The Essentials Collection helps customers take the guesswork out of discovering great wine with more than 200 fan-favourite and signature styles to explore. This permanent collection is available year in, year out. There is an expectation that products in our Essentials Collection will be supported with an annual promotional spend to ensure they achieve maximum sales potential and exceed the annual sales target. Sales performance of Essentials products is reviewed against their targets on a annual basis.
There is a fee of 1.5% of the cost of the purchase order for skus in the Essentials program.
Essentials on Offer Program:
The “Essentials on Offer” program is a monthly paid end program highlighting two products from our Essentials Collection in our top Vintages locations. In the first period, both products are promoted with case savings on the end with an LTO or Aeroplan offer.
Digital Advertising Component
• Paid Product Placement: Sponsored product placement on relevant pages on LCBO.com. This placement results in 6.8x more likely to be clicked vs. second page placement.
• Products approved for these displays will be included in LCBO's Digital Flyer Program
• NOTE: Where displays feature multiple products from a single brand (or multiple brands), the LCBO will select, at their discretion, at least one product from each brand to be featured in the Digital Flyer.
FY27 FEE SCHEDULE:
Periods | Program Fee |
P1 – P9, P12 and P13 | $62/SKU/Store* |
P10 | $75/SKU/Store* |
P11 | $51/SKU/Store* |
*plus an LTO or Aeroplan Bonus Offer
The program will continue to be supported with a Vintages End Ailse backer card and digital advertisement.
PARTICIPATING STORES
Click here to access Participating Store Lists
Vintages Ontario Essentials: Buyer’s Pick Program
The Vintages Ontario Buyer's Pick showcases one Vintages Essentials/period endorsed by the Ontario wines product manager. The products are displayed as a cut-case display, in a basket or with a shelf talker depending on the store. The program may be supported with an LTO or Aeroplan Bonus offer.
Program Fee F24-25
$3,160 per SKU
