Summer Summary 

 

PERIOD 3 May 21 - June 17
PERIOD 4 June 18 - July 15

Seasonal Themes

Summer is the most highly anticipated season in Ontario. We all look forward to longer days in the sun, long weekends, patios, backyards, the great outdoors, and to memorable moments with family and friends. From special moments like weddings and graduations to every-day moments like making the most of BBQ season, the LCBO is here to help you celebrate Summer. With the best selection of refreshment options and thoughtful gifts, all available in one-stop or one-click – we help customers create unforgettable summer memories.

In P3, we’ll kick-off the season by introducing customers to our exciting selection of new summer refreshers that they can enjoy all season long. In P4, we’ll shine a light on our homegrown talent and help customers discover local and Canadian made products.

Lead Categories: local wines, craft beers, Canadian spirits, locally made RTD

 

Occasions & Observances

	Core Sales Occasions	Core Gifting Occasions	Diversity, Inclusion,  Belonging & Equity  (DIBE) & Support   Occasions
P3	CFL Season begins	Lead up to Father’s Day	National Indigenous History Month  National Indigenous People’s History  Day (June 21)  PRIDE
P4	Canada Day (Saturday, July 1)	Father’s Day (June 18)  Graduations  Wedding Season	St. Jean Baptiste Day (June 24)

	Spirit of  Sustainability  Focus &  Fundraising  Campaigns	Aeroplan  Promotions	Ecommerce  Promotions	Food & Drink
P3	Pride Campaign +  Good Partner Feature  Pride Fundraising /   Collective Group of   Charities Fundraising   Campaign	ONLINE & IN-STORE:  Celebrate Dad	One-Day Online  Double Points Event:  Victoria Day  (May 22)
P4	Lab Integration  Campaign	ONLINE & IN-STORE:  Celebrate Summer   Promotion		Summer Release  (June 28)

 

ALSO HAPPENING IN THE SUMMER:

Summer Gifting Program (Gift Cards and Gift Packaging)

 

DISPLAY	PRODUCT FOCUS
	Period 3	Period 4
Feature Fixture A	Summer Whites	Summer Whites
Feature Fixture B (New & Seasonal)	Seasonal Rosé Wines	Seasonal Rosé Wines
Cocktail of the Month (EA 1)	White Spirits - Rum	Canadian Whisky
Entrance Table	Spirits	Spirits
Mini Thematic A	Brown Spirits for  Father’s Day	Tequila Gifts for Summer
Mini Thematic B	Give the Gift of Vintages  (Father’s Day)	Canada Day Celebrations  (VQA)
Front Nesting Table	Flight A: Pride (Multi Brand)  Spirits  Flight B: Spirits Seasonal  Story	Flight A: Pride (Multi Brand)  Spirits  Flight B: Spirits Seasonal  Story
Middle Nesting Table	French Rosés	Rosé All Play
Beer Block Pile (A)	Beer	Beer
RTD Block Pile (B)	RTD	RTD
Loyalty Block Pile (C)	Spirits/Wines	Spirits/Wines
Mini Thematic C (EA 10)	Local Beer for Summer	Local Cider
Block Pile D Activation Area	Spirits	Spirits
Beer Excitement Zone A	Beer	Beer
Beer Excitement Zone D	Beer	RTD
Beer Excitement Zone C	Beer	RTD
Spirits Cold Room	Spirits	Spirits
Spirited Picks	Spirits	Spirits
Front End Merchandiser 1	Spirits	Spirits
Front End Merchandiser 2	Impulse Wines	Impulse Wines
Front End Merchandiser 3	Spirits	Spirits
BCRTD Impulse Risers (1-4)	RTD	RTD
Pop Up Shops	Father’s Day or Pride	BCRTD Summer  (Innovations and/or  Favourites)
Enhanced Occasions Package	Father’s Day Scotch	BCRTD Summer  (Innovations and/or  Favourites)

 

DISPLAY	PRODUCT FOCUS
	Period 3	Period 4
End Aisle 1 (COTM)	See info above.
End Aisle 2	Brown Spirits	Brown Spirits
End Aisle 3	Wines	Wines
End Aisle 4	Brown Spirits	Brown Spirits
End Aisle 5	Vintages	Vintages
End Aisle 6	Wines	Wines
End Aisle 7	Vintages	Vintages
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 (LTO/BAP)	Vintages Essentials on  offer (LTO/BAP)
Discovery End Aisle (EA W5)	Kosher	Greece

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