SPIRITS & RTD STACEE ROTH - Director, Spirits The Team Marijke - PowerPoint PPT Presentation

SPIRITS & RTD STACEE ROTH - Director, Spirits

The Team Marijke McLean Courtney Allison Anton Muljadi Carol Fallon Alanna Bailey Category Manager, Inventory Manager, Special Assignment – Administrative Category Manager, White Spirits & RTD Brown Spirits Spirits & RTD Merchandise Financial Assistant Planning Project

Stacee Roth Director Spirits Marijke McLean Alanna Bailey Courtney Allison Carol Fallon Category Manager Category Manager Inventory Administrative (Brown Spirits & Duty (White Spirits & RTD Manager(ACT ) Assistant Free) & Accessories) Terri McGowan Kevin Ethier Christina Bellotti- Mike Hodgson Matt O’Sullivan Peter Cloutier Ramzan Inventory Inventory Product Manager Product Manager Product Manager Replenishment Product Manager Replenishment (Brandy, Liqueurs, (RTD & Accessories, (Whisky) Manager (ACT) Analyst (ACT) Tequila, Duty Free ) (White Spirits) Holiday) (ACT) Nelia Arruda Joe Arbuscato Sherry Arseneault Angela Van Order Specialist Adam Caputo Category Category Order Specialist (Domestic &FCL Administrator Administrator Product Advisor (RTD & US Imports ) Imports) (CDO) (CDO) (Brown Spirits) (White Spirits & RTD)

$2.21B PLAN 2016/17 +3.7%

$2.24 B 5.1% VS LY 1.3% VS PLAN

Spirits & RTD Close the Market Share Gap Retail Market Share Growth 0.5% 0.5% 0.4% 0.4% 0.3% 0.2% 0.2% 0.1% 0.1% 0.0% FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 0.0% -0.1% -0.1% 0.0% -0.3% -0.3% -0.4% -0.4% -0.5% -0.6% Spirits RTD Wines Beer & Cider Vintages *Excludes Grocer, TBS & Duty Free

Spirits holds total market share decline SMi Market Share Growth 1.0% 0.9% 0.4% 0.3% 0.3% 0.3% 0.1% 0.1% 0.0% FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 0.0% -0.1% 0.0% -0.1% -0.2% -0.3% -0.5% -0.6% -0.6% -0.6% -0.6% Spirits RTD Wines Beer & Cider Vintages *Includes Grocer, TBS & Duty Free

2017/18 Spirits Plan: + 4.9%, $2.35B Vodka …………………………….. $537M +4.5% Canadian Whisky ………… $458M +5.6% Rum………………………………… $278M +2.7% Imported Whisky ………….. $290M +8.3% RTD………………………………… $242M +5.1% +2.7% Liqueurs ………………………… $237M +0.4% Brandy/Cognac …………….. $113M +7.2% +8.3% Gin………………………………….. $93M +9.9% Tequila …………………………... $66M +10% Other……………………………….. $37M +5.0%

Products, Sales & Merchandising Strategy Spirits •Exclusive, Drives Margin, KEY STRATEGIC PRIORITY remains the lead category •LCBO as trusted advisor, Ultimate One-Stop Shop Headquarters for Learning

SPIRITS STRATEGIES

1 2 9 INCREASE 3 ELEVATE SPIRITS SHARE CANADIAN OF VOICE WHISKY LEARN MORE ABOUT THE SPIRITS INCREASE CONSUMER 9 SUPPLIER COLLABORATION SPIRITS 8 4 STRATEGIES BE ‘THE’ COCKTAIL EXPERTS ONTARIO CRAFT SPIRITS SUPPORT 7 6 5 INCREASE VISIBILITY & EXCITEMENT OFFER AN ENHANCED AROUND SPIRITS ENVIOUS, SOUGHT- SPIRITS IN-STORE & AFTER SPIRITS TRAINING ONLINE ASSORTMENT

1 INCREASE SPIRITS SHARE OF VOICE

2 ELEVATE CANADIAN WHISKY

The Vision Build on the positioning of Canadian whisky as a premium category and grow consumer confidence in its quality and craftsmanship.

Canada day whisky celebrations! • End Aisles • Custom value ads • Custom packaging • Product innovation • Focused advertising • Online 1 day sale

MY

OUR ASK: INNOVATION

3 INCREASE SUPPLIER COLLABORATION

Spirits & RTD Inventory Thank you for your continued collaboration, mutual accountability & ownership This year’s focus: On- time shipments, proactive planning and reducing vendor lead times A document of upcoming innovations, initiatives and collaboration best practices will be emailed to you shortly…

Plant Applied Value-Add program NEW Spirits-only Test: • For ‘grandfathered’ participating SKUs, flat $700 fee vs case fee • Imported SKUs or new SKUs will not be approved • Continue to apply for plant applied VA in MPTS • VA’s should not be applied in excess after the promotion end • Category will continue to approve VA quantities • Case configurations MUST remain the same, shipped under the mother SKU/SCC • SUPPLIER MUST REINVEST INTO LCBO PROGRAMMING

Asking F&D from some of the creative from the vodka tasting article GET MIXIN’ WITH VODKA

4 SUPPORT ONTARIO SMALL DISTILLERS

LCBO Supports Ontario Small Distillers

5 ENHANCED SPIRITS TRAINING

Execute spirits summit initiatives 2016 1)Spirits University 2)Trade Playbook for store visits

TRAINING PROGRAMS 100 additional dedicated Advocates covering A & B stores

SPIRITS SEASONAL GUIDE FOR STORE STAFF • Target 2-4 guides per year • Include new launches, buyer’s picks, product features & benefits • One-in-one-out information The Best of Fall 2017 LCBO EMPLOYEE GUIDE TO THE SEASON’S NEW SPIRITS

6 OFFER AN ENVIOUS SOUGHT-AFTER SPIRITS ASSORTMENT

E-Commerce

Online boutiques Exclusive offers Curated boxes Flash sales

Enhanced whisky shop

Holiday Gifting • NEW Innovative concepts • Stocking stuffers & 50mL • Gifts < $20 • E-commerce exclusives • Big brand representation

7 INCREASE VISIBILITY AND EXCITEMENT AROUND SPIRITS IN STORE & ONLINE

Spirits Brand Domination P5/P8/P9/P12

Spirits near the cold room display 130 stores Period 1 Participating stores: 15% vs non- participating stores

PHASE 1 Store Manager Survey: ZONING: “Customers definitely noticed the rezoning effort and were generally positive about the change (i.e. easier to shop)” Goal: Roll-out all annual re-planograms + New/Relo/Reno stores

PHASE 2 ZONING: Enhanced On-Shelf & Category Signage Spirits section beacon Styles called out In-section way-finding In-section cocktail solutions SMOKY BOLD &

NEW Founded in 1864 by Pyotr Arsenievich Smirnov, what we now FORMAT call Smirnoff was the first vodka to Clear and colourless; neutral nose; soft grain TASTING use charcoal filtration in the flavour, alcohol gives sting of warmth distillation process. This charcoal NOTES filtration produces a spirit that is ideal for mixing because of its smooth and clean palate; perfect in a Moscow Mule.

Enhanced Tastings Update

1. PLAN AHEAD – submitting final creative decreases unnecessary administration on both sides ENHANCED TRADE 2. Get your application in by the deadline TASTINGS 3. Make sure you are filling out the correct application form 4. Option 1A submissions are limited to 25 activations. The points allocation ensures you will get most, if not all, of your store selections, so there’s no need to double up on your applications 5. Call the store one week prior to: Tips… • Confirm all components are on hand (banner sign fixture, wicker baskets) • Confirm delivery arrangements if you are providing a custom bar cart • Arrange to taste the cocktail with store staff prior to the tasting 6. Take care in setting up an attractive display & experience 7. Choose an appealing and appropriate food match 8. APPLY!!!!! Help shoppers to try before buying & increase your conversion rate!

8 BE THE COCKTAIL EXPERTS

NEW SPIRITS MINI-THEMATIC STRATEGY Headquarters for Learning theme = Mixology • Merchandise simple mixed drink solutions • Spirits + VA Mixer(s) • Showcase cocktail solution using display sleeves/necktags • Use bar accessories to enhance display

COCKTAIL OF THE MONTH • Cocktail of the Month endorsed by staff • ‘How-to’ video instructions for staff, including mandatory cocktail tastings • Focus on cocktail trends for easy at home solutions

9 LEARNING MORE ABOUT THE SPIRITS CONSUMER

DEDICATED SPIRITS CONSUMER RESEARCH