2026-2027 PEI Liquor Marketing Guide

On-Shelf Programs

ADDED VALUE PROGRAM

Both liquor and non-liquor added value options are available as part of the Added Value program.

• All Added Value programs are subject to PEI Liquor’s Promotional Guidelines outlined on page 27. Approval is at the Discretion of PEI Liquor’s Marketing Analyst and Director of Marketing & Sales. • Added Value items must be available in all PEI Liquor corporate retail stores (excluding Notables). • Added Value items must have a minimum quantity available of 12 units per store to a maximum of 80% of expected sales on a store-by-store basis or at the discretion of the Marketing Analyst. • Please Note - Economy priced spirits are eligible for Added Value programming exclusively during periods 8 and 9.

LIQUOR ADDED VALUE GUIDELINES

• Must be tamper proof. • Must be provided with attachment mechanism. • Must be no larger than 200ml format (Other format opportunities will be handled on an individual basis). • Must be delivered to the PEILCC Warehouse 4 weeks in advance of the scheduled promotional period to the address below:

Gerald O’Halloran Director of Supply Chain and Property Management PEI Liquor Control Commission 3 Garfield Street, Charlottetown, PE C1A 6A4

Please contact Morgan MacLean - mjmaclean@liquorpei.com to notify of all Liquid Added Value shipments sent to the PEILCC warehouse with quantities included.

Subject to the following fees: • 50ml added value items are subject to a $0.20/unit handling fee (liquid on liquid) and a $0.10 deposit. • 200ml added value items are subject to a $1.00/unit handling fee (liquid on liquid) and a $0.10 deposit. • PEILCC listed 473ml cans added value items subject to a fee of landed cost + .60 cents + deposit per giveaway item. • PEILCC non listed 473ml (or similar sized single serve beer/RTD) added value items subject to a fee of .60 cents + deposit per giveaway item. • Handling fees applicable to liquor added value only. • All liquid on liquid subject to deposit.

2026-2027 PEI Liquor Marketing Guide | 9