50, 52, 55, 70, 74, 83, 84, 85, 90, 93, 97, 100, 101, 103, 115, 139, 140, 145, 152, 155, 156, 160, 165, 171, 181, 185, 187, 188, 190, 195, 198, 200, 201, 207, 209, 218, 228, 233, 236, 238, 240, 242, 243, 247, 249, 263, 268, 269, 288, 299, 300, 312, 326, 327, 329, 334, 340, 342, 351, 356, 361, 362, 371, 378, 385, 386, 388, 393, 395, 402, 405, 407, 416, 425, 428, 430, 432, 434, 443, 444, 445, 446, 448, 451, 462, 465, 467, 474, 481, 488, 497, 499, 501, 507, 509, 521, 522, 540, 542, 545, 546, 555, 556, 563, 564, 566, 573, 584, 586, 587, 589, 601, 602, 616, 624, 631, 771, 776

Flight C20, 29, 30, 34, 35, 39, 42, 45, 54, 56, 58, 66, 67, 72, 75, 78, 81, 82, 89, 91, 94, 98, 99, 102, 106, 107, 109, 110, 112, 113, 114, 122, 123, 125, 127, 128, 129, 130, 132, 133, 136, 141, 144, 159, 162, 166, 169, 189, 193, 194, 196, 197, 205, 211, 212, 222, 223, 231, 232, 241, 245, 246, 251, 262, 266, 271, 275, 276, 279, 286, 303, 304, 306, 308, 309, 313, 322, 324, 343, 348, 367, 372, 373, 375, 377, 394, 399, 406, 408, 412, 424, 435, 441, 459, 485, 490, 492, 504, 508, 513, 518, 539, 553, 558, 559, 561, 578, 579, 591, 595, 603, 605

Flight D44, 64, 68, 69, 86, 87, 137, 230, 270, 292, 315, 335, 376, 379, 510

Flight E8, 9, 14, 76, 183, 199, 213, 221, 224, 297, 398, 409, 422, 426, 436, 524, 531, 576, 599

Flight F117, 134, 147, 170, 180, 204, 234, 257, 280, 285, 291, 332, 338, 365, 366, 415, 437, 463, 471, 480, 489, 493, 506, 543, 562, 577, 581, 596

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Turn 1

The flight your store belongs to determines the setup date you are to use.

FLIGHT SET UP DATE TAKE DOWN DATE

Flight A April 26 June 13

Flight B April 26 June 13

Flight C May 4 June 13

Flight D May 4 June 13

Flight E May 4 June 13

Flight F May 4 June 13

Participating Product

LCBO # Decription

697086 Vex Hard Kiwi Mango Lemonade 6pk

697342 Bacardi Breezer Tropical Orange Smoothie 4pk

613778 Pomtini 4pk

29231 Smirnoff Ice 4pk

449819 Mike’s Hard Cranberry Lemonade 4k

697409 W oody’s Pink Grapefruit 4pk

The participating products will be participating in a Bundling Bonus AIR MILES ® program.

Customers are awarded 5 Bonus AIR MILES ® for any purchase of 2 or more SKUs (either the same or different):

1 SKU purchased, no Bonus AIR MILES ® 2 SKUs purchased x 5 Bonus AIR MILES ® = 10 Bonus AIR MILES ®

3 SKUs purchased x 5 Bonus AIR MILES ® = 15 Bonus AIR MILES ®


There are no limits to the number of Bonus AIR MILES ® that can be awarded for this program.

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Turn 2


Flight A June 14 July 18

Flight B June 14 July 18

Flight C June 14 July 18

Flight D June 14 July 18

Flight E and F do not participate in this turn.


LCBO # Description

697409 Woody’s Pink Grapefruit 4pk

428334 Mike’s Hard Lemonade 4pk

161356 Seagram Wildberry The Original 4pk

697284 Bacardi Breezer Strawberry Daiquiri 4pk

569400 Mott’s Clamato Caesar Extra Spicy 4pk

29819 Smirnoff Twisted Raspberry 4pk







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Turn 3


Flight A July 19 September 12

Flight B July 19 October 10

Flight C July 19 September 12

Flight D July 19 October 10

Flight E and F do not participate in this turn.


LCBO# Description

72835 Vex Pink Lemonade

29827 Smirnoff Ice Light

613778 Pomtini 4pk

697409 Woody’s Pink Grapefruit 4pk

569418 Mott’s Clamato Caesar Original 4pk

TBD TBD







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Recommended Blockpile Merchandising

Blockpile Location

The blockpile or pod display should be built in a prominent and high traffic area. The two high priorties areas to consider are:

Power Aisle if store does not participate in the Pod program1. Most visible location2. Party Zone (back of store)3.

This setup is recommended for all turns.

The Ready-to-Drink Sold blockpile program is a supplier paid space program, therefore, it is vital that the participating brands are displayed on prime real estate in a prominent location in your stores. This blockpile display is over and above your seasonal discretionary blockpile space allocated by Supply Chain.

READY-TO-DRINK READY-TO-DRINK READY-TO-DRINK

READY-TO-DRINK READY-TO-DRINK READY-TO-DRINK

sold blockpile plAnnogrAm

Your store must be able to accommodate a minimum of 84 cases (2 cases x 7 cases x 6 • products) in order to build this display. If your store lacks the space for a single display, refer to the alternative display • guidelines on page.Use 3 poletop sign holders with branded signs back to back. • Each participating product must receive equal representation on the blockpile.• Discretionary items may not be part of the blockpile in this turn. •

Note: Discretionary displays must be separated from the sold blockpiles.Discretionary displays must not be larger than the sold blockpile.

poletop sign holder poletop sign holder poletop sign holder

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Sold Blockpiles

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Alternative Blockpile Merchandising

Stores with insufficient space to merchandise 6 or more products in one single blockpile can choose the pod display alternative.

The blockpile can be built as a 4+2 products or 2+2+2 products display. • Each product must be a minimum of 2 cases wide by a maximum of 7 cases high.•

4+2 Brand Pod Display Your store must be able to accommodate a minimum of 56 + 28 cases. • Use 3 poletop sign holders, each featuring two branded signs back to back (one for • each product).

2+2+2 Brand Pod DisplayYour store must be able to accommodate a minimum of 28 +28 + 28 cases. • Use one poletop sign holders per pod, each featuring 2 branded signs back to back • (one for each product).

Party Zone Product

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POLETOP SIGN HOLDER POLETOP SIGN HOLDER POLETOP SIGN HOLDER

Party Zone Product

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POLETOP SIGN HOLDER POLETOP SIGN HOLDER POLETOP SIGN HOLDER

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Sold Blockpile Signage

The following signage is designed to highlight the Sold Blockpile program.

This signage package must be fully installed as outlined in this section:

This signage must be up for the duration of the program• There are 3 components, poletop signs, pricer cards and shelf talkers • The signage should be up at all times •

Key Dates

Install: April 26 or May 4, 2009

Take down: September 12 or October 10, 2009

Note: Signage will be shipped in time for each turn.

Components

Poletop SignsThe 6 signs are designed to sit on top of the poletop sign holder.• The poletop signs and holders should be placed behind the • product case. The height of the poletop sign should be adjusted to sit a few • inches above the products.

Pricer CardsThe pricer cards communicate the Bonus • AIR MILES offer.

Shelf TalkersInstall the self talkers in front of the shelf location of participating • products. This set of shelf talkers is available to all stores.

Signage – Sold Blockpile

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O ver view

Date Event

April 2 New Ontario Craft Brewery selection

May 27 Summer Specialty Beer Program starts

June 22 Ontario Craft Brewery selection

September 16 Autumn Specialty Beer Program starts

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New Product Overview – Beer

Continued

New Beers for 2009 - Canadian Craft

Full-Time listings. To release in April 2009

These beers are the result of a product call looking for Canadian Craft beers with year round appeal and strong packaging.

Propeller Extra Special Bitter123547 • 6 x 341 ml bottles • $13.50

2006 and 2007 Gold medal winner at the World Beer Championships. Tastes of caramel and roasted coffee with chocolate and citrus hoppiness in the finish. Pairs with fried foods, herbed lamb dishes, sausages and pizza.

Pumphouse Fire Chief’s Ale120378 • 6 x 341 ml bottles • $12.95

Won silver in the 2006 Canadian Brewing Awards and Gold in 2005. This red ale has a malty aroma, toffee flavours, nutty with chocolate notes. Matches with appetizers like pizza and nachos. Also great with steaks and burgers.

Whistler Premium Export Lager488346 6 x 330 ml bottles • $12.50

This award winning lager is brewed exclusively with Whistler Glacier Water. It has mellow aromas of citrus, slightly sweet taste with fresh white bread notes. Pairs with Brie Cheese, grilled tuna, chicken and spicy dishes.

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New Product Overview – BeerContinued

Ethnic Beers

One-time purchases (with the potential to become full-time listings). To release in May 2009.

These beers are produced in countries not currently represented in the LCBO beer assortment. They are the top selling products from their individual countries. In most cases, a container of each product is purchased as a one-time buy. If the product performs acceptably well, we will consider repurchasing it. These products will be released in May 2009.

Estrella Damm113183 • 500 ml can • $2.25

A top selling beer from Spain. Is a refreshingly smooth and crisp lager. Pairs well with finger foods and appetizers.

Hite Beer LCBO # TBD • 330 ml bottle • $TBD

This lager is the top-selling beer from South Korea. Great with finger foods.

Banks Beer118505 • 335 ml bottle • $2.20

One –time purchase for CaribanaA premium pilsner style lager from Barbados. Exceptional Caribbean character and distinctive quality. Medium gold colour, fresh aroma and unbelievably smooth taste.

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Super Premium Beers

Full-time listings. To release in April 2009.

These great beers are the result of a product call for super premium beers representing a diversity of styles. We are pleased to be able to add two world-class Blondes and an Extra Special Bitter to our permanent listings. These products will be in the market in April 2009.


Continued

Harviestoun Bitter & Twisted 54304 • 500 ml bottle • $3.15

Pale golden in colour with delicate hoppy, fresh floral aroma and the flavour is fruity with grapefruit then a dash of lemon. It pairs with gouda and blue cheese.

Fuller’s Extra Special Bitter106435 • 500 ml can • $2.50

Won three times Champion Beer of Britain and twice World Champion Bitter. It has rich hoppy flavours, perfectly balanced by a full-bodied maltiness, leaving a tingling sensation on the palate. Great with appetizers.

Innis & Gunn Blonde 118687 • 330 ml bottle • $3.45

A delicate and fruity beer with refreshing aromas of citrus, apricot and vanilla oak combined with a gentle sparkle. Matches with seafood and tomato based curries.

Gluten Free Beer

Lakefront’s New Grist Gluten Free119370 • 6 x 355 ml bottle • $14.95

Gold medal winner at the 2006 Great American Beer Festival and silver in 2007 & 2008. It is a gluten-free beer made with sorghum, rice and pristine water. Rich in gold colour, light and crisp in taste. Pairs well with appetizers.

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Organic Beers

Full-time listings. To release in April/May 2009

USA Craft

Full-time listing. To release in May 2009.

We receive numerous customer requests for the popular, unique and flavourful styles offered by US Craft brewers. The following beer is the result of a product call for such products. It is exclusive to the LCBO and is a full-time listing.


Continued

Boris Bio119826 • 500 ml can • $2.25

The beer has a full yellow color and raises a good head. The aroma is sweet and slightly fruity. On the palate, crisp light bitterness up front quickly gives way to a light-bodied sweetness. A great beer for pizza. Pairs with aged cheddar or mussels.

Duchy’s Original Organic Ale26971 • 500 ml bottle • $3.35

Created by the Prince of Wales and imported from Great Britain. Rich in body with a balanced bitter flavour and aroma. Contains no artificial or genetically modified ingredients. Great with red meats and roast dinners.

Victory Prima Pils123281 • 6 x 355 ml bottle • $14.95

Award winning European style Pilsner beer brewed in Pennsylvania. This whole flower European hops and fine German malts. Pairs well with appetizers and finger foods.

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Ontario Craft Beers

FULL TIME LISTINGS % alc./ vol. Unit Size Retail

Denison’s Weissbier 5.3 500 B $2.75

Railway City Brewing’s Iron Spike Blonde 4.8 500 B $2.75

Flying Monkey Hoptical Illusion1 5.0 6 x 355 mL B $11.95

Grand River Brewing’s Town Hall Lager2 3.9 500 mL B $3.00

SEASONAL PRODUCTS

Creemore Springs Unfiltered 5.0 473 mL can $2.95

Taps Vanilla Wheat Beer 5.0 473 mL can $2.50

FORMAT CHANGES

Lug Tread Lagered Ale 5.2 600 mL B $3.90

Muskoka Cream Ale 5.0 473 mL can $2.50

Muskoka Dark Ale 5.0 473 mL can $2.50

Muskoka Hefe-Weissbier 5.0 473 mL can $2.50

Muskoka Lager 4.8 6 x 355 mL cans $11.50

1 Flying Monkeys Brewing formerly known as Robert Simpson Brewing 2 Grand River Brewing’s Town Hall Lager will be available to stores in the Cambrige area only

Prices subject to change

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Pro grams

Date Event

April 2 New Ontario Craft Brewery selection

May 27 Summer Specialty Beer Program starts

June 22 Ontario Craft Brewery selection

September 16 Autumn Specialty Beer Program starts

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Premium Specialty Beer

OverviewThe Beer category is commited to introducing new and exciting products to the LCBO to meet the ever-changing needs of the customer. Each season we offer a new selection of 10-15 beers with styles appropriate to the time of year.

Participating Stores1, 5, 6, 10, 14, 15, 18, 19, 21, 25, 31, 35, 36, 38, 40, 57, 60, 72, 79, 95, 101, 115, 143, 148, 149, 156, 164, 165, 171, 179, 185, 187, 198, 207, 209, 217, 218, 226, 233, 243, 252, 255, 287, 288, 295, 300, 325, 329, 334, 342, 355, 360, 361, 367, 371, 373, 385, 389, 393, 412, 416, 417, 425, 438, 443, 445, 481, 485, 495, 501, 505, 525, 528, 532, 536, 542, 544, 549, 556, 568, 573, 575, 579, 586, 590, 602, 618, 623, 624, 630, 700, 771, 776.This list will change at the end of April. Changes will be communicated in May.

MerchandisingParticipating stores have eight to ten linear feet of shelving space dedicated to display the products. The promoted products should be merchandised on the top two shelves of the wall or gondola and signed with a pre-printed shelf talker (see right).

Spring BeersThe Spring Beers were released to participating stores on March 4, 2009. Refer to the Period 13 Marketing and Product Guide for a complete list of brands.

Summer BeersThis summer’s assortment includes a selection of wheat and fruit beers, summer ales, and a rosé beer.

Autumn BeersThe Autumn selection will include a a wide range of tasty styles, including two Oktoberfest-inspired brews and limited edition beer from Innis & Gunn

Beer Program – Premium Specialty Beer

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Specialty Beer Program - to be released May 27, 2009

73718 • Edelweiss Snowfresh White Wessbier • 330 ml • Austria • $2.05This crisp and refreshing beer brewed with Alpine herbs has lots of citrus, notes of lemon and orange. On the palate there is a light carbonation followed by a rolling, sweet bubble gummy, cream soda flavor. It pours a pale yellow colour and is a fantastic beer on a hot summer day.

74500 • Ephemere Pomme (Apple) • 750 ml • Quebec, Canada • $5.50This unique white ale pleases the palate with a delicate balance of fruit and spice notes and just a hint of sweetness. Brewed with apple must, which consists of the freshly-presses juice of apples, enjoy this beer ‘alfresco’ while dining in the afternoon sun, relaxing at a gathering or at a picnic in the backyard. Pairs well with an artisan cheddar cheese, pork tenderloin served with apple chutney or Vidalia onion soup.

75291 • Weihenstephaner Hefewessbier • 500 ml • Germany • $3.05A hazy golden-orange with a large pillowy white head. Has the perfect mix of tart wheat character, fruity banana ester and just a slight hint of spiciness, inviting aromas of clove, coriander and hints of lemon and vanilla. It’s a quintessential summer sipper. Excellent accompaniment to light meals.

76497 • Samuel Adams Summer Ale • 6x355 ml • USA • $13.45A filtered, clear golden color beer. Both the aroma and flavour have notes of toasted wheat, citrus, peach and papaya, with a mild peppery back note. A quintessential warm weather beer; fruity without being sweet, light without being watery, and flavourful without being overpowering.

615633 • Great Lakes Orange Peel • 650 ml • Ontario, Canada • $4.95A unique and flavourful beer, handcrafted with five specialty malts and five varieties of hops, along with just a touch of honey and heaps of fresh oranges and peels.

676346 • Chapeau Exotic Lambic • 250 ml • Belgium • $2.40A really exotic kind of beer, in which 20% of pineapple-juice enriches lambic-flavours. This beer has a light golden colour and an intense pineapple scent.

697649 • Deuchars IPA • 500 ml • UK • $3.40A bright, light golden colur, with an aroma of flowery, heathery hops and a bit of honey sweetness. The flavour has some caramel and sweet fruity notes to start, with hints of peach and orange, and a finish of those flowery, heathery hops suggested in the nose.

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Specialty Beer Program - to be released May 27, 2009 (continued)

87949 • Het Anker’s Margriet/Anker Blond • 330 ml • Belgium • $2.70Sweet honey like sweetness with a touch of citrus. It is a 4 grain beer that makes use of rose buds. Medium bodied very well balanced. An enjoyable beer! Pairs well with summer salads, grilled white meats as well as Asian inspired dishes such as spicy noodles or lime chilil scallops.

87952 • Southern Tier Raspberry Wheat • 355 ml • United States • $2.10Features a fantastic aroma of fresh raspberries. The taste is tart and crisp, with raspberry flavour dominating, but also with a nice, dry, slightly hopped finish. A very light and refreshing summer ale that can be paired with main courses such as raspberry glazed duck breast or chicken marinated in a fruit based marinade. Also, maine course salads that have fruit in them would pair well with this beer. Raspberry wheat beers is also a natural pairing for chocolate desserts or fruit flans.

118091 • Lancaster Bomber Ale • 500 ml • UK • $3.35A very easy drinking beer with an inviting malty aroma, this rich amber beer is brewed using pale ale and crystal malt to achieve this full-bodied flavour, with a hint of toffee and biscuit. A finely balanced hop character is enriched by the late addition of a dry hop to give a prominent floral hop aroma and warming aftertaste. Its easy drinking appeal makes it ideal for most beer, turkey or game dishes as well as strong cheeses.

696955 • Christoffel Bier • 330 ml • Netherlands • $2.80A harvest yellow-golden blond colour. A full body, very balance taste and the aroma is fruity and has a fresh taste with a pleasant, hoppy finish. A world class, assertively dry, Pilsener-style beer.

88306 • Wittekerke Rosé • 250 ml • Belgium • $2.40Wittekerke Rosé beer is a blend of regular wittekerke wheat beer, known for its fruity aroma and taste, together with 10% of the purest raspberry fruit. A very unique combination.

88323 • Hopback Summer Lightening • 500 ml • UK • $3.45An extremely pleasant bitter, straw coloured beer with a terrific fresh, hoppy aroma. This, coupled with an intense bitterness, leads to an excellent long, dry finish.

479154 • Floris Ninkeberry • 330 ml • Belgium • $2.95It’s a blend of soft yellow fruits as peaches, apricot, mango and passion fruit. The aroma is very smooth and gives a full exotic impression of all kinds of natural flavors.

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Autumn Beers - Released September 16, 2009

LCBO # Product Name % alc./vol. Size Country of Origin

TBA Weihenstephaner Hefeweissbier Dunkel 5.3% 500 mL Germany

TBA Left Coast Pale Ale (Trafalgar) 5.0% 650 mL Canada

TBA Hofbraeu Oktoberfestbier 6.3% 500 mL Germany

TBA Samuel Adams Octoberfest 5.0% 2130 mL United States

55400 Harvey’s Porter 1859 4.8% 500 mL United Kingdom

74484 Bombardier Burning Gold 4.7% 500 mL United Kingdom

TBA Gouden Carolus Classic 8.5% 330 mL Belgium

TBA Belhaven St. Andrews Ale 4.6% 500 mL United Kingdom

TBA Affligem Dubbel 6.8% 330 mL Belgium

TBA Southern Tier Porter Dark 5.2% 355 mL United States

TBA Peche Mortel (Dieu du Ciel) 9.5% 341 mL Canada

96198 St. Peter’s Cream Stout 6.5% 500 mL United Kingdom

96180 Rogue Hazelnut Brown Nectar 6.2% 650 mL United States

676965 Westmalle Dubbel 7.0% 330 mL Belgium

TBA Innis & Gunn Triple Matured Oak Aged Beer 7.2% 330 mL United Kingdom

574236 Erdinger Dunkel 5.6% 500 Germany

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Beer Program – Ontario Craft Breweries

Ontario Craft Breweries

Ontario Craft Breweries produce a wide selection of high quality products that will enhance the image of your beer assortment. This local industry creates jobs and is important to the Ontario economy.

Merchandising Changes

We are making some exciting changes that will improve the shopping experience for our customers of Ontario craft beer. This segment is the fastest growing subset in the beer category, increasing 37% during the past year. In order to better highlight our product selection to customers, we are making a change to the merchandising strategy of this section.

We are implementing a new merchandising strategy by placing all Ontario micro beers and Creemore together with Ontario Craft Brewers. Your current OCB section(s) should stay in its present location(s) and you will need to merchandise micro and Creemore within these section(s). Please ensure you keep your refrigerated products in the fridge.

If you have not already made this change to the section, please do so to ensure the new merchandising is in place for the busy spring and summer season.

Display Fixture Program

The Ontario Craft Brewers (OCB) display fixture program was created to highlight the great selection of Ontario craft beers that the LCBO has to offer. The fixture itself is used to showcase OCB products only and the participating brands are rotated on a quarterly basis. This program is currently in place in 29 LCBO stores and there are plans to expand this program in the future.

Please note that participation in this program is determined by a number of factors, including sales of Ontario microbrewers, demographics and floor space availability.

Participating Stores1, 5, 10, 14, 15, 19, 115, 149, 163, 164, 185, 187, 217, 226, 242, 295, 325, 334, 346, 355, 360, 390, 417, 445, 495, 525, 553, 590, 623

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Signage

The poster holder on both sides of the fixture should feature the poster.• The circular drum on top of the fixture should feature the “World’s Finest Beers” • sign.Generic “World’s Finest Beers” shelf talkers, displayed at the top of the fixture • below the drum sign, should be used to highlight the products.

Participating Products

Turn 4 2008 (Periods 1, 2 & 3, 2009)

LCBO # Description Format Brewery

684902 Elora Extra Special Bitter 650 mL Trafalgar Ales & Meads

65029 Trailhead Lager 473 mL Wellington Country Brewery Limited

547430 Black Oak Pale Ale 6 x 341 mL Black Oak Brewing Company Ltd.

903898 Saint Andre Vienna Lager 6 x 341 mL Saint Andre

Turn 1 2009 (Period 4, 5& 6, 2009)

LCBO # Description Format Brewery

683185 Wolfgang’s German Style 6 x 341 mL Skeena Brewing Co.

627430 Heritage Premium Lager 6 x 341 mL Heritage Brewing Ltd.

516195 Cameron’s Auburn Ale 9 x 341 mL Cameron’s Brewery

901835 Old Credit Pilsner 680 mL Old Credit Brewing Co.

Category Signage Program

The Ontario Craft Brewers signage program is currently in place in 48 LCBO stores. The purpose of this initiative is to bring awareness to the Ontario Craft Brewers association and to also highlight the selection of Ontario craft beers available in our stores. Participating stores are asked to ensure that all Ontario craft beers are merchandised together, regardless of format.

Participating Stores: 1, 2, 3, 4, 5, 6, 9, 10, 11, 14, 15, 19,20, 21, 25, 31, 35, 36, 37, 38, 40, 60, 95, 106, 115, 130, 149, 156, 163, 164, 171, 185, 187, 200, 209, 212, 214, 217, 226, 243, 288, 295, 298, 300, 325, 329, 334, 346, 355, 360, 367, 371, 373, 378, 385, 390, 393, 407, 411, 417, 420, 432, 438, 438, 445, 452, 457, 485, 495, 499, 522, 525, 528, 532, 542, 544, 545, 549, 553, 568, 572, 573, 575, 579, 590, 623, 624, 629, 630, 700, 702, 742, 771, 776

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Ontario Craft Breweries

The LCBO is committed to supporting small Ontario producers and is working with the Ontario Craft Brewers association (OCB) on the execution of their long-term strategic plan. The majority of these breweries deliver products directly to LCBO stores. Please refer to the list below for their contact information. This list includes those breweries that are part of the OCB as well as other Ontario craft beer producers. Please note that distribution may be limited for some of these products. It is important that you support those producers in your local trade area.

Brewery Phone FaxOCB

MemberDistributor

CodeAmsterdam Brewing Company 416-504-1040 416-504-1043 3842

Beau’s All Natural Brewing Co. 613-678-2799 Yes 9654

Nickel Brook Beers 905-681-2739 905-681-6826 Yes 6699

Black Oak Brewing Company 416-252-2739 905-339-0219 Yes 5262

Brick Brewing Company 519-576-9100 519-576-0470 Yes 3574

Cameron’s Brewing Company 905-849-8282 905-849-5578 Yes 413

Cool Beer Brewing Company 416-255-7100 416-255-7149 80

Creemore Springs Brewery 1-800-267-2240 705-466-3306 1757

Durham Brewing Company 905-686-3022 905-839-5966 Yes 1761

F & M Breweries 1-877-316-2337 519-824-8201 3437

Barley Days Brewery 613-476-7468 613-393-1662 Yes 5758

Grand River Brewing 519-620-3233 519-620-0360 Yes TBA

Great Lakes Brewing Company 416-255-4510 416-255-4907 Yes 1929

Heritage Brewing 613-728-7845 613-521-3360 Yes 1893

Hockley Valley Brewing Company 519-941-8887 519-941-7793 2001

King Brewery 905-859-5464 905-859-7531 Yes 1329

Lakes of Muskoka Cottage Brewery 1-800-881-4229 705-646-8761 Yes 3436

Mill Street Brewery 416-819-2359 416-681-0339 Yes 1950

Neustadt Springs Brewery 519-799-5790 519-799-5666 Yes 2191

Niagara Falls Brewing Company 905-365-BREW 905-374-7701 2598

Niagara’s Best Beer 905-684-5998 905-684-1399 Yes 6462

Old Credit Brewing Company 905-271-9888 905-274-4154 Yes 3271

Flying Monkeys Craft Brewery (formerly Robert Simpson)

1-866-393-4443 705-721-8989 Yes 6309

Saint Andre 416-948-6977 416-255-7149 0080

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Brewery Phone FaxOCB

MemberDistributor

CodeScotch Irish Brewing Company 613-728-7845 613-622-0056 Yes 6133

Skeena Brewing Company Contact The Beer Store Yes

Steelback Brewery Contact The Beer Store

Steam Whistle Brewing 1-866-240-BEER 416-362-9916 5577

Stratford Brewing Company 519-275-3496 1-866-895-4497 Yes 6732

Taps Brewing 905-935-4385 905-468-8277 6833

Trafalgar Brewing Company 905-465-6485 905-337-0133 Yes 4889

Walkerville Brewing Company 519-255-9192 519-255-9245 968

Wellington County Brewery 519-837-2337 519-837-3142 Yes 4826

Ontario Craft Breweries (continued)

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Beer Program – Ontario Craft Local Stores

OCB Local Stores

The OCB and LCBO partnered together last fall to profile the flagship brand of each Ontario Craft Brewer member in the fridge of the brewery’s local LCBO store. Local stores were determined based on proximity to brewery and existing sales. Participation in this program is not optional and identified stores will receive direction from Supply Chain to merchandise the local brewery’s flagship brand in the fridge. Below is a list of participating stores, OCB breweries and flagship brands.

Brewery City Store District Flagship BrandBarley Days Brewery Picton 84 20 Kingston 32516 Harvest Gold Pale AleBeau’s All Natural Vankleek Hill 349 10 Ottawa East 73296 Lugtread Lagered AleBlack Oak Brewing Co Oakville 179 11 Mississauga 547430 Black Oak Pale AleBrick Brewing Co. Waterloo 115 6 Waterloo TBACameron’s Brewing Co. Oakville 445 11 Mississauga 497495 Cameron’s Cream AleCounty Durham Brewing Co. Pickering 776 17 Oshawa 908021 Co. Durham Signature AleGreat Lakes Brewery Toronto 149 12 Toronto West 679613 Red Leaf LagerHeritage Brewing Co. Carleton Place 132 26 Ottawa West 627448 Heritage Tradition DarkKing Brewery Nobleton 265 18 York Region 911388 King PilsnerLakes Of Muskoka Cottage Brewery Bracebridge 130 24 North Bay 508622 Muskoka Cream Ale

Mill Street Brewery Toronto 217 13 Toronto - Core 31104 Mill Street Tankhouse AleNiagara’s Best Beer Ltd St. Catharines 522 7 Thorold 612903 Niagara’s Best BlondeNickelbrook (Best Bitters) Burlington 573 21 Hamilton 676536 Nickelbrook AleOld Credit Brewing Co. Mississauga 182 11 Mississauga 928051 Old Credit Amber AleSkeena Brewing Co Perth 72 26 Ottawa West 683185 Wolgang’s German StyleScotch Irish Brewing Carleton Place 132 26 Ottawa West 610733 Sgt. Major’s India Pale AleStratford Brewing Co. Stratford 60 25 Stratford 614164 Stratford PilsnerThe Robert Simpson Brewing Co. Barrie 187 15 Barrie 679506 Confederation Ale

Taps Brewing Co. Inc Niagara-On-The-Lake 124 7 Thorold 614974 Taps Premium Lager

Trafalgar Brewing Co. Oakville 148 11 Mississauga 689844 Paddy’s Irish RedWellington Brewery Guelph 495 6 Waterloo 65011 Wellington County Dark

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Beer Program – Discover Our Community

Discover our Community Program

The Discover Our Community program’s main focus of celebrating community events in LCBO stores has proved to be very successful for the Beer category.

The program is now open to any type of beers and must tie in the chosen local event.

Only one Discover our Community program will be approved in store at a time.

The program takes place on discretionary end aisle and should never replace the IMAGE program in participating stores.

An agent/supplier wishing to participate to the program must first contact the store’s District Manager who approves the participation, the brand, the start and end dates.

The store will be notified of its participation a few weeks in advance of the start of the program by receiving an electronic communication from Sales & Marketing.

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Mix and Match

Mix & Match skus allow customers to purchase singles of multi-pack products. Having this option means that customers can trial new products without having to risk buying an entire case of something they may not enjoy. How should customers carry their mix and match choices? We recommend the LCBO 8-Pack Carrier!

Beer Program – Mix & Match

LCBO # Product Size Mother LCBO #340356 Boddingtons Pub Draught 440 Ml-C+ M/M 440 mL 0550830 - Boddingtons Pub Draught 4 Pk-C +

408245 Grolsch Premium Lager Swingtop M/M + 473 mL 0676593 - Grolsch Premium Lager 4 Pk-B +

408674 Kilkenny Traditional Cream Ale 440 Ml-C +M/M 440 mL 0496711 - Kilkenny Traditional Cream Ale 4pk-C +

426296 Peroni Nastro Azzuro 330 Ml-B M/M 330 mL 0525188 - Peroni Nastro Azzuro 6 Pk-B

452854 Hoegaarden 330 Ml-B M/M 330 mL 0554089 - Hoegaarden 6 Pk-B+

547398 Royal Extra Stout M/M 275 mL 0024638 - Royal Extra Stout 6 Pk-B

610816 Miller Genuine Draft M/M + 355 mL 0693093 - Miller Genuine Draft 6 Pk-B+

610824 Corona Light 330 Ml-B M/M 330 mL 0617720 - Corona Light 6 Pk-B+

613034 Schlitz Genuine Gold M/M 355 mL 0679894 - Schlitz Genuine Gold 6 Pk-C (W)

613497 Moosehead Lager M/M Tc 473 mL 0612978 - Moosehead Beer 4-Tc

613539 Dogfish Head 60 Minute Ipa M/M 355 mL 0080143 - Dogfish Head 60 Minute Ipa

614982 Bavaria Original M/M 500 mL 0676429 - Bavaria Holland Beer 6 Pk-C (Mid Cone)

615088 Brahma Beer M/M 355 mL 0676734 - Brahma Beer 6 Pk-B +

615096 Coronita Extra M/M 207 mL 0611566 - Coronita Extra 6 Pk-B +

615146 Negra Modelo M/M 325 mL 0004341 - Negra Modelo 6 Pk-B +

615211 Zywiec Beer M/M 500 mL 0676445 - Zywiec Beer 4 Pk-C

615328 Tsingtao Beer M/M 330 mL 0293787 - Tsingtao Beer 6 Pk-B

615336 Red Stripe Lager M/M 330 mL 0676841 - Red Stripe Lager 6 Pk-B +

615815 Harp Lager Can M/M 330 mL 0031088 - Harp Premium Lager 6 Pk-C+

615864 Mill Street Stock Ale M/M 341 mL 0027623 - Mill Street Stock Ale 6 Pk-B

615872 Mill Street Coffee Porter M/M 341 mL 0031146 - Mill Street Coffee Porter 6 Pk-B

615898 Brooklyn Lager M/M 355 mL 0026997 - Brooklyn Lager 6 Pk-B

615914 Corona 355ml C M/M 355 mL 0056804 - Corona Extra 6pk C+

615948 Steinlager M/M 330 mL 0112375 - Steinlager 6 Pk-B

615955 Singha Lager M/M 330 mL new # - Singha Lager 6 Pk-B

615971 Mill Street Wit Beer M/M 341 mL 0053710 - Mill Street Belgian Wit 6pk-B+

615989 Dab M/M 330 mL 0053645 - Dab Original Pilsner 6pk B+

616532 Leffe Brune Mix And Match 330 mL 0068049 - Leffe Brune 6pk

617001 Carlsberg M/M 330 mL 0073791 - Carlsberg 6 Pk-B+

617100 Rogue Dead Guy Ale M/M 355 mL 0080150 - Rogue Dead Guy Ale 6 Pk-B

617118 Robert Simpson Antigravity Light M/M 355 mL 0090753 - Robert Simpson Antigravity Light Ale 6 Pk-B

617126 Dos Equis Lager M/M 355 mL 0616540 - Dos Equis Lager 6 Pk-B +

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LCBO # Product Size Mother LCBO #617134 Grolsch Premium Lager M/M 450 mL 0088070 - Grolsch Premium Lager 4 Pk-B+

617159 Kronenbourg M/M + 330 mL 0006106 - Kronenbourg 6 Pk-B +

620542 Harp Lager M/M 330 mL 0447235 - Harp Lager 6pk-B +

622233 Lucky Lager 355 Ml-C M/M 355 mL 0622233 - Lucky Lager 355 Ml-C M/M

622258 Southern Tier Ipa M/M 355 mL 0081737 - Southern Tier Ipa 6 Pk-B

622266 Sam Adams Summer Ale M/M 355 mL 0076497 - Sam Adams Summer Ale

622274 Anchor Steam M/M 355 mL 0079962 - Anchor Steam Beer

622688 Robert Simpson Confederation Ale M/M 355 mL 0679506 - Confederation Ale 6 Pk-B

642769 Mill St Tankhouse M/M 341 mL 0031104 - Mill Street Tankhouse Ale 6 Pk-B

696369 Budweiser 355 Ml-C M/M 355 mL 0904334 - Budweiser 6 Pk-C

696377 Labatt Blue 355 Ml-C M/M 355 mL 0904318 - Labatt Blue 6 Pk-C

696385 Labatt Blue Light 355 Ml-C M/M 355 mL 0907063 - Labatt Blue Light 6 Pk-C

696435 Molson Canadian 355 Ml-C M/M 355 mL 0904144 - Molson Canadian 6 Pk-C

696484 Busch 473 Ml-C M/M 473 mL 0696161 - Busch 6 Pk-Tc

696682 Busch Light 355 Ml-C M/M 355 mL 0696179 - Busch Light 6 Pk-C

696690 Busch 355 Ml-C M/M 355 mL 0696146 - Busch 6 Pk-C

697672 Coors Light 355 Ml-C M/M 355 mL 0906628 - Coors Light 6 Pk-C

697854 Guinness Draught 330 Ml-B M/M 330 mL 0643650 - Guinness Draught 6 Pk-B +

890269 Tetley's English Ale 440 Ml-C M/M 440 mL 0550798 - Tetley's English Ale 4 Pk-C +

891309 Lowenbrau Original 330 Ml-B + M/M 330 mL 0487348 - Lowenbrau Original 6 Pk-B +

892703 Grolsch Premium Lager 330 Ml B + M/M 330 mL 0407205 - Grolsch Premium Lager 6pk-B +

893016 Becks 330 Ml-B M/M+ 330 mL 0009209 - Becks 6 Pk-B +

893024 Corona Extra 330 Ml-B + M/M 330 mL 0186510 - Corona Extra 6 Pk-B +

893032 Heineken Lager 330 Ml-B + M/M 330 mL 0000018 - Heineken Lager 6 Pk-B +

893057 Guinness Draught 440 Ml-C + M/M 440 mL 0296244 - Guinness Draught 4 Pk-C +

893081 Smithwick's Ale M/M 330 mL 0893081 - Smithwick's Ale M/M

893115 Samuel Adams Boston Lager 355 Ml-B + M/M 355 mL 0307330 - Samuel Adams Boston Lager 6 Pk-B +

896233 Pilsner Urquell 330 Ml-B M/M 330 mL 0388900 - Pilsner Urquell 6 Pk-B +

896274 Moretti Beer M/M 355 mL 0676130 - Moretti Beer 6 Pk-B

896357 Dragon Stout 300 Ml-B M/M 300 mL 0417279 - Dragon Stout 6 Pk-B

896464 Asahi Super Dry 330 Ml-B M/M 330 mL 0439950 - Asahi Super Dry 6pk-B

896498 Sol 330 Ml-B + M/M 330 mL 0415661 - Sol 6 Pk-B +

898155 Old Speckled Hen 500 Ml-C + M/M 500 mL 0563601 - Old Speckled Hen 4 Pk-C +

898593 Stella Artois 330 Ml-B + M/M 330 mL 0487256 - Stella Artois 6 Pk-B+

898916 Warsteiner Premium Lager 330 Ml-B M/M 330 mL 0129783 - Warsteiner Premium Lager 6 Pk-B +

899336 Dos Equis Amber 355 Ml-B M/M 355 mL 0119735 - Dos Equis Amber 6 Pk-B

899385 Heineken Lager 330 Ml-C + M/M 330 mL 0071126 - Heineken Lager 6 Pk-C +

899443 Mcewan's Scotch Ale 355 Ml-B M/M 355 mL 0008912 - Mcewan's Scotch Ale 6 Pk-B

899476 Milwaukee's Best 355 Ml-C M/M 355 mL 0235739 - Milwaukee's Best 6 Pk-C

Trade c

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LCBO # Product Size Mother LCBO #899484 Milwaukee's Best 473 Ml-C M/M 473 mL 0302174 - Milwaukee's Best 6 Pk-Tbc

899500 Tuborg Gold Label 330 Ml-B M/M 330 mL 0259382 - Tuborg Gold Label 6 Pk-B +

899575 Sagres Pilsner 330 Ml-B M/M 330 mL 0163816 - Sagres Pilsener 6 Pk-B

899617 Carib Lager 330 Ml-B M/M 330 mL 0328419 - Carib Lager 6 Pk-B+

908012 Old Milwaukee 355 Ml-C M/M 355 mL 0560995 - Old Milwaukee 6 Pk-C

908186 Old Milwaukee 473 Ml-C M/M 473 mL 0586610 - Old Milwaukee 6 Pk-Tc

908384 Old Milwaukee Ice 473 Ml-C M/M 473 mL 0586677 - Old Milwaukee Ice 6 Pk-Tc (W)

908939 Yankee Jim Ice Beer 355 Ml-C M/M 355 mL 0676148 - Yankee Jim Ice 6 Pk-C

908988 Yankee Jim Genuine Draft 355 Ml-C M/M 355 mL 0602359 - Yankee Jim Genuine Draft 6 Pk-C

911685 Muskoka Honey Brown Lager 341 Ml-B M/M 341 mL 0907857 - Muskoka Honey Brown Lager 6pk-B

911750 Muskoka Premium Lager 341 Ml-B M/M 341 mL 0691162 - Muskoka Lager 6 Pk-B


Continued

ready-to-drink & beer summer guide 2009 - doing business with

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