Spring Summary 


PERIOD 1 March 31 - April 27, 2024
PERIOD 2 April 28 - May 25, 2024

Seasonal Themes

The spring campaign will forecast the trends in beverage alcohol for 2024. We will unveil the latest product innovation and together with the experts at Food & Drink, we’ll curate the newest flavours, mixology, sustainable products and food trends for the season and beyond.

P1: In celebration of Earth Day, we will highlight sustainable products and brands who do good for the planet. P2: We’ll turn our attention to product innovation, new flavours, mixology and food trends

Product Discovery: New & On Trend


Occasions & Observances

  Core Sales Occasions Core Gifting Occasions Diversity, Inclusion,
 Belonging & Equity
 (DIBE) & Support 
 P1 MLB Season Kickoff N/A Earth Day (April 22)
 P2 Orthodox Easter (May 5)
 Cinco de Mayo (May 5)
 Buildup to Victoria Day (May 20)
 NHL & NBA Playoffs begin
 Mother’s Day (May 12) AAPI Heritage Month
 Jewish History Month
 Passover (April 22-30)
 SOS Focus & Fundraising Campaigns
 Aeroplan Promotions
 P1  Environmental Campaign + Good Partners Focus
 Environment Charity / Tree Canada Campaign
 Aeroplan Acquisition Campaign
 P2  Environmental Campaign + Good Partners Focus ONLINE & IN-STORE:
 Shop Spring Promotion


Spring Gifting Program (Gift Cards and Gift Packaging)


                    DISPLAY PRODUCT FOCUS
 Period 1Period 2
 Feature Fixture A Trending: All That Sparkles Trending: All That Sparkles
 Feature Fixture B (New & Seasonal) Seasonal Rosés (not sold) Seasonal Rosés (not sold)
 Cocktail of the Month (EA 1) Vodka Tequila
 Entrance Table Spirits Spirits
 Spirits Gifting Display Gifts For The Host
 (Bourbon & Tequila)
 Spirits for Mother’s Day
 (Liqueurs & Spritzes)
 Wines Gifting Display Gifts For The Host
 (Vintages Essentials -
 White Wine)
 Mother’s Day Rosés/
 Sparkling Rosés
 Front Nesting Table Sustainable Spirits Spirits
 Middle Nesting Table Sustainable California Wines New World Wines -
 Southern Hemisphere
 Beer Block Pile (A) Beer Beer
 RTD Block Pile (B) RTD RTD
 Wines Loyalty Block Pile (C) 100 BAP Wines - Buy a case,   Get 1,200 points 100 BAP Wines - Buy a case,
 Get 1,200 points
 Spirits Loyalty Block Pile (C) Spirits Spirits
 Local Beer & Cider Display (EA 10) Beer Beer
 Block Pile D Activation Area Spirits Spirits
 Excitement Zone A
 Beer Beer
 Excitement Zone C RTD Beer
 Excitement Zone D Beer RTD
 Spirits Cold Room White Spirits*
 Spirited Picks Spirits Spirits
 Front End Merchandiser 1 White Spirits Impulse White Spirits Impulse
 Front End Merchandiser 2 Wines Impulse Wines Impulse
 Front End Merchandiser 3 Brown Spirits Impulse Brown Spirits Impulse
 RTD Impulse Risers (1-4) RTD RTD
 Pop Up Shops Wine BCRTD
 Flagship Spotlight Spirits BCRTD

*White Spirits (Vodka, Gin, Rum, Tequila and Soju) and Brown Spirits (Whisky, Brandy/Cognac, Liqueurs)


 Period 1Period 2
 End Aisle 1 (COTM) See info above.
 End Aisle 2 Sustainable White Spirits White Spirits
 End Aisle 3  Sustainable Wines Wines
 End Aisle 4 Sustainable Brown Spirits Brown Spirits
 End Aisle 5  White Spirits White Spirits
 End Aisle 6 Brown Spirits Brown Spirits
 End Aisle 7 Wines Wines
 End Aisle 8 RTD RTD
 End Aisle 9 Beer Beer
 End Aisle 10 (MT C) Beer Beer
 End Aisle 11 White Spirits White Spirits
 End Aisle 12 White Spirits White Spirits
 End Aisle 13 Brown Spirits Brown Spirits
 End Aisle 14 White Spirits White Spirits
 End Aisle 15 Wines Wines
 End Aisle 16 Brown Spirits Brown Spirits
 End Aisle 17 White Spirits White Spirits
 End Aisle 18  Beer Beer
 End Aisle 19 Brown Spirits Brown Spirits
 End Aisle 20 Beer Beer
 Vintages End Aisle
 (EA VL1) 
 Vintages Essentials on offer
 Vintages Essentials on offer
 Discovery End Aisle
 (EA W5)
 France – Burgundy
 Sauvignon Blanc - New Zealand
 France – Loire