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

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

Sep 19, 2023 22 likes •486 views

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

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SLIDE 1

SPIRITS & RTD

STACEE ROTH - Director, Spirits

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SLIDE 2

Alanna Bailey

Category Manager, White Spirits & RTD

Marijke McLean

Category Manager, Brown Spirits

Courtney Allison

Inventory Manager, Spirits & RTD

Carol Fallon

Administrative Assistant

Anton Muljadi

Special Assignment – Merchandise Financial Planning Project

The Team

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SLIDE 3

Stacee Roth Director Spirits

Courtney Allison Inventory Manager(ACT) Matt O’Sullivan Inventory Replenishment Manager (ACT) Nelia Arruda Order Specialist (Domestic &FCL Imports) (CDO) Joe Arbuscato Order Specialist (RTD & US Imports) (CDO) Terri McGowan Inventory Replenishment Analyst (ACT) Marijke McLean Category Manager (Brown Spirits & Duty Free) Peter Cloutier Product Manager (Whisky) Sherry Arseneault Category Administrator (Brown Spirits) Kevin Ethier Product Manager (Brandy, Liqueurs, Tequila, Duty Free) Adam Caputo Product Advisor Alanna Bailey Category Manager (White Spirits & RTD & Accessories) Christina Bellotti- Ramzan Product Manager (White Spirits) Angela Van Category Administrator (White Spirits & RTD) Mike Hodgson Product Manager (RTD & Accessories, Holiday) (ACT) Carol Fallon Administrative Assistant
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SLIDE 4

$2.21B PLAN 2016/17 +3.7%

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$2.24 B 5.1% VS LY 1.3% VS PLAN

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  • 0.3%
  • 0.6%
  • 0.4%
  • 0.1%
  • 0.3%
  • 0.1%
0.2% 0.4% 0.1% 0.0%
  • 0.4%
  • 0.5%
0.5% 0.4% 0.5% 0.2% 0.0% 0.3% 0.1% 0.0% FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17

Spirits RTD Wines Beer & Cider Vintages

Retail Market Share Growth

*Excludes Grocer, TBS & Duty Free

Spirits & RTD Close the Market Share Gap

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SLIDE 7
  • 0.2%
  • 0.6%
  • 0.6%
  • 0.5%
  • 0.3%
  • 0.1%
0.1% 0.3% 0.1% 0.0%
  • 0.6%
  • 0.6%
0.4% 0.3% 1.0% 0.9% 0.0% 0.3% 0.0%
  • 0.1%
FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17 FY14 FY15 FY16 FY17

Spirits RTD Wines Beer & Cider Vintages

SMi Market Share Growth

*Includes Grocer, TBS & Duty Free

Spirits holds total market share decline

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SLIDE 8

2017/18 Spirits Plan: + 4.9%, $2.35B

+8.3% +2.7%

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

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SLIDE 9

Products, Sales & Merchandising Strategy

  • Exclusive, Drives Margin, KEY STRATEGIC PRIORITY

Spirits remains the lead category

  • LCBO as trusted advisor, Ultimate One-Stop Shop

Headquarters for Learning

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SLIDE 10

SPIRITS

STRATEGIES

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SLIDE 11

9

SPIRITS

STRATEGIES

1

INCREASE SPIRITS SHARE OF VOICE

2

ELEVATE CANADIAN WHISKY

3

INCREASE SUPPLIER COLLABORATION

4

ONTARIO CRAFT SPIRITS SUPPORT

5

ENHANCED SPIRITS TRAINING

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OFFER AN ENVIOUS, SOUGHT- AFTER SPIRITS ASSORTMENT

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BE ‘THE’ COCKTAIL EXPERTS

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LEARN MORE ABOUT THE SPIRITS CONSUMER INCREASE VISIBILITY & EXCITEMENT AROUND SPIRITS IN-STORE & ONLINE

7

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INCREASE SPIRITS SHARE OF VOICE

1

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ELEVATE CANADIAN WHISKY

2

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

The Vision

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Canada day whisky celebrations!

  • End Aisles
  • Custom value ads
  • Custom packaging
  • Product innovation
  • Focused advertising
  • Online 1 day sale
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SLIDE 16

MY

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SLIDE 17

OUR ASK: INNOVATION

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SLIDE 18

INCREASE SUPPLIER COLLABORATION

3

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SLIDE 19

Spirits & RTD Inventory

A document of upcoming innovations, initiatives and collaboration best practices will be emailed to you shortly…

Thank you for your continued collaboration, mutual accountability &

  • wnership

This year’s focus: On- time shipments, proactive planning and reducing vendor lead times

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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

Plant Applied Value-Add program

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Asking F&D from some of the creative from the vodka tasting article

GET MIXIN’ WITH VODKA

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SUPPORT ONTARIO SMALL DISTILLERS

4

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LCBO Supports Ontario Small Distillers

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ENHANCED SPIRITS TRAINING

5

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Execute spirits summit initiatives

1)Spirits University 2)Trade Playbook for store visits

2016

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TRAINING PROGRAMS

100 additional dedicated Advocates covering A & B stores

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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

EMPLOYEE GUIDE TO THE SEASON’S NEW SPIRITS

LCBO

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OFFER AN ENVIOUS SOUGHT-AFTER SPIRITS ASSORTMENT

6

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E-Commerce

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Online boutiques Exclusive offers Curated boxes Flash sales

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Enhanced whisky shop

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

Holiday Gifting

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SLIDE 33

INCREASE VISIBILITY AND EXCITEMENT AROUND SPIRITS IN STORE & ONLINE

7

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Spirits Brand Domination P5/P8/P9/P12

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130 stores Period 1 Participating stores:

15% vs non-

participating stores

Spirits near the cold room display

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Store Manager Survey: “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 1 ZONING:

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PHASE 2 ZONING: Enhanced On-Shelf & Category Signage

Spirits section beacon In-section cocktail solutions In-section way-finding Styles called out BOLD & SMOKY

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Clear and colourless; neutral nose; soft grain flavour, alcohol gives sting of warmth

NEW FORMAT TASTING NOTES

Founded in 1864 by Pyotr Arsenievich Smirnov, what we now call Smirnoff was the first vodka to use charcoal filtration in the distillation process. This charcoal filtration produces a spirit that is ideal for mixing because of its smooth and clean palate; perfect in a Moscow Mule.

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Enhanced Tastings Update

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1. PLAN AHEAD – submitting final creative decreases unnecessary administration on both sides 2. Get your application in by the deadline 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:

  • 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!

ENHANCED TRADE TASTINGS

Tips…

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BE THE COCKTAIL EXPERTS

8

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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

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SLIDE 43

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

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LEARNING MORE ABOUT THE SPIRITS CONSUMER

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DEDICATED SPIRITS CONSUMER RESEARCH

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