Winter Summary 


PERIOD 11 January 5 - February 1, 2025
PERIOD 12 February 2 - March 1, 2025
PERIOD 13 March 2 - March 29, 2025

Seasonal Themes

Period 11:
In January, will continue to align with Ontarians post-holiday priorities and the growing mindfulness of lifestyle choices. We will highlight the selection of no/low alcohol and no/low sugar options you can find at the LCBO.

Product Discovery:
Lighter Choices

Period 12 & 13
Despite the cold days of winter, there is always something to celebrate at this time of year. This campaign will support the numerous calendar occasions throughout February and March, making it easy for customers to find the perfect products to complement whatever occasion(s) they are celebrating.

Product Discovery:
Value & Rewards, Easy Solutions


Occasions & Observances

  Core Sales Occasions Core Gifting Occasions Diversity, Inclusion,
 Belonging & Equity
 (DIBE) & Support 
 P11 NFL Playoffs N/A Dry January / Moderation
 Robbie Burns Day (January 25)
 Lunar New Year (January 29)
 P12  Super Bowl (February 11)
 Family Day (February 19)
 Valentine’s Day
 (Tuesday, February 14)
 Black History Month
 (Feb 1 - 28)
 P13 St Patrick’s Day
 (Monday, March 17)
 March Madness
 N/A International Women’s Month &
 Day (March 8)
 Ramadan (March 10-April 8)
 Spirit of Sustainability Focus
 & Fundraising Campaigns
 P11  N/A ONLINE: Spend and Get
 P12  Black History Month Campaign +
 Good Partner Feature
 Collective Group of Charities Fundraising Campaign
 (Supporting Black Community)
 Dream Destinations

 One-Day Online
 Aeroplan Double Points Event:
 Family Day (Monday, February 17)
 P13 Spirit of Inclusion & Equity Campaign +
 Good Partner Feature
 Fundraising Campaign supporting Women’s



                    DISPLAY PRODUCT FOCUS
             Period 11Period 12        Period 13
 Feature Fixture A Wines Great Savings Spirits Spirits
 Feature Fixture B
 (New & Seasonal)
 Spirits Spirits Spirits
 Cocktail of the Month (EA 1) Vodka Brandy Whisky
 Entrance Table Spirits Spirits Spirits
 Spirits Gifting Display Spirits Gifts Under $50 Decadent Liqueur
 Gifts for Valentines Day
 Premium Spirits Gifts
 Wines Gifting Display

 Birthdays &
 Celebrations -   
 Gifts under $20

 Valentine’s -
 Rosés, Sparkling,
 Premium Red
 Birthdays &   Celebrations -
 Vintages Essentials
 Front Nesting Table Spirits Spirits

 Irish Whiskey

 Middle Nesting Table Lighter Choices -
 Wines <5g/L, w/LTO
 Aeroplan Buy-A-Case   Offer
 Wines/Vintages   Aeroplan Buy-A- Case   Offer
 Beer Block Pile (A) Beer  Beer Beer
 RTD Block Pile (B) RTD RTD RTD
 Wines Loyalty Block Pile (C) Wines Wines Wines
 Spirits Loyalty Block Pile (C) Spirits Spirits Spirits
 Local Beer & Cider Display (EA 10) Beer Beer Beer
 Block Pile D Activation Area Spirits Spirits Spirits
 Beer Excitement Zone A
 Beer Beer Beer
 Beer Excitement Zone C RTD Beer Beer
 Beer Excitement Zone D Beer RTD Beer
 Spirits Cold Room White Spirits
 Spirited Picks Spirits Spirits Spirits
 Front End Merchandiser 1 White Spirits Impulse White Spirits Impulse White Spirits Impulse
 Front End Merchandiser 2 Wines Impulse Wines Impulse Wines Impulse
 Front End Merchandiser 3 Brown Spirits Impulse Brown Spirits Impulse Brown Spirits Impulse
 BCRTD Impulse Risers (1-4) RTD RTD RTD
 Pop Up Shops Wines Spirits BCRTD
 Flagship Spotlight BCRTD Wines Spirits


 Period 11Period 12Period 13 
 End Aisle 1 (COTM) See info above.
 End Aisle 2 Brown Spirits Brown Spirits White Spirits
 End Aisle 3 Wines Wines Wines
 End Aisle 4 White Spirits White Spirits Brown Spirits
 End Aisle 5  Wines Wines Brown Spirits
 End Aisle 6 White Spirits White Spirits White Spirits
 End Aisle 7 Brown Spirits Brown Spirits White Spirits
 End Aisle 8 White Spirits White Spirits Brown Spirits
 End Aisle 9 Brown Spirits Brown Spirits White Spirits
 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 Wines
 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
 Vintages Essentials
 on offer
 Vintages Essentials
 on offer
 Discovery End Aisle
 (EA W5)
 TBD East Asia  France -Bordeaux