2025-2026 PEILCC 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.

2025-2026 MARKETING DATES

P9

P5 Aug 27-Sept 30, 2025 (35 Days)

P1

P2

P3

P8

P6

P7

P4

April 2-May 13, 2025 (42 Days)

May 14-June 17, 2025 (35 Days)

June 18-July 22, 2025 (35 Days)

July 23-Aug 26, 2025 (35 Days)

Oct 1-Nov 18, 2025 (49 Days)

Nov 19, 2025-Jan 1, 2026 (44 Days)

Jan 2-Feb 17, 2026 (47 Days)

Feb 18-March 31, 2026 (42 Days)

PROMOTIONS & FESTIVALS PROMOTIONS & FESTIVALS

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

PEI Spirits Festival (November)

PEI Festival of Wines (April 25-26)

PEI Beer Festival (Date TBD)

Fresh New Flavours (May 30-August 30)

HOLIDAYS & IMPORTANT DATES HOLIDAYS & IMPORTANT DATES

Christmas Day Thursday, Dec 25 Boxing Day Friday, Dec 26 New Year's Day Thursday, Jan 1

St Patrick's Day Tuesday, March 17

Canada Day Tuesday July 1 PEI Pride Week July 18-27

Good Friday Friday, April 18

Thanksgiving Monday, Oct 13 Halloween Friday, Oct 31

Victoria Day Monday, May 19 Father's Day Sunday, June 15th

Super Bowl Sunday, Feb 8

Labour Day Monday, Sept 1 National Day for Truth and Reconciliation Tuesday, Sept 30

Gold Cup Day Friday, August 15

Easter Monday Monday, April 21 Mother's Day Sunday, May 11th

Valentine's Day Saturday, Feb 14 Islander Day Monday, Feb 16

Remembrance Day Tuesday, Nov 11

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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