2027-2028 PEI Liquor Marketing Guide

PEI Liquor Merchandising & Marketing Guide 2027-2028

Table of Contents

INTRODUCTION 4 Mission Statment 5 Our Team 6 Retail Store Sales Statistics

23 Case Stacker & Cut Case Display 24 Cold Room Impulse Display 25 Cooler at Cash 26 Chilled Wine SIGNAGE REQUIREMENTS 27 Promotional Guidelines 28 Signage Specs & Requirements ADVERTISING OPPORTUNITIES 30 Digital Marketing Package 31 Exterior Window Advertising STORE INFORMATION 32 In-Store Tastings 34 Notables 35 Store Locator

7 Fiscal Year Calendar 8 Application Process

ON SHELF PROGRAMS 9 Added Value Program 11 Contesting & 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)

2 | 2027-2028 PEI Liquor Merchandising & Marketing Guide

Introduction PEI Liquor is a Provincial Crown Corporation operating under the Department of Finance. It is governed by a five-member board of commissioners appointed by the government and is responsible for the importation, distribution, wholesaling, retailing, and regulation of beverage alcohol within Prince Edward Island. The 2027/2028 Marketing Guide has been developed to support agent and supplier partners in maximizing marketing opportunities with PEI Liquor. While this version is provided for reference, updates will be shared electronically. Please refer to the online version for the most up-to-date information.

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Mission Statement

PEI Liquor is committed to excellence in retail sales and will achieve this by: • Providing opportunities for supplier programming throughout the 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

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. 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 opportu nity and increased training programs that assist in individual and personal development and in the Commission's overall customer service strategy. • • • • •

OUR VALUES

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 • 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. To ensure the success of approved marketing programs, PEI Liquor:

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 & Fairness: • We take responsibility and are fully accountable for our actions, decisions and behavior. We meet our commit ments and obligations to coworkers, 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 improv ing our productivity levels.

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Our Team

PRODUCT ADVISORS

MARKETING TEAM

Debbie Smith Store #102 - 43 Pond St., Unit 1, Charlottetown (Oak Tree)

Mark Carragher Director of Marketing & Sales 902-368-6274 macarragher@liquorpei.com

Morgan MacLean Marketing Analyst 902-368-6275 mjmaclean@liquorpei.com

Debbie is a proud graduate of the Canadian Association of Professional Sommeliers. With her extensive knowledge and friendly, approachable nature, she’s here to help everyone — whether you’re just starting to explore wine and spirits or you’re a seasoned collector searching for hidden gems from around the world.

George MacIntyre Category Manager, Wine & Spirits 902-368-6671 gmacintyre@liquorpei.com

Nikki Brown Category Analyst 902-368-5823 nawood@liquorpei.com

Trent DeRoche Store #104 - 193 Minna Jane Dr., Charlottetown (West Royalty)

Whether you’re curating the perfect wine list for a cocktail party or searching for the ideal pairing to elevate your meal, Trent is here to help! With his expertise, backed by the prestigious Wine and Spirit Education Trust (WSET) Level 3 certification, you can trust him to guide you in choosing the perfect products.

Marsha Gallant Category Manager, Beer, RTD & Cider 902-368-5715 mgallant@liquorpei.com

Cheryl MacDonald Store #107 - 9 Kinlock Rd., Stratford

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

Cheryl discovered her passion for wine while employed at Arterra Wines in 2018. That same year, she earned the Sales Driver Award for Eastern Ontario. Transitioning to Prince Edward County’s vineyard scene, she assumed the position of Professional Wine Sales. Firmly convinced that every bottle holds a secret, Cheryl aspires to share the thrill of discovery and inspire others to explore the world of wine.

Chloe Walsh Graphic Design & Web Specialist 902-368-4239 cvwalsh@liquorpei.com

David McCormack Store #004 - 475 Granville St., Summerside

After earning his WSET Level 3 Award with Distinction in both the tasting and theory examinations, Dave combines his extensive product knowl edge with years of teaching experience. At our Granville Street location, he enjoys sharing his enthusiasm for learning, helping both customers and colleagues discover new favourites with confidence.

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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 2027 – March 2028). Marketing program fees are aligned not only by store sales but also by monthly sales volumes as detailed in the following charts below. Total sales by retail outlet and percentage of sales by period are based on 2025/2026 sales data. Percentage of Sales by Period Total Sales by Retail Store

Retail Store Alberton Cardigan Cornwall Gateway Granville St. Kensington Montague North Rustico

% 2% 2% 6% 2% 10% 4% 8% 4% 2% 15% 3% 4% 3% 10% 3% 2% 5% 14%

Total $2,576,863 $2,729,908 $6,964,641 $2,586,946 $12,094,657 $5,014,245 $8,852,629 $4,542,804 $2,196,505 $17,601,021 $3,194,716 $4,211,100 $3,698,173 $11,890,202 $3,873,987 $1,800,625 $5,880,278 $16,365,404 $116,074,704

$11,043,469 Period 1 (10%)

$9,805,011 Period 9 (8%)

$10,413,169 Period 8 (9%)

$11,332,184 Period 2 (10%)

$16,100,764 Period 7 (14%)

$15,415,203 Period 3 (13%)

Notables Oak Tree O'Leary Queen St. Souris Stratford Tignish

$13,796,178 Period 6 (12%)

$16,566,946 Period 4 (14%)

Tyne Valley Waterfront West Royalty

$11,413,012 Period 5 (10%)

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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.

2027-2028 PEI LIQUOR MARKETING DATES

P1

P2

P3

P5 Aug 25 - Sept 28 (34 Days)

P6

P7

P9

P4

P8

Sept 29 - Nov 16 (48 Days)

April 2 - May 11 (39 Days)

May 12 - June 15 (34 Days)

June 16 - July 20 (34 Days)

July 21 - Aug 24 (34 Days)

Nov 17 - Jan 4 (48 Days)

Jan 5 - Feb 15 (42 Days)

Feb 16 - March 31 (43 Days)

PROMOTIONS & FESTIVALS PROMOTIONS & FESTIVALS

Holiday Gift Guide (Nov 12-Jan 2) Black Friday Sale (Nov 26-Nov 28)

PEI Spirits Festival Nov 14

PEI Festival of Wines April 23-24

PEI Beer Festival TBD

Fresh New Flavours May 30-August 30

HOLIDAYS & IMPORTANT DATES HOLIDAYS & IMPORTANT DATES

Victoria Day Monday, May 24th Father's Day Sunday, June 20th

Super Bowl Sunday, Feb 13th Valentine's Day Sunday, Feb 14th Islander Day Monday, Feb 21st

Natal Day Monday, August 2nd

Labour Day Monday, Sept 6th

Christmas Day Saturday, Dec 25th

Canada Day Thursday, July 1st PEI Pride Week July TBD

St Patrick's Day Friday, March 17th Good Friday Friday, March 26th Easter Monday Monday, March 29th

Mother's Day Sunday, May 9th

National Day for Truth & Reconciliation Thursday, Sept 30th

Gold Cup Parade Day Friday, August 20th

Boxing Day Sunday, Dec 26th

Thanksgiving Monday, Oct 11th

New Year's Day Saturday, Jan 1st

Halloween Sunday, Oct 31st

Remembrance Day Thursday, Nov 11th

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 26th-28th featuring a variety of products with deep discounts.

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Application Process

HOW TO APPLY Various marketing program opportunities are available throughout the year. PEI Liquor will release Expressions of Interest (EOIs) for Marketing Programs three times per year. 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.

PROGRAM APPLICATION GUIDELINES PEI Liquor has a variety of marketing programs available for 2027/2028 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 consider ation 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, inventory 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.

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

2027 / 2028 MARKETING PROGRAM TIMELINE

PERIOD 1

PROGRAM DURATION April 2 - May 11, 2027 May 12 - June 15, 2027 June 16 - July 20, 2027 July 21 - Aug 24, 2027 Aug 25 - Sept 28, 2027 Sept 29 - Nov 16, 2027 Nov 17, 2027 - Jan 4, 2028

APPLICATION DEADLINE Friday, October 23rd, 2026 Friday, October 23rd, 2026 Friday, October 23rd, 2026 Friday, January 15, 2027 Friday, January 15, 2027 Friday, January 15, 2027

2 3 4 5 6 7 8 9

Friday, April 16, 2027 Friday, April 16, 2027 Friday, April 16, 2027

Jan 5 - Feb 15, 2028 Feb 16 - Mar 31, 2028

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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. • When applying for added value programs, an expected forecast of total added value units must be included. Please note this in the marketing notes section on your application. • 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: • All liquid added value items are subject to applicable deposit and CRF fees, based on container type • All liquid added value items are subject to the following handling fees (liquid on liquid):

• 50ml items at $0.20 per unit • 200ml items at $1.00 per unit • 473ml or similar sized single serve beer/RTD items at $0.60 per unit

• Handling fees applicable to liquor added value items only

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On-Shelf Programs

ADDED VALUE PROGRAM

ADDED VALUE PROGRAM

NON-LIQUOR ADDED VALUE GUIDELINES

PERIOD 1

COST PER SKU $280 $370 $400 $400 $370 $340 $450 $230 $270

• All non-liquor added value applications must be accompanied by a Display / Case Stacker application to support execution. • Visuals of non-liquid added values must be provided at time of application. • To be considered, offers must require the customer to purchase only one unit of the qualifying product in order to receive the non-liquid added value. • It is the responsibility of the supplier applying for a food on-pack items to ensure they meet the Canadian Food Inspection Agency Guidelines. • It is the supplier/agent’s responsibility to ensure all non-liquor added values are direct delivered to all PEI Liquor corporate retail stores 2 weeks in advance of the scheduled promotional period. (See page 35 for the full list of PEI Liquor corporate retail stores). • Agency stores do not receive any liquor or non-liquor added values.

2 3 4 5 6 7 8 9

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On-Shelf Programs

CONTESTING

CONTESTING & SHELF TALKER / NECK TAG PROGRAM

PERIOD 1

COST PER SKU $115 $115

Contesting programs may be applied for in PEILCC stores under the following guidelines:

• All contesting programs are subject to the approval and at the discretion of PEI Liquor’s Market ing Analyst and Director of Marketing & Sales. • Visuals of Contesting assets must be provided at time of application • 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.) • Ballot box contests are not permitted.

2 3 4 5 6 7 8 9

$170 $170 $115 $115 $170 $85 $85

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

All Contesting & Shelf Talker / Neck Tag programs must be submitted for approval to PEI Liquor’s Marketing Analyst. Distribution details will be shared upon program approval.

SHELF TALKER / NECK TAG PROGRAM On shelf promotional materials can generate interest and help to differentiate products. Promo tion 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.

*Important - 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.

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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. 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). LTO / Bundle Marketing: • PEI Liquor will produce shelf talkers to feature the Limited Time Offer (LTO) / Bundles. All LTO and bundle pricing will be displayed on liquorpei.com

LIMITED TIME OFFER / BUNDLE PROGRAM

LIMITED TIME OFFER PRICING GUIDELINES

MAXIMUM

BEER & RTD Single Serve 4-8pk 12pk & up WINE Below 750ml 750ml - 1 L 1 L 1.5 L

PERIOD 1

COST PER SKU $280 $370 $400 $400 $370 $340 $450 $230 $270

MINIMUM $0.50 $1.00 $2.00 MINIMUM $1.00 $1.00 $1.00 $1.50 $2.50 $3.00 MINIMUM $1.00 $1.50 $2.50 $3.50

To Social Reference Pricing Floor

2 3 4 5 6 7 8 9

MAXIMUM

To Social Reference Pricing Floor

3 L 4 L

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

MAXIMUM

SPIRITS 375ml 750ml 1.14 L 1.75 L

To Social Reference Pricing Floor

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.

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Social Reference Pricing (SRP)

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

PRICE PER LITRE 71.80 60.90 57.45 46.91 43.98 41.32 40.43 39.59 38.36

UNITS PER PACK

SOCIAL REFERENCE PRICING (SRP)

MAINSTREAM

PREMIUM

ECONOMY

SPIRITS

UNIT SIZE

MIN MAX MIN 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 1

and over and over and over 22.49 27.19 37.39 53.99 82.49 and over

50ml 100ml 200ml 375ml 500ml 750ml 1,140ml 1,750ml 3,000ml

3.59 6.09 11.49 17.59 21.99 30.99 46.09 69.29 115.09

4.09 6.59

13.09 18.79 23.59 32.99 49.39 73.79 129.09

• Up to $36.29: 100% of LTO fee • $36.30-$49.99: 50% of LTO fee • $50.00 and over: 0% of LTO fee

and over and over and over and over and over n/a

18.09 22.59 31.99 47.79 71.39 122.89

18.78 23.58 32.98 49.38 73.78 129.08

22.50 27.20 37.40 54.00 82.50 n/a

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

WINE

SOCIAL REFERENCE PRICING (SRP)

UNITS PER PACK

MAINSTREAM

PREMIUM

ECONOMY

UNIT SIZE

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

MIN MAX MIN MAX

MIN

MAX

6.90 8.20 11.40 11.80

200ml 250ml 375ml 500ml 750ml

1 1 1 1 1 1 1 1 1 1 1

4.59 5.49 8.19 10.29 13.59 16.99 24.09 30.29 41.69 50.39 53.49

5.49 6.29 9.19 11.39

6.89 8.19 11.39 11.79 21.29 24.69 37.79 43.89 62.59 n/a 73.49

4.59 5.49 8.19 10.29 13.59 16.99 24.09 30.29 41.69 50.39 53.49

5.48 6.28 9.18 11.38

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

• Up to $20.59: 100% of LTO fee • $20.60-$23.50: 50% of LTO fee • $23.51 and over: 0% of LTO fee

21.30 24.70 37.80 43.90 62.60 n/a 73.50

14.59 18.09 25.69 32.39 44.99 n/a 56.99

14.58 18.08 25.68 32.38 44.98 n/a 56.99

In Period 7, Wine LTO / Bundles on 750ml products will be limited to a retail of $15.99 and above.

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

*Economy segment

and over

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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 MAX MIN MAX

MIN

MAX

3.49 4.39 4.59 4.59 5.89 6.19 6.59 11.69 13.99 14.49 14.69 14.79 17.29 17.29 22.99 24.09 25.39 31.99 31.99 n/a 36.39 40.39 n/a 50.89 66.59 58.99 62.89 73.89 93.99

3.99 5.09 5.29 5.29 6.39 6.99 7.19

330 440 473 500 650 710 750 355 440 473 500 330 341 355 355 440 473 341 355 355 355 355 341 355 473 355 355 355 355

330 440 473 500 650 710 750

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 And Over

4.00 5.10 5.30 5.30 6.40 7.00 7.20 12.80 15.10 15.90 16.00 16.10 18.30 18.30 25.00 26.70 28.00 34.00 34.00

9.06 8.84 8.65 8.18 8.14 8.01 7.99 7.46 7.32 7.13 6.85 6.96 7.96 7.65 7.67 6.70 6.39 7.30 7.02 6.27 6.46 6.32 6.52 5.97 5.87 5.93 5.91 5.78 5.52

2.99 3.89 4.09 4.09 5.29 5.69 5.99 10.59 12.89 13.49 13.69 13.79 16.29 16.29 21.79 23.59 24.19 29.89 29.89 33.39 34.39 40.39 53.39 50.89 66.59 58.99 62.89 73.89 93.99

1 1 1 1 1 1 1

12.79 15.09 15.89 15.99 16.09 18.29 18.29 24.99 26.69 27.99 33.99 33.99

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 11,352 9,940 10,650 12,780 17,040

4 4 4 4 6 6 6 8 8 8

12 12 15 15 18

33.39

*Economy segment

n/a n/a n/a n/a

24 24 24 28 30 36 48

**24 Bottle Licensee SKU

53.29 69.99 61.99 65.89

n/a n/a

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Social Reference Pricing

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

3.59 3.99 3.99 4.99 4.99 4.99 7.39 10.19

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

296 330 341

3.19 3.49 3.49 4.29 4.29 4.29 6.39 8.49 33.99 12.49 13.09 13.09 14.49 19.19 24.89 34.39 34.39 66.29

10.78 10.58 10.23 9.37 9.07 8.58 8.52 8.49 8.50 9.46 9.60 9.22 9.06 9.01

1 1 1 1 1 1 1 1 1

296 330 341

458 473 500 750 1,000 4,000 330 341 355 400

458 473 500 750 1,000 4,000 1,320 1,364 1,420 1,600 2,130 2,840 4,092 4,260 8,520

36.49 14.09 14.79 14.79 16.39 20.69 26.39 38.79 38.79 71.29

4 4 4 4 6 8

355 355 341 355 355

12 12 24 8.76 8.40 8.07 7.78 LIMITED TIME OFFER / BUNDLE PROGRAM - CANNED COCKTAILS & PREMIX (PRICE BANDING) UNITS PER PACK MLs SOCIAL REFERENCE PRICING (SRP) PRICE PER LITRE ECONOMY MAINSTREAM MIN MAX MIN MAX UNIT SIZE

6.49 6.99 7.99 8.99 11.99

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

200 250

5.49 5.99 6.99 7.99

27.45 23.96 18.64 16.89 14.65 13.99 12.67 12.20

1 1 1 1 1 1

200 250 375 473 750

375 473 750 1,000

10.99 13.99 17.99 25.99

14.99 18.99 26.99

1,000 1,420 2,130

355 355

4 6

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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 - 500ml or less • Large Format - 750ml or greater

1 2 3 4 5 6 7 8 9

$460 $540 $630 $630 $540 $520 $630 $390 $460

$810 $950 $1,120 $1,120 $950 $910 $1,120 $710 $810

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)

One space available per program period.

LARGE FORMAT IMPULSE AT CASH

SMALL FORMAT IMPULSE AT CASH

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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 2026-March 2027

$1,250

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

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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

$2,240 $3,130 $3,700 $3,700 $3,130 $2,820 $4,520 $1,690 $1,850

1 2 3 4 5 6 7 8 9

$1,430 $1,690 $2,150 $2,150 $1,690 $1,450 $2,480 $970 $1,080

$3,950 $5,100 $6,200 $6,200 $5,100 $4,200 $7,500 $2,800 $3,100

$3,950 $5,100 $6,200 $6,200 $5,100 $4,200 $7,500 $2,800 $3,100

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, Tignish and Queen St. (10)

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2026-2027 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

$670 $790 $910 $910

$1,020 $1,230 $1,350 $1,350 $1,230 $1,120 $1,680 $750 $840

$1,580 $1,940 $2,040 $2,040 $1,940 $1,690 $2,250 $1,120 $1,350

$800 $670 $1,020 $560 $610

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)

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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

$450 $530 $610 $610 $530 $480 $730 $400 $430

$790 $850 $1,120 $1,120 $850 $800 $1,690

$1,350 $1,580 $1,690 $1,690 $1,580 $1,470 $1,940 $1,020 $1,120

$560 $670

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)

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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

COST PER SKU $470 $620 $840 $840 $620 $520 $940 $420 $470

2 3 4 5 6 7 8 9

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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

One display space available per period.

PERIOD 1

COST PER SKU $460 $610

• Eligible Products: Any 750ml product • Limit 1 SKU per display

2 3 4 5 6 7 8 9

$820 $820 $610 $510 $920 $410 $460

SPIRITS

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

Two display spaces available per period.

• Eligible Products: Any 750ml product • Limit 1 SKU per display

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

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Retail Display Programs

CASE STACKER & CUT CASE DISPLAY

C ase 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’s Marketing Analyst, Morgan MacLean. 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 1

COST PER PROGRAM $660 $780 $940 $940 $780 $660 $940 $440 $550

2 3 4 5 6 7 8 9

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Retail Display Programs

COLD ROOM IMPULSE DISPLAY

T he 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 1

COST PER PROGRAM $900

2 3 4 5 6 7 8 9

$1,050 $1,470 $1,470 $1,050 $1,000 $1,230

$780 $900

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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, Kensing ton, 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 2026 - March 2027

$5,800

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Retail Display Programs

CHILLED WINE The Chilled Wine Program is a 12-month display opportunity designed to provide participating brands with guaranteed chilled wine placement throughout the PEI Liquor retail network. Program Details: • 12-month display program with the option to change products, subject to approval. • Other formats, such as 1.5L, will be pro-rated based on the number of facings. NEW - A & B Chilled Wine Store Sets: • A Store Set: Guarantees chilled wine placement in the fridge at all 18 PEI Liquor Corporate Retail Stores across the network. • B Store Set: Guarantees chilled wine placement in the fridge at the following 7 designated stores: Oak Tree, West Royalty, Stratford, Granville, Montague, Cornwall, Waterfront

Eligible Products: 750ml - 1.5L Wine

*Product selection in the chilled wine fridge may vary. Subject to store assortment.

CHILLED WINE

COST

DURATION

LOCATIONS

OPTION

$2,500

April 2027 - March 2028

A

All Stores

$2,000

April 2027 - March 2028

B

7 Stores

Important: 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 & Spirits Category Manager, George MacIntyre.

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Signage Requirements

PROMOTIONAL GUIDELINES

To be eligible for marketing approval, all graphics submitted by suppliers must comply with PEI Liquor’s promotional guidelines detailed below.

PERMITTED PROMOTIONS:

PROHIBITED PROMOTIONS:

The following types of promotions are permitted: • Promotions that are directed exclusively at adults and do not appeal to minors in any way. • Promotions that are respectful and inclusive, avoiding content that could be considered explicit, discriminatory, or offensive based on race, religion, gender, or sexual orientation. • Marketing materials that do not depict alcohol consumption during skilled or high-risk activities, such as sports, driving, or operating machinery. • Promotions that do not associate alcohol consumption with gambling, or drinking games. • Campaigns that encourage moderate, responsible, and legal consumption of beverage alcohol. • Promotions that are truthful, transparent, and not misleading or deceptive in any aspect, including claims, product benefits, or promotional mechanics.

The following types of promotions are prohibited: • Promotion in any manner that appeals to minors; • Represent a sexually explicit or discretionary graphic, illustration or activity based on race, religion or sexual orientation; • Show consumption of alcohol while performing a skilled activity (i.e. sports, operating heavy machinery) • Associate consumption of beverage of alcohol with gambling, or drinking games; promote excessive/illegal consumption of beverage alcohol; • A promotion that includes false, misleading or deceptive information.

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Signage Requirements

SIGNAGE SPECS & REQUIREMENTS

Overview: • POS signage will be created only for the paid display spaces outlined in the program. • PEI Liquor will design POS signage in-house, unless the supplier specifically requests to submit their own design files.

• Deadlines for POS signage requests will be communicated to suppliers upon program approval. Requests or materials submitted after these deadlines will not be accepted. • Any imagery intended to support the program and be included in the POS signage must be submitted to PEI Liquor at the time of program approval. This may include, but is not limited to, contest entry mechanisms (e.g., QR codes, website links) and/or non-liquid added value imagery. • All POS signage is subject to approval by PEI Liquor and Marketing Analyst, Morgan MacLean. • POS signage must comply with PEI Liquor’s Promotional Guidelines. • Suppliers or agents requesting signage to be designed by our graphic design team must provide high-resolution bottle shots, as well as any images related to added value items or giveaways, upon program approval.

Supplier Signage Deadlines:

P6 08/04/27

P7 09/29/27

P3 04/21/27

P9 12/22/27

P1 02/12/27

P2 03/17/27

P5 06/30/27

P8 11/10/27

P4 06/02/27

Important : • All supplier artwork, assets, images, or lifestyle photography must be submitted to Marketing Analyst, Morgan MacLean. Late signage submissions will not be accepted.

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Signage Requirements

Artwork Requirements:

POS SIGNAGE SIZING REQUIREMENTS

DISPLAY Premium Mass Spirits Premium Mass Wine Floor 1A Floor 1B Floor 2A Floor 2B Premium Spirit End

12” x 9”

20” x 17” 20” x 16” 20.75” x 15.875” 14” x 22”

Suppliers must follow the POS Signage Sizing Requirements chart to ensure they are providing correct sizes and specifications based on their approved marketing display.

• Final artwork must be submitted as a .PDF file • Bleed: 0.125” • Cropmarks: Offset must be 0.25” on cropmarks • Image Resolution: 300 dpi • PEI Liquor promotional period dates (dates in-market) • Price Point (including discounts)

• Product and/or package size (e.g., 750ml, 473ml, 12x355ml, etc.) • Image of product with correct size shown on signage (e.g. showing a 12-pack vs single can image for a 12-pack product) • Adhere to PEI Liquor’s promotional guidelines outlined on page 27.

Spirit End 1A Spirit End 1B Spirit End 1C RTD End Aisle

Featured Cocktail Premium Wine End

Wine End 1A Wine End 1B Wine End 1C Wine End 2A Wine End 2B Premium Beer End Cold Room Impulse Display Oak Tree Cold Room End Display

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Advertising Opportunities

*End Cap Display Space Included!

DIGITAL MARKETING PACKAGE

Both Gold & Silver Packages include high-visibility End Cap Display Space at our Oak Tree and Granville locations.

This package is designed to significantly boost your product visibility by featuring it prominently for two weeks across a broad array of digital platforms. This includes social media, liquorpei.com, email marketing, Flipp & Reebee promotional sales flyers, and end cap display space in select PEI Liquor retail stores.

Eligible Products: All Categories Duration: 2 weeks

Cost per package: $1,000

Contact Marketing Analyst, Morgan MacLean for more information.

*Important - All graphics must include a short Social Responsibility message.

SILVER PACKAGE

GOLD PACKAGE

I ncludes: 8 Digital Marketing Packages (2 per quarter) • End Cap Display Space at Oak Tree and Granville featuring your products • An opportunity to feature your products in the PEI Liquor Flipp and Reebee promo tional 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

Includes: 4 Digital Marketing Packages (1 per quarter) • End Cap Display Space at Oak Tree and Granville featuring your products • 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

Cost: $3,575 ($425 Savings)

Cost: $6,750 ($1,250 Savings)

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Advertising Opportunities

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)

EXTERIOR WINDOW ADVERTISING

COST

DURATION

ARTWORK DEADLINE

OPTION

$8,000

April 5th - July 4th, 2027 (90 Days)

1

March 5th, 2027

$6,000

July 5th - Oct 10th, 2027 (97 Days)

2

June 4th, 2027

$4,500

Oct 11th - Jan 9th, 2028 (90 Days)

3

September 10th, 2027

Disclaimer: Printing and installation costs excluded. All graphics must be provided to PEI Liquor’s Marketing Analyst by the artwork deadline for approval.

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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%.

To inquire about receiving an in-store tasting number, please contact the Director of Marketing & Sales, Mark Carragher.

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.

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.

• Ensure that opened product in not left unattended at any time. • Assume responsibility for any liability arising as a result of the tasting.

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Store Information

IN-STORE TASTINGS

IN-STORE TASTING REQUIREMENTS

PEI Liquor Store Manager / Staff Responsibilities

PRODUCT CATEGORY Wine Beer Spirits Coolers / RTD Cider

MEASURE 1 oz (30ml) 1 oz (30ml) ½ oz (15ml) ½ oz (15ml) 1 oz (30ml)

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 respon sible for the tasting.

Dates & Times: Monday to Saturday 12pm-4pm / 4:30pm-8:30pm or Sunday 1pm-5pm

Cost: $25 per tasting session (No cost for PEI produced products).

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Store Information

NOTABLES Notables by PEI Liquor is the exclusive specialty liquor store in Prince Edward Island, showcasing a curated selection of premium, local, and unique wines, beers, and spirits, with over 500 products available solely at Notables. The store also includes a training room for tasting seminars and special events. Located in downtown Charlottetown within the Founders’ Food Hall & Market, Notables offers a distinctive experience for enthusiasts and connoisseurs.

Notables Training Room Opportunities:

Are you looking to host a public or staff tasting event in the Notables Training Room? Contact our Notables store by phone at 902-368-4836 or by email at lccnotables@liquorpei.com for availability.

Notables Sections:

New in 2026, PEI Liquor’s West Royalty and Oak Tree store locations have introduced designated “Notables” sections, featuring a curated selection of premium wines, rare spirits, and specialty craft beers. Designed to deliver the premium look and feel of Notables, these dedicated sections create a standout, high-end in-store experience. The introduction of these sections marks the beginning of an expanded Notables presence, with plans to bring the concept to additional PEI Liquor locations in the future.

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