PEILCC Annual Report 2025

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 retail and licensee customers. 2. Provide enhanced customer services. 3. Improve product portfolio.

Actual 2023-2024

Target 2024-2025

Actual 2024-2025

% of Target 2024-2025

Target 2025-2026

PERFORMANCE MEASURES

Customers served Average customer transaction value

2,521,517

2,535,600

2,506,118

98.84%

2,500,000

$55.65

$56.13

$55.89

99.57%

$58.44

Actual 2023-2024

Target 2024-2025

Actual 2024-2025

% of Target 2024-2025

Target 2025-2026

Litres

Beer (including draught)

8,995,490

8,590,700

8,774,077

102.13%

8,840,100

Spirits

859,151

840,300

840,901

100.07%

852,700

Wine (including BYO)

1,749,143

1,670,400

1,714,400

102.63%

1,737,800

Refreshments

2,441,562

2,490,400

2,531,358

101.64%

2,590,700

Total

14,045,346

13,591,800

13,860,736

101.98%

14,021,300

PERFORMANCE HIGHLIGHTS

Overall beer decreased by 2.5%, with dollar sales up 0.5%. The beer category continues to see a decline in traditional domestic lagers, however there has been a shift towards craft and premium imported products. Many beer consumers continue to shift towards the Ready to Drink (RTD) category. Spirits decreased by 2.1% in volume, with dollar sales flat versus previous years. Our overall spirits category aligned with regional and national trends. Growth within this category continues to be led primarily by tequila with an 8% increase in volume and a 12% increase in dollar sales. Ready to Drink volume increased by 3.7%, dollar sales increased by 5.9%. This growth is attributed to factors such as the Island’s tourism industry, a younger demographic seeking variety, and the appeal of locally produced options for consumers. RTD sales continue to grow driven by consumer demand for pre-mixed, flavorful, and lower-calorie alcoholic options. In particular, popularity in vodka-based seltzers and canned cocktails is rising due to their convenience and alignment with consumer trends.

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PEILCC 2024-2025 Annual Report