BEER & CIDER LEANNE RHEE CATEGORY MANAGER, BEER & CIDER - - PowerPoint PPT Presentation

▶

Mar 08, 2023 228 likes •789 views

BEER & CIDER LEANNE RHEE CATEGORY MANAGER, BEER & CIDER MARK WILSON PRODUCT MANAGER BEER & CIDER TEAM KAREN CARTER ADMINISTRATOR LEANNE RHEE CATEGORY MANAGER NEAL BOVEN PROJECT MANAGER NET $ SALES EXCEED $1.0 BILLION

SLIDE 1

SLIDE 2

LEANNE RHEE

CATEGORY MANAGER, BEER & CIDER

BEER & CIDER

SLIDE 3

BEER & CIDER TEAM

KAREN CARTER ADMINISTRATOR MARK WILSON PRODUCT MANAGER LEANNE RHEE CATEGORY MANAGER NEAL BOVEN PROJECT MANAGER

SLIDE 4

Buyer Net $ Sales Variance % LCBO Beer & Cider $783,901,027 +6.7% The Beer Store (Wholesale Shipments) $269,528,842 +3.1% TOTAL $1,053,429,869 +5.7%

NET $ SALES EXCEED $1.0 BILLION

SLIDE 5

2014-15 Net $ Sales LCBO

$784 MILLION +6.7% VS LY

SLIDE 6

3 2 1

ONTARIO CRAFT BEER

EXISTING BREWERY

GROWTH

NEW ENTRANTS
SEASONAL

RELEASES ONTARIO BEER

BIG BRAND

GROWTH

6 PACK SHRINK
TACTICAL

MARKETING CIDER

SOLID GROWTH

EXISTING BRANDS

INCREASING

CONSUMER INTEREST

LOCAL CRAFT

OFFERINGS

2014-15 growth categories

SLIDE 7

2015-16 Net $ Sales Plan LCBO

$838 MILLION +6.9% VS LY

SLIDE 8

TOP

CIDER AND

BEER

INITIATIVES

SLIDE 9

3 2 1

EVOLVING ASSORTMENT

SUSTAINABLE FLAVOURS LARGE & VARIETY PACKS TEST SEASONAL PRODUCTS

SLIDE 10

NEW MERCHANDISING BY SEGMENT

ONTARIO CRAFT FLAVOURED PERRY APPLE

SLIDE 11

INCREASED PROMOTIONAL OPPORTUNITIES

SLIDE 12

ENHANCED BIN TICKET INFORMATION

Traditional Dry FLAVOUR

added 2014

STYLE

adding 2015

SLIDE 13

SUPPORT EMERGING LOCAL INDUSTRY

SLIDE 14

TO BE

THE BEST

CRAFT BEER

RETAILER

IN CANADA

SLIDE 15

3

SEASONALS / ONE SHOTS

2 1

BREWERY FEATURE SEASONAL CRAFT PROGRAM

ASSORTMENT UPDATES

SLIDE 16

2 1

CRAFT BEER PROJECTS

Craft Beer Destination Summerhill Craft Beer Pilot 25 stores

SLIDE 17

25 STORES ACROSS PROVINCE

SLIDE 18

ALL CRAFT BEER MERCHANDISED TOGETHER

SLIDE 19

ONTARIO CRAFT BEER PROMINENT

SLIDE 20

MERCHANDISE BY BEER STYLE

Lager Pilsner Ale IPA Belgian Stout/ Wheat Lagered Ale Porter Ale

SLIDE 21

ALE

Made with 100% Ontario ingredients; this easy- drinking ale is great with grilled meat

INFORMATIVE SIGNAGE

SLIDE 22

2 1

CRAFT BEER PROJECTS

Craft Beer Destination Summerhill Craft Beer 25 store Pilot

SLIDE 23

SUMMERHILL CRAFT BEER DESTINATION

SLIDE 24

GROWLER STATION

SLIDE 25

capped for freshness fresh craft beer reuseable & refillable amber coloured 1.89 litres

WHAT IS A GROWLER?

SLIDE 26

WHAT IS A GROWLER STATION?

Keg beer is dispensed

into a growler

Launch with 3 units

with additional lines possible

Fill on site
Pre filled growlers

available for sale

Sampling available

SLIDE 27

Craft beer not

available in packaged format

Limited availability /

seasonal craft beers

Initially local Ontario

craft beer

Future expansion to
ther craft beer

WHAT’S ON TAP?

SLIDE 28

All craft beer together
Merchandise by region

and beer style

Informative signage

MERCHANDISING & SIGNAGE

SLIDE 29

Best of Toronto
Rare and unique

products

Only available at…

TAILORED ASSORTMENT

SLIDE 30

Brewmaster

tutored tasting

Launch events
Product knowledge

Sessions

SPECIAL EVENTS

SLIDE 31

Enhanced/specialized

training

More than one Beer

Ambassador

Easily identified

BEER AMBASSADORS

SLIDE 32

SUMMERHILL OPENING AUGUST 2015

SLIDE 33

3 2 1

TOP 3 TAKE-AWAYS

BEER & CIDER CIDER OPPORTUNITY FOR LARGE PACK SIZES CRAFT BEER BE THE BEST RETAILER IN CANADA FUTURE SUPPLIER COLLBORATION TO NAVIGATE NEW RETAIL LANDSCAPE

SLIDE 34

EDISON YON

PLANNING & OPERATIONS

SLIDE 35

team

David Cacciottolo

PRICING ADMINISTRATION

Pankaj Singh

PROJECT MANAGEMENT

Rosemary Canavan

IN-STORE TASTING

Jim Sheridan

RECEPTION

the

SLIDE 36

IN-STORE TASTING PROGRAM

SLIDE 37

ANOTHER SUCCESSFUL YEAR!

# of Tastings 2014/15 32,220 # of Tastings 2013/14 29,982 # of Tastings increased + 2,238 or + 7.4%

CHARITY DONATION $355,718 !!!

SLIDE 38

 Reporting standards for Demonstrators  Check-in  Smart Serve  Dress Code, including name tag  In-store Tasting Guidelines - eLearning  Demonstrator Code of Conduct

OPPORTUNITY #1 Demonstrators

SLIDE 39

 Functionality to cancel an approved tasting  Functionality to replace a product  New products and delisted products  Less manual intervention

OPPORTUNITY #2 Enhancing the Automated Process

SLIDE 40

LOOKING AHEAD...

Agents are invited to participate in a

FOCUS GROUP, to improve the program & its processes.

In-Store Tasting Program

SLIDE 41

NISS ENHANCEMENTS EFFECTIVE MAY 24, 2015

SLIDE 42

New NISS Message Centre

SLIDE 43

Removing unnecessary information requirement

FAX NUMBER

SLIDE 44

Ability to provide helpful product-based information

SLIDE 45

Improving means for communicating necessary documents

SLIDE 46

PURCHASE ORDER Review

SLIDE 47

Non-compliance to PO Terms and Conditions Introduction of Vendor Debits Finalizing the processes Share details in a letter to trade Launch Q2

** NEW ** VENDOR DEBIT System

SLIDE 48

CHANGES IN PRICING ADMIN

SLIDE 49

New mailbox fully operational Submission of supplier quotes and weekly beer pricing (TBS) Confirmation Receipt will be sent Not for general inquiries

Pricing@LCBO.com

SLIDE 50

 Price changes for products listed at TBS to be sent to Pricing Mailbox  Standard template developed for beer price submissions will be sent out shortly  Schedule and deadline remains the same

BEER PRICE CHANGES

SLIDE 51

 Quote calculator developed  Supplier quote is calculated based on retail price  Should be used to enter correct quote into NISS

 new products  direct delivery invoices

ONTARIO BEER PRICING

SLIDE 52

3 2 1

TOP TAKE-AWAYS

Enhance systems and improve efficiency We want to hear from you! merchandising. support@lcbo. com

SLIDE 53

SLIDE 54

SLIDE 55