2024-2025 PEILCC Marketing Guide

2024 - 2025 PEI Liquor Marketing Guide

Table of Contents

INTRODUCTION 4 Mission Statment 6 Our Team 7 Retail Store Sales Statistics

23 Case Stacker & Cut Case Display 24 Cold Room Impulse Display 25 Cooler at Cash 26 Chilled Wine ADVERTISING OPPORTUNITIES 27 *NEW* Digital Marketing Package 28 Exterior Window Advertising STORE INFORMATION 29 In-Store Tastings 31 Notables 32 Store Locator

8 Fiscal Year Calendar 9 Application Process ON SHELF PROGRAMS 10 Added Value Program 11 Contesting 11 Shelf Talker / Neck Tag Program 12 Limited Time Offer / Bundle Program 13 Social Reference Pricing (SRP) RETAIL DISPLAY PROGRAMS 16 Impulse at Cash 17 200ml Display Program 18 Retail Floor Displays 19 Spirit & RTD End Displays 20 Wine End Displays 21 Spirit End Wings 22 Shelf Extender Program (Wine & Spirits)

2024-2025 PEI Liquor Marketing Guide | 2

Introduction

PEI Liquor is a Provincial Crown Corporation, reporting to the Department of Finance. It is governed by a five-member, government appointed board of commissioners, and is responsible for the importation, distribution, wholesaling, retailing and regulation of beverage alcohol within the province. The 2024/2025 Marketing Guide has been prepared in order to help provide agent and supplier partners with the information necessary to maximize marketing opportunities with PEI Liquor. While you have been provided this copy for reference, PEI Liquor will communicate changes with you elec tronically and encourages you to check the online version located on our website for any updates.

2024-2025 PEI Liquor Marketing Guide | 3

PEI Liquor is committed to excellence in retail sales and will achieve this by: • Providing opportunities for supplier programming throughout year • Committing to having the necessary inventory to successfully execute marketing programs • Continually updating retail locations to maximize sales opportunities • Optimizing the SKU base to maximize sales volumes Mission Statement

OUR MISSION PEI Liquor regulates the sale of beverage alcohol under the authority of the Liquor Control Act. It manages the distribution of alcohol by: • Operating in a socially responsible manner; • Achieving the revenue goals of the Provincial Government; • Providing suppliers with controlled access to the marketplace on a fair basis from modern, attractive venues; • Encouraging responsibility and moderation in the consumption of beverage alcohol; • Providing its employees with equal opportunity and increased training programs that assist in individual and personal development and in the Commission's overall customer service strategy.

OUR VISION PEI Liquor will be recognized as a truly superior retailer in Prince Edward Island. We will achieve this through quality products, modern technology and increased services. We will always strive for the best possible value for our customers, staff and other stakeholders.

2024-2025 PEI Liquor Marketing Guide | 4

Mission Statement

OUR VALUES • Moderation - We promote responsible use as a way of life. • Quality Service - We take pride in the quality of our work. We strive for excellence in caring for our customers, suppliers and one another. • Continuous Improvement - As a retailer, we welcome change. We are committed to continuous improvements to all our services. • Integrity and Fairness - We take responsibility and are fully accountable for our actions, decisions and behavior. We meet our commitments and obligations to co-workers, customers and business partners. We are open, honest and fair. • Importance of People - We are committed to fostering a positive workplace that builds teamwork and mutual respect and encourages individual development. • Focus on Results - We are committed to getting the job done and improving our productivity levels.

COMMITMENTS & EXPECTATIONS PEI Liquor commits to providing the highest quality service to our suppliers and partner. Approved marketing programs will benefit from: • On-time implementation of displays and other marketing program materials • Proper positioning of all display opportunities • Proper positioning of all Point of Sale (POS) materials To ensure the success of approved marketing programs, PEI Liquor: • Expects that suppliers will forward graphics in a timely fashion so signage can be printed. • Commits to carrying sufficient inventory to ensure the success of each marketing program. Category managers are available to meet with agents and Suppliers to help maximize opportunities to market your products and to determine programs to help execute and maximize marketing strategies.

2024-2025 PEI Liquor Marketing Guide | 5

Our Team

PRODUCT ADVISORS

MARKETING TEAM

Debbie Smith Store #102 - 43 Pond St., Unit 1, Charlottetown (Oak Tree) Debbie is a graduate of the Canadian Association of Professional Sommeliers. Her extensive knowledge and approachable demeanor allows her to be of service to a variety of customers, from those new to wine and spirits to collectors looking to explore little-know corners of the world of wines and spirits.

Mark Carragher Director of Marketing & Sales 902-368-6274 macarragher@liquorpei.com Maggie Green Category Manager, Beer & Spirits 902-368-5715 mtgreen@liquorpei.com

Morgan MacLean Marketing Analyst 902-368-6275 mjmaclean@liquorpei.com Nikki Brown Category Analyst 902-368-5823 nabrown@liquorpei.com

Judy Hornyik Store #004 - 475 Granville St., Summerside (Granville)

Trent DeRoche Category Manager, Wine 902-368-6671 trderoche@liquorpei.com

Judy draws upon her 20 years of experience working with PEI Liquor to better serve customers. Judy has also successfully completed the Wine and Spirit Trust (WSET) Level 3 course. Whether you are looking for grand bottles to impress or everyday hidden gems for yourself, Judy can help you uncover that perfect find.

Lauran Toombs Web Project Manager & Digital Strategist 902-368-6673 lctoombs@liquorpei.com

Darren LeBlanc Store #108 - 6 Prince St., Charlottetown (Notables)

Darren has 20 years of experience in restaurant management and hospitality. Certified through C.A.P.S., he completed his Sommelier levels in 2005. Whether it’s a coursed meal with needed wine pairings or a special gift for any occasion, Darren has a wide range of knowl edge to help you make the right decisions for your occasion.

Chloe Mahar Graphic Design & Web Specialist 902-368-4239 cvmahar@liquorpei.com

Visit the PEI Liquor product advisors for their expert product information and pairing suggestions.

2024-2025 PEI Liquor Marketing Guide | 6

Retail Store Sales Statistics

This document details PEI Liquor’s updated marketing programs, program periods and application process for PEI Liquor’s fiscal year (April 2024 – March 2025). Marketing program fees are aligned not only by store sales but also by monthly sales volumes as detailed in the following:

Total Sales by Store

Percentage of Sales by Period

*Percentage of sales by period are based on 2022/2023 sales data.

2024-2025 PEI Liquor Marketing Guide | 7

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.

2024-2025 MARKETING DATES

P1

P2

P3

P4

P5

P6

P7

P8

P9

April 1-May 14, 2024 (44 Days)

May 15-June 18, 2024 (35 Days)

June 19-July 23, 2024 (35 Days)

July 24-Aug 27, 2024 (35 Days)

Aug 28-Oct 1, 2024 (35 Days)

Oct 2-Nov 19, 2024 (49 Days)

Nov 20, 2024-Jan 2, 2025 (44 Days)

Jan 3-Feb 18, 2025 (46 Days)

Feb 19-March 31, 2025 (41 Days)

PROMOTIONS & FESTIVALS PROMOTIONS & FESTIVALS

Holiday Gift Guide (Nov 13-Jan 2) Black Friday Sale (Nov 28-Nov 30) Holiday Gift Guide Black Friday Sale

PEI Spirits Festival (Date TBD) PEI Spirits Festival

PEI Festival of Wines (May 23-25)

Fresh New Flavours (May 30-Aug 30)

PEI Festival of Wines (May 23-25)

PEI Beer Festival (Date TBD) PEI Beer Festival

Fresh New Flavours (May 30-August 30)

Labour Day Sale (Aug 30-Sept 1)

Islander Day Sale (Feb 14th-16th)

HOLIDAYS & IMPORTANT DATES HOLIDAYS & IMPORTANT DATES

Good Friday (Friday, April 7) Good Friday Friday, April 7

Victoria Day (Monday, May 22) Victoria Day Monday, May 22 Father's Day Sunday, June 16th

Canada Day (Monday, July 1) PEI Pride Week (July 19-28) Canada Day Monday, July 1 PEI Pride Week July 19-28

Gold Cup Parade Day (Friday, August 16) Gold Cup Day Friday, August 16

Labour Day (Monday, Sept 2) Labour Day Monday, Sept 2 National Day for Truth and Reconciliation (Monday, Sept 30) National Day for Truth and Reconciliation Monday, Sept 30

Thanksgiving (Monday, Oct 14) Thanksgiving Monday, Oct 14 Halloween Thursday, Oct 31 Remembrance Day Monday, Nov 11 Halloween (Thursday, Oct 31) Remembrance Day (Monday, Nov 11)

Beaujolais Nouveau (Thursday, Nov 21) Beaujolais Nouveau Thursday, Nov 21 Christmas Day Thursday, Dec 25 Boxing Day Friday, Dec 26 New Year's Day Wednesday, Jan 1 Christmas Day (Thursday, Dec 25) Boxing Day (Friday, Dec 26) New Year's Day (Wednesday, Jan 1)

Super Bowl (Sunday, Feb 9) Valentine's Day (Friday, Feb 14) Islander Day (Monday, Feb 17) Super Bowl Sunday, Feb 9 Valentine's Day Friday, Feb 14 Islander Day Monday, Feb 17

St Patrick's Day (Monday, March 17) St Patrick's Day Monday, March 17

Easter Monday (Monday, April 10) Easter Monday Monday, April 10 Mother's Day Sunday, May 12th

PEI Liquor Marketing Promotions: • Fresh New Flavours takes place from May 30th-Aug 30th featuring new RTD products. • Labour Day Sale takes place from Aug 30th-Sept 1st featuring a variety of products with deep discounts. • Holiday Gift Guide is promoted from Nov 13th-Jan 2nd featuring holiday gift ideas. • Black Friday Sale takes place from Nov 28rd-30th featuring a variety of products with deep discounts. • Islander Day Sale takes place from Feb 14th-16th featuring local products.

2024-2025 PEI Liquor Marketing Guide | 8

Application Process

HOW TO APPLY

PROGRAM APPLICATION GUIDELINES PEI Liquor has a variety of marketing programs available for 2024/2025 and is open to discussing other beneficial opportunities. The following programs are available for the period dates provided on page 8. Please review the list of application guidelines below. INVENTORY REQUIREMENTS: • Current inventory and lead times for product delivery should be taken into consideration when submitting Marketing Program Applications to ensure sufficient stock is available to maximize the benefit of the program. • If amendments to marketing programs are required due to shipping, invento ry issues, etc, it is the responsibility of the agent / supplier to inform PEI Liquor marketing and category management team. PRICING DISCLAIMER: • Pricing is based on display opportunity and further by period, size and number of locations. Where an opportunity is not available in all 18 locations, the list of stores appears in order by sales. • PEI Liquor reserves the right to make adjustments to marketing programs at any point prior to or during the implementation of the program. INVOICING: • Invoices will be issued to Applying Agents upon program completion, NOT to Individual Suppliers. • Invoices will be issued to the agent that initially applied for the marketing program, unless otherwise notified. • If changes to your portfolio occur, please advise the PEI Liquor marketing and category management team immediately, so the changes can be made.

Various marketing program opportunities are available throughout the year. PEI Liquor will issue EOI's for Marketing Programs 3 times annually.

Interested suppliers are invited to submit their applications for the appropriate marketing periods by the application deadlines listed below. All applications are to be submitted to Marketing Analyst, Morgan MacLean.

If any registered marketing agents would like to be added to the supplier email list, please contact Morgan MacLean via email: mjmaclean@liquorpei.com .

2024 / 2025 MARKETING PROGRAM TIMELINE

PERIOD 1 2 3 4 5 6 7 8 9

PROGRAM DURATION April 1 - May 14, 2024 May 15 - June 18, 2024 June 19 - July 23, 2024 July 24 - Aug 27, 2024 Aug 28 - Oct 1, 2024 Oct 2 - Nov 19, 2024 Nov 20, 2024 - Jan 2, 2025

APPLICATION DEADLINE Friday, October 27th, 2023 Friday, October 27th, 2023 Friday, October 27th, 2023 Friday, February 9, 2024 Friday, February 9, 2024 Friday, February 9, 2024

Friday, May 10, 2024 Friday, May 10, 2024 Friday, May 10, 2024

Jan 3 - Feb 18, 2025 Feb 19 - Mar 31, 2025

2024-2025 PEI Liquor Marketing Guide | 9

On-Shelf Programs

ADDED VALUE PROGRAM

NON-LIQUOR ADDED VALUE GUIDELINES

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

• It is the supplier/agent’s responsibility to ensure all non-liquor added values are direct delivered to all PEI Liquor corporate retail stores (See page 31 for a full list of PEI Liquor corporate retail store addresses). • Agency stores do not receive any liquor or non-liquor added values. • Must be delivered 4 weeks in advance of the scheduled promotional period. • Suppliers must provide an image of non-liquor added values for approval to Morgan MacLean via email at mjmaclean@liquorpei.com. • It is the responsibility of the supplier applying for a food on-pack items to ensure they meet Canadian Food Inspection Agency guidelines.

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

ADDED VALUE PROGRAM PERIOD

COST PER SKU $265 $340 $370 $370 $340 $315 $420 $210 $265

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

1 2 3 4 5 6 7 8 9

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. • 473ml can added value items subject to a fee of landed cost + .60 cents + deposit per giveaway item. • Handling fees applicable to liquor added value only. • All liquid on liquid subject to deposit.

2024-2025 PEI Liquor Marketing Guide | 10

On-Shelf Programs

CONTESTING

SHELF TALKER / NECK TAG PROGRAM On shelf promotional materials can generate interest and help to differentiate products. Promotion in this manner can include but is not limited to shelf talkers, neck tags and pad bound promotional materials. These items can be used to communicate product accolades, supplier managed contests, recipes, pairings and general product details.

Contesting programs may be applied for in PEILCC stores under the follow ing guidelines: • Contests require a URL that includes complete rules and regulations. This is to be included on all promotional materials. • Mechanism of contest entry must be available digitally (QR code, text to win, website link, etc.). • Contest must be supported with a Display / Case Stacker, or have contest entry available on pack. • Ballot box contests are not permitted.

Dimensions for shelf talkers are 4”x5” which must include a 1” pre-folded flap and a quantity of 50 to be printed by the supplier.

All Contesting & Shelf Talker / Neck Tag programs must be applied for and approved by PEI Liquor’s Marketing Analyst, Morgan MacLean.

All contests must be applied for with the full contest details included. These details include but are not limited to:

• Contest start and end dates • Mechanism of contest entry • Contest rules and regulations • Promotional materials available • Display / Case Stacker support

CONTESTING & SHELF TALKER / NECK TAG PROGRAM PERIOD

COST PER SKU $110 $110 $160 $160 $110 $110 $160

1 2 3 4 5 6 7 8 9

$80 $80

2024-2025 PEI Liquor Marketing Guide | 11

On-Shelf Programs

LIMITED TIME OFFER / BUNDLE PROGRAM

Suppliers are invited to apply for temporary discounts, as part of our Limited Time Offer / Bundle program. To be eligible for this program, Spirit and Wine products must meet the Minimum Required Retail or above. Limited Time Offer / Bundle program fees for Spirit and Wine categories are prorated based on regular retail price. Social Reference Pricing (SRP) and fee reduction information can be found on page 13 . Changes to LTO / Bundle Guidelines: 1. LTO / Bundles are not permitted back to back periods on same SKU. 2. Maximum of 2 SKUs per brand on LTO per period (this applies to the spirit category only). PEI Liquor LTO / Bundle Marketing: • PEI Liquor will produce shelf talkers to feature the Limited Time Offer (LTO) / Bundles.

LIMITED TIME OFFER / BUNDLE PROGRAM PERIOD

COST PER SKU $265 $340 $370 $370 $340 $315 $420 $210 $265

Eligible Products: All categories (excluding economy skus). Locations: All PEI Liquor corporate retail stores.

1 2 3 4 5 6 7 8 9

PEI Liquor reserves the right to adjust LTO / Bundle pricing if it does not align with Social Reference Pricing (SRP). If changes are required, they will be reflected in the approval message that is sent out by the marketing and category team.

2024-2025 PEI Liquor Marketing Guide | 12

Social Reference Pricing (SRP)

LIMITED TIME OFFER / BUNDLE PROGRAM - SPIRITS (PRICE BANDING)

PRICE PER LITRE

UNITS PER PACK

SOCIAL REFERENCE PRICING (SRP) 3.29

MAINSTREAM

PREMIUM

ECONOMY

SPIRITS

UNIT SIZE 50ml 200ml 375ml 500ml 750ml

MIN

MIN MAX

MAX

MIN

MAX

LTO / Bundle fees for spirits 750ml only are prorated based on the regular retail as follows:

1 1 1 1 1 1 1 1

and over and over 21.19 25.59 35.19 51.09 77.79 and over

3.39 12.39 17.59 22.19 30.99 46.59 69.59 121.99

65.80 53.95 43.97 41.38 38.65 38.15 37.37 36.56

10.79 16.49 20.69 28.99 43.49 65.39 109.69

and over and over and over and over and over

16.99 21.69 29.99 44.99 67.39 115.99

17.58 22.18 30.98 46.58 69.58 121.98

21.20 25.60 35.20 51.10 77.80

• Up to $33.99: 100% of LTO fee • $34.00-$49.99: 50% of LTO fee • $50.00 and over: 0% of LTO fee

1,140ml 1,750ml 3,000ml

LIMITED TIME OFFER / BUNDLE PROGRAM - WINE (PRICE BANDING)

WINE

SOCIAL REFERENCE PRICING (SRP)

UNITS PER PACK

MAINSTREAM

PREMIUM

ECONOMY

UNIT SIZE 200ml 250ml 375ml 500ml 750ml

MIN

MIN MAX

MAX

MIN

MAX

L TO / Bundle fees for wines 750ml only are prorated based on the regular retail as follows:

1 1 1 1 1 1 1 1 1 1

6.39 7.59

4.29 4.99 7.59 9.60

and over and over and over and over and over and over and over and over and over and over

4.98 5.78 8.58

6.40 7.60

4.29 4.99 7.59 9.59

4.99 5.79 8.59

• Up to $18.49: 100% of LTO fee • $18.50-$22.00: 50% of LTO fee • $22.01 and over: 0% of LTO fee

10.69 11.09 19.99 23.19 35.59 41.39 58.99 69.29

10.70 11.10 20.00 23.20 35.60 41.40 59.00 69.30

10.68 13.78 16.98 24.18 30.48 42.38 53.78

10.69 13.79 16.99 24.19 30.49 42.39 53.79

12.69 15.89 22.59 28.49 39.29 50.59

12.69 15.89 22.59 28.49 39.29 50.59

1,000ml 1,500ml 2,000ml 3,000ml 4,000ml

In Period 7, Wine LTO / Bundles on 750ml products will be limited to a retail of $14.99 and above.

2024-2025 PEI Liquor Marketing Guide | 13

Social Reference Pricing (SRP)

LIMITED TIME OFFER / BUNDLE PROGRAM - BEER (PRICE BANDING)

PRICE PER LITRE

UNITS PER PACK

SOCIAL REFERENCE PRICING (SRP)

MAINSTREAM

PREMIUM

ECONOMY

UNIT SIZE

MLs

MIN

MIN MAX

MAX

MIN

MAX

3.29 4.19 4.39 4.39 5.49 6.19

3.79 4.89 4.99 4.99 5.99 6.79

330 440 473 500 650 750 355 440 473 500 330 341 355 355 440 473 341 355 355 355 355 341 355 355 355 355 355

And Over And Over And Over And Over And Over And Over And Over And Over And Over And Over And Over And Over And Over And Over And Over And Over And Over And Over

3.80 4.90 5.00 5.00 6.00 6.80

8.45 8.16 8.22 7.78 7.68 7.59 6.96 6.87 6.65 6.40 6.46 7.52 7.23 7.29 6.16 5.97 6.84 6.57 5.82 6.01 5.91 6.17 5.57 5.57 5.54 5.40 5.16

2.79 3.59 3.89 3.89 4.99 5.69 9.89

1 1 1 1 1 1 4 4 4 4 6 6 6 8 8 8

330 440 473 500 650 750

10.99 13.09 13.69 13.89 13.89 16.19 16.19 21.69 22.79 24.19 29.99 29.99 33.99 37.79 50.49 47.49 55.39 58.99 68.99 87.99

11.99 14.19 14.89 14.99 14.99 17.19 17.19 23.29 25.39 26.39 31.99 31.99

12.00 14.20 14.90 15.00 15.00 17.20 17.20 23.30 25.40 26.40 32.00 32.00

1,420 1,760 1,892 2,000 1,980 2,046 2,130 2,840 3,520 3,784 4,092 4,260 5,325 5,325 6,390 8,184 8,520 9,940

12.09 12.59 12.79 12.79 15.39 15.39 20.69 21.69 22.59 27.99 27.99 30.99 31.99 37.79 50.49 47.49 55.39 58.99 68.99 87.99

12 12 15 15 18 24 24 28 30 36 48

10,650 12,780 17,040

2024-2025 PEI Liquor Marketing Guide | 14

Social Reference Pricing (SRP)

LIMITED TIME OFFER / BUNDLE PROGRAM - RTD & CIDER (PRICE BANDING) UNITS PER PACK MLs SOCIAL REFERENCE PRICING (SRP) ECONOMY MAINSTREAM MIN MAX MIN MAX UNIT SIZE

PRICE PER LITRE

3.29 3.79 3.79 4.69 4.69 4.69 7.19 9.79

And Over And Over And Over And Over And Over And Over And Over And Over And Over And Over And Over And Over And Over And Over And Over And Over And Over

270 330 341 458 473 500 750 330 341 355 400 355 341 355 355

2.89 3.29 3.29 3.99 3.99 3.99 6.19 8.29

10.70 9.97 9.65 8.71 8.44 7.98 8.25 8.29 8.12 8.86 9.01 8.65 8.49 8.45 7.82 7.51 7.39

1 1 1 1 1 1 1 1 1 4 4 4 4 6

270 330 341 458 473 500 750

1,000 4,000

1,000 4,000 1,320 1,364 1,420 1,600 2,130 4,092 4,260 8,520

34.49 13.29 13.79 13.79 15.29 19.49 36.49 36.49 67.99

32.49 11.69 12.29 12.29 13.59 17.99 31.99 31.99 62.99

12 12 24

2024-2025 PEI Liquor Marketing Guide | 15

Retail Display Programs

IMPULSE AT CASH

IMPULSE AT CASH

Large Format (Cost per SKU)

Small Format (Cost per SKU)

Display your products at cash at our PEI Liquor corporate retail stores.

Period

Eligible Products: • Small Format - 200ml, 250ml and 375ml formats • Large Format - 750ml or greater

1 2 3 4 5 6 7 8 9

$420 $495 $575 $575 $495 $475 $575 $365 $420

$800 $940

$1,100 $1,100 $940 $900 $1,100

Locations: • Small Format - All PEI Liquor corporate retail stores (18)

• Large Format - Oak Tree, West Royalty, Stratford, Montague, Waterfront, Granville, Kensington, Tignish, Borden, Souris, O’Leary, Alberton, Rustico (13)

$700 $800

One space available per program period.

LARGE FORMAT IMPULSE AT CASH

SMALL FORMAT IMPULSE AT CASH

2024-2025 PEI Liquor Marketing Guide | 16

Retail Display Programs

200ML DISPLAY PROGRAM

A separate display space for 200ml and 375ml format products is available near the point of purchase in 10 PEI Liquor corporate retail stores. PEI Liquor provides display units for these impulse purchase items.

This program is a requirement if you want to have a 200ml product listed with PEI Liquor.

200ML DISPLAY PROGRAM

DURATION

COST PER SPIRIT SKU

April 2024-March 2025

$1,150

Eligible Products: 200ml Spirits Locations: Oak Tree, West Royalty, Queen St., Cornwall, Stratford, Montague, Waterfront, Granville, Tignish, Souris (10)

2024-2025 PEI Liquor Marketing Guide | 17

Retail Display Programs

RETAIL FLOOR DISPLAYS

PEI Liquor offers category specific display opportunities to feature products throughout PEI Liquor corporate retail stores.

Limit 4 skus per floor display. All categories are eligible.

RETAIL FLOOR DISPLAYS

Premium Mass Spirits (1 Space Available)

Premium Mass Wine (1 Space Available)

Floor Display 2 (2 Spaces Available)

Floor Display 1 (2 Spaces Available)

Program Period

$2,100 $2,900 $3,450 $3,450 $2,900 $2,625 $4,200 $1,575 $1,725

1 2 3 4 5 6 7 8 9

$1,325 $1,575 $2,000 $2,000 $1,575 $1,350 $2,300 $900 $1,000

$3,675 $4,725 $5,775 $5,775 $4,725 $3,900 $7,000 $2,625 $2,900

$3,675 $4,725 $5,775 $5,775 $4,725 $3,900 $7,000 $2,625 $2,900

PARTICIPATING STORES

Oak Tree, West Royalty, Stratford, Granville, Waterfront, Cornwall, Montague, Alberton, O’Leary, Tignish, Kensington, Rustico, Souris, Cardigan, and Queen St. (15)

All PEI Liquor corporate retail stores (Excluding Notables)

All PEI Liquor corporate retail stores (Excluding Notables)

Oak Tree, West Royalty, Stratford, Granville, Waterfront, Cornwall, Montague, Alberton, and Queen St. (9)

2024-2025 PEI Liquor Marketing Guide | 18

Retail Display Programs

SPIRIT & RTD END DISPLAYS

PEI Liquor is offering display space for the Spirit and RTD category in the Spirit section.

Limit 4 skus per display.

SPIRIT & RTD END DISPLAYS

Program Period

RTD End Aisle Display (1 Space Available)

Spirit End 1 (3 Spaces Available)

Premium Spirit End

1 2 3 4 5 6 7 8 9

$630 $735 $840 $840 $735 $630 $950 $525 $575

$950 $1,150 $1,250 $1,250 $1,150 $1,050 $1,575

$1,470 $1,800 $1,900 $1,900 $1,800 $1,575 $2,100 $1,050 $1,260

$700 $790

PARTICIPATING STORES

Oak Tree, West Royalty, Stratford, Granville, Waterfront,

Oak Tree, West Royalty, Stratford, Granville, Waterfront, Cornwall, Montague, Kensington, and Queen St. (9)

All PEI Liquor corporate retail stores (Excluding Notables)

Cornwall, Montague, Borden, Alberton, O’Leary, Tignish, Kensington, Rustico, Souris, Cardigan, and Queen St. (16)

2024-2025 PEI Liquor Marketing Guide | 19

Retail Display Programs

WINE END DISPLAYS

PEI Liquor is offering display space for the Wine category on Wine End Aisle Displays.

Limit 4 skus per display.

WINE END DISPLAYS

Program Period

Wine End 2 (2 per store)

Wine End 1 (3 per store)

Premium Wine End (1 per store)

1 2 3 4 5 6 7 8 9

$420 $500 $575 $575 $500 $450 $680 $370 $400

$735 $790

$1,260 $1,470 $1,575 $1,575 $1,470 $1,365 $1,800 $950 $1,050

$1,050 $1,050 $790 $750 $1,575

$525 $630

PARTICIPATING STORES

Oak Tree, West Royalty, Stratford, Granville, Waterfront,

Oak Tree, West Royalty, Stratford, Granville, Waterfront, Cornwall, Montague, Kensington, and Queen St. (9)

All PEI Liquor corporate retail stores (Excluding Notables)

Cornwall, Montague, Borden, Alberton, O’Leary, Tignish, Kensington, Rustico, Souris, Cardigan, and Queen St. (16)

2024-2025 PEI Liquor Marketing Guide | 20

Retail Display Programs

SPIRIT END WINGS

Only cross category products will be approved for this program, in effort to entice consumers to make an impulse purchase in a category outside of their initial intention.

One space available per program period. Limited to two skus per display.

Locations: All PEI Liquor corporate retail stores (Excluding Notables).

SPIRIT END WINGS

PERIOD 1 2 3 4 5 6 7 8 9

COST PER SKU $450 $600 $800 $800 $600 $500 $900 $400 $450

2024-2025 PEI Liquor Marketing Guide | 21

Retail Display Programs

SHELF EXTENDER PROGRAM

PEI Liquor is now offering a Shelf Extender Program to Wine and Spirits products.

Selection of products is based on the following factors: • Profitability / sales potential • Inventory levels

WINE The Wine Shelf Extender is located in the Canada wine section, one of the highest-traffic areas in PEI Liquor stores, providing additional exposure for wines from other countries.

SHELF EXTENDER PROGRAM PERIOD

One display space available per period.

COST PER SKU $450 $600 $800 $800 $600 $500 $900 $400 $450

• Eligible Products: Wine 750ml – All Countries • Limit 1 SKU per display

1 2 3 4 5 6 7 8 9

SPIRITS The Spirits Shelf Extender is located in various sections of select PEI Liquor retail stores.

Two display spaces available per period.

• Eligible Products: All Categories • Limit 2 SKUs per display

PARTICIPATING STORES Notables, Stratford, Montague, Granville, Waterfront, Alberton, O’Leary, Tyne Valley, and Rustico (9)

2024-2025 PEI Liquor Marketing Guide | 22

Retail Display Programs

CASE STACKER & CUT CASE DISPLAY

Case Stacker & Cut Case displays will be placed in select stores PEI Liquor retail stores. The Case Stacker Display unit must be approved by PEI Liquor Marketing Team. If no Case Stacker is provided, Cut Case Displays will be created by PEI Liquor corporate retail staff out of the product cases.

Maximum Dimensions: 24”(w) x 60”(h) x 20”(d) *Case Stackers must not exceed the maximum dimensions.

Participating Stores: Oak Tree, West Royalty, Stratford, Montague, Granville, Waterfront, Kensington, O’Leary, and Tignish (9)

CASE STACKER & CUT CASE DISPLAY PERIOD

COST PER PROGRAM $630 $740 $900 $900 $740 $630 $900 $420 $525

1 2 3 4 5 6 7 8 9

The selection of Case Stacker Display & Cut Case Displays are based on the following factors: • Seasonal themes • Profitability/Sales potential

• Inventory levels • Impulse in nature • Program support

2024-2025 PEI Liquor Marketing Guide | 23

Retail Display Programs

COLD ROOM IMPULSE DISPLAY

The Cold Room Impulse Display is located inside of the Cold Beer Coolers in select PEI Liquor corporate retail stores. Two spaces available per program period.

Signage Dimensions: 14”(w) x 22”(h) Participating Stores: Oak Tree, West Royalty, Stratford, Montague, Granville, Waterfront (6)

The selection of products is based on the following factors: • Seasonal themes • Profitability/Sales potential

• Inventory levels • Impulse in nature • Program support

COLD ROOM IMPULSE DISPLAY PERIOD

COST PER PROGRAM $850

1 2 3 4 5 6 7 8 9

$1,000 $1,400 $1,400 $1,000 $950 $1,175

$750 $850

2024-2025 PEI Liquor Marketing Guide | 24

Retail Display Programs

COOLER AT CASH

Open faced coolers are located at cash for impulse Single Serve products which are typically refrigerated. There are Twelve (12) Display opportunities available per retail store. Suppliers can apply for brands within the marketing period applications. The program allows for one (1) brand with two (2) facings per period. Eligible Products: Single Serve Beer, RTD, Cider and Wine Locations: Oak Tree, West Royalty, Queen St., Cornwall, Rustico, Stratford, Montague, Kensington, Waterfront, Granville, Borden, O’Leary (12)

The selection of products is based on the following factors: • Category Strategy • Seasonal themes • Profitability/Sales potential

• Inventory levels • Program support

COOLER AT CASH

DURATION

COST PER SKU

April 2024-March 2025

$5,500

2024-2025 PEI Liquor Marketing Guide | 25

Retail Display Programs

CHILLED WINE

Chilled Wine is a 12-month display program with the option to change product upon approval from PEI Liquor. Other formats i.e. – 1.5L will be pro-rated according to the number of facings. Guaranteed SKU facings in the top 7 PEI Liquor retail stores. The remaining retail stores will accommodate participating SKUs based on space availability. Eligible Products: 750ml - 1.5L Wine Locations: All PEI Liquor Corporate Retail Stores (18) *Product selection in the chilled wine fridge may vary. Subject to store assortment.

CHILLED WINE

DURATION

COST PER SKU

April 2024-March 2025

$1,600

PLEASE NOTE: The Chilled Wine Program is billed based on applying agent and not the specific producer or winery. If there are changes to your billing, please contact Wine Category Manager, Trent DeRoche .

2024-2025 PEI Liquor Marketing Guide | 26

Advertising Opportunities

*NEW* DIGITAL MARKETING PACKAGE

NEW in 2023, we have revamped our Digital Marketing Package to include the valuable integration of the popular Flipp and Reebee apps. PEI Liquor uploads promotional flyers to the Flipp and Reebee apps bi-weekly to include a range of sales that are on promotion during each marketing period.

Eligible Products: All Categories Duration: 2 weeks

Cost per package: $1,000

Contact Marketing Analyst, Morgan MacLean for more information.

SILVER PACKAGE

GOLD PACKAGE

Includes: 4 Digital Marketing Packages (1 per quarter) • *NEW* An opportunity to feature your products in the PEI Liquor Flipp and Reebee promotional sales flyers (including a 1/4 page ad) • Web banner and featured product on liquorpei.com • PEI Liquor social media posts • Licensee Wholesale Website Exposure: Home Page Featured Product • Email Marketing: Custom Message sent to 1,800+ subscribers • End Cap Display Space at Oak Tree and Granville featuring your products

Includes: 8 Digital Marketing Packages (2 per quarter) • *NEW* An opportunity to feature your products in the PEI Liquor Flipp and Reebee promotional sales flyers (including a 1/4 page ad) • Web banner and featured product on liquorpei.com • PEI Liquor social media posts • Licensee Wholesale Website Exposure: Home Page Featured Product • Email Marketing: Custom Message sent to 1,800+ subscribers • End Cap Display Space at Oak Tree and Granville featuring your products

Cost: $3,575

Cost: $6,750

2024-2025 PEI Liquor Marketing Guide | 27

Advertising Opportunities

EXTERIOR WINDOW ADVERTISING

EXTERIOR WINDOW ADVERTISING

Exterior Window Advertising is an excellent opportunity to grab the customer’s eye as they are approaching the store and have your product be the first thing on the customers mind as they enter the store. Artwork and signage are the responsibility of the agent. If you are interested in participating in purchasing Exterior Window Advertising, please apply for this in PEI Liquor’s Marketing Application. Contact PEI Liquor’s Marketing Analyst, Morgan MacLean for availability and requirements. Eligible Products: All Categories Locations: Oak Tree, West Royalty, Queen St., Cornwall, Stratford, Montague, Waterfront, and Granville (8)

COST $4,500 $5,000 $4,000

PERIOD 2 & 3 4 & 5 6 & 7

DURATION May 15, 2024 - July 23, 2024 July 24, 2024 - October 1, 2024 October 2, 2024 - January 2, 2025

Disclaimer: Printing and installation costs excluded.

2024-2025 PEI Liquor Marketing Guide | 28

Store Information

IN-STORE TASTINGS

In-store tastings provide an excellent opportunity to allow customers to sample products they may not have normally purchased. All product categories are eligible for in-store tastings. All products will be billed back to Agents at landed cost + 10%.

Supplier, Agent or Host Responsibilities

It is the responsibility of the supplier, agent or host to: • Host has a responsible beverage server certificate.

• All products purchased for the tasting (opened or unopened) is to be poured out at the end of the tasting session (with the exception of bottles that retail for $75 or over). • There will be a maximum of 4 products to be sampled during each tasting session. • Host to pour product, set on table for customer to sample. • Purchase product from the PEI Liquor retail store at a discounted rate. • Ensure no advertising of any form including but not limited to print, radio, television, online will be made to promote the in-store tasting session. Notices can be posted within the participating retail outlet during the scheduled tasting time(s). • Verify inventory levels of tasting products with the store manager prior to the tasting. • Assemble and dismantle the tasting station / booth. • Ensure all necessities for the tasting session including product, cups, table cloth, napkins are available and that the tasting station is clean and tidy with appropriate waste containers at all times during the tasting sessions. • Provide recipe cards or any other display material (e.g. posters, danglers, backer cards) to highlight the products being tasted. • Monitor sampling and safeguard against the sampling by minors or intoxicated persons. • Ensure that opened product in not left unattended at any time. • Assume responsibility for any liability arising as a result of the tasting.

In-Store Tastings must be booked directly with the PEI Liquor store manager. If you wish to cancel your tasting, please provide 24 hour notice of cancellation. Failure to do so will result in automatic billing.

2024-2025 PEI Liquor Marketing Guide | 29

Store Information

IN-STORE TASTINGS

IN-STORE TASTING REQUIREMENTS

PEI Liquor Store Manager / Staff Responsibilities

PRODUCT CATEGORY Wine Beer Spirits Coolers / RTD Cider MEASURE 1oz (30ml) 1oz (30ml) ½ oz (15ml) ½ oz (15ml) 1oz (30ml) Dates & Times: Monday to Saturday 12pm-4pm / 4:30pm-8:30pm and Sunday 1pm-5pm

It is the responsibility of PEI Liquor Store Managers and Staff to: • Increased cleaning/sanitizing of tasting area. • Hand sanitizer is available on the tasting table. • Limit/avoid gathering at the tasting table. • Bottles that are $75 plus can be resealed and taken to another store for sampling • Ensure appropriate amount of product being sampled is available • Ensure adequate space is available in a highly visible area to maximize the opportunity • Monitor the amount of product sample poured and the safekeeping of the open product in the event the tasting continues for a following day • Communicate and ensure staff understand that they cannot participate in in-store tastings • Ensure that supplier representatives conduct themselves in a professional manner and adhere to their responsibilities outlined above. Manager have full authority at any time to cancel a tasting session for non-compliance with these responsibilities or the PEI Liquor Control Act regulations • Complete and forward a Tasting Report to the PEI Liquor Head Office detailing the name of the agent, the product sampled and the overall conduct of the agent responsible for the tasting.

Cost: $25 per tasting session

2024-2025 PEI Liquor Marketing Guide | 30

Store Information

NOTABLES

Notables by PEI Liquor offers a collection of premium, local, and exclusive wine, beer, and spirits – with over 500 products available only at Notables. It also features a training room for tasting seminars and special events. Notables is located in downtown Charlottetown in the Founders’ Food Hall & Market.

Notables Training Room Opportunities:

Are you looking to host a public or staff tasting event in the Notables Training Room? Contact - Mark Carragher (Director of Marketing and Sales) and Trent DeRoche (Wine Category Manager) for availability.

2024-2025 PEI Liquor Marketing Guide | 31

Store Information

PEI LIQUOR CORPORATE RETAIL STORES (18)

PEI Liquor Tignish (Store #006) 210 Mill Road, Tignish PEI Liquor Alberton (Store #001) 491 Church Street, Alberton PEI Liquor O’Leary (Store #003) 2 Royal Avenue, O’Leary, PE PEI Liquor Tyne Valley (Store #009) 7068 Route 12, Tyne Valley PEI Liquor Waterfront (Store #005) 98 Water St. East, Summerside PEI Liquor Granville (Store #004) 475 Granville North, Summerside PEI Liquor Kensington (Store #007) 62 Broadway Street, Kensington, PE PEI Liquor Borden (Store #002)

100 Abegweit Blvd., Borden-Carleton PEI Liquor Rustico (Store #103) 7367 Cavendish Road, Route 6, North Rustico PEI Liquor Cornwall (Store #106) 17-25 Meadowbank Rd, Cornwall Plaza, Cornwall

PEI Liquor Notables (Store #108) 6 Prince St, Charlottetown (Founders’ Food Hall & Market) PEI Liquor Stratford (Store #107) 9 Kinlock Road, Stratford PEI Liquor Montague (Store #203) 509 Main Street, Montague PEI Liquor Cardigan – Store #201 4380 Chapel Road, Route 321, Cardigan PEI Liquor Souris (Store #202) 189 Main Street, Souris, PE

PEI Liquor West Royalty (Store #104) 193 Minna Jane Road, Charlottetown PEI Liquor Oak Tree (Store #102) 43 Pond Street, Unit 1, Charlottetown PEI Liquor Queen St. (Store #101) 84 Queen Street, Charlottetown

2024-2025 PEI Liquor Marketing Guide | 32

Store Information

PEI LIQUOR AGENCY STORES (12)

Wellington PEI Liquor Agency Store 16 Pond Drive, Wellington Kinkora PEI Liquor Agency Store 62 Anderson Rd Route 5543 Highway 225 Kinkora Cavendish PEI Liquor Agency Store 8934 Cavendish Road Cavendish Oyster Bed Esso 4541 Portage Road, Route 6, Oyster Bed Bridge Clow’s Red and White 1104 Route 225, North Wiltshire

C & T Convenience and Laundromat 18790 Trans Canada Highway, Desable Mel’s PEI Liquor Agency Store 419 St. Peter’s Road, Charlottetown Cooper’s Red & White 4985 Trans Canada Highway, Eldon Morell PEI Liquor Agency Store 7621 St Peters Rd, Morell Wood Islands PEI Liquor Agency Store 13054 Shore Road Wood Islands U & WE Convenience 1363 Main St, Murray Harbour Elliott’s General Store 3212 E Point Road, Souris

2024-2025 PEI Liquor Marketing Guide | 33