PEI Liquor Marketing Guide 2020-2021

TABLE OF CONTENTS Introduction • Our Vision, Our Mission, and Our Values

2 2 3 3 4 6 7 8

• Commitments & Expectations

• Key Contacts

Retail Outlet Sales Statistics

Program Applications

• Application Process • Period Highlights

On-Shelf Programs

10 11 12 13 16 17 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 38

• Added Value Program

• Shelf Talker / Neck Tag Program • Limited Time Offer Program (LTO)

Retail Display Programs

• Small Format / Impulse Display Program

• 200ml Display Program • Premium Mass Displays

• Spirit End Displays

• NEW Featured Drink Style Display

• Spirit & Wine End Displays • Spirit & Wine End Wings • Shelf Extender Program • Case Stacker Display

Chilled Product Programs

• Cooler at Cash • Chilled Wine

Advertising Opportunities

• Launch Package

• Exterior Window Advertising • Celebrate e-Flyer Full Page Ad

• NEW Single Mixer Craft Beer & Cider Display

In-Store Tastings

• Wine Taste Station

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PEI Liquor Marketing Guide 2020 / 2021