2027-2028 PEI Liquor 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.

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.

2027-2028 PEI Liquor Merchandising & Marketing Guide | 7