Shelf Extenders have proven to be a successful opportunity for suppliers to
promote their brands. Shelf Extenders have a significant impact on store sales.


There are four types of Shelf Extenders:

Regular Shelf Extenders: The intent of this type of extender is to give priority to
medium and large volume brands; However, some more niche products may be
considered at the Category or Product Manager's discretion for extender
positions in a limited number of stores.

Discovery Shelf Extenders: New and Niche products.

Community Shelf Extenders: Selected stores will feature five Shelf Extenders to cater to
popular brands with large distribution of 400+ stores. An additional grouping
of 47 stores will offer five additional Shelf Extenders available for promotional

Green Shelf Extender: The program's goal is to feature brands and products which are using sustainable, biodynamic, or organic agricultural practices, have light weight glass or an alternative packaging, are carbon neutral or somehow are helping to create
a greener planet.


  PT 1-9, 11-13  PT 1-9, 11-13 PT 10
Regular $90 per store   $120 per store 
Discovery$90 per store $120 per store
Community   $60 per store $75 per store
Green$90 per store $120 per store
*Rates updated for F25


Shelf Extendors Placement and Participating Stores

While the Shelf Extenders are in a fixed location it does not limit the opportunity to these categories. All product categories may apply for a Shelf Extender.

Some products may be cross-merchandised in another category to increase customer awareness.

The Category or Product Manager approves all Shelf Extender allocations. Suppliers will be notified of the approved location for their products.

The document below outlines the Shelf Extender distribution per category and participating stores. There may be some variation in location from store to store.

Support programs

In order to maximize the impact of the Shelf Extender program, applicants are required to purchase a support program such as Limited Time Offers, Value Add, Necktag or Contest.

Tastings and Special Events are recommended to support the Regular and Discovery Shelf Extender Programs.

Note: Participation to support programs is not mandatory for the Green Shelf Extender.



Up to 65 regular Shelf Extenders in Flagship, Full Service and IMAGE stores.

Up to 9 Discovery Shelf Extenders in select stores to cater to new and niche products. There are 3 opportunities per Promotional Turn per category.

Community Shelf Extenders in Regular Stores to cater to popular brands with large distribution. Community Shelf Extenders are only available to wines and spirits.

1 Green Shelf Extender in select stores.



The Shelf Extender is kept fully stocked for the duration of the Promotional Turn.

One product per Shelf Extender maximum.

All Stores participating in the program are required to display them on a Shelf Extender with the P.O.P. provided. Stores are required to stock all of the approved products participating in the Shelf Extender programs for each Promotional Turn. If a product is unavailable to order then the Store Manager should substitute a brand from the same brand family or another brand from the supplier to be displayed on the Shelf Extender for the duration of the Promotional Turn or until the approved product becomes available.

If a store brings in a product for the Promotional Turn, there is no guarantee the product will be carried year round in that store.

It is the store's responsibility to keep Shelf Extenders fully stocked and maintained for the duration of the Promotional Turn.


Promotional Material

Branded Thematic Shelf Extender strip.

Shelf Extender strips will be produced and distributed by the LCBO.