Essentials Collection

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.

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. 

F24-25 Fee Schedule:

PeriodsProgram Fees
P1 – P9, P12 and P13$11,000/ period (plus an LTO or Aeroplan Bonus Offer)
P10$13,250 (plus an LTO or Aeroplan Bonus Offer)
P11$9000 (plus an LTO or Aeroplan Bonus Offer)


New Release Collection

On a bi-weekly cadence, 120+ new release products are released in 250 participating Vintages retail locations and on The release is supported by our Vintages New Release catalogue, which is available free to customers. On a monthly cadence, releases are augmented with additional Flagship and Online store exclusive release offerings. During the summer months (May-August), we shift the cadence of retail releases to once/month and offer standalone Flagship and Online store exclusive releases during the off weeks to supplement our assortment.

The New Release catalogue includes in-house photography of each product released, accompanied by either a tasting note from our own expert panel or a review from a credible third-party source, such as Wine Advocate or Wine Spectator. Each New Release catalogue also includes feature articles that focus on topics like countries, regions, varietals, producers and wine styles, to educate and encourage customers to explore beyond their usual preferences.

New Release products are also tasted by our in-store Product Consultants so that they can speak from personal experience when assisting customers in making their selections. 

The New Release feature programs, such as Wine of the Month, Hand-Picked Gifts, $18 Solution, and Front/Back Cover spots are non-applied paid programs, sourced by the Buyers in the process of their regular tasting cycle. However, the expression of interest in participating in one of the programs as a part of your NISS submission is welcome, if your offer meets the minimum criteria outlined in each program description.

Release Fees F24-25

Release Products are subject to a fee of $235 per SKU.

Flagship/Online exclusive products are subject to a fee of $135 per SKU.

*Purchase orders with a value of less than $30,000 are not subject to the fee. 


Release Covers

Each release offers additional opportunities to increase your wine’s exposure and ensure an expedient sell-through with two Front and three Back covers spots. While these spots do not come with an incremental quantity order, the Buying team tends to reach out to the Trade partners whose wines fit a given catalogue Thematic or a release seasonality with already a sizeable parcel purchased. Clearly, as every catalogue shows, the added value of these opportunities is well appreciated by our partners.

Release Covers Program Fees F24-25

Release Front Cover
Periods 1, 2, 3, 4, 5, 6, 7, 11, 12, 13

Periods 8, 9, 10

Release Back Cover

Periods 1, 2, 3, 4, 5, 6, 7, 11, 12, 13
Periods 8, 9, 10


Wines of the Month

Vintages' Wines of the Month (WOM) features two products each month on the inside front cover of the New Release catalogue and are promoted via Vintages marketing channels and on The products receive high visibility (end-aisle or floor displays) and are also signed with full-colour point-of-purchase materials (cut-case backer cards, pricer cards and shelf talkers).

WOM is a risk-free introduction for new Vintages customers, who will recognize that these products have the Vintages "stamp of approval". The feature wines offer exceptional quality to price ratio. For a product to be considered for this program, it must be in the retail price range of $18.95 to $24.95 CAD, and available in a minimum of 1,000 cases (12 bottles/case). The product is reviewed through the same process as all Vintages products.

Wines of the Month Program Fee F24-25
Periods 1, 2, 3, 4, 5, 6, 7, 11, 12, 13

Periods 8, 9, 10


The $18 Solution

The $18 Solution (formerly The $17 Solution) wines are promoted six times per year in both the Vintages Retail Release catalogue and the LCBO’s Food & Drink magazine. These wines, usually from well-recognized sources (e.g. Bordeaux, Chianti, Maipo) have been specially selected and negotiated by our buyers to over-deliver at the $18 price point. This program is designed to encourage customers to try something new and instill confidence in the value and quality offered by specific brands available in Vintages. The case quantity purchased ranges between 1000-1500 cases.

Program Fee F24-25

$7,000 / product


Hand Picked Gift

The Hand-picked Gift program appears on the inside back cover of every New Release catalogue. This program highlights a single product in each release that has been selected as being an ideal solution for customers’ entertainment or gift-giving needs.

These wines are usually more premium than WOM, yet still offer excellent price-to-quality ratio, and come from a broader range of sources, usually with a interesting background story to become a conversation starter.

The Hand-picked Gift selection is specially photographed and accompanied by an informal product note and, where possible, a third-party accolade. The price range is usually $20-40, and case quantity is in the range of 400-800 cases, based on price and wine specifications.

Hand-Picked Gift Program Fee F24-25
Periods 1, 2, 3, 4, 5, 6, 7, 11, 12, 13

Period 8, 9, 10


Ontario Release Features

Local Talent promotes the exceptional quality of wines from our own backyard. Local Talent showcases up to four products representing an Ontario Wine region, style, winery or group of like-minded producers. The products are photographed and featured on two-page spread in the Vintages Release Catalogue and in-store signage. This program alternates with Local Find. 

Local Find promotes the exceptional quality of wines from our own backyard. For Local Find, one Ontario VQA wine is endorsed by the Ontario wines product manager. It is typically priced between $17-$22 and features wine styles with broad appeal. It is specially photographed and profiled on a full page in the Retail Release catalogue and through in-store signage. This program alternates with Local Talent.

There is a processing fee equal to 1% of the PO total to participate in Local Find/Local talent programs