FALL 2021-2022

  • PERIOD 7: September 12 - October 9
  • PERIOD 8: October 10 - November 6
Fall Calendar

Occasions and Observances

PERIOD 7:

  • - Yom Kippur (Sept 16)
  •  

 

 

Period 8: October 10 - November 6

  • - Thanksgiving (Oct 11)
  • - Halloween (Oct 31)
  • - Day of the Dead (Nov 2)
  • - Diwali (Nov 4)
  •  

Also happening in the Fall:

  • - Food & Drink Fall Release (Sept 15)
  • - One-Day Online Sale: Thanksgiving (Oct 11)
  • - Fall Gifting Program (paper gift bag only)

Seasonal Themes

As one of the largest purchasers of alcohol in the world, we feel a responsibility to drive meaningful change in our communities, be an industry leader in sustainable practices and take better care of our planet – all for the good of Ontario.  That’s why we developed Spirit of Sustainability, an enterprise-wide social impact platform designed to create a more sustainable future by supporting the province’s social and environmental needs.

While the ongoing pandemic creates uncertainty for the coming months, we remain hopeful that the vaccines will see us in a better place in the later part of the year.  Our recovery will take a lot of effort and time.  This fall, our promotional campaign will bring our “IMPACT” brand experience pillar to life by highlighting the good work of our Good Partners.  Together, we’ll demonstrate how our collective actions can make a positive impact on the lives of Ontarians and we’ll help our customers do the same.  We want to showcase the good work being done by our Good Partners to help improve our communities – whether that’s through economic recovery, social good, environmental improvements, etc.

This will be a phased approach across P7 & P8.

In Period 7, the focus will continue to be on our local partners with an external campaign that drives awareness for VQA wines, Ontario Craft Beers, Cider, RTD and Ontario Craft Distillers.  Period 8 will continue to profile Whisky both domestic and international.  In addition to showcasing a growing and exciting category, the campaign will highlight what our Good Partners in the whisky industry are doing to support communities in response to the global pandemic.

The promotion may be further augmented with a collective fundraising campaign that will directly support our industry and province – contributions may be tied to products (in the ways of proceeds) and consumer donations.We are in the process of developing the specifics and more details will be shared in the weeks ahead.

What we need from you:

We want to recognize our Good Partners who are creating impact across Ontario’s diverse communities. Share with us how your brand or product is helping in this regard.  This will inspire our campaign development and identify themes and stories to focus on for in-store, online and external marketing.  In the non-applied application form, share with us how your brand or product is helping in this regard.

Displays and Product Focus

Feature Fixture A:

  • P7: Wines
  • P8: Not Sold

Feature Fixture B (New & Seasonal):

  • P7: Wines
  • P8: Not Sold

Entrance Table (Cocktail of the Month):

  • P7: Local Spirit + Sparkling VQA Wine (Ontario 75 Cocktail)
  • P8: Whisky/Amaro or Vermouth (Coffee Manhattan)

Mini Thematic A:

  • P7: Local Spirits Gifts
  • P8: Scotch Gifts

Mini Thematic B:

  • P7: VQA Wines Gifts
  • P8: Red Wines Gifts

Front Nesting Table:

  • P7: Ontario Wines (VQA/IDB Flighted)
  • P8: Canadian Whiskies (multi-brand)

Middle Nesting Table:

  • P7: Ontario Wines (VQA/IDB Flighted)
  • P8: "Good Partners" (flighted opportunity A&B)

Beer Block Pile (A):

  • P7: Beer
  • P8: Beer

RTD Block Pile (B):

  • P7: RTD
  • P8: RTD

Spirits Value Block Pile C:

  • P7: Spirits: Build-a-Bar OR Cocktail + vessel/deal*
  • P8: Spirits: Build-a-Bar OR Cocktail + vessel/deal*
  • *Build-a-Bar OR Build-a-Cocktail + vessel/deal (i.e.Buy all 3, Save $X); individual LTO’s are required on each product

Mini Thematic C (EA10):

  • P7: Local Craft Beer - Fall Styles
  • P8: Local Craft Beer - Fall Styles

Block Pile D Activation Area:

  • P7: Spirits
  • P8: Halloween Activations

Beer Excitement Zone: 21A:

  • P7: Beer
  • P8: Beer

Beer Excitement Zone: 21C: 

  • P7: Beer
  • P8: Beer

Beer Excitement Zone: 21D: 

  • P7: Beer
  • P8: Beer

End Aisles:

End Aisle 1:

  • P7: EA1 New Wines (VQA/IDB flighted)
  • P8: Brown Spirits

 

End Aisle 2:

  • P7: Brand stories (VQA/IDB flighted)
  • P8: Brown Spirits

 

End Aisle 3:

  • P7: Brand stories (VQA/IDB flighted)
  • P8: Brown Spirits

 

End Aisle 4:

  • P7: Brand stories (VQA/IDB flighted)
  • P8: Brown Spirits

 

End Aisle 5:

  • P7: Brand stories (VQA/IDB flighted)
  • P8: Brown Spirits

 

End Aisle 6:

  • P7: Brand stories (VQA/IDB flighted)
  • P8: Brown Spirits

 

End Aisle 7:

  • P7: Brand stories (VQA/IDB flighted)
  • P8: Brown Spirits

 

End Aisle 8:

  • P7: Brand stories (VQA/IDB flighted)
  • P8: Brown Spirits

 

End Aisle 9:

  • P7: Brand stories (VQA/IDB flighted)
  • P8: Brown Spirits

 

End Aisle 10 (Mini-Thematic C):

  • P7: Beer
  • P8: Beer

End Aisle 11:

  • P7: White Spirits
  • P8: White Spirits

 

End Aisle 12:

  • P7: Brown Spirits
  • P8: Brown Spirits

 

End Aisle 13:

  • P7: White Spirits
  • P8: White Spirits

 

End Aisle 14:

  • P7: Brown Spirits
  • P8:Brown Spirits

 

End Aisle 15:

  • P7: Brown Spirits
  • P8:  Wines

 

End Aisle 16:

  • P7: White Spirits
  • P8: White Spirits

 

End Aisle 17:

  • P7: Brown Spirits
  • P8: Brown Spirits

 

End Aisle 18:

  • P7: Beer
  • P8: Wines

 

End Aisle 19:

  • P7: Beer
  • P8: White Spirits

 

End Aisle 20:

  • P7: Beer
  • P8: White Spirits

Document Downloads

Seasonal Overview - Fall FY2122

Click here to download