Winter Summary 

 

PERIOD 11 December 31 - January 27, 2024
PERIOD 12 January 28 - February 24
PERIOD 13 February 25 - March 30

Seasonal Themes

Period 11: As with previous years, P11 will focus on Lighter Choices to align with Ontarians post-holiday priorities and the growing interest in trends such as Dry (or Damp) January and an increased mindfulness around alcohol consumption. The focus will be on driving awareness of the lighter choices that can be found at the LCBO and educating customers on how to find lighter choices at the LCBO.

Period 12 & 13:  will shift to focus on Dream Destinations, highlighting the incredible regions and countries associated with our products. The campaign will have a strong Aeroplan component including added incentives (e.g., 2x points, multiple contests) for purchasing products with base Aeroplan offers.

We are looking to maximize base Aeroplan offers across key display points. Travel/Destination related Value-Adds are also welcome.

 

Occasions & Observances

	Core Sales Occasions	Core Gifting     Occasions	Diversity, Inclusion,  Belonging & Equity  (DIBE) & Support   Occasions
P11	NFL Playoffs	N/A	Dry/Damp January  (Moderation Focus)  Robbie Burns Day (January 25)
P12	Super Bowl (February 11)  Family Day (February 19)	Valentines Day  (Tues. February 14)	Lunar New Year (February 10)  Black History Month
P13	St Patrick's Day (Friday, March 17)  Good Friday (March 29)  Easter Sunday (March 31)	N/A	International Women’s History  Month & Day (March 8)

	Spirit of Sustainability Focus  & Fundraising Campaigns	Aeroplan  Promotions	Ecommerce   Promotions
P11	N/A	N/A	N/A
P12	Black History Month Campaign +  Good Partner Feature  CEE/Black North / BHA Fundraising Campaign	ONLINE & IN-STORE:  Contests & Rewards Promotion	N/A
P13	Spirit of Inclusion & Equity Campaign +  Good Partner Feature  Women’s College Hospital Fundraising Campaign	ONLINE & IN-STORE:  Contests & Rewards Promotion	N/A

 

 

DISPLAY	PRODUCT FOCUS
	Period 11	Period 12	Period 13
Feature Fixture A	Spirits	Spirits	Spirits
Feature Fixture B (New & Seasonal)	Spirits	Spirits	Spirits
Cocktail of the Month (EA 1)	Vodka :  Bloody Vodka Soda	Brandy/ Congnac:  Jack Rose	Whisky:  Gold Rush
Entrance Table	Spirits	Spirits	Spirits
Mini Thematic A	Smart Buy Gifts	Valentine’s Gifts  (Liqueurs)*	Women in Spirits
Mini Thematic B	Smart Buy Gifts	Gifts for your  Loved One     (Rosés,  Sparkling focus)	Premium Wines for   the Host/ Hostess   (Easter)
Front Nesting Table	Spirits	Spirits	Brown Spirits
Middle Nesting Table	Lighter Choices -  <5g/L w/LTO	Chile  (Aeroplan  Partnership)	Italy  (Aeroplan   Partnership)
Beer Block Pile (A)	Beer	Beer	Beer
RTD Block Pile (B)	RTD	RTD	RTD
Loyalty Block Pile (C)	Spirits/Wine  Aeroplan  partnerships/offers	Spirits/Wine  Aeroplan  partnerships/ offers	Spirits/Wine  Aeroplan   partnerships/ offers
Mini Thematic C (EA 10)	Local Beer/Cider -  Lighter Choices	Local Beer for  Winter	Local Cider
Block Pile D Activation Area	Spirits	Spirits	Spirits
Beer Excitement Zone A	Beer	Beer	Beer
Beer Excitement Zone C	Beer	RTD	Beer
Beer Excitement Zone D	Beer	RTD	Beer
Spirits Cold Room	Spirits	Spirits	Spirits
Spirited Picks	Spirits	Spirits	Spirits
Front End Merchandiser 1	Spirits	Spirits	Spirits
Front End Merchandiser 2	Small format/  Impulse Wines	Small format/  Impulse Wines	Small format/   Impulse Wines
Front End Merchandiser 3	Brown Spirits	Brown Spirits	Brown Spirits
BCRTD Impulse Risers (1-4)	RTD	RTD	RTD
Pop Up Shops	Lighter Choice  Brand Takeover	Country/ Destination  (Beer) with Aeroplan	St. Patrick’s Day  (Beer and Spirits)
Enhanced Occasions Package	Lighter Choices	Lunar NY or  Valentine’s Day	Wines Portfolio   Takeover (Easter)

 

DISPLAY	PRODUCT FOCUS
	Period 11	Period 12	Period 13
End Aisle 1 (COTM)	See info above.
End Aisle 2	Brown Spirits	Brown Spirits	White  Spirits
End Aisle 3	Low Alc/Low Cal Wine	Wines Regional focus w/   Aeroplan	Wines Regional focus w/   Aeroplan
End Aisle 4	White Spirits	White Spirits	Brown Spirits
End Aisle 5	Wines	Spirits	Wines
End Aisle 6	Wines	Spirits	Wines
End Aisle 7	Brown Spirits	Brown Spirits	Wines
End Aisle 8	Wines	Wines	Brown Spirits
End Aisle 9	Brown Spirits	Brown Spirits	Wine
End Aisle 10 (MT C)	Beer	Beer	Beer
End Aisle 11	Brown Spirits	Brown Spirits	White Spirits
End Aisle 12	Brown Spirits	Brown Spirits	White Spirits
End Aisle 13	Brown Spirits	Brown Spirits	Wine
End Aisle 14	Wines	Wines	Brown SPirits
End Aisle 15	White Spirits	White Spirits	Brown Spirits
End Aisle 16	Brown Spirits	Brown Spirits	Brown Spirits
End Aisle 17	Wines	Wines	Wines
End Aisle 18	White Spirits	White Spirits	Brown Spirits
End Aisle 19	Brown Spirits	Brown Spirits	White Spirits
End Aisle 20	White Spirits	White Spirits	Wines
Vintages End Aisle  (EA VL1)	Vintages Essentials on        offer (LTO/ BAP)	Vintages Essentials on       offer (LTO/ BAP)	Vintages Essentials on       offer (LTO/ BAP)
Discovery End Aisle  (EA W5)	TBD	East Asia	Greece

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