Bcliquorstores Instore Marketing Program

7/30/2019 Bcliquorstores Instore Marketing Program

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IN-STORE MARKETINPROGRAMS

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ObjEcTIvES 4

ISM Marketing Agreement 4

bc LIquOR STORES bRANd 5

cuSTOMER RESEARch 6

SOcIAL RESpONSIbILITy 8

dISpLAy pROMOTIONAL STRATEGy 9

SELEcTION cRITERIA 12

dISpLAy pROGRAMS 13

Display Opportunities 13

Theme Promotions 14

Application Process 15

Approal Process 16

cRITERIA fOR LAbELS, pAcKAGING ANd cOLLATERAL 17

cOLLATERAL OpTIONS 19

Guidelines for Collateral 19

Beer Corral Signage 21

cONTESTS 22

cOupONS 23

NEw pROducT INTROducTION pROGRAM 24

ShELf TALKER pROGRAM 26

vALuE-AddEd pROGRAM 27

ShELf LAbELS - pOLIcIES 29

dISTRIbuTION Of cOLLATERAL 30

IN-STORE SpEcIAL EvENTS 34

IN-STORE TASTING pROGRAM 38

AdvERTISING OppORTuNITIES 43

Taste Magaine 43

Product Guide 49

wEbSITE www.bcLIquORSTORES.cOM 50

GuIdELINES fOR IN-STORE vISITS 51

Contents

printed August 2011


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AppENdIcES 53

I In-Store Marketing Agreement

II Display Application

III Shel Talker ApplicationIV Value-Added (Prior to Delivery) Application

V Value-Added (Rep Applied) Application

VI Neck Tag Application

VII In-Store Tasting Application

VIII Taste Contract Order Form 2012

IX Insurance Examples

X Packing Slip Example


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4

THE IN-STORE MARKETING PROGRAMS FOR BC L IQUOR STORES

h t t p s : / / w w w . v e n d o r . b c l i q u o r s t o r e s . c o m

marketing

oBJeCtIVes

The objectives o this document are:

To provide suppliers and agents with an understanding o the BC Liquor Stores brand and brand goals

To describe our customer research and dene Sarah & Steve

To provide BC Liquor Stores Display and Promotions strategy

To provide an outline o the criteria that BC Liquor Stores applies or promotional activity in its stores and

promotion selection criteria

To provide opportunities or product promotion and education

To encourage the responsible use o beverage alcohol.

The In-store Marketing Programs manual describes the rules that apply to all beverage alcohol retail promotional

activity in BC Liquor Stores, including displays, value-added programs, contests, coupons, shel talkers, promotion on

our website, in-store tastings, special events, Taste magazine advertising, thematic programs, etc.

ISM MARKETING AGREEMENT

All suppliers and agents participating in any BC Liquor Stores Marketing program must provide a signed and dated ISM

Agreement to the Marketing Department or each calendar year. Please reer to Appendix 1 or an agreement orm.


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BC LIquor stores Brand

BC Liquor Stores have evolved over many years to be

a recognized brand in the retailing o beverage alcohol.

Our stores have a distinct look and dcor so that

customers across the province know that they are

shopping in a BC Liquor Store.

bRANd GOALS

To maximize our opportunities by ensuring we

are targeting consumer needs and shopping habits

To look or ways to attract customers through

convenient access as well as oering products and

services that dierentiate BC Liquor Stores in the

marketplace

To capitalize on the in-store experience by

delighting our customers

To develop a strategy to dierentiate BC Liquor

Stores and Signature Stores

To increase average dollar size o shopping basket

To be the rst choice in the beverage alcohol

industry

bRANd vALuES

Our brand values continue to be that we are a

customer-ocused, protable retailer and wholesaler

o beverage alcohol dedicated to innovation,

exemplary service, helpul product knowledge and

promotion o responsible alcohol consumption.


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CustoMer researCH

The Marketing Department undertakes a market

research study every two years to keep abreast o

the marketplace and to get a better understanding

o customers as a whole, their needs and what we

can oer to make to their shopping experience

exceptional.

Through our research, our customers are dividedinto six (6) key segments. We have identied and

prioritized our most engaged consumers as our

primary customer, however, all shoppers are

important.

The market segmentation research shows that there

are customers who have high category involvement

and are interested in learning more about products

and are willing to experiment. These customers

include a younger segment o the market (19-25 year

olds) who are becoming very interested in the wine

category. Programs such as our Savvy Sippers, 90

Point Wines, NPIP, Consultants Choice monthly display,

Special Product Releases, Best o BC, Rum Release and

Bordeauxall appeal to this group o customers. These

promotions have proven to be extremely successul

and are now a standard part o each months

marketing activities. The Portolio Managers choose

which products are on display or these programs

based on their knowledge o the marketplace and

provides opportunities or many brands each year.

All customers are important to BC Liquor Stores.

We are, however, selective on how we market to

them, to ensure we meet their unique needs.

A signicant number o the ollowing groups are

perpetual in their shopping habits. As a group they

represent a large portion o the customer base and

we will continue to look to ocus on retaining their

loyalty.

This secondary group o customers all into the

ollowing categories: Mainstream, who most oten purchase

mainstream products, know what they want to

buy and are in and out quickly.

Regulars are mature, traditional, not engaged in

the category but make planned purchases or

occasions.

Bargain hunters are average demographic, price

conscious browsers who look or price-related or

added-value promotions and displays.

Deal seekers are mostly male, middle aged

to younger, outdoor enthusiasts, not overly

interested in the category with basic product

knowledge who know what they want but can

sometimes be inuenced by price or promotion.

Tasters are slightly older, middle income, open to

learning consumers but not overly knowledgeable.

Sta recommendations, sales/promotions or

tastings can impact what they buy.

This secondary group o customers can be inuenced

by pricing and/or promotions, thereore, it isimportant that our promotional programs oer

great value, product inormation, tastings and new

or spontaneous purchase products, such as Try

Something New at checkouts.


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whO ARE SARAh & STEvE?

Its actually quite simple: Sarah & Steve are visual

representations o all o our customers to create aconnection to our customers. By giving them a name

as well as a visual icon, it makes it easier or us to

relate to them on a day to day basis.

Sarah & Steve are essentially a visual reminder

to us that every decision we make can impact our

customers.

The icon reminds us that we have a wide variety o

customers who visit our stores, each with unique

purchasing behaviours. Thereore, its important to

understand how and why they shop in our stores. Itsabout being customer-centric and to consider how

our decisions will impact their experience with us.


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soCIaL responsIBILIty

A key BC Liquor Stores brand value is the promotion

o the responsible consumption o alcohol. High-visibility

areas within stores are reserved or messages that are

typically alcohol awareness related. The areas reserved

are usually in rames behind or near the customer

service counters, the space above/near checkouts as

well as over product sections, e.g. beer corrals.

Suppliers are encouraged to incorporate a social

responsibility message into all o their promotional

materials.

Suppliers, industry groups, and others who are

interested in working with BC Liquor Stores on social

responsibility projects are encouraged to contact the

Manager o Marketing and Social Responsibility.


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dIspLay proMotIonaL strateGy

Since 2009, a number o display locations have been

utilized or our own marketing programs and have

proven to be very successul or BC Liquor Stores. The

end locations listed below will continue to be used by

Marketing or programs developed by us and products

chosen by Purchasing. The specic locations are:

End Group 1 in all stores or seasonally appropriatemarketing initiatives

End Group 3 in all A and B stores or the extremely

successul Savvy Sipper program

End Group 9 in primarily Signature stores or 90+

wines

Checkouts 7 and 8 in 70 stores or impulse buys

Suppliers and agents are encouraged to discuss

participation in these programs with their PortolioManager.

Our continued strategy is to provide promotions

and displays targeted to Sarah & Steve that oer a

variety o price points, value-added programming

and product inormation. This strategy also includes

promotions priced to encourage trade-up where

possible and provide Sarah & Steve with an exciting,

changing environment that provides an opportunity

or them to learn about our category and be engaged.

As we move orward in developing our brand,

we will continue to evaluate and develop more

targeted programs or our smaller stores and identiy

geographic and regional dierences in the markets

that we serve.

In order to do that, the ollowing strategies will apply

to both supplier and marketing displays, in-store

tastings, special events and shel talkers.

Signature and A stores:

Spirits

750 ml spirits that are $1.00 above oor price

($23.75 is currently oor) or greater

1.14L spirits that are $.50 above oor price

($36.09 is currently oor) or greater

1.75L spirits priced at oor or above ($55.41 is

currently oor)

Wine

750 ml wines over $12.99

Beer

beer priced at over $10.00 or a 6 pack

$11.99 or an 8 pack (special pricing initiatives only)

$19.00 or a 12 pack

$23.00 or a 15 or 18 pack (special pricing

initiatives only)

Cider and Coolers

$7.99 or a 4 pack

$9.49 or a 6 pack

B and C stores:

Wine Over $9.49 or 750 ml

Large ormat wine:

1.5 litres priced at $15.99 or more when the

750 ml o the same brand is above $8.99


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3 litres priced at $30.99 or more and the 750 ml

is above $8.99

4 litres priced at $37.99 or more and the 750 ml is

above $8.99

The strategy or spirits, beer and cider/coolers or

B and C stores is the same as or Signature and A

stores.

Limited time oers or one month

Wines (750 ml) supported by $1.00 LTOs may be

accepted or displays as long as the regular price o the

wine is $12.99 or above.

LTO activity or spirits, beers and cider and coolers

are also accepted as long as the regular price o the

product is as stated above.

See pricing strategy chart or urther details.


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pRIcING STRATEGy chART Updated August 2011

Spirits foor price strategy price applies to ollowing programs may be approved in

the ollowing stores

LTOs okay on display

750 ml $23.75 $24.75 all programs except liquor

and non-liquor value-adds,

and necktags

all yes i reg price is

above 25.75

1.14L $36.09 $36.59 all programs except liquor


and necktags

all yes i reg price is

above 37.09

1.75L $55.41 $55.41 all programs except liquor


and necktags

all i above oor,

then LTO is okay

Wine notes strategy price applies to ollowing programs may be approved inthe ollowing stores


750 ml $9.49 all programs except liquor


and necktags

B and C stores no

750 ml $12.99 all programs except liquor


and necktags

Sig + and A stores yes i reg price is

12.99

1.5L i 750 ml reg

price is over 8.99

$15.99 all programs except liquor


and necktags

B and C stores no

3L i 750 ml reg

price is over 8.99

$30.99 all programs except neck

tags and non-liquor value

adds

B and C stores yes

4L i 750 ml reg

price is over 8.99

$37.99 all programs except neck

tags and non-liquor value

adds

B and C stores yes

Beer notes strategy price applies to ollowing programs may be approved inthe ollowing stores


6 pack $10.00 all programs all yes

8 pack promo pack $11.99 all programs all yes



Cider & Coolers notes strategy price applies to ollowing programs may be approved inthe ollowing stores


4 pack $7.99 all programs all yes i reg price

above 8.49

6 pack $9.49 all programs all yes i reg price

above 9.99


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seLeCtIon CrIterIa

In order to continue to develop programs and

promotions that appeal to all customers and to oer

a wide range o options or Sarah & Steve to choose

rom, the ollowing selection guidelines will apply:

Variety o products the promotional programs

selected each month will generally be a balance

o spirits, wine and rereshments (i.e. beer, cider,

coolers) to give Sarah and Steve a variety oselection as well as giving all suppliers access.

Shared research rom our industry partners has

shown us that contests, in most cases, are not a

signicant inuence on purchase decisions in our

stores. Contests can be a valid promotional tool

i it is right or the brand and makes sense to the

customer but are not required to ensure approval

o programming. Our suggestion is to re-invest the

unding previously allocated to contests in other

support, such as instore tasting, advertising in theTaste magazine, Special Events, onpacks, etc.

Non-liquor value adds that relate to the product

being promoted and are branded

Liquid value adds that encourage up-sell, not same

on same or lower priced

Marketing programs with donations to a cause

that are tied to purchase are programs that are

supported by many Sarah & Steve customers

Special events at 39th and Cambie and other

Signature Stores In-store tastings

Targeted programs by region or area

3rd party coupons

Seasonality and relevance to customer mindset

National or regional media support

External support, such as licensee activity

Advertising in Taste magazine

Advertising in the Product Guide

Limited time oers (or products priced above

the pricing grid detailed on page 10)

New Products we will look at promotional

applications to support new products through our

NPIP program (see page 25 or details).

Other new products or line extensions maybe considered or display support based on

seasonality or or occassion-based products e.g.

liqueurs or Mothers Day or sparkling wine or

Champagne or weddings.

Each application will be judged on its own merit and

decisions made based on number o stores, input rom

the Purchasing Department and potential or sales.

cRITERIA fOR chEcKOuT dISpLAy

pROducTS

Products approved or checkout locations will be

priced or impulse buys and/or seasonally appropriate

products.

Checkout products that we are looking or rom

suppliers are:

{ priced or impulse purchase

{ eye-catching product or label

{ interesting on-pack or promotional oer(i.e. 3rd party coupons, etc.)

{ small treat or luxury items

{ reminder or occasion items

{ pre-mixed drinks or single serves

(i.e. mojitos, sangria, coolers)


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dIspLay opportunItIes

The number o display locations in each grouping o

stores or ends, checkouts or reestanding displays

changes on a monthly basis. This is to accommodate

Super Thematics as well as to ensure that we are

providing Sarah & Steve displays and products that are

relevant to the marketplace.

ENd dISpLAyS

End displays are displays o product (generally multiple

cases as per directions given to stores) in high prole,

high trafc areas o the stores. The maximum number

o SKUs or an end display is three or our SKUs

depending on product type and store grouping.

chEcKOuT dISpLAyS

Checkout displays are cut cases placed immediately inront o the cash desks, either on mini-pallets or on

the end o a checkout merchandiser xture. Some

checkouts displays on merchandiser xtures will have

product placed on shelving. Checkout displays have our

to 16 cases o product and a maximum o two or three

SKUs depending on product type and store grouping.

fREESTANdING dISpLAyS

Freestanding displays are cut case displays o six

to 16 cases o product, or they may be displays on

uncommitted end units. The number o SKUs or a

reestanding display is determined according to the

promotion, product type and store grouping.


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tHeMe proMotIonsSupER ThEMATIcS OR INduSTRy dISpLAyS

Theme Promotions can eature countries, categories,

regions, or types o products and are applied or by

trade/industry groups or consulates on a yearly basis.

The request or proposals or Super thematics and/or

Industry displays is issued to Trade organizations and

consulates in September o each year.

The intent o the SUPER THEMATICS program isto create a signicant impact and overall theme in

the stores and to measure the results through sales

o the categories involved. Super Thematic programs

include multiple displays in each o the stores selected

or participation in the promotion. Super Thematic

promotions also include tastings o the products in

participating stores as well as special events at 39th

and Cambie and other Signature Stores along with

support o advertising and possible editorial content in

the Taste magazine.

INDUSTRY DISPLAYS are applied or by Trade

or industry groups or consulates, similar to Super

Thematics, however smaller in scope. These include

a display in selected stores with collateral, brochures

and tastings. The number o participating products is

limited due to space available.

MARKETING cALENdAR

A Marketing calendar including customer mindset,super thematic promotions and industry programs

is posted on the vendor website each year to assist

agents and suppliers in determining the right products

to apply or at the right time.


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appLICatIon proCess fOR dISpLAy AcTIvITy

ELIGIbILITy Of pROducT

Brands of product are not eligible for promotion

of any kind to months in a ro. This includes shel

talkers and value-added programs as well as displays. It

does not include pricing initiatives or In-Store Tastings.

A brand is dened as all sizes or varietals o the sameproduct. (Examples o brands are: Sandhill, Mission

Hill Five Vineyards, Molson Canadian, Crown Royal,

and Robert Mondavi Woodbridge, etc.) Exceptions

may be made at the discretion o BC Liquor Stores or

national programs with extensive media coverage.

AppLIcATION dEAdLINES

Application deadlines and timing or design roughs

and delivery o material are available on the vendor

website or by emailing [email protected].

AppLIcATION fORMS

For your convenience, application orms are attached

in the appendices o this manual as a guide to what

programs are available. PDF documents are available

online on the vendor website or downloading.

Handwritten application orms are not accepted. All

ully completed applications and inormation must

be emailed to [email protected] as the

electronic orm and details become our permanent

record. Please ensure that you include the month

and program applied or in the subject box o the

email, i.e. Sept. 2013 shel talkers or Oct. 2014 display

application, etc.

Design roughs are not required at time o application,

however, i you have creative already developed it is

appreciated i you submit it with the application.

AppROvEd OR dENIEd

AppLIcATIONS

The supplier/agent will be notied by e-mail o

approved or denied programs. Modications to your

application may be required or details requested, such

as amount or size o display material, etc.


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approVaL proCess

Approval o products and programs is in part

dependent on the applicant mix or a given month,

how many times the brand has been promoted in the

past, price points, category mix, revenue potential and

program oer. Consequently, a program that is denied

one month may be approved in another month.

All applications submitted or a particular monthare evaluated based on the criteria listed above and

the products providing the best programming and

support or BC Liquor Stores while keeping in mind

the mix o products, seasonality, theme promotions

previously approved or a given month and requency

o approval.

The Marketing Managers decision to approve or

deny an application is nal and is not subject to

appeal. Marketing will cancel any program or part o

a program or non-compliance with BC Liquor Stores

policies or requirements, including pricing activity

down to oor price.

In-Store Marketing programs with insufcient

inventory or the promotional period will be cancelled

or recalled by Marketing. Suppliers or agents with

signicant, ongoing inventory issues or promotional

product may have approvals declined based on past

perormance.


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CrIterIa fOR LAbELS ANd pAcKAGING ANd IN-STOREMARKETING Of bEvERAGE ALcOhOL

INTROducTION

The ollowing criteria will be used to review labels,

packaging and promotionaladvertising or beverage

alcohol in BC Liquor Stores. These criteria have been

developed to ensure, as ar as possible, that beverage

alcohol products are not presented to Sarah & Steve

in any manner deemed to be irresponsible or in

conict with BC Liquor Stores brand values.

cRITERIA

Please note that the Canadian Food Inspection

AgencyGuide to Food Labelling and Advertising,

Chapter 10Guide to the Labelling o Alcoholic

Beverages (http://www.inspection.gc.ca) provides

inormation on labelling requirements specically or

alcoholic beverages.

These guidelines apply to product names as well as

to labels, packages and promotional activity and any

other media intended or use in BC Liquor Stores.

Labels, packaging, brand names, descriptors and

promotional items must ensure that:

1 There are no direct or indirect claims that:

{ the product has healthul, nutritive, curative,

stimulative, sedative or medicinal qualities or

properties

{ suggest sexual success or prowess

2 They do not use imperative language to urge

people to over consume.

3 They are not targeted to appeal to underage

persons (under 19 years o age) by the use o

techniques or images such as:

{ designs or promotional techniques based on

or resembling existing characters that are

popular with underage persons

{ any imagery that is established in the

underage culture{ portraying product in context o or in relation

to an activity primarily attractive to underage

persons

{ portraying persons under the legal drinking age

4 They do not attempt to establish the product

as having attributes that may assist in the

achievement o a desired objective, such as: social

status (or product portrayal as a status symbol);

personal or business success; a necessity or the

enjoyment o lie or any activity; appropriate or

every occasion; an escape rom lies problems; or

attempt to establish that consumption o product

should take precedence over other activities or

that any activity would be incomplete without the

presence or consumption o alcohol.

5 They do not use language or graphics that in

any way suggest product misuse, or example:

immoderate, illegal or irresponsible consumption,

product dependency, compulsive behaviors,urgency o need or urgency o use.

6 They do not portray product in association with

(either beore or during) any activity requiring

skill, care, mental alertness or an element o


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danger, such as: operation o a vehicle, machinery,

or other conveyance (i.e. sports or other physical

activity). It is acceptable, however, to portray

product ater the activity depicted has clearlybeen completed or the day.

7 There is no suggestion o any o the ollowing:

{ product is being or has been consumed

{ the eeling or eect caused by consumption

o alcohol

{ the impression that the people depicted are

under the inuence o alcohol

{ persons with product in situations in which

the consumption o alcohol is prohibited

{ an amount o product is portrayed that

exceeds or appears to exceed the number

o standard servings or the number o

individuals shown

8 They do not include representations o behavior

that is dened as unacceptable in relation to

beverage alcohol, such as: violent, aggressive,

dangerous, anti-social or illicit acts or activities.

9 They avoid the inappropriate use o sexuality.

10 They do not degrade or depict in an undignied

way the image or status o any individual or group

in society.

11 They can be considered to meet the community

standards o public decency and good taste and

are not oensive to generally accepted social

values.


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CoLLateraL GuIdeLInesfOR pOINT-Of-puRchASE cOLLATERAL

In addition to the criteria noted on the previous pages,

all collateral must provide accurate details to support

any assertions or attributes, or example:

use o quotations rom wine writers or

publications should indicate the name o the

writer and/or publication and date o issue

quotations and medal accolades must be within

two years o the current date claims o winning medals should state where and

when the medals were won

i a review/rating is about a particular vintage,

then the vintage date should be repeated on the

collateral

the vintage o the product eatured in the

collateral should be the same as the vintage o the

product on the shel

comparisons or comments about competitive

products are not permitted

AppROvAL Of cOLLATERAL

Supplier collateral must to be proessionally printed on

matte stock.

Proposed artwork or all rinte material must be

submitted electronically by the rough deadline to the

Marketing Manager ([email protected])

or approval prior to delivery o any material to the

warehouse.

cOLLATERAL OpTIONS

Types and sizes o acceptable collateral materials are

as ollows:

Double Backer Cards

Double backer cards (double-sided) are used with end

and Freestanding displays. The size is 24 inches wide

x 12 inches high plus 6 inch perorated eet (rame

visible area is 23 wide x 9 high).

Single Backer Cards

Single backer cards (double-sided) are used atcheckouts where cut case stacks are displayed

(without checkout merchandising xtures) or or

reestanding displays. The size is 12 inches wide x 15

inches high plus 6 inch eet.

Checkout Merchandiser Signs (COM sign)

Checkout merchandiser signs (double-sided) are used

at checkout displays in locations that have checkout

merchandisers. The size is 16 inches wide x 9 inches

high. These signs t into the plastic sign holders

attached to each xture and are printed on heavypaper stock, not card stock.

Pole Toppers

Pole toppers are 24 inches wide x 12 inches high,

double sided, with a pole and wire eet. Pole toppers

are appropriate or packaged goods, i.e. beer, cider,

etc., or reestanding displays. Pole toppers are not

suitable or end or checkout displays.

Beer Corral Signage

Beer corral signage are 16 inches wide x 7.938 incheshigh and or 11 inches wide x 7.938 inches high, single

sided, on heavy card stock. Beer corral signage will

only be placed on the beer corral headers above the

beer product.


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Contest Entry Forms/Coupons/Recipes

This type o collateral should be designed to be

promoted, supported and executed through the

program collateral, neck tag, website, text messageand or other environmentally riendly ormats. Pads o

entry orms or coupons are not encouraged.

Neck Tags

The maximum outside dimensions o neck tags are

3 inches wide x 6 inches high including the neck hole.

The overall hanging portion o the neck tag is not to

exceed 5 inches. The number o SKUs approved or

neck tags will be limited by brand and category, as

determined by Marketing. Necktags may not be used

to adertise price discounts.

Shelf Talkers

The maximum size o a shel talker is 3 inches wide

x 5 inches high on card stock. Shel talkers will be

attached to the regular shel location with cut case

clips (adhesive, double-sided tape in renovated or

Signature stores) or in clear plastic shel talker holders

supplied to each store by Marketing. Shelf talkers may

not be used to adertise price discounts.

Product Information (Sell Sheets)

Product inormation is a welcome tool or store

managers and sta. I you have sell sheets (8 1/2 x 11

single page - may be double sided) or new products

or inormation regarding new vintages o wine, etc.

you are welcome to send a proo copy to marketing@

bcliquorstores.com or approval. Once you receive

approval or the content, we require 200 printed

copies to be sent to Marketing at 2625 Rupert Street,

Vancouver, BC V5M 3T5. We will send it to stores

through our internal mail system. You may not send

product information, tasting notices or any other

items ia email directly to stores. The store email

system is reserved or our own internal use and may

not be used as a tool or agents or suppliers.


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Beer CorraL sIGnaGe

Beer corral signs are placed in the beer corral header

above the products placed in this section o the

store. The products to be displayed in the beer corral

section vary by store and are tailored to the stores

market. Beer corral signs are a maximum o 16" x

7.938" or 11" x 7.938". Beer corral signs may not be

delivered directly to stores by agents or suppliers.

I a supplier wishes to change a current visual andprovide new beer corrals to BC Liquor Stores, the

change must be sent via email to visual.presentation@

bcliquorstores.com and approved. These requests will

be evaluated once a month only.

The new corral signs are to be shipped directly to the

Visual Presentation Specialist at 2625 Rupert Street,

Vancouver, BC V5M 3T5 or as directed. Any new

signs approved will be shipped out once a month and

suppliers will be charged a shipping and handling ee.

Contact 604-252-3268 i you require clarication.


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Contests

Suppliers and agents may oer contests as part o their

promotion in BC Liquor Stores. Contest prizes may

be anything that is typical or a national or provincial

contest, such as trips, cars or cash, but may not include

beerage alcohol products. I contests include prizes

in conjunction with a liquor licensee in the province,

you may require a buy and sell agreement with that

establishment. Please ensure that all Liquor Control and

Licensing Branch policies are adhered to.

The general rules and regulations regarding promotional

contests are stated in section 74.06 o the Competitions

Act related to Promotional Contests and Section 206 ()

o the Criminal Code o Canada. For your inormation,

the areas covered include:

Adequate and air disclosure o the number and

approximate value o prizes and odds o winning

(by regional allocation, i applicable)

Disclosure is to be made in a reasonably

conspicuous manner prior to the potential entrant

being inconvenienced in some way or committed

to the contest

A skill testing question requirement

The contest closing date

Section 206 () o the Criminal Code o Canada states:

Every one is guilty o an indictable ofence and liable to

imprisonment or a term not exceeding two years who

() disposes o any goods, wares or merchandise by any

game o chance or any game o mixed chance and skill in

which the contestant or competitor pays money or other

valuable consideration;

This is the basis or the no purchase necessary

requirement. In order to comply with this requirement,

contest entry orms or details that are on-packed

(attached to the selling unit) or in-case (inside the selling

unit) must also be made available through mail-in, a

website, text or QR code, or a 1 800 phone number.

We also recommend the use o web/text-based contests

instead o mail-in to eliminate paper entry orms. No

entry orms are accepted at store level.

Instant-win or scratch-and-win contests orcoupons are in violation o the skill testing question

requirement. Scratch coupons that establish eligibility

to win are acceptable.

BC Liquor Stores participation in contests is limited to

approval o contests as part o a promotion executed

in stores, thereore approval is required prior to

cancellation o contests.

Contests sponsored by beverage alcohol companies

must state: Must be o legal drinking age to participatein the contest rules and must also provide the method

o entry or No Purchase entry option. In the case

o packaged goods, this option must be clearly legible

on the package and in close proximity to the Win

messaging. Method o entry into contests should be

clearly stated in a legible ont size on collateral as welll.

The ollowing statements must also appear in the

contest rules:

The provincial liquor agencies are not connectedwith this contest in any manner whatsoever, and are

not liable in any way whatsoever in regard to any

matter which relates to the contest.

Employees and contractors o the provincial liquor

agencies, liquor licensees, their employees and

members o their immediate amilies are not eligible.


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marketing

Coupons

Third party coupons may be distributed in BC Liquor

Stores as part o a supplier or agents promotion.

BC Liquor Stores will in no way be involved in the

redemption o coupons. Coupons may not be oered

or a rebate or reduction on the purchase price o a

liquor product, or a ree liquor product o any kind,

or or cash.

The purpose o coupons must be to assist in the

promotion o a liquor company or its products,

not solely to promote the third party. Coupons are

redeemable only by individuals o legal drinking age.

Coupons with two-or-one oers are considered as

minimal value coupons because o the requirement to

pay or the initial item in order to receive the second

item ree. The coupon itsel has no value. This type

o activity is not considered to have a value o more

than 20 per cent o the retail value o the product,

is not an instant-win or a contest, and is thereore

considered to be an acceptable promotional tool.

ThIRd pARTy cOupONS Of

MINIMAL vALuE

Third Party Coupons o minimal value may be

attached to a selling unit by a neck tag, back label or

in-packed, in the case o packaged goods. A denition

o minimal value ollows.

ThIRd pARTy cOupONS Of

SIGNIfIcANT vALuE

These items are considered or any liquor-related or

liquor-branded item. Signicant value coupons cannot

require a purchase.

MINIMAL vALuEdEfINITION

For on-packs, in-packs and third party coupons,

minimal value is dened as no more than 20 per cent

o the retail price o the product.


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marketing

neW produCt IntroduCtIon

proGraMThe New Product Introduction Program has proven

to continue to be successul or both store sales and

agents and currently includes 70 stores. The program

is implemented every two months (Jan-Feb, Mar-Apr,

May-Jun, Jul-Aug, Sep Oct).

GoaL

The goal o the program is to introduce innovative

dynamic new products that oer discovery and over-

deliver on quality and price to the retail customer at

BC Liquor Stores. The placement o these products

in primary locations in class A and Signature stores

provides optimum opportunity or sales and trial.

CrIterIa for produCt InCLusIon:

Discussion at time o listing application with

Portolio Manager regarding possible inclusion in

program

Product can be import or domestic

Maximum 4 products per introduction

Maximum 1 product per supplier

Products priced rom $12.95 - $19.99 (primarily

$12.99 to $15.99)

Must be a new listing

No one time buys

Product selection is at the discretion o the

Purchasing Department

Suppliers/agents will be required to support

products selected by oering tastings, product

inormation and shel talkers

Suppliers/agents MUST:

1 Meet delivery deadlines product to be available

as an active sku one month beore program starts

2 Support the program with requested inormation

and tastings

Product reviews, bottle shots and inormation mustbe sent to [email protected]. Shel talkers

and signage will be provided and distributed through

the Marketing Department.

suCCess eVaLuatIon:

Products selected must sell at least $600 in each

participating store during the 2 month period to

be retained as a listing in that store

Product will then be moved to the regular shel

location or delisted rom that store Products included in the program must sell

$75,000 in 6 months or will be delisted by the

branch.

WHere:

NPI stores as listed on ollowing page

Placement o product will be near the ront

o the stores in the trafc ow or cut-cased as

determined by the store.

InItIaL sHIpMent:

Each product included in the introduction will

have 4 cases shipped directly to the stores

involved or implementation.


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marketing

pARTIcIpATING STORES:

5 Campbell River

6 Semiahmoo10 Courtenay

25 Ladner

31 New Westminster

32 Nelson

34 Qualicum

38 Marpole

42 Parksville

48 Salmon Arm

50 Sidney

70 Cloverdale76 Richmond Brighouse

77 Northgate

79 Kamloops Columbia Pl

80 Gibsons

89 Nicola Station

90 Jericho Village

97 Royal Square

98 Tsawwassen

102 Dunbar

107 Westview110 Ocean Park

111 Commercial Drive

112 Cardero

113 Collingwood Kingsway

120 Richmond Ironwood

123 Kingsgate Mall

125 Westshore

129 Thurlow & Alberni

130 Penticton Plaza

133 Dollarton Village

135 Vernon

136 Arbutus

143 Kelowna Westbank

145 Scottsdale Mall

148 Kelowna Mission Park

149 Abbotsord152 Capilano Mall

153 Como Lake

158 Langley

160 39th & Cambie

163 Westwood Centre

165 Meadowtown

167 Kelowna Orchard Park

170 Sardis

172 Kings Cross

174 Pr. George Pine Centre175 Cauleild

177 8th & Cambie

179 Whistler Market Place

181 Broadmead Village

182 Fleetwood

183 Peninsula Village

186 Walnut Grove

188 Nanaimo Longwood Stn

189 Abbotsord Village

205 Port Moody208 Squamish

217 North Burnaby

218 Fort Street

220 Highgate Village

228 Park Royal

230 Sechelt

233 Robson Street

241 Nordel Crossing

243 Nanaimo Terminal Park

244 Richmond Seaair

247 Lynn Valley

300 Broadway & Lillooet


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marketing

sHeLf taLKers

Shel talkers are one o the most successul marketing

tools in the beverage alcohol category.

Applications or shel talkers (or use at the regular shel

location) must be received by the 15th o the month,

to and a half months prior to implementation and

delivered to the Marketing Distribution warehouse by

the specied delivery deadline.

Product inormation shel talkers should contain

details relevant in this market presented in a concise

and proessional manner. Inormation such as Wine

Spectatorpoint ratings, Robert Parker ratings or

reerence to ood and wine/beverage pairings is

encouraged. All shel talkers should include the SKU

printed horizontally on the bottom o the each shel

talker to ensure appropriate placement at store level.

The shel talker bottle/label should match the vintage

mentioned in the shel talker text.

Shel talkers or neck tags or the promotion o price

discounts will not be considered.

Urgent/Short Lead-time Exceptions

I there is a compelling reason or approval o a

specic shel talker outside o the timeline, (i.e.

the product received a 97 point score by Robert

Parker or Best Buy byWine Spectator) approvals

and distribution will be arranged as required. Pleasecontact the Marketing Coordinator or Manager

directly in this case.

Shel talkers are restricted by the Marketing

Department at it discretion as ollows:

{ our shel talkers per brand per month

{ approximately 33 per cent or 1/3 o the total

number o listings per category per month.

(Examples o categories are: Australian red

wine, New Zealand white wine, vodka, and

Scotch whiskey, etc.)

{ preerence is given to shel talkers or higher

priced products within a category

Shel talkers will not be accepted by stores rom

individual agents and suppliers. All collateral must

be delivered through the Marketing Distribution

warehouse.

ShELf TALKER IMpLEMENTATION

All stores will implement all shel talkers received

rom Marketing i they carry the product. There is no

maximum per shel or section per store, however, as

noted above, the Marketing Department reserves the

right to restrict or deny the number o shel talkers

per category or price point at its discretion. Please

note that shel talkers which are reerencing a vintage

other than the one available on the store shel will not

be displayed.

Suppliers and agents are reminded to consider productdistribution when applying and selecting a distribution

option as stores are not obliged to order in products

that are not usually carried at that location. For

example, i a product is listed in only 25 stores, there

is no point in applying to ship to all stores.


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marketing

VaLue-added proGraMs

Value-added activity includes on-pack and in-case

promotional items that are provided by the liquor

supplier as an added value to the customer who

purchases a particular brand o liquor.

The objectives o our value-added programs are as

ollows:

{

encourage trade up to bigger size or higherprice

{ promote a new category or brand

{ increase revenue

{ drive trafc satisy the needs o Sarah &

Steve

{ be competitive in the marketplace

{ surprise and delight by oering added value

Value-added items may not exceed 20 per cent o

the retail price o the liquor item being promoted.

Collectible value-added items or the same brand or

promotional period are now permitted. There are

two types o value-added items, liquor and non-liquor.

LIquOR pROducT

Liquor value-added products must be attached to

the base product that is being promoted prior to

shipment to BC Liquor Stores

Liquor on-pack programs are limited to our times

per scal year per brand

On-pack product must not be the same brand as

the host product

On-pack product that is not a listed product

available in BC Liquor Stores will not be approved

or BC Liquor Stores

Single on-packs up to 50 ml spirits are permitted

on 750 ml, 1.14 L or 1.75 L spirits

Single on-packs o 50 ml spirits are permitted on

750 ml (must be priced over $9.49) or 1.5L wine

products priced over $15.99

Single on-packs o 50 ml spirits are permitted on

6 packs o beer, cider or coolers

On-packs that require a change to the case size,

number o bottles per case or pallet conguration

will require a new UPC and SCC and are

thereore considered as a new listing

NON-LIquOR vALuE-AddEd ITEMS

Non-liquor value-added items may not exceed 20

per cent o the retail price o the liquor item being

promoted and must be beverage-alcohol-related or

branded and be releant to the promotion and timeo year. The purpose o an on-pack is to encourage

trade-up in size or price and not to promote the on-

pack item. Marketing reserves the right to deny any

value-added items that are deemed inappropriate or

that do not comply with BC Liquor Stores values or

standards.

At the time o the application submission, packaging

or on-packs must be submitted along with samples.

Alternatively, an electronic PDF le o the value-added

item attached to the product may be acceptable.

On-packs must t securely into the overall shel space

allocated or a particular product.


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marketing

Non-liquor, value-added items may be presented in

the ollowing ways:

{ Minimal-value on-packs are attached to the

selling unit prior to shipment to BC LiquorStores or, with approval, may be applied by

sales representatives to shel and display

stock.

{ An in-case value-added item is placed within

the packaging prior to the product being

shipped to BC Liquor Stores. Rep applied

approvals or packaged goods are not

permitted.

vALuE-AddEd AppLIcATIONS

For your convenience, value-added application orms

are included in the appendices o this document,

providing space or the inclusion o the appropriate

SCC number. The SCC number is not required or

rep-applied value-added applications.

Suppliers/agents are encouraged to apply or value-

added items as early as possible; however, applications

will be accepted no later than the 15t o te mont

to an a almonths riorto implementation at

store level.

The supplier must absorb the cost o added duties,

reight and excise taxes, so that the regular price o

a brand is maintained during a value-added program.

The Marketing Manager will determine the quantity

o inventory to be purchased based on the suppliers

request and previous sales o the product. You are

reminded that the duration o a value-added program

is one display period.

Value-added inventory orders are processed on

separate purchase orders. On-pack inventory may

not be shipped directly to stores and may not be

removed rom product at store level by sta or sales

representatives.


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marketing

sHeLf LaBeLspoLICIes

LAbELS fOR NEw pROducT

This label is generated or new products entering

the store system (or products re-introduced ater a

period o time). This label remains on display or three

months.

A product is considered new i its status changes to2.0 within the most recent three months and it meets

the ollowing conditions:

{ its status changes rom null to 1 to 2 (or

products new to BC Liquor Stores)

{ its status changes rom 4 to 1 to 2 (or re-

activated products)

{ its status changes rom restricted (X_) to

non-restricted (C, G, N, SH, SK, SM, SR,

SRBO, ST, SU)

wAS/NOw/SAvE (LTO) LAbELS

LTOs will be accepted two times per year per

product, once in each o two time periods: BCLDB

nancial periods 1 to 6, inclusive; and BCLDB nancial

periods 7 to 12, inclusive. LTOs are not permitted in 2

consecutive months. All LTOs price reductions will be

charged to the Agent/Supplier.

Products that have an LTO o 5% or greater or $1.00

will receive a WAS/NOW/SAVE shel label or themonth o the LTO.

LTO labels are not printed or products that have had

a price change submitted (as opposed to an LTO).

cLEARANcE / SupER buy LAbELS

These labels are produced or products that are status

3.0, 3.1 and 3.2 only (pending de-list or de-listed). This

label ollows the 5 per cent discount or greater or

$1.00 rule and remains on display until the product is

sold out.

ThEME /SEASONAL/TASTE LAbELS

Theme programs /As seen in Taste labels will be

produced or seasonal marketing activities or pre-

determined SKUs that are part o a specic program,

i.e. the products selected or a eature on ros wines

will receive a label along with their price label or

the month o display. Some products eatured in the

current Taste magazine will receive an As Seen in

Taste label.


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marketing

dIstrIButIon Of cOLLATERAL TO bc LIquOR STORES

All supplier-provided collateral, including backer cards,

shel talkers, beer corral signs, etc., must be shipped

through the BC Liquor Stores Marketing Distribution

process. No collateral may be deliered or shipped

directly to stores by suppliers or agents. The only

exception to this rule is pre-approved, rep-applied,

non-liquor on-packs or neck tags. The costs and

packaging requirements or shipping collateral to

stores are outlined below.

Collateral and shel talkers that arrive late; have

shipped non-approved creative design; shipped

incorrect quantities, size or packaging will not be

shipped to the stores.

Suppliers and agents cannot ship extra display

materials to class C stores. This includes material

approved or End, Checkout or Freestanding displays.

Only those C stores that are designated as part o

youre approved display location will receive that

collateral.

I you receive an approval email and wish to ship to

other stores (A and or B stores) in addition to the

approved display position list o stores, you must

contact the Marketing Coordinator to request

additional stores to ship to. The decision to allow

Suppliers and Agents to ship to additional stores will

be made ater evaluation o the overall distribution

o the brand involved and potential or additional

revenue in those stores requested.

ShIppING ANd pAcKAGING

All costs o shipping display material to the ollowing

address will be borne by the supplier or agent:

LIQUOR DISTRIBUTION BRANCH RECEIVING

(DOOR # 11)

MARKETING ASSEMBLY OFFICE3200 EAST BROADWAY

VANCOUVER, BC V5M 1Z6

If your collateral materials are deliered to another

location other than the aboe address, e cannot

be responsible for any misplaced material.

To ensure appropriate allocation o materials,

shipments should include a packing slip (attached

to one o the packages) bearing the ollowing

inormation: approved display location, month odisplay, supplier name, product name, size, quantities

and exact description o display material. A packing slip

example is contained in the appendices.

The hours o operation or Receiving are Monday to

Friday, 7:00 a.m. to 2:00 p.m.


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marketing

pAcKAGING cONSIdERATIONS

Suppliers and agents are reminded that display

materials are shipped rom the warehouse tostores along with regular liquor loads and that they

should package materials or shipment accordingly,

to minimize the potential or damage. Please

note, materials that are received in damaged or

inappropriate packaging will be returned to the

supplier at the suppliers expense.

Collateral that contains more than one piece o

material must be combined into kits, one kit package

per store in the approved distribution group;

otherwise extra charges will be applied.

Shel talkers approved or a specic period are

recommended to be combined into one envelope

per store in the approved distribution group to avoid

additional costs per talker. Each envelope should be

labelled with the month, company and distribution. A

maximum o 12 pieces per envelope is recommended.

Each package o envelopes must include a packing slip.

hANdLING chARGES fORShIpMENT Of dISpLAy MATERIAL

The Liquor Distribution Branch (LDB) charges a

shipping and handling ee or delivery o display

materials to the stores as detailed below. Suppliers will

be invoiced monthly or shipments and the amount

will be deducted rom the next payment rom the

LDB to the supplier. The charges are as ollows:

OVERSIZE

over 39" x 31" and/or over 1" width - $20.00 per store

LARGE KIT:

up to 39" x 31" and over 1" in width - $12.00 per store

MEDIUM KIT:

up to 39" x 31" and under 1" in width - $7.50 per store

SMALL KIT:

no larger than 8 " x 14" x 2" and under 1" in width -

$5.00 per store

BEER CORRAL SIGNAGE ONLY:

$2.50 per store (Maximum o 6 signs per package per

store)

SHELF TALKERS ONLY:

packaged in an envelope that is no longer than 8 1/2" x

11" x 2" - $2.50 per store

Display Material Shipping Options

Suppliers or agents may provide enough collateral

or the specied number o stores that they have an

approval or (plus 5 per cent to allow or damage

and changes in s tore groupings), or they may choose

to ship to Class A & B store grouping option below.

There is no guarantee that stores beyond those

that were approved will implement the program or

display. Stores continue to have the option to display

some managers choice programs once their display

commitment in the ISM is ullled. Stores also have the

opportunity to display their own Sta Picks, etc. i they

so choose with space that is not allocated. This spaceis not open to solicitation by sales representatives.


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marketing

Distribution Options

Display collateral may be distributed by

{ approved display location store group

{ Class A & B stores (145) - in addition to

approved display specied stores group

Shel talkers may be distributed as ollows:

By Classication o Stores

{ all stores (200)

{ Class A and Signature Stores (80)

{ Class A & B Stores (145)

{ Class B & C Stores (125)

{ Class B Stores (70)

{ Class C Stores (60)

By Geographic Region

{ Lower Mainland (80)

{ Vancouver Island (45)

{ Northern BC (35)

{ Okanagan Valley & Kootenays (55)

Suppliers and agents should indicate requested leel

of distribution on their application.

As noted above, there is a minimum charge o $2.50

per envelope per store or shel talkers and $5.00

per small kit or any other material not considered a

medium or large kit. I you anticipate late shipments

or unusual handling requirements, please contact our

Marketing Distribution Coordinator at 604 252 3481.

Additional charges or late or special handling may

apply, depending on the circumstances. Failure to

provide collateral in timely manner could result in

cancellation o your program.


33/70


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marketing

In-store speCIaL eVents

Special Events oer customers a heightened shopping

experience. The experience includes beverage alcohol

and ood sampling, as well as product education and

inormation sharing and provides added value to

regular in-store tastings. The Special Events Program

promotes listed beverage alcohol that is new or

premium in a socially responsible manner. Featured

products are in the premium or luxury categories

to drive sales toward higher-quality brands and

encourage product appreciation. Wines must be

priced at $12.99 (750 ml) or higher at the time o the

event.

The objectives o the Special Events Program are to:

Introduce and increase sales o eatured products

and related extensions

Integrate events with ongoing promotional

themes and programs

Create a dynamic and exciting shopping

environment or customers

Engage customers in a discovery o the evolving

world o beverage alcohol

Up-sell customers to more premium products

Educate customers on dierent uses or beverage

alcohol (e.g. cooking)

Increase the length o time customers spend in

stores

Attract new customers and encourage repeat

store visits

In line with LDB commitment to social responsibility,

all events will have ood served along with product

sampling. An appropriate ood match will pair

products with a che, restaurant or caterer. Peanuts,

pretzels and chips are not considered appropriate

ood matches. Presenting an element o tasteul

entertainment will improve the overall attraction and

success o the event.

Special event ormats at Signature Stores may include:

{ Formal, structured tasting closed to the

general public, with tickets sold, or invited

guests only

{ Inormal tasting and sampling o ood with a

restaurant partner or caterer.

{ Product and/or cooking demonstrations open

to all customers or prescheduled time rames

The primary venue or BC Liquor Stores Special

Events is the 39th & Cambie Signature Store Tasting

Room. Other Signature Stores and key urban

locations sometime serve as event venues where the

product(s) eatured is an appropriate t or the local

market. An example o these types o events would

include celebrity guest appearances, a Stanley Cup

tour or live entertainment.


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marketing

EvENT TIMES

Special Events are scheduled when customer trafc

levels are at their peak. The most suitable times are inthe late aternoon and early evening on weekdays and

early aternoon on weekends.

pROcEduRE ANd pROMOTION

To book a Special Event, agents and/or suppliers

must submit a ully completed application orm to

the Product Release & Special Events Coordinator

within the deadline dates. Booking preerence is given

to products approved or Marketing campaigns and/or premium products. Event applications must be

submitted at least eight weeks prior to the event

month, to allow or production and timely distribution

o promotional material. Applications outside o the

scheduled approvals may be accommodated i there is

an opening in the event space.

A at ee o $200 per event will be invoiced to

your company ater the event to cover the costs o

promotional materials. Trade groups or consulates

sponsoring events connected with a Super Thematic

may be given a discount or multiple events provided

the event is executed in the same store.

All events will receive mention in the ollowing

support materials:

a) An event dangler near each entrance/exit o the

store, listing the events or the current week and

the ollowing week.

b) Special event shel talker within the product

category 1- 3 weeks prior. (Timing will be

dependent upon the number o tasting events

within the category.)

c) Monthly special event calendar displayed in-store

and in 12 BC Liquor Stores close to 39th & Cambie.

Special Event listings also receive promotion in the

ollowing ways, provided content and applications are

lled out in a timely manner:

a) TASTE magazine Special Event section

b) monthly ISM (In-Store Marketing package) to

stores

c) BC Liquor Stores website Special Event section

d) email newsletter

For Special Events outside o the Cambie Tasting

Room, creative and promotion will be determined

that best meets both supplier and BC Liquor Store

objectives. I creative is needed, low-resolution les ordesign roughs or all event-related materials must be

submitted to Special Events Manager or review and

approval prior to any material being shipped, delivered

or displayed in BC Liquor Stores.

ON SITE REMOTE bROAdcASTS

Any agent or trade group wishing to include an on-site

radio broadcast at a special event at any BC Liquor

Store must have pre-approval rom Marketing.

A ew things to note are:

The remote can only take place in store, not

outside the store

No DJ or loud music is permitted

In store give-aways o minimal value are

encouraged

In store give-aways o signicant value must

comply with the rules or any contests at BC

Liquor Stores, i.e. a mixture o skill and chance

No purchase or taste can be required or anygive-aways

Minors are not eligible to receive any give-away

or to enter contests in BC Liquor Stores

Celebrity guest appearances are permitted i

pre-approved by Marketing


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marketing

pARTIcIpATION GuIdELINES ANd

pROducT TASTING

Responsible consumption o beverage alcohol should

be promoted and exercised at all special events.

Attention must be made to appropriate sample

sizes or beverage alcohol, and excessive service is

orbidden.

The ollowing quantities are the allowable maximum

to be served to customers or tastings:

Product Type Total Sering Sie

(Single or multiple products maximum 3 products)

Spirits/Liqueurs total o 20 ml

Wines total o 30 ml

Beer/Cider/Cooler total o 45 ml

For special tasting ormats and events, these quantities

may be increased slightly depending on the number

o products and type o event. The Special Events

Manager must be contacted or urther details. For

thematic and trade associations with multiple suppliersthe maximum number o products to be poured is 6.

INSuRANcE REquIREMENTS

Agents/suppliers or trade associations hosting the

Special Event must hold valid general liability insurance.

Participants in the Special Events Program must obtain

general liability insurance. Such insurance must be

against claims or bodily injury (including death) and

property loss or damage arising rom operations andproducts. Such liability must be in an amount no less

than $5,000,000 (or such other amounts as may be

reasonably required by the Province rom time to time)

or occurrences that may arise rom the tasting event.

The insurance policy must not be aected or

invalidated by any act, omission or negligence o

any third party that is not within the knowledge or

control o the insured. The required insurance limit oliability may be provided in part by an umbrella policy,

provided such coverage is not more restrictive than

the underlying General Liability policy.

AppLIcATIONS

To book a Special Event, applicants must mail, ax or

email a completed Special Events Program application

orm to:

Liquor Distribution Branch Special Events

Marketing Department

2625 Rupert Street

Vancouver, BC, V5M 3T5

Fax: 604-252-3099

Email: [email protected]

A Special Event (including tasting) is not guaranteed

until the application is received and ofcially approved.

A sample copy o the Special Events Program

application orm ollows in the appendices o this

document.

Approved or Unaccepted Applications

The supplier/agent will be notied o approval/

rejection o a special events program by telephone,

ax or e-mail. Modications to the application may be

requested or details required. Suppliers wishing to

discuss their applications are invited to contact the

Special Events Manager.


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marketing

RESpONSIbILITIES

Marketing Department

approve/reuse Special Events applications assist signature store sta in the administration o

Special Events

assist in the management o Special Events

Suppliers/agents

assign Serving It Right-certied and trained sta to

serve liquor

ensure appropriate ood match or the estimated

number o guests

conrm product listings and availability at each o

the signature store locations applied or

urnish satisactory evidence o compliance with

the required insurance specications prior to any

scheduled event

coordinate with Marketing in a timely manner and

supply all required documentation

abide by LDB Social Responsibility


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In-store tastInG proGraM

ObjEcTIvES Of IN-STORE TASTINGS

1 To provide customers with an opportunity to

taste products beore making a purchase decision.

2 To provide suppliers with an opportunity to

provide taste samples to potential customers.

3 To provide an increased opportunity or potential

customers to sample products congruent with

current in-store promotional programs.

4 To provide Sarah & Steve with an opportunity to

sample products they may not otherwise try and

encourage trade up.

quANTITIES Of pROducT OffEREd

The ollowing quantities are the allowable maximumto be oered to customers:

PRODUCT

TYPE

SINGLE

PRODUCT

QUANTITY

MULTIPLE

PRODUCTS(maximum o 3

products at any tasting)

Spirits/

Liqueurs10 ml OR 1/3 oz Total o 20 ml

Wines 20 ml OR 2/3 oz Total o 30 ml

Beer/Cider/

Cooler

30 ml OR 1 oz Total o 45 ml

Strict adherence is required to the quantities listed

above. The store manager or designate must ensure

that the quantities poured comply with these

regulations. I not, the manager must stop the tasting

and ask the taster to pay or the opened product

sampled to that point and request that they leave

the store. PLEASE NOTE: the taster MUST have a

servers Serving It Right certicate.

pROducT SELEcTION pROcESS

Products or the In-Store Tasting Program in BCLiquor Stores are chosen in the ollowing manner:

Wines that are priced below $12.99 will not be

sampled in Signature and A stores

Wines that are priced above $9.49 or a 750 ml or

above 15.99 or 1.5L may be approved or Tastings

in B and C stores

Products supporting an approved thematic

program or In-Store Display program

Seasonal products, e.g. rereshment beverages/beer in summer, spiced rum in winter

New or unique products

cENTRAL bOOKINGS

The Marketing Department must receive applications

or the BC Liquor Stores In-Store Tasting Program

by the 10th o each month, alling approximately

seven weeks prior to the desired tasting month, i.e.

applications or any days in April must be applied orby February 10. An application orm is attached in the

appendices, or your convenience, and is also available

online at: https://www.vendor.bcliquorstores.com.

The vendor website requires a secure login; i you

have not yet applied or a secure login and password,


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please contact the Purchasing Department at 604

252 3215. Application must be made electronically to

[email protected] by the deadline date.

notIfICatIon

Suppliers will be notied by the rst o the month

prior to the tasting month which stores and dates they

have been allocated. Store managers will be notied

o scheduled tastings no later than the 10th o the

month prior to the tasting month, i.e. September 10

or October tastings.

ad HoC BooKInGs

Suppliers may contact stores directly to book ad

hoc tastings ater the 10th o the month prior to

the month in which they would like to schedule a

tasting. In the unortunate event that there is a double

booking at a store, the tasting event that was booked

through head ofce will take precedence.

nuMBer of tastInGs

Signature BC Liquor Stores may have two tastings

occur at the same time. They are:077 Northgate

079 Kamloops Columbia Pl

089 Nicola Station

120 Richmond Ironwood

125 Westshore

129 Alberni & Bute

130 Penticton Plaza

135 Vernon

148 Kelowna Mission Park

149 Abbotsord158 Langley

160 39th & Cambie

163 Westwood Centre

165 Meadowtown

167 Kelowna Orchard Pk

174 Prince George Pine Ctr

182 Fleetwood

218 Fort Street

220 Highgate Village

228 Park Royal241 Nordel Crossing

All other stores may have only one tasting at a time,

except or de-alcoholized product.

Hours of tastInGs

The duration o a tasting is usually our hours and

the preerred hours o tastings are when there is

the most trafc ow in a particular store. Hours

o tastings or a specic store will be determinedbetween the supplier/agent and the store manager.

All tasting sessions must be completed one hal hour

beore store closing.

pLaCeMent of tastInGs In stores

Where possible, store managers will place the tasting

towards the back o the store, not immediately at

the ront o the store. This will encourage customers

to enter areas o the store in which they may not

requently shop. Tasting tables cannot be set upin direct or partial obstruction o any category or

promotional display (including end displays).

suppLeMentary proGraMs

Supplementary items such as the ollowing are

permitted however, no give-away can be conditional

on a purchase or taste. For example: video or slide

presentations; mini lectures on product knowledge;

ood items complementary to the product being

sampled; give-aways such as brochures, pamphlets,

recipes, buttons, pins, calendars, coasters, key chains,

bottle openers, or anything o a similar nature that is

liquor orientated or branded, and o minimal value. All

contests, coupons, give-aways, etc. must be submitted

to and have prior approval o the Marketing Manager.


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tHIrd party produCts

Third party products such as coee or ginger ale may

be used as mixers and may be identied on signage,but may not be given away or sold in any BC Liquor

Store. Pre-approved promotional on-packs may be

used in conjunction with tastings.

no sHoWs

Once a tasting is conrmed with a supplier, either

through the Marketing Department or ad hoc

through the store manager, there is an expectation

that the suppliers representative or designated tasting

company attend at the appropriate time and conductthe tasting. I a supplier or designate does not show

up to conduct the tasting, it will be reported to the

Marketing Department as a no show. In cases where

a supplier or agent (including tasting company) does

not show on two occasions, the supplier/agent will be

excluded rom participation in the In-Store Tasting

Program or six months. Stores are reminded to call

604 252 3199, email [email protected]

or ax 604 252 3099 with any problems or concerns

about tastings or tasters and particularly with no shows.

MetHod of payMent

Credit card not present transactions are

not an acceptable method o paymentor tasting product. Credit card payment

by phone is not an acceptable method o

payment or tasting product. (This is only or

Wholesale Customers)

MetHod of payMent for tastInGs

The product used or the tasting must be purchased

by the supplier/agent rom the store at which the

tasting will take place. Sampling product may be

purchased at a 30 per cent discount o retail in BCLiquor Stores.

Options or Payment:

The agent or taster that is conducting the

Tasting MUST either pay or the product that is being

tasted as it is removed rom store inventory or a

tasting (cash, debit, BC Liquor Stores Git Card or

personal credit card - with the credit card holder

present to sign or it) or must pay a deposit in the

amount that is anticipated to be tasted prior to thecommencement of the Tasting.*

The deposit may be in the orm o a company cheque

payable to the LDB and must be lled out ully to an

amount agreed to by the supplier and the store and

signed. The deposit may not be cash as stores cannot

accept sums o cash or ongoing retention as a deposit.

The deposit cheque will be kept in the sae until the

end o the tasting and either repaid to the agent/

taster upon receipt o payment or the productactually used at the end o the Tasting (typically

on Saturday evening) or deposited and any excess

returned to the taster.

* i there is no deposit or payment, the tasting will not

occur.


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Acceptable Methods o Payment or Tasting

Products

Supplier/agent company cheque (must be lled in

and signed - not blank) Sales representative (not tasting company

employee) personal cheque (rep must be in the

store to sign the cheque)

Tasting company cheque (not a personal cheque)

ully lled in payable to the LDB and signed by

someone authorized to do so

Visa, American Express, MasterCard credit card

holder must be present to sign or the transaction

Debit card or cash

BC Liquor Stores git cards are acceptable tenderor payment o tasting

cONducT ANd RESpONSIbILITIES

1 Personnel conducting the tasting are reminded

that minors and inebriated persons are not to

be served. I anyone appears to be under 25

years o age, the taster must ask or 2 pieces o

identication.

2 Opened liquor may not be left unattended atany time.

3 Anyone serving liquor in BC Liquor Stores must

have a servers Serving It Right certicate, to help

ensure that alcohol is served both proessionally

and responsibly. The person conducting the

tasting must have their Serving It Right certicate

on their person at all times when serving liquor

in any BC Liquor Store. Store managers will ask

tasting sta to present their certicate beore

conducting a tasting. I the certicate is not

available, the taster will not conduct the tasting in

BC Liquor Stores.

4 Opened product must remain in the store at the

end o a tasting session and must be paid or by

the supplier/agent. The product will be disposed

o (dumped) in the store.

5 Supplier personnel or store sta may not sample

any o the products being served while on duty.

6 The supplier/agent is responsible or ensuring that

all tasters, either representatives or contractors,

know the rules and responsibilities regarding the

In-Store Tasting Program in BC Liquor Stores.

7 The store manager has the authority to ensure

that a tasting event in the store is conducted

in a proessional and responsible manner. I a

representative or contractor is not behaving

in a business like or responsible manner, the

store manager or designate may close down the

tasting booth IMMEDIATELY and ask that the

representative or contractor leave the store

(ater paying or any product sampled or opened).

8 The supplier must provide the required tasting

equipment, such as: a table (i needed), paper

napkins, disposable tasting glasses, spit buckets,etc.

9 The suppliers representative is responsible or

contacting the Marketing Department and the

store manager in the event o a cancellation.

10 The suppliers representative is responsible or

contacting store managers to conrm one week

in advance o the tasting.


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dress Code for tasters

The supplier or agent applying or the tasting is

instructed to ensure that the tasters hired to presenttheir products in BC Liquor Stores are dressed in

a proessional and business-like manner. Tasters

should be knowledgeable about the product they

are sampling and exhibit a proessional and customer

ocused attitude.

BC Liquor Store managers may close a tasting booth

and ask the taster to pay or product opened and

leave the store is there are any issues or concerns

with the conduct or appearance o tasters.

INSuRANcE REquIREMENTS fOR

SuppLIERS ANd AGENTS

The participant in the Tasting Program in BC Liquor

Stores must take out and pay or General Liability

insurance. Beore conducting any tastings in BC

Liquor Stores, the company must ensure that a

copy o the Liability Insurance Certicate and the

In-Store Marketing Program Agreement, signed

or the calendar year, are on le in the MarketingDepartment. Such insurance must be against claims

or bodily injury (including death) and property

loss or damage arising rom premises, operations,

products and completed operations, contractual

liability, personal or advertising injury, independent

contractors and non-owned automobile liability in

an amount no less than $5,000,000 (or such other

amounts as may be reasonably required by the

province rom time to time) or occurrences that may

arise rom the tasting.

Her Majesty the Queen in Right o the Province o

British Columbia, as represented by the General

Manager o the Liquor Distribution Branch o the

Ministry o Public Saety and Solicitor General, shall

Bcliquorstores Instore Marketing Program

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