PEI Liquor Marketing Guide 2019-2020

TABLE OF CONTENTS INTRODUCTION ..................................................................................................................................................................... 2 Our Vision ......................................................................................................................................................................................... 2 Our Mission ....................................................................................................................................................................................... 2 Our Values......................................................................................................................................................................................... 3 Commitments & Expectations ........................................................................................................................................................... 3 Key Contacts .................................................................................................................................................................................... 3 SALES TRENDS .................................................................................................................................................................... 4 MARKETING PROGRAM APPLICATIONS .......................................................................................................................... 6 Application Process................................................................................................................................................................................ 6 Period Highlights .............................................................................................................................................................................. 7 ON SHELF PROGRAMS AND ONLINE MARKETING *NEW* ............................................................................................. 8 Added Value Program........................................................................................................................................................................ 9 Shelf Talker/ Neck Tag Program ..................................................................................................................................................... 10 Limited Time Offer Program (LTO) .................................................................................................................................................. 11 DISPLAY PROGRAMS ....................................................................................................................................................... 14 Small Format / Impulse Display Program ........................................................................................................................................ 14 200ml Display Program .................................................................................................................................................................. 15 Premium Mass Displays ................................................................................................................................................................ 16 Spirit End Display .......................................................................................................................................................................... 17 Beer Style & Featured Cocktail ...................................................................................................................................................... 18 Wine End Displays ........................................................................................................................................................................ 19 Spirit & Wine End Wings ............................................................................................................................................................... 20 Case Stacker Display .................................................................................................................................................................... 21 CHILLED PRODUCT PROGRAM ........................................................................................................................................ 22 Cooler at Cash Program................................................................................................................................................................. 22 Chilled Wine .................................................................................................................................................................................... 23 IN-STORE TASTINGS .......................................................................................................................................................... 24 PEI Liquor Wine Tasting Station ....................................................................................................................................... 26 ADVERTISING ..................................................................................................................................................................... 27 Website........................................................................................................................................................................................... 28 Celebrate E-Flyer............................................................................................................................................................................ 29

Social Media................................................................................................................................................................................... 30

Exterior Window Advertising........................................................................................................................................................... 31 NEW INITIATIVES …………………………………………………………………………………………... 32 Launch Program & Shelf Extender Program……………………………………………………………………………....................................33

PEI Liquor Marketing Program Guide | 1