2024-2025 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.

2024-2025 MARKETING DATES

P1

P2

P3

P4

P5

P6

P7

P8

P9

April 1-May 14, 2024 (44 Days)

May 15-June 18, 2024 (35 Days)

June 19-July 23, 2024 (35 Days)

July 24-Aug 27, 2024 (35 Days)

Aug 28-Oct 1, 2024 (35 Days)

Oct 2-Nov 19, 2024 (49 Days)

Nov 20, 2024-Jan 2, 2025 (44 Days)

Jan 3-Feb 18, 2025 (46 Days)

Feb 19-March 31, 2025 (41 Days)

PROMOTIONS & FESTIVALS PROMOTIONS & FESTIVALS

Holiday Gift Guide (Nov 13-Jan 2) Black Friday Sale (Nov 28-Nov 30) Holiday Gift Guide Black Friday Sale

PEI Spirits Festival (Date TBD) PEI Spirits Festival

PEI Festival of Wines (May 23-25)

Fresh New Flavours (May 30-Aug 30)

PEI Festival of Wines (May 23-25)

PEI Beer Festival (Date TBD) PEI Beer Festival

Fresh New Flavours (May 30-August 30)

Labour Day Sale (Aug 30-Sept 1)

Islander Day Sale (Feb 14th-16th)

HOLIDAYS & IMPORTANT DATES HOLIDAYS & IMPORTANT DATES

Good Friday (Friday, April 7) Good Friday Friday, April 7

Victoria Day (Monday, May 22) Victoria Day Monday, May 22 Father's Day Sunday, June 16th

Canada Day (Monday, July 1) PEI Pride Week (July 19-28) Canada Day Monday, July 1 PEI Pride Week July 19-28

Gold Cup Parade Day (Friday, August 16) Gold Cup Day Friday, August 16

Labour Day (Monday, Sept 2) Labour Day Monday, Sept 2 National Day for Truth and Reconciliation (Monday, Sept 30) National Day for Truth and Reconciliation Monday, Sept 30

Thanksgiving (Monday, Oct 14) Thanksgiving Monday, Oct 14 Halloween Thursday, Oct 31 Remembrance Day Monday, Nov 11 Halloween (Thursday, Oct 31) Remembrance Day (Monday, Nov 11)

Beaujolais Nouveau (Thursday, Nov 21) Beaujolais Nouveau Thursday, Nov 21 Christmas Day Thursday, Dec 25 Boxing Day Friday, Dec 26 New Year's Day Wednesday, Jan 1 Christmas Day (Thursday, Dec 25) Boxing Day (Friday, Dec 26) New Year's Day (Wednesday, Jan 1)

Super Bowl (Sunday, Feb 9) Valentine's Day (Friday, Feb 14) Islander Day (Monday, Feb 17) Super Bowl Sunday, Feb 9 Valentine's Day Friday, Feb 14 Islander Day Monday, Feb 17

St Patrick's Day (Monday, March 17) St Patrick's Day Monday, March 17

Easter Monday (Monday, April 10) Easter Monday Monday, April 10 Mother's Day Sunday, May 12th

PEI Liquor Marketing Promotions: • Fresh New Flavours takes place from May 30th-Aug 30th featuring new RTD products. • Labour Day Sale takes place from Aug 30th-Sept 1st featuring a variety of products with deep discounts. • Holiday Gift Guide is promoted from Nov 13th-Jan 2nd featuring holiday gift ideas. • Black Friday Sale takes place from Nov 28rd-30th featuring a variety of products with deep discounts. • Islander Day Sale takes place from Feb 14th-16th featuring local products.

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