2026-2027 PEI Liquor Marketing Guide

Fiscal Year Calendar

The PEI Liquor Marketing Calendar is highlighted below. Each period has additional investments where POS and merchandising are planned to improve the customer shopping experience. Agents and suppliers are encouraged to explore the following opportunities and submit programs that support these initiatives for each occasion.

2026-2027 MARKETING DATES

P1

P2

P3

P5 Aug 26 - Sept 29 (35 Days)

P6

P7

P9

P4

P8

Sept 30 - Nov 17 (48 Days)

April 2 - May 12 (41 Days)

May 13 - June 16 (35 Days)

June 17 - July 21 (35 Days)

July 22 - Aug 25 (35 Days)

Nov 18 - Jan 5 (49 Days)

Jan 6 - Feb 16 (42 Days)

Feb 17 - March 31 (43 Days)

PROMOTIONS & FESTIVALS PROMOTIONS & FESTIVALS

Holiday Gift Guide (Nov 12-Jan 2) Black Friday Sale (Nov 27-Nov 29)

PEI Spirits Festival (Date TBD)

PEI Festival of Wines April 17-18

PEI Beer Festival (Date TBD)

Fresh New Flavours May 30-August 30

HOLIDAYS & IMPORTANT DATES HOLIDAYS & IMPORTANT DATES

Victoria Day Monday, May 18th Father's Day Sunday, June 21st

Super Bowl Sunday, Feb 14th Valentine's Day Sunday, Feb 14th Islander Day Monday, Feb 15th

Gold Cup Parade Day Friday, August 21st

Labour Day Monday, Sept 7th

Christmas Day Friday, Dec 25th

Canada Day Wednesday, July 1st

St Patrick's Day Wednesday, March 17th

Good Friday Friday, April 3rd

National Day for Truth & Reconciliation Wed, Sept 30th

Natal Day Monday, August 3rd

Boxing Day Saturday, Dec 26th

PEI Pride Week July TBD

Easter Monday Monday, April 6th Mother's Day Sunday, May 10th

Thanksgiving Monday, Oct 12th

New Year's Day Friday, Jan 1st

Halloween Saturday, Oct 31st

Remembrance Day Wednesday, Nov 11th

PEI Liquor Marketing Promotions: • Fresh New Flavours takes place from May 30th-Aug 30th featuring new RTD products. • Holiday Gift Guide is promoted from Nov 12th-Jan 2nd featuring holiday gift ideas. • Black Friday Sale takes place from Nov 27th-29th featuring a variety of products with deep discounts.

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