PEILCC Annual Report 2024

STRATEGIC TARGET • CUSTOMER EXPERIENCE

STRATEGIC TARGET To understand the needs of our customers so that we can provide quality products and services that are delivered by knowledgeable, courteous employees in attractive and accessible facilities. CORPORATE OBJECTIVES 1. Enhance the shopping experience for PEILCC wholesale and retail customers. 2. Provide enhanced customer services. 3. Improve product portfolio.

Actual 2022-2023

Target 2023-2024

Actual 2023-2024

% of Target 2023-2024

Target 2024-2025

PERFORMANCE MEASURES

Customers served Average customer transaction value

2,618,423

2,610,000

$2,521,517

96.61%

$2,535,600

$53.87

$52.49

$55.65

106.02%

$56.13

Actual 2022-2023

Target 2023-2024

Actual 2023-2024

% of Target 2023-2024

Target 2024-2025

Litres

Beer (including draught)

9,534,593

9,150,00

8,995,490

98.31%

8,590,700

Spirits

888,268

850,000

859,151

101.08%

840,300

Wine (including BYO)

1,852,826

1,780,000

1,749,143

98.27%

1,670,400

Refreshments

2,389,801

2,290,000

2,441,562

106.62%

2,490,400

Total

14,665,488

14,070,000

14,045,346

99.82%

13,591,800

PERFORMANCE HIGHLIGHTS

Packaged beer volume decreased by 6%, with dollar sales down by 2%. Additionally, draught beer volume decreased by 2%, with dollar sales up 1%. The beer category remains in decline, as all markets across Canada struggle to stabilize the decrease in mainstream beer, specifically from a volume perspective. This is being offset from a dollar perspective by consumers purchasing premium beer products. Local craft beer sales have slowed as many consumers continue to shift towards Ready to Drink (RTD) products. Spirits decreased 3% in volume, with dollar sales down by 1%. The current state of the spirits category within our market aligns closely with that of the national numbers. Growth within this category continues to be led primarily by tequila, American whiskey, and Ready to Mix cocktails. Ready to Drink volume increased by 2%, dollar sales increased by 6%. The RTD category continues to grow, with canned cocktails, iced tea and tequila based RTDs seeing the greatest growth. Specifically, higher Alcohol by Volume (ABV) canned cocktails have seen the largest growth, along with hot new innovations and celebrity endorsed products. Volume in the wine category decreased by 5%, with dollar sales decreasing by 1%. Cost of production saw substantial increases

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PEILCC 2023-2024 Annual Report