PEI Liquor Marketing Guide 2021-2022

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TABLE OF CONTENTS

Introduction

 Our Vision, Our Mission, and Our Values

 Commitments & Expectations

 Key Contacts

Retail Outlet Sales Statistics

 April 2019 – March 2020 Total Sales by Retail Outlet

 Sales Percentages by Period

Program Applications

 Application Process

 Period Highlights

On-Shelf Programs

 Added Value Program

 Shelf Talker / Neck Tag Program

 Limited Time Offer Program (LTO)

Retail Display Programs

 Impulse at Cash Displays

 200ml Display Program

 Premium Mass Displays

 Spirit End Displays

 Wine End Displays

 Spirit & Wine End Wings

 Shelf Extender Program

 Case Stacker & Cut Case Display

 Single Mixer Craft Beer & Cider Display

Chilled Product Programs

 Cooler at Cash

 Chilled Wine

Advertising Opportunities

 Digital Marketing Package

 Exterior Window Advertising

 Celebrate e-Flyer Full Page Ad

 Celebrate e-Flyer Article & Featured Products Section

In-Store Tastings

 In-Store Tastings  Wine Taste Station

36 38

* NEW * Notables Marketing

 Notables Marketing Package

PEI Liquor Marketing Guide 2021 / 2022

INTRODUCTION

PEI Liquor is a Provincial Crown Corporation, reporting to the Department of Finance. It is governed by a five-member, government appointed board of commissioners, and is responsible for the importation, distribution, wholesaling, retailing and regulation of beverage alcohol within the province. The 2021/2022 Marketing Program Guide has been prepared in order to help provide agent and supplier partners with the information necessary to maximize marketing opportunities with PEI Liquor. While you have been provided this copy for reference, PEI Liquor will communicate changes with you electronically and encourages you to check the online version located on our website for any updates.

PEI Liquor is committed to excellence in retail sales and will achieve this by:

• Providing opportunities for supplier programming throughout 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

The 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 opportunity and increased training programs that assist in individual and personal development and in the Commission's overall customer service strategy.

PEI Liquor Marketing Guide 2021 / 2022

OUR VALUES

 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 and Fairness - We take responsibility and are fully accountable for our actions, decisions and behavior. We meet our commitments and obligations to co-workers, 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 improving our productivity levels.

KEY CONTACTS

Daniel MacDonald Director of Marketing & Sales (902) 368-6277 ddmacdonald@liquorpei.com

Mark Carragher Category Manager, Beer & Spirits (902) 368-6274 macarragher@liquorpei.com

Trent DeRoche Acting Category Manager, Wine (902) 368-6671 trderoche@liquorpei.com

COMMITMENTS & EXPECTATIONS

Kate Shreenan Category Analyst (902) 368-6275 mkshreenan@liquorpei.com

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

Nichole Brown Category Analyst (902) 368-5823 nabrown@liquorpei.com

Lauran Toombs Graphic Design & Web Specialist (902) 368-6673 lctoombs@liquorpei.com

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

 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.

Ali McNeill Graphic Design & Web Specialist (902) 368-4239 avdmcneill@liquorpei.com

PEI Liquor Marketing Guide 2021 / 2022

RETAIL OUTLET SALES STATISTICS

This document details PEI Liquor’s updated marketing programs, program periods and application process for PEI Liquor’s fiscal year (April 2019 – March 2020). Marketing program fees are aligned not only by store sales but also by monthly sales volumes as detailed in the following:

PEI Liquor Marketing Guide 2021 / 2022

PROGRAM APPLICATIONS

PEI Liquor has a variety of marketing programs available for 2021/2022, and is open to discussing other mutually beneficial opportunities. The following programs are available for the period dates outlined below. Invoices will be issued to Applying Agents upon program completion , NOT to Individual Suppliers . Note: 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 marketing manager immediately, so the changes can be made.

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.

Application Process

Various marketing program opportunities are available throughout the year. Details of these programs are outlined in this document. Interested suppliers are invited to complete a Marketing Program Application Grid which can be found on our website: https://liquorpei.com/suppliers-agents/ Marketing Program Application Grids can be submitted for any of the available program periods outlined in the Marketing Program Timeline below. Submissions must be received as detailed in the Program Application Deadlines column. PEI Liquor will review applications and provide Program Approval Notification. If any registered marketing agents would like to be added to the supplier list email, please contact Kate Shreenan and Daniel MacDonald. Current inventory and lead times for product delivery should be taken into consideration when submitting Marketing Program Application Grids, to ensure sufficient stock is available to maximize the benefit of the program.

MARKETING PRMARKETING PROGRAM TIMELINEOGRAM TIMELINE

Program Period

Program Duration

Total Days % of Sales Application Deadline

April 1 – May 18

11%

November 06, 2020

May 19 – June 22

10%

November 06, 2020

June 23 – July 27

14%

November 06, 2020

July 28 – August 31

15%

January 15, 2021

September 1 – October 12

11%

January 15, 2021

October 13 – November 23

January 15, 2021

November 24 – January 4

12%

April 17, 2021

January 5 – February 15

April 17, 2021

February 16 – March 31

10%

April 17, 2021

PEI Liquor Marketing Guide 2021 / 2022

Period Highlights The PEI Liquor Marketing Calendar is continually developing. 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.

Period 1 // April 1 – May 11 // Island Nature Trust

This fundraising-based promotion supports the Island Natures Trust and is highlighted by participating supplier contributions, based on sales figures. The funds enable projects of the Island Nature Trust on Prince Edward Island. Island Nature Trust Website www.islandnaturetrust.ca. If you wish to program your products in Period 1, it is mandatory to participate in the Island Nature Trust campaign.

Period 2 // May 12 – June 15 // Festival of Wines

This period supports the annual Festival of Wines in-stores; with the goal of encouraging more people to explore the category and showcasing the feature country for 2020 – Canada. The Festival and supporting period promotion provide an opportunity for customers to try new offerings and evolve their understanding of the category, which continues to grow on PEI.

Periods 3 & 4 // June 16 – August 24 // Summer Hosting

This “Summer Hosting” themed campaign is designed to awaken all five senses, inspire smiles in those it touches, and encourage customers to enjoy the PEI summer just that little bit more. PEI is a great place to be during the summer; many people are on vacation and have discretionary income to spend, and this program is designed to make the most of this. Stores are merchandised to drive sales and we want to influence purchase decisions through supporting supplier promotions and sampling experiences – with the goal of up-selling customers and enticing them to increase their basket size just that little bit more!

PEI Liquor Marketing Guide 2021 / 2022

Period 5 // August 25 – October 5 // Beer Styles

This promotion supports supplier in-store promotions during the PEI Beer Festival (which takes place in late September). With the onset of fall, the program is designed to extend the beer category’s peak sales period and capture customer attention by making beer exciting. It is designed to celebrate the differences between beer types, and encourage customers to break the mold and start experimenting by learning more about each beer flavour; taking simple, easy to understand taste descriptors and personifying them with people personalities; it provides customers with a clever roadmap for exploring, selecting and enjoying more beer options!

Period 6 // October 6 – November 16 // PEI Spirit Festival

This promotion focuses on spirit category education. In 2014 we introduced the World of Whiskey promotion, which highlighted interesting facts and helped consumers identify and differentiate between Irish, Canadian and American whiskeys – all with the end goal of boosting sales for the product category.

Period 7 // November 17 – January 4 // Festive Favourites

November and December are big months for celebrating, hosting, and for the sale of PEI Liquor products. This promotion is designed to support customers at this time, by getting in the festive spirit. During this program, stores are merchandised to capitalize on the holidays, and seasonal items are an important part of the period.

Period 8 & 9 // January 5 – March 31 // Cocktails at Home

Whether you're a connoisseur or just starting to explore, PEI Liquor has new and unique spirits from around the world to stock your home bar. During this promotion there will be a variety of simple cocktail recipes and product suggestions to promote "Cocktails at Home".

PEI Liquor Marketing Guide 2021 / 2022

ON-SHELF PROGRAMS

Added Value Program

Both liquid and non-liquid added value options are available as part of this program. The supplier or agent is responsible to ensure timely order and shipment of all Liquor added-value items to the PEI Liquor Warehouse. All non-liquor added-value items should be shipped directly to stores. There is no additional charge for delivery to the Retail Outlets. Promotional items for approved programs will be:

 Tamper proof.  Provided with attachment mechanism.  Formats no larger than 200ml.  In the event that items will be attached to another product, promotional items will be attached / removed by PEI Liquor staff on schedule with timing of the program. Subject to the following fees:  50ml added value items are subject to a

ADDED VALUE PROGRAM

Program Period Cost Per SKU

1 $250

2 $320

3 $320

4 $320

5 $320

6 $300

7 $400

8 $200

$0.20/unit handling fee (liquid on liquid) and a $0.10 deposit.

9 $220



200ml added value items are subject to a $1.00/unit handling fee (liquid on liquid) and a $0.10 deposit.

Eligible Products: All Categories (Excluding Economy SKUs)



Handling fees applicable to beverage alcohol added value only.



All liquid on liquid subject to deposit.

 Other format opportunities will be handled on an individual basis.  All non-liquor added values are to be delivered directly to the stores.

 Please provide a camera-ready image of any non-liquor added value for social media purposes.  All liquor added value products must be received by PEI Liquor four (4) weeks in advance of the scheduled promotion period. Please contact Dave Stewart by phone (902)368-5721 or by email dlstewart@liquorpei.com to notify of added value shipment.

PEI Liquor Marketing Guide 2021 / 2022

Shelf Talker / Neck Tag Program

SHELF TALKER / NECK TAG PROGRAM

On shelf promotional materials can generate interest and help to differentiate products. Promotion 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. 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. All materials under this program require prior digital approval and follow the Application Process set out in this document. Contact PEI Liquor’s Category Analyst, Kate Shreenan for approval and requirements.

Program Period

Cost Per SKU

$100

$150

$100

$150

$75

Eligible Products: All Categories

Locations: All PEI Liquor Retail Outlets (18)

PEI Liquor Marketing Guide 2021 / 2022

Limited Time Offer Program (LTO)

Suppliers are invited to apply for temporary discounts, as part of our Limited Time Offer program. To be eligible for this program, Spirit and Wine products must meet the Minimum Required Retail or above. Limited Time Offer program fee’s for Spirit and Wine categories are prorated based on regular retail price. (Social Reference Pricing and Fee reduction information can be found on page 14 and 15).

LIMITED TIME OFFER PROGRAM

Program Period

Cost Per SKU

$250

$320

Changes to LTO Guidelines:

$300

1. LTO’s not permitted in back to back periods on same SKU.

$400

$200

2. Maximum of 2 SKU’s per brand on LTO per period (this applies to the spirit category only).

9 $200 Locations: All PEI Liquor Retail Outlets (18)

PEI Liquor LTO Marketing:

Eligible Products: All Categories

 PEI Liquor will produce shelf talkers to feature the Limited Time Offer (LTO).

(Excluding Economy SKUs)

 PEI Liquor may at its discretion feature a number of LTO’s from each marketing period on liquorpei.com, PEI Liquor Social Media platforms, and in the Celebrate e-Flyer.

PEI Liquor Marketing Guide 2021 / 2022

Limited Time Offer Program – Spirits

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

Up to $29.99: 100% of LTO fee



$30.00-$49.99: 50% of LTO fee



$50.00 and over: 0% of LTO fee



LIMITED TIME OFFER - SPIRITS

Format

PEILCC Mainstream Retail

PEILCC Economy Priced Retail

PEILCC Floor Retail Price

$9.99

200ml

$9.99

N/A

$15.29

375ml

$15.89

$14.89

$26.99

750ml

$27.99

$25.99

$40.29

1.14L

$41.79

$38.79

$60.39

1.75L

$62.39

$58.39

$103.99

$109.49

$99.49

PEI Liquor Marketing Guide 2021 / 2022

Limited Time Offer Program – Wine

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

Up to $17.00: 100% of LTO fee



$17.01-$22.00: 50% of LTO fee



$22.01 and over: 0% of LTO fee



In Period 7, Wine LTO’s on 750ml products will be limited to a retail of $13.99 and above.

LIMITED TIME OFFER - WINE

Format

PEILCC Mainstream Retail

PEILCC Economy Priced Retail

Smaller than 750ml

$14.00/Litre

750ml

$11.29

$12.29

$14.29

$15.29

1.5L

$20.29

$21.79

$25.29

$27.29

$34.99

$37.99

$45.49

$48.49

PEI Liquor Marketing Guide 2021 / 2022

RETAIL DISPLAY PROGRAMS

Display signage for all End Cap and Floor Displays will be designed and printed by PEI Liquor, Product Bottle and/or Case images must be provided upon request.

Impulse at Cash – Small Format

Displays of 200ml, 250ml or 375ml products can be made at cash. Two spaces available per program period. The selection of products is based on the following factors:

• Seasonal themes

• Profitability/Sales potential

• Inventory levels

• Impulse in nature

•

Program Support

IMPULSE AT CASH – SMALL FORMAT

Program Period

Cost

$350

$450

$350

$500

$300

Locations: All PEI Liquor Retail Outlets excluding Notables

Eligible Products: 200ml, 250ml, and 375ml formats.

PEI Liquor Marketing Guide 2021 / 2022

Impulse at Cash – Large Format

Displays of products greater than 375 ml can be made at cash. Two spaces available per program period. The selection of products is based on the following factors:

• Seasonal themes

• Profitability/Sales potential

IMPULSE AT CASH – LARGE FORMAT

• Inventory levels

Program Period

Cost

• Impulse in nature

$850

•

Program Support

$950

$1,100

$1,000

$1,200

$800

Locations: Oak Tree, West Royalty, Stratford, Montague, Waterfront, Kensington, Tignish, Borden, Souris, O’Leary, Alberton, North Rustico (12)

Eligible Products: 750ml formats

PEI Liquor Marketing Guide 2021 / 2022

200ml Display Program

A separate display space for 200ml & 375ml format products is available near the point of purchase in 10 PEI Liquor Retail Outlets. 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.

The selection of 200ml & 375ml format products is based on the following factors:

200ml Display Program

Duration

Spirit Cost (Per SKU)

Wine Cost (Per SKU)

April 2020 – March 2021

$1,100

$350

Eligible Products: 200ml Spirits & 375ml Wine

Locations: Oaktree, West Royalty, Stratford, Granville, Waterfront, Cornwall, Montague, Queen St., Souris and Tignish (10)

PEI Liquor Marketing Guide 2021 / 2022

Premium Mass Displays

PEI Liquor offers category specific display opportunities to feature products throughout our retail outlets.

PREMIUM MASS DISPLAYS

Premium Mass Spirits 1 Space available in Spirits

Premium Mass Wine 1 Space Available in Wine

Program Period

Floor Display 1 2 Spaces Available

Floor Display 2 2 Spaces Available

1 2 3 4 5 6 7 8 9

$3,500 $4,200 $5,500 $5,500 $4,500 $3,750 $6,750 $2,500 $2,500

$2,000 $2,500 $3,300 $3,300 $2,750 $2,500 $4,000 $1,500 $1,500

$1,250 $1,500 $1,900 $1,900 $1,500 $1,300 $2,200

$850 $850

Oaktree, West Royalty, Stratford, Granville, Waterfront, Cornwall, Montague, Alberton, O’Leary, Tignish, Kensington, Rustico, Souris, Cardigan and Queen St. (15)

Oaktree, West Royalty, Stratford, Granville, Montague, Queen St, Cornwall, Alberton and Waterfront (9)

All PEI Liquor Retail Outlets

Locations

excluding Notables

100%

98%

78%

SKU Limits: Please contact Category Manager for opportunities in excess of 4 SKUs

Eligible Categories: All categories

PEI Liquor Marketing Guide 2021 / 2022

Spirit End Displays

Products that are displayed on the Premium Spirit End will also be highlighted as a Feature Product on www.liquorpei.com. Shelf talkers will be designed and printed by PEI Liquor. The Featured Drink Style will also be featured as a full-page advertisement in the PEI Liquor Celebrate e-Flyer that is released each marketing period.

SPIRIT END DISPLAYS

Program Period

Premium Spirit End

Spirit End 1 (3 Spaces Available)

Featured Drink Style Display (Price per SKU)

1 2 3 4 5 6 7 8 9

$1,400 $1,600 $1,800 $1,800 $1,700 $1,500 $2,000 $1,000 $1,000

$900

Local & Atlantic $150

$1,050 $1,200 $1,200 $1,100 $1,000 $1,500

Vodka Soda $150

Fresh New Flavours $150

Caesar $150

Craft Beer $150

Cider $150

Holiday Favourites $150

$675 $675

Winter Stouts $150

Liqueurs $150

Oaktree, West Royalty, Stratford, Granville, Waterfront, Cornwall, Montague, Alberton, O’Leary, Tignish, Kensington, Rustico, Borden, Souris, Cardigan and Queen St. (16)

All PEI Liquor Retail Outlets

Oaktree, West Royalty, Stratford, Granville, Montague, Queen St., Cornwall, Alberton and Waterfront (9)

Locations

excluding Notables

100%

97%

78%

SKU Limits

4 SKUs

Eligible Categories: All spirit products

PEI Liquor Marketing Guide 2021 / 2022

Wine End Displays

Products that are displayed on the Premium Wine End will also be highlighted as a Feature Product on www.liquorpei.com

WINE END DISPLAYS

Program Period

Premium Wine End (1 per store)

Wine End 1 (3 per store)

Wine End 2 (2 per store)

1 2 3 4 5 6 7 8 9

$1,200 $1,400 $1,500 $1,500 $1,300 $1,300 $1,700

$700 $750

$400 $475 $550 $550 $425 $425 $650 $350 $375

$1,000 $1,000

$725 $725

$1,500

$900

$500 $600

$1,000

Oaktree, West Royalty, Stratford, Granville, Waterfront, Cornwall,

Oaktree, West Royalty, Stratford, Granville, Montague, Queen St., Cornwall, Kensington Alberton & Waterfront (10)

All PEI Liquor Retail Outlets excluding Notables

Locations

Montague, Alberton, O’Leary, Tignish, Kensington, Rustico, Borden, Souris, Cardigan & Queen St. (16)

100%

97%

82%

SKU Limits

4 SKUs

Eligible Categories: Premium Wine End Display is restricted to 750ml products $14.99 and above.

PEI Liquor Marketing Guide 2021 / 2022

Spirit & Wine 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.

SPIRIT & WINE END WINGS

Program Period

Spirit & Wine End Wings

1 2 3 4 5 6 7 8 9

$400 $600 $700 $700 $600 $600

$1,000

$400 $400

Locations: Location of displays are based on availability of space in stores.

PEI Liquor Marketing Guide 2021 / 2022

Shelf Extender Program (Wine)

A display space located in the Canada wine section providing additional exposure for wines from any country that may be of interest to consumers shopping the Canada section; one of the highest-traffic areas in PEI Liquor stores. One display available per period.

Selection of products is based on the following factors:

Profitability / sales potential



 Relevance to consumers shopping wines planogrammed in the Canada section  Inventory levels

Eligible Products : Wine 750ml – All Countries. Limit 1 SKU per display.

SHELF EXTENDER PROGRAM (WINE)

Program Period

Cost

1 2 3 4 5 6 7 8 9

$300 $350 $400 $400 $325 $325 $475 $250 $275

Locations: Stratford, Montague, Granville, Waterfront, Alberton, Borden, O’Leary, Tyne Valley, and Rustico

PEI Liquor Marketing Guide 2021 / 2022

Case Stacker & Cut Case Display

PEI Liquor is pleased to offer Case Stacker & Cut Case Displays which will be placed in high traffic areas. These displays will be offered in thirteen (13) PEI Liquor Retail Outlets which represents 88% of total sales. The Case Stacker Display unit must be provided by the supplier once approved by PEI Liquor whereas a Cut Case Display will be created by PEI Liquor Retail Staff out of the product cases.

The selection of Case Stacker Displays is based on the following factors:

 Seasonal themes  Profitability/Sales potential

 Inventory levels  Impulse in nature  Program support

CASE STACKER & CUT CASE DISPLAY

Program Period

Cost (per program)

1 2 3 4 5 6 7 8 9

$600 $700 $800 $800 $700 $600 $800 $500 $500

Locations: Oaktree, West Royalty, Stratford, Granville, Montague, Waterfront, Kensington, Rustico, Alberton, O’Leary, Tignish, Borden, and Queen St. (13)

PEI Liquor Marketing Guide 2021 / 2022

Single Mixer Craft Beer & Cider Display

The Single Mixer Craft Beer & Cider display has been designed to merchandise the Single Mixer 8 pack carriers, as well as craft beer and/or cider products. On this display unit there is space to hold up products from one Brewery or Cidery. One display available per period.

Selection of products is based on the following factors:

Profitability / sales potential

 

Inventory levels

SINGLE MIXER CRAFT BEER & CIDER DISPLAY

Program Period

Cost

1 2 3 4 5 6 7 8 9

$500 $600 $700 $700 $600 $600 $700 $500 $500

Locations: Oaktree, West Royalty, Stratford, Montague, Granville, Waterfront

Eligible Products: Single Serve Beer & Cider

PEI Liquor Marketing Guide 2021 / 2022

CHILLED PRODUCT PROGRAMS

Cooler at Cash

Open faced coolers are located at cash for impulse Single Serve products which are typically refrigerated. There are Eleven (11) Display opportunities available per retail outlet. Suppliers can apply for brands within the marketing period applications. The program allows for one (1) brand with two (2) facings per period. The selection of Cooler at Cash products will be based on:

Category strategy



Seasonal themes

Profitability/Sales potential



Inventory levels



Program support

COOLER AT CASH

Eligible Products

Cost (Per SKU)

Single Serve Beer, Ready to Drink, Cider and Wine

$5,250

Duration: April 2021 – March 2022

Locations: Oaktree, Queen St, West Royalty, Cornwall, North Rustico, Stratford, Montague, Kensington, Granville, Waterfront, O’Leary & Borden-Carleton. (12)

PEI Liquor Marketing Guide 2021 / 2022

Chilled Wine

Chilled Wine is a 12-month program period with option to change product upon approval from PEI Liquor. Other formats i.e. – 1.5L will be pro-rated according to number of facings. Guaranteed SKU facings in the Top 7 PEI Liquor retail outlets. The remaining outlets will accommodate participating SKUs based on space availability . Program billed based on applying agent and not specific producer or winery

CHILLED WINE

CATEGORY

ANNUAL PROGRAM FEE

750ml – 1.5L Wine

$1500 per SKU

PEI Liquor Marketing Guide 2021 / 2022

ADVERTISING OPPORTUNITIES

Digital Marketing Package

New to the scene? Or need a boost? Let us help with our new Digital Marketing Package! PEI Liquor’s Digital Marketing Package is ideal for new products entering our market.

The Digital Marketing Package will include:

 Social Media Posts on PEI Liquor Facebook, Twitter, and Instagram  PEI Liquor Website Exposure: Homepage Web Banner, Top Navigation, Featured Product, Product Advisor Pick  Licensee Wholesale Website Exposure: Featured Product on the homepage of our Licensee Wholesale website  Email Marketing: Custom Message sent to 1,700+ PEI Liquor subscribers  Full Page Ad in the PEI Liquor Celebrate e-Flyer - https://liquorpei.com/e-flyer/

If you are interested in participating in a Digital Marketing Package, please apply for this in PEI Liquor’s Marketing Application. Contact PEI Liquor’s Category Analyst, Kate Shreenan for requirements.

DIGITAL MARKETING PACKAGE

ELIGIBLE PRODUCTS

COST (Per SKU)

All Categories

$1,000

PEI Liquor Marketing Guide 2021 / 2022

Exterior Window Advertising

Exterior Window advertisings are 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 the PEI Liquor Director of Marketing & Sales, Daniel MacDonald for availability and requirements.

EXTERIOR WINDOW ADVERTISING

PROGRAM PERIOD

COST

2 & 3

$4,000

4 & 5

$4,000

6 & 7

$4,000

Stratford, Queen St, West Royalty, Oaktree, Waterfront, Granville, and Cornwall

Stores included:

Eligible Products : All categories

PEI Liquor Marketing Guide 2021 / 2022

Celebrate e-Flyer Full Page Ad

PEI Liquor releases a new e-Flyer every marketing period that features LTO’s, new arrivals, recipes, pairing suggestions, articles and more! Feature your product in the Celebrate e-Flyer in a full-page advertisement by providing a print ready 8.5” x 11” PDF file to Ali McNeill.

The Celebrate e-Flyer will be:

Sent to 1,700+ Email Subscribers



 Linked from the Web Banner & Homepage of liquorpei.com  Social Media Posts on PEI Liquor’s Facebook, Twitter, & Instagram accounts

CELEBRATE E-FLYER FULL PAGE AD

ELIGIBLE PRODUCTS

COST

All Categories

$250

PEI Liquor Marketing Guide 2021 / 2022

Celebrate e-Flyer Article & Featured Products Section

Feature your region, products, distillery and more in the Celebrate e-Flyer in a two-page article with a featured products section. PEI Liquor releases a new 6 Celebrate e-Flyers per year.

The Celebrate e-Flyer will be:

Sent to 1,700+ Email Subscribers



 Linked from the Web Banner & Homepage of liquorpei.com  Social Media Posts on PEI Liquor’s Facebook, Twitter, & Instagram accounts

CELEBRATE E-FLYER ARTICLE & FEATURED PRODUCTS SECTION

ELIGIBLE PRODUCTS

COST

All Categories

$600

PEI Liquor Marketing Guide 2021 / 2022

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.

Supplier, Agent or Host Responsibilities:

It is the responsibility of the supplier, agent or host to:

• Purchase product from the PEI Liquor Retail Outlet 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.

• Ensure that opened product in not left unattended at any time.

• Assume responsibility for any liability arising as a result of the tasting.

Book tastings directly with the store manager. If you wish to cancel your tasting, please provide 24 hours’ notice of cancellation to the store manager. Failure to do so will result in automatic billing .

PEI Liquor Marketing Guide 2021 / 2022

PEI Liquor Store Manager / Staff Responsibilities:

It is the responsibility of PEI Liquor Store Managers and Staff to:

• 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 responsible for the tasting.

IN-STORE TASTING SESSIONS

Days

Times

Monday to Saturday

12:00pm - 4:00pm & 4:30pm - 8:30pm

Sunday

1:00pm - 5:00pm

TASTING MEASURES

Product Category

Measure 1 oz/30 ml 1 oz/30 ml ½ oz/15 ml ½ oz/15 ml 1 oz/30 ml

Wine Beer

Spirits

Cooler/RTD

Cider

Cost per Tasting session: $25

PEI Liquor Marketing Guide 2021 / 2022

WINE TASTE STATION

PEI Liquor is pleased to offer opportunities for wine tasting using the Winegate™WineStation.

Interested agents and suppliers can effectively feature their wine in a method that:

• Professionally showcases the product (correct serving temperature and inert gas protection from oxidization) • Removes the need to secure staff and supplies for in-store tastings.

Product Details: • Typically, 2-3 bottles used per location, per period. • Limit of 4 red and 4 white wine SKUs per period.

• Agents must provide a brief description for any products participating in this program. Details will be used for product knowledge training and will be sent out to Taste Station email subscribers via MailChimp. Taste Station information can also be found within the PEI Liquor Celebrate e-Flyer. Book your space in the Wine Taste Station by contacting Wine Category Manager, Trent DeRoche

PEI LIQUOR WINE TASTE STATION

Cost per period/SKU/Location : $25 + Landed Cost + Taxes (HST) $40

Locations: Stratford, Montague, Granville, Oaktree (Coming Soon – Date TBD) Eligible products: 750ml format (no sparkling wines at this time) retails over $15.00

PEI Liquor Marketing Guide 2021 / 2022

NEW - NOTABLES MARKETING

Notables by PEI Liquor is now open in the Founders’ Food Hall & Market in Charlottetown. Offering a collection of premium, local, and exclusive wine, beer, and spirits – with over 400 products available only at Notables. It also features a training room for tasting seminars and special events.

Notables Marketing Package

Do you have a product that is exclusively available at Notables? Let us help you promote this product with our Notables Marketing Package. The program allows for one product per period.

The Notables Marketing Package will include:

 End Cap Display at Notables featuring your products

 PEI Liquor Website Exposure: Homepage Web Banner, Product Advisor Pick  Email Marketing: Custom Message sent to 1,700+ PEI Liquor subscribers  Full Page Ad in the PEI Liquor Celebrate e-Flyer - https://liquorpei.com/e-flyer/  Social Media Posts on PEI Liquor Facebook, Twitter, and Instagram

If you are interested in participating in a Notables Marketing Package, please apply for this in PEI Liquor’s Marketing Application. Contact PEI Liquor’s Category Analyst, Kate Shreenan for requirements.

NOTABLES MARKETING PACKAGE

ELIGIBLE PRODUCTS

COST (per SKU)

All Categories – Must be exclusive to Notables

$500

PEI Liquor Marketing Guide 2021 / 2022

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