weeks 3 & 4 marketing & product guide...

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MARKETING & PRODUCT GUIDEApril 16, 2016

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ks 3

& 4

24089-16

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Vintages Store Signage AllocationsVintages locations have been classified into four groups according to the quantity of signage components they will be shipped.

Group 1 (Large Stores)4, 5, 16, 18, 21, 36, 40, 65, 143, 154, 168, 187, 191, 195, 198, 253, 263, 295, 298, 329, 333, 340, 344, 361, 367, 371, 384, 385, 386, 390, 391, 394, 407, 412, 417, 427, 432, 444, 456, 465, 491, 494, 497, 532, 547, 554, 556, 569, 573, 590, 609, 614, 632, 640, 641, 644, 645, 699, 741, 771, 776

Group 2 (Medium Stores)3, 9, 17, 19, 22, 23, 26, 31, 35, 41, 51, 55, 57, 60, 62, 64, 74, 82, 83, 84, 93, 98, 99, 102, 106, 130, 140, 148, 156, 163, 171, 179, 182, 185, 199, 207, 209, 210, 212, 218, 221, 228, 229, 233, 234, 237, 243, 248, 249, 250, 255, 265, 269, 270, 278, 279, 287, 288, 311, 321, 325, 326, 334, 341, 351, 353, 359, 360, 373, 378, 381, 383, 387, 389, 392, 397, 398, 404, 415, 416, 425, 430, 431, 434, 437, 438, 453, 457, 459, 481, 490, 499, 501, 505, 511, 512, 521, 523, 526, 540, 542, 544, 545, 546, 549, 550, 551, 553, 555, 566, 568, 571, 572, 575, 579, 580, 586, 587, 589, 593, 599, 601, 602, 605, 616, 617, 624, 627, 630, 631, 633, 635, 640, 649, 650, 651, 652, 658, 694, 695, 697, 698, 700, 702, 703, 706

Group 3 (Small Stores)6, 7, 12, 13, 14, 25, 27, 33, 44, 45, 58, 68, 70, 72, 80, 85, 97, 124, 132, 144, 145, 196, 197, 200, 201, 202, 211, 214, 223, 227, 244, 260, 365, 368, 401, 401, 403, 420, 426, 441, 443, 449, 461, 469, 470, 477, 482, 483, 509, 515, 516, 538, 598, 612, 634, 636, 637, 638, 642, 643, 646, 653, 654, 655, 657, 677

Group 4 (Stores that receive FSE/Rave Reviews)1, 10, 15, 38, 95, 115, 149, 164, 217, 226, 252, 300, 346, 355, 393, 445, 452, 486, 495, 500, 500, 522, 528, 534, 536, 619, 623, 629

Table of ContentsNEW at Vintages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1Release Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

The Benchmark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Arrive in Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Local Find . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Vintages SignageRelease Signage Components . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Re-ordering Signage Kits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Additional In-store ProgramsVintages Ontario Superstars Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Vintages BAM & LTO Signage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12Specialty Portfolio . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Additional Vintages Marketing ProgramsPeriod 2 LCBO Shopping Guide . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15Bi-weekly Awareness Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Classics Catalogue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16Vintages Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

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Vintages – Marketing & Product Guide April 16, 2016 1

NEW in Vintages!

What's NewLook out for this guide in your mailbag! It will tell you all about the exciting new Vintages branding strategy.

For stores that have not had their Regional Retail Business Day yet, please store your signage kit in a safe place until you receive further instructions at your Regional Retail Business Day.

Please note: Not all stores will be receiving their signage kits right away. Stores with smaller Vintages sections will have their signage kits delivered at a later date.

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April 16, 2016 Vintages – Marketing & Product Guide2

Vintages – April 16, 2016 Release Overview

Feature A – Benchmark Europe

Backed by thousands of years of winemaking expertise, Europe’s key regions set the benchmark for the world to emulate. In this feature we showcase the iconic wine styles and grape varietals from key regions in France (Bordeaux, Burgundy, Champagne, Southern Rhone and Loire Valley), Italy (Tuscany, Veneto and Piedmont), Spain (Rioja) and Portugal (Porto). Whether customers are looking for a wine that's traditional or modern, the signature wines of Europe’s benchmark regions have something for everyone.

Feature B – Regional California

California’s winemakers craft amazing wines from not only Napa and Sonoma, but also throughout California. The purpose of this feature is to highlight four of California’s iconic, emerging and up-and-coming producers and regions, specifically Lodi, Mendocino, Monterey and Paso Robles, as they continue to bring new, exciting wines to our tables.

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Release Overview April 16, 2016

The Benchmark

This monthly program features a wine that is considered a benchmark for its style or varietal, giving customers a reference point for what to expect from that kind of wine. Products are promoted in-store with floor displays and signage. Benchmark alternates with Wines of the Month.

FEUDI SAN PIO RIPASSO VALPOLICELLA CLASSICO SUPERIORE 2013DOC, Veneto, Italy181446 (D) 750 mL $18.95Full-bodied & Smooth

Arrive In Style

This bi-weekly program features a wine that makes a great gift for the host and is a great match with food. Anecdotal information about the wine is provided along with food pairing suggestions. Products are promoted in-store with floor displays and signage.

MICHAEL DAVID FREAKSHOW CABERNET SAUVIGNON 2013Lodi, California405175 (D) 750 mL $26.95Full-bodied & Smooth89 points (erobertparker.com)

Local Find

This monthly program features Vintages Ontario Wine Buyer Astrid Brummer and a stellar Ontario wine that she recommends. The feature highlights information about the winery as well as three reasons why Astrid loves this wine (and why customers will too). The featured product is supported in-store with floor displays and signage.

Local Find alternates with Local Talent.

CONTRABAND SPARKLING ROSÉCharmat method, VQA Ontario449728 (XD) 750 mL $20.95 Medium-bodied & Flavourful

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COMPONENT WHERE TO INSTALL SIGN VISUAL REFERENCE

Merchandiser Header Card

15" w . x 21" h .

Install on Vintages Release Merchandiser .

Install Date: Was shipped with March 19, 2016 signage . Take Down: This sign will be replaced seasonally . Please do not take down until further notice .

Chalkboard 23-1/8" w . x 18-1/4" h .

Display in Chalkboard frame behind New Release products .

Backer Card 14" w . x 24" h .

Create a Block Pile floor display using cut cases, in or near the Vintages section . Attach the Backer Card to the cut case .

Generic & Pre-printed Shelf Talkers 2-7/8" w . x 5" h .

Attach to shelf in front of appropriate product . Pre-printed includes all A, B & C Feature products .

Generic & Pre-printed Pricer Cards 8" w . x 7" h .

Attach Pricer Card to front of cut cases in Block Pile display . Pre-printed includes all A Feature products .

Please Note:

The New Arrivals Release Cardboard Merchandiser Header Card is now a seasonal signage component. A new Header Card will be provided with the release signage every season.

Release Signage Components

INSTALL DATE: APRIL 16, 2016 TAKE-DOWN DATE: APRIL 30, 2016

Please Note: Starting with the March 19 release, signage will be shipped earlier, and should arrive at stores 5-8 days before the release date, depending on shipping distance (e.g., April 16 signage will arrive April 8 or 11).

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Release Signage ComponentsINSTALL DATE: APRIL 16, 2016 TAKE-DOWN DATE: APRIL 30, 2016



Flagship Store Exclusives Shelf Talker

Flagship Store Exclusives Shelf Talker 2-7/8" w . x 5" h .

Attach to shelf in front of appropriate product .

Rave Review Shelf Talker

Rave Review Shelf Talker 2-7/8" w . x 5" h .


Benchmark

Benchmark Backer Cards 14" w . x 24" h .

Display in Chalkboard frame behind Benchmark product .

Install Date: April 16, 2016 Take-down Date: May 14, 2016

* Sent to select stores based on merchandising space available .

NEW SIZE Benchmark Pre-printed Shelf Talker 2-7/8” w . x 5” h


Install Date: April 16, 2016 Take-down Date: May 14, 2016

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Arrive in StyleChalkboard Backer Card

23-1/8" w . x 18-1/4" h .

Display in Chalkboard frame behind AIS products .

* Sent to select stores based on merchandising space available .

Arrive in Style Backer Card

14" w . x 24" h .

Create a block pile floor display using cut cases, in or near the Vintages section . Attach the backer card to the cut case .

Arrive in Style Pricer Card

8" w . x 7" h .

Attach pricer card to front of cut cases in block pile display .

Arrive in Style Shelf Talker

2-7/8" w . x 5" h .





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NEW! Blank Bin TagsBlank Bin Tags 3" w . x 2" h .

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

NEW! BAM & LTO In-channel Shelf TalkerBAM & LTO Shelf Talker 4" w . x 2" h .

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

Please Note: Starting with the March 19 release, signage will be shipped earlier, and should arrive at stores 5-8 days before the release date, depending on shipping distance (e.g., April 16 signage will arrive April 8 or March 11).

COMPONENT WHERE TO INSTALL SIGN VISUAL REFERENCELocal FindLocal Find Backer Card 14" w . x 24" h .

Create a Block Pile floor display using cut cases, in or near the Vintages section . Attach the Backer Card to the cut case .

Local Find Pre-printed Shelf Talkers 2-7/8" w . x 5" h .


Local Find Pre-printed Pricer Card 8" w . x 7" h .

Attach pricer card to front of cut cases in block pile display .

Local Find Hot Button 4" diameter .


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Release Signage Components – Product Consultant Picks

COMPONENT IMAGE

’Perfect For’ Hot Button – This Hot Button is to help customers find products perfect for that special occasion or 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 – This Hot Button should be used to help 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 – Display Hot Buttons throughout Vintages and create Product Consultant Picks on end aisle displays .

’My Pick’ Hot Button – Product Consultants can use this Hot Button to draw special attention to their favourite products . Write your name and include a reason why it's your favourite .

Product Consultant Picks Product Consultant Picks Hot Buttons are kitted with the release signage to leverage useful recommendations and help customers make decisions around wine selection and food pairings.

Merchandising Instructions 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.

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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 DMS

Includes all signage components detailed on pages 4–8 . When ordering specify the release in question (e .g ., April 16th release) .

Blank 3" x 2" Bin TagsCentral Supply Shopping Cart #690420

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

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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Additional In-store Programs – Ontario Superstars Program

Vintages Ontario Superstars

The Vintages Superstars program promotes great local products while pairing them with delicious 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.

Promotional SupportIn-store signagevintages.com

Featured ProductTHIRTY BENCH RIESLINGVQA Beamsville Bench24133 (D) 750 mL $18.95

Key DatesInstall: April 24, 2016 Take down: May 22, 2016

Participating StoresKit 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

Kit 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, 185, 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, 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

Kit 3 (Our Wine Country Stores)

115, 252, 253, 300, 392, 401, 407, 412, 417, 490, 497, 522, 523, 532, 624, 641, 658

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Here is an example of a fully merchandised basket display.

Additional In-store Programs – Ontario Superstars Program


Basket Sign Merchandise the participating product in a basket . Install the basket sign insert in the metal holder . Display the fully merchandised basket in the LCBO Ontario VQA wines section next to the VQA fixture . Take down once stock is sold out, or by May 22, 2016 .

Pre-printed Shelf Talker

Install the pre-printed shelf talker in front of the featured product, in its on-shelf position within the Vintages section, using a Miracle Stick (available at Central Supply #692012) . Take down once stock is sold out, or by May 22, 2016 .

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-OP16-HBW-351)

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Additional In-store Programs – P2 BAM & LTO Signage

LTO Shelf TalkerBAM Shelf Talker

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.

PLEASE NOTE: All BAM and LTO pre-printed signage has been permanently changed to an In-channel Shelf Talker. The signage (4” w. x 2” h.) should be installed over top of the product’s bin tag.

You may continue to use the current BAM/LTO Shelf Talker generic template to reprint any damaged signage.

Key DatesShip Date: April 18, 2016 Effective Dates BAM: April 24, 2016 to May 21, 2016Effective Dates LTO: April 25, 2016 to May 22, 2016

ComponentsP2 BAM In-channel Shelf Talkers P2 LTO In-channel Shelf Talkers

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Vintages BAM and LTO Participating Products

LCBO# PRODUCT NAME PRICE NOW OFFER

207340 13TH STREET WHITE PALETTE $15 .95 6 BAM

21089 ASBACH URALT $33 .40 10 BAM

710426 CAKEBREAD CELLARS CABERNET SAUVIGNON $99 .95 30 BAM

205872 CASAS DEL BOSQUE RESERVA CARMENÈRE $14 .95 5 BAM

258673 G . MARQUIS THE SILVER LINE PINOT NOIR $19 .95 10 BAM

58339 KAIKEN MALBEC $14 .95 8 BAM

322586 MONTES ALPHA CABERNET SAUVIGNON $17 .95 10 BAM

163154 OLIVARES ALTOS DE LA HOYA MONASTRELL $13 .95 4 BAM

352583 BERINGER KNIGHTS VALLEY CABERNET SAUVIGNON $39 .95 $34 .95 $5 .00 LTO

210047 COLUMBIA CREST H3 CABERNET SAUVIGNON $19 .95 $17 .95 $2 .00 LTO

657619 CRIOS SYRAH/BONARDA $14 .95 $13 .95 $1 .00 LTO

140889 DONATIEN BAHUAUD LES GRANDS MORTIERS VOUVRAY $17 .95 $16 .95 $1 .00 LTO

259721 E . GUIGAL CÔTES DU RHÔNE $19 .95 $16 .95 $3 .00 LTO

521021 FRANCIS COPPOLA DIAMOND COLLECTION CABERNET SAUVIGNON $24 .95 $21 .95 $3 .00 LTO

28134 GOOSE BAY SAUVIGNON BLANC KPM $26 .35 $24 .85 $1 .50 LTO

505610 HIDDEN BENCH TERROIR CACHÉ MERITAGE $38 .20 $35 .20 $3 .00 LTO

925453 KILIKANOON KILLERMAN'S RUN SHIRAZ $19 .95 $16 .95 $3 .00 LTO

991950 KIM CRAWFORD EAST COAST UNOAKED CHARDONNAY $19 .95 $17 .95 $2 .00 LTO

158550 LAURENT-PERRIER CUVÉE BRUT ROSÉ CHAMPAGNE $99 .95 $89 .95 $10 .00 LTO

591305 MALIVOIRE PINOT GRIS $19 .95 $18 .95 $1 .00 LTO

431056 MONTES ALPHA MALBEC $19 .95 $18 .95 $1 .00 LTO

316570 OYSTER BAY SAUVIGNON BLANC $18 .95 $16 .95 $2 .00 LTO

431312 ROCCA DELLE MACÌE CABERNET SAUVIGNON $21 .95 $19 .95 $2 .00 LTO

741769 ROCCA DELLE MACÌE CHIANTI CLASSICO $18 .95 $16 .95 $2 .00 LTO

168690 THUNEVIN-CALVET CUVÉE CONSTANCE $18 .95 $17 .45 $1 .50 LTO

146209 VIÑA ZACO TEMPRANILLO $14 .95 $13 .95 $1 .00 LTO

11452 WILLM RÉSERVE RIESLING $15 .95 $14 .95 $1 .00 LTO

84996 WYNNS COONAWARRA ESTATE BLACK LABEL CABERNET SAUVIGNON $27 .95 $24 .95 $3 .00 LTO

Additional In-store Programs – P2 LTO & BAM Signage

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Additional In-store Programs – 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 COUNTRYSIZE (ML) LCBO #

Kosher Portfolio - April 16th Rapid Release

Five Stones Chardonnay KP 2014 Beckett's Flat Australia 750 111138

Five Stones Cabernet Merlot KPM Beckett's Flat Australia 750 127761

Specialty Portfolio - April 16th Rapid Release

Ararat Armenian Brandy 5 Years Old United Stars Corporation - Fob

Armenia 750 38943

Tamada Mukuzani United Stars Corporation - Fob

Georgia 750 13979

Issidoros Arvanitis Ouzo Plomari Plomari Ouzo Distillery S .A .

Greece 200 661546

Nagai Shuzo Mizubasho Junmai Ginjo That's Life Gourmet Ltd .

Japan 300 374314

Suehiro Yamada Nishiki Sake Suehiro Sake Brewery Co . Ltd .

Japan 300 385013

Velha Guarda Aguardente Velha 5 Years Old Brandy

Soc . Agr . Comm . Vinhos Messias

Portugal 750 56135

Licor Beirão J . Carranca Redondo Lda

Portugal 700 259366

Yeni Raki Mey Icki Sanayi Ve Ticaret A .S .

Turkey 700 538157

Specialty Portfolio

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Additional Vintages Marketing Programs

Every period the LCBO releases a Shopping Guide, and Vintages has a dedicated two-page spread that highlights one product from each release plus a Vintages Essential. There is always something new to discover each month at Vintages, and this is a great opportunity to showcase what Vintages offers to customers who don’t normally shop this section.

Vintages in Period 2 LCBO Shopping Guide

ARDAL CRIANZA 2010DO Ribero del Duero, SpainFull-bodied & Firm167601 (XD) 750 mL $18.95Wines from May 14 release

MONTE ANTICOIGT Toscana, Tuscany, ItalyMedium-bodied & Fruity69377 (D) 750 mL $15.95Always available from our Essentials Collection

SEVEN FALLS CABERNET SAUVIGNON 2012Wahluke Slope, Columbia Valley, WashingtonFull-bodied & Smooth360222 (D) 750 mL $19.95Wines from April 30 release

Every Vintages bi-weekly release, ads run in the Globe & Mail’s Style section. These ½-page ads promote the current release theme, offer readers a “sneak peek” at the release in stores on Saturday and drive home the fact that we offer over 100+ new wines every two weeks. The next ad, for the Benchmark Europe feature from the April 16 release, will run in the Globe & Mail on Saturday, April 16, 2016.

Bi-weekly Ads in the Globe & Mail

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Classics May/June

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

The May and June collections will be represented in one print catalogue that covers both collections. Starting May 5 at 8:30 a.m., customers can order the May products at vintages.com/shop or by phone at 416-365-5900 or toll-free at 1-800-668-5226 (Monday to Friday, 8:30 a.m. to 6 p.m., and Saturday, 9 a.m. to 6 p.m.) on a first-come, first-served basis. Prior to the order date, the collections can be viewed online at vintages.com/classics.

KEY DATESCatalogues in-store and at vintages.com/classics: April 21

May Collection

Ordering starts at vintagesshoponline.com: May 5, 8:30 a.m.

June Collection

Ordering starts at vintagesshoponline.com: June 2, 8:30 a.m.

UPCOMING CLASSICS CATALOGUE IN-STORE DATE

July Classics Thursday, July 7, 2016August Classics Thursday, August 4, 2016 September Classics Thursday, September 1, 2016October Classics Thursday, October 6, 2016

May & June Classics Catalogue

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Far NienteReception & Dinner

The special guest for the evening is Larry Maguire, who has been with Far Niente since the beginning and is now President and CEO. He will present a selection of library wines from Far Niente’s Cave Collection as well as single-vineyard expressions from the exclusive Nickel & Nickel property.

WEDNESDAY, APRIL 20, 2016Luma Restaurant350 King St. W., TorontoReception: 6:30 p.m.Dinner: 7:15 p.m$325 per personSOLD OUT

Judgment of Paris Walk-around Tasting & Dinner

The Paris Tasting of 1976 will forever be remembered as the landmark event that transformed the California wine industry. For this very special evening, Bo Barrett from Chateau Montelena will be joined by principals from the now-iconic wineries to showcase the wines they are making today.

MONDAY, MAY 2, 2016George Restaurant111c Queen St. E., TorontoWalk-around Tasting: 6:30 – 7:30 p.m.Dinner: 7:30 p.m.$325 per personSOLD OUT

Events

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Upcoming EventsChampagne Taittinger Reception & Dinner – Wednesday, June 1, 2016

EL DORADO RUM: THE GOLDEN ONETasting & Dinner

Lured by the legend of a City of Gold, early explorers braved the ancient heartland of old Guiana (Guyana) in search of “El Dorado” --the Golden One. Attendees will discover the extraordinary story behind the world’s finest Demerara rums. Our special guest for this event is master distiller Lennox Shaun Caleb.

TUESDAY, MAY 10, 2016The National Club303 Bay St., TorontoCocktail Reception: 6:30 p.m.Dinner: 7:15 p.m.$195 per person

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Notes

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© LCBO, 2016No 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)

NEW SIGNAGE SHIP DATES

Starting with the March 19 release, signage will be shipped earlier, and should arrive at stores 5-8 days before the release date, depending on shipping distance (e.g., April

16 signage will arrive April 8 or 11.

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?Call helloLCBO at

416-365-5932 / 1-877-522-6411 Please have this guide available .

Produced by the SMi Communications team . If you have any feedback or ideas about this guide, please e-mail us at IMAGEbooks@lcbo .com

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NEED SIGNAGE?

To order Vintages signage, please visit Central Supply Online or call helloLCBO at 416-365-5932 (1-877-522-6411) .

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weeks 3 & 4 marketing & product guide...

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