2023-2024 PEILCC Marketing Guide

PERIOD HIGHLIGHTS 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.

Period 1 // April 1 – May 16 // Discover the World of Wines This period gets our customers thinking about the upcoming PEI Festival of Wines; with the goal of encouraging more people to explore the category and showcasing the feature country for 2023 – Italy. The Festival and supporting period promotion provide an opportunity for customers to try new offerings and evolve their understanding of the category, which continues to grow on PEI.

Period 1 // April 1 – May 17 // Fresh New Flavours After a long winter, our customers are looking forward to Spring weather and new arrivals in our stores. Fresh New Flavours is a theme in our stores to promote new ready-to-drink coolers, beer, and wine products.This overall theme is also supported with an online presence on liquorpei.com, and a printed Fresh New Flavours Flyer that is available in stores and mailed out to 19+ residents across PEI. Period 3 & 4 // June 21 - August 29 // Summer Hosting This “Summer Hosting” themed campaign is designed to awaken all five senses, inspire smiles in those it touches, and encourage customers to enjoy the PEI summer just that little bit more. PEI is a great place to be during the summer; many people are on vacation and have discretionary income to spend, and this program is designed to make the most of this. Stores are merchandised to drive sales and we want to influence purchase decisions through supporting supplier promotions and sampling experiences – with the goal of up-selling customers and enticing them to increase their basket size just that little bit more! Period 2 // May 17 - June 20 // Fresh New Flavours Fresh New Flavours is a theme in our stores that promotes the arrival of new ready-to-drink coolers, beer, cider, and wine products. From seltzers to vodka sodas, wine-in-a-can and more - It’s the perfect time to celebrate the warmer weather on the Island with refreshing ready to drink cocktails.This overall theme is also supported with an online presence on liquorpei.com, and a printed Fresh New Flavours Flyer that is available all PEI Liquor corporate retail stores and mailed out to 19+ residents across Prince Edward Island.

PEI Liquor Marketing Program Guide | 7