PEILCC Annual Report 2022

Strategic Goal 2 • Customer Experience

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. Objectives 1. Enhance the shopping experience for PEILCC wholesale and retail customers. 2. Provide enhanced customer services. 3. Improve product portfolio.

Actual 2020-2021

Target 2021-2022

Actual 2021-2022

% of 2021-2022 Target

Target 2022-2023

Customers served Average customer transaction value

2,325,095

2,500,000

2,590,766

103.63% 2,600,000

Please Don’t Drink & Drive

$53.47

$48.40

$50.78

104.92%

$50.69

Actual 2020-2021

Target 2021-2022

Actual 2021-2022

% of 2021-2022 Target

Target 2022-2023

Litres

Beer

8,708,942

8,700,000

8,438,849

97.00%

8,400,000

Draught

856,768

845,000

892,273

105.59%

880,000

Spirits

832,886

820,000

848,343

103.46%

840,000

Wine (including BYO)

1,680,117

1,670,000

1,776,264

106.36% 1,610,000

Refreshments

1,692,451

1,700,000

2,124,251

124.96% 2,100,000

Total

13,771,164

13,735,000

14,079,980

102.51% 13,830,000

Performance Highlights

Packaged beer volume decreased by 3.1%, dollar sales were down 0.6% over the previous year. Customers purchasing patterns are returning to pre-Covid levels, with less pantry loading on large beer packs. Local craft beer continues to grow. Draught beer volume increased by 4.1%, dollar sales were up 29.1%. Licensee sales showed positive signs of growth in 2022. The Refreshment category volume increased by 25.5%, dollars increased by 24.7%. These products continue to see significant growth with many customers switching from other categories to this category. Customers continue to look for “what’s new” within these offerings. Spirits volume was up 1.8%, dollar sales increased by 5.9%. Category growth was led by the Tequila, Gin and Liqueur segments. At home cocktails continue to be a popular trend which has driven much of the Spirits growth.

The Spirits Festival was cancelled again in 2021 but plan on moving forward with the 2022 Festival in November.

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PEILCC 2021-2022 Annual Report