PEILCC 2023 Annual Report

STRATEGIC TARGET • CUSTOMER EXPERIENCE STRATEGIC GOAL 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 wholesale and retail customers. 2. Provide enhanced customer services. 3. Improve product portfolio.

Actual 2021-2022

Target 2022-2023

Actual 2022-2023

% of 2022 2023 Target

Target 2023-2024

Customers served Average customer transaction value

2,590,766

2,600,000

2,618,423

100.70% 2,610,000

PLAN A SAFE RIDE HOME

$50.78

$50.69

$53.87

106.30%

$52.49

Actual 2021-2022

Target 2022-2023

Actual 2022-2023

% of 2022 2023 Target

Target 2023-2024

Litres

Beer (including draught)

9,331,122

9,280,000

9,534,593

102.80%

9,150,00

Spirits

848,343

840,000

888,268

105.80%

850,000

Wine (including BYO)

1,776,264

1,610,000

1,852,826

115.10%

1,780,000

Refreshments

2,124,251

2,100,000

2,389,801

113.80% 2,290,000

Total

14,079,980

13,830,000 14,665,488

106%

14,070,000

PERFORMANCE HIGHLIGHTS

Packaged beer volume increased by 0.5%, and dollar sales were up 5% over the previous year. As Local craft beer continues to grow, more local breweries are now supplying product to PEI Liquor retail stores. Additionally, draught beer volume increased by 18% with dollar sales up 23%.

A strong tourism year resulted in increases in total Licensee sales channel of more than 43%.

Spirits volume increased by 4.7% with dollar sales up 7.5%.

A return of the annual Spirits Festival helped drive increased category awareness and selection in stores.

At-home cocktails continue to be a trend, with the subcategories of Tequila (+16%), Liqueurs (+6%), Gin (+6%), and Irish Whiskey (+5%) leading the growth in this category.

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PEILCC 2022-2023 Annual Report