vintages - Doing Business with LCBO

GROW YOUR
BUSINESS WITH
VINTAGES
SPRING
2009
DISCOVER OUR LATEST!
A VINTAGES’ Product Consultant
VINTAGES, an international leader in the buying,
marketing and retailing of fine wines and
premium spirits, is a business unit of the LCBO
(Liquor Control Board of Ontario). Our vision
is to engage customers in the experience of
shopping, buying and collecting from our
ever-changing assortment of fine wines and
premium spirits — across all price points. In our
world of continuous discovery, VINTAGES’ buyers
shop the world for unique items and products
of exceptional quality and value.
WELCOME TO VINTAGES!
In this guide, we introduce you to VINTAGES’
Retail Programs, Classics Collections, Direct
Offers and Special Tasting Events, as well as
our comprehensive e-marketing channels:
www.vintages.com, www.vintagesshoponline.com
and VINTAGES Latest email newsletters. We
also provide information on how to grow your
business with VINTAGES.
Inside, you will find details regarding our
program fees, purchasing process, and resources
available online. To ensure your products are
reviewed and considered for purchase, it is very
important to understand these processes and
utilize the resources available.
For the fiscal year ending March 31, 2009, the
LCBO had total net sales of $4.27 billion, a growth
of 3.9% over the previous year. VINTAGES
accounted for more than $325.8 million in net
sales, or 7.6% of the LCBO’s net sales. VINTAGES
sales grew by 7.8% over the previous year.
At VINTAGES we offer our customers a world of
continuous growth and discovery, and we invite
you to be our partner. This guide shows you how.
We look forward to doing business
with you.
We are very excited about our lineup of thematic
releases for 2009-2010 (see page 6 for details).
Indeed, VINTAGES has a number of programs and
services that can increase your product’s profile in
our marketplace and maximize revenue.
Spring 2009
1
CONTENTS
3
VINTAGES Retail Stores
3
LCBO/VINTAGES Retail Stores
4
Retail Programs
4
Retail Release
5
Retail Release Themes
6
VINTAGES 2009-2010 Release and
VINTAGES RETAIL STORES
Promotional Calendar
7
Wines of the Month
7
Benchmark
7
Arrive in Style
8
VQA Wine of the Month
8
ON Tour
8
Food & Drink Discovery/VINTAGES
Entertains
16 VINTAGES Purchasing Process
VINTAGES Essentials Collection
16 Other Ways VINTAGES Selects Products
9
14 Grow Your Business With VINTAGES
15 Agent Representation
16 Preliminary Selection
10 Direct Programs
16 Sales Performance Targets
10 Classics Collection
16 VINTAGES Policy On Granting Supplier
Meetings
10 Bordeaux Futures
17 Purchase Orders
11 VINTAGES Online
17 Payment Inquiries
11 VINTAGES Website
17 Re-orders
11 VINTAGES Latest
12 Virtual VINTAGES Offers
12 VINTAGES Shop Online
18 Resources Available Online
VINTAGES products are available through
a network of 220 of the LCBO’s 600+ retail stores
across Ontario:
highly trained, knowledgeable staff includes eight
resident Product Consultants who offer expert
guidance to customers and bars and restaurants.
• 5 Specialized Stores (1700-2000+ products).
• 40 Boutiques (801-1700 products).
• 170 Corners & Sections (50-800 products).
Avenue Road Store 452, Toronto
This new store on busy Avenue Road opened
for business October 22, 2008. The store’s twolevel retail space (10,500 sq. feet, 975 sq. metres)
offers nearly 1600 VINTAGES products, provides
the services of six specially trained Product
Consultants and features the largest tasting bar
of any LCBO store.
LCBO’s Advantage: A highly trained team
of 200 Product Consultants in our Retail
stores, whose expertise and knowledge of
VINTAGES products provides an invaluable
service to customers.
18 New Item Submission System (NISS)
Three of VINTAGES’ key retail stores are:
18 What’s Available at www.lcbotrade.com
Summerhill Store 10, Toronto
The Summerhill store features contemporary
design and decor within the framework of
an historic North Toronto railway station. The
largest store of its kind in Canada, the 21,000
square-feet (1,950 sq. metres) shopping area offers
more than 1700 premium wines and spirits.
There’s also a demonstration kitchen for wine
appreciation courses, tutored tastings and cooking
presentations, as well as a separate premium
tasting room and five tasting stations. The store’s
13 VINTAGES Events
19 Program and Fee Summary Chart
20 VINTAGES Sales
21 VINTAGES Contact Information
2 Spring 2009
VINTAGES at Avenue Road
Rideau Street Store 38, Ottawa
Ottawa is Canada’s capital city and the Rideau
Street store is the LCBO’s largest store in Eastern
Ontario. With 17,600 square feet (1,635 sq. metres)
of shopping space on two levels, this store offers
2100 premium wines and spirits in an extensive
VINTAGES section on the lower level. A demonstration kitchen/learning centre serves up cooking
presentations, wine appreciation classes and
educational tastings. There is also an extensive gift
section plus displays showcasing premium spirits
and cocktails.
Spring 2009
3
RETAIL PROGRAMS
R E TA I L R E LE A S E
The Retail Release program is the core of
VINTAGES’ business:
• 120 new products released into the Retail
network every two weeks.
• Supported by the VINTAGES Retail Release
catalogue, available free to customers in print
& online.
• Includes major themes/spotlights on countries,
wine regions, varietals, wine types, producers, etc.
• Our buyers and team of researchers provide
information on each product, including in-house
tasting notes or reviews by Robert Parker Jr.,
Wine Spectator, etc., plus recommendations on
food-matching and cellarability.
• Distribution: 43,500+ mail subscribers;
15,000 copies distributed in LCBO stores every
two weeks.
• A web version of the catalogue is available
online at www.vintages.com and promoted
through our VINTAGES Latest email marketing
program (18,500 subscribers and growing).
• Selection of products promoted in the LCBO’s
award-winning Food & Drink magazine.
R E TA I L R E LE A S E T H E M E S
In each Retail Release catalogue,
VINTAGES features a country,
region, varietal, winemaker or special
collections/groupings of product.
The country/region release themes
are thoroughly researched, richly illustrated and designed to transport
the customer to the place featured
through exciting product selections,
sumptuous food pairings and stunning visuals.
Varietal themes educate customers
about a specific grape variety and the
different styles of wine it produces. Educating
customers encourages them to discover wines
that they might not normally buy and serves to
build their confidence in shopping at VINTAGES.
VINTAGES also profiles specific winemakers
and their products within the context
of a country/region or varietal theme.
Grilling/Barbecue, and Affordable Party Picks.
On the following page is the calendar of release
themes for 2009-10.
For the VINTAGES schedule of application,
submission and tasting of products for releases,
please go to the LCBO Trade Resources website:
www.lcbotrade.com.
Special collections/groupings of product have
included: Eco-friendly, Food Matching,
4 Spring 2009
Spring 2009
5
RETAIL RELEASE THEMES
V I N TA G E S R E LE A S E A N D P RO M OT I O N A L C A LE N DA R M AY 2 0 0 9 – A P R I L 2 0 10
MAY 2009
May 2
Tuscany
California
May 23
New Zealand
AUGUST 2009
August 1
BBQ Wines
BC Wines
August 15
Chile
Châlonnaise, Mâconnaise
August 29
Rhône
California Red – Zinfandel
NOVEMBER 2009
November 7
Affordable Party Wines
Gifting
November 21
Our Finest/Premium
Gifting
JUNE 2009
JULY 2009
June 6
Burgundy
Rosé
July 4
Summer Entertaining
Oregon
June 20
Malbec
Father’s Day/Canada Day
July 18
Campania, Sicily, Puglia
Germany — Single Vineyard
SEPTEMBER 2009
September 12
VQA Ontario
Portugal
September 26
Napa
Spirits – Scotch
DECEMBER 2009
December 5
Holiday Dinner Wines
Fizz
OCTOBER 2009
October 10
Italy: Piedmont, Tuscany, Veneto
October 24
Australia
Ports, Sherries, Fortifieds
JANUARY 2010
January 9
Smart Buys
January 23
Argentina
Robbie Burns
FEBRUARY 2010
MARCH 2010
APRIL 2010
February 6
90+ Wines
Valentine’s Day
March 6
Chile
St. Patrick’s Day
April 3
Spain
Bordeaux – The Côtes
February 20
Southern Rhône
Kosher
March 20
Easter Entertaining
Ontario Whites
April 17
Eco-friendly
South Africa
* Release themes are subject to change.
WINES OF THE MONTH
The highly successful Wines of the Month
(WOM) program features two products every
four weeks and profiles them on the inside
front cover of the Retail Release catalogue and
on our website.
BENCHMARK
This program educates the wine consumer
within the context of a release theme or spotlight
by focusing on a product that exemplifies
a country, region, appellation, grape variety
or style.
Highlights of program:
The Benchmark is profiled on the inside front
cover of the Retail Release catalogue (alternates
with the Wines of the Month) and on our website.
• Products offer an exceptional quality-toprice ratio.
• High visibility/promotion within VINTAGES
locations – products placed on end-aisle displays
with full-colour point-of-purchase materials.
• Risk-free introduction for customers new
to VINTAGES.
• Customers recognize these products as having
VINTAGES’ stamp of approval.
• WOM sales typically range from 1000 to 2000
cases within each four-week promotional period,
selling significantly more than non-featured
products of similar price points.
A R R I V E I N S T Y LE
The bi-weekly Arrive in Style program highlights
products suitable for gift-giving and entertaining,
with a VINTAGES gift box or bag sold separately.
Arrive in Style products are profiled on the inside
back cover of the Retail Release catalogue and on
our website.
This program is designed to give customers
confidence in selecting wines for entertaining as
well as continuously positioning VINTAGES as
the premier source for gifting.
• Typical WOM retail price: $14-$20.
6 Spring 2009
Spring 2009
7
RETAIL PROGRAMS
VQ A W I N E O F T H E M O N T H
• The VQA (Vintners Quality Alliance) Wine of
the Month program features a different Ontario
VQA product 12 times per year priced in the
range of $15-$20.
O N TO U R
ON Tour profiles an Ontario VQA producer,
their history, winemaking philosophy and wines.
It is featured 12 times per year.
(CONT’D)
F O O D & D R I N K D I S COV E RY /
V I N TA G E S E N TE RTA I N S
This highly successful program is designed to
reach new customers via the LCBO’s Food & Drink
magazine. Readership for this award-winning
publication is an astounding 2,297,000 per issue.
Highlights of program:
V I N TA G E S E S S E N T I A L S CO LLE C T I O N
The Essentials Collection is a portfolio of
products that is continuously available through
our retail locations. It consists of 100 core products
that are proven VINTAGES customer favourites.
Essentials products are world-renowned brands,
each having demonstrated a great quality-to-price
ratio and success in our market.
• Launched every two months, this program
features two products strategically priced
at $15.
This is a highly successful program, representing
$106 million or 31.9% of VINTAGES’ total sales,
an increase of 16.52% over last year.
• Products are selected by the VINTAGES buying
team based on a very high quality-to-price ratio.
Sales performance of VINTAGES Essentials
products is reviewed on a regular basis.
• 2000 to 2500 cases per product are purchased.
VINTAGES promotes the Essentials Collection
with a full-colour glossy catalogue as well
as on VINTAGES’ website www.vintages.com. This
publication is distributed with our Retail Release
catalogues, reaching 43,500+ customers directly.
An additional 20,000 copies are distributed
through our Retail network.
• Products are promoted in the Retail Release
catalogue, on our website and in stores with
large displays and signage.
8 Spring 2009
A rotating selection of Essentials products is also
featured in our Retail Release catalogue.
Essentials products receive additional promotion
through the successful VINTAGES Summer Store
program. This program provides customers with
access to VINTAGES products in 90+ specially
selected cottage-country stores during the busy
summer holiday months.
The VINTAGES Essentials Collection is also promoted
at special events and in advertising supplements.
Spring 2009
9
DIRECT PROGRAMS
C L A S S I C S CO LLE C T I O N
The Classics Collection offers a selection of the
world’s greatest fine wines and premium spirits.
Primarily a VINTAGES direct marketing program,
the Classics Collection focuses on the latest limited
allocations from some of the most prestigious,
sought-after estates and producers in the world, as
well as acclaimed older vintages and other
rare selections.
Each Classics Collection presents approximately
150-200 new and unique products and is launched
three times per year: February, May, and October.
Customers order through VINTAGES directly via
email, fax and telephone.
Catalogues are mailed to 15,000 subscribers and
distributed in stores. Products are featured on
our website and highlighted through the
VINTAGES Latest email marketing program.
10 Spring 2009
VINTAGES ONLINE
B O R D E AUX F U T U R E S
This program began with the 1989 vintage, and
each year offers a broad selection of the finest
cru classé wines including all First Growths, and
such Right Bank luminaries as Pétrus, Cheval
Blanc and Ausone, to name just a few.
Sales volume in the Bordeaux Futures program
depends on the quality of the vintage. Competition
for the products is fierce, especially with highdemand vintages.
V I N TA G E S W E B S I TE
The VINTAGES website provides our customers
with complete information on products, programs
and services. As with all of our publications, the
website is available in English and French. The
product search engine at www.vintages.com lets
customers access product notes, daily store inventory and store locations anytime.
V I N TA G E S L ATE S T
Our customers ‘get connected’ with VINTAGES
Latest email bulletins and are the first to receive
notice of special events, new releases and
exclusive offers. We partner with producers around
the world to offer rare, older vintages and large
formats direct from their cellars. Recent VINTAGES
Latest offers have included Ports, Bordeaux,
plus wines by Guigal, Bertani, Zenato, Beringer
and Dominus. Current number of subscribers
is 18,200. Sign up at www.vintageslatest.com.
VINTAGES has developed excellent relationships
with major Bordeaux négociants and producers.
This aids in securing outstanding assortment
and supply.
For fiscal 2008-09, total annual sales for the
Classics Collection, Bordeaux Futures and other
direct programs represented 10.04% of total
VINTAGES sales, or $32.7 million.
Spring 2009
11
VINTAGES ONLINE
V I RT UA L V I N TA G E S O F F E R S
Throughout the year VINTAGES partners with
suppliers to offer small lots, rare, older vintages
and large formats to our customers, often direct
from the producers’ cellars. Recent offers have
included: Grant Burge & Torbreck, Kilikanoon,
Château Doisy-Daëne, Château Pontet-Canet,
Planeta and Henschke. VINTAGES orders stock
to match customer demand and to meet is own
requirements thereby eliminating surplus inventory.
VINTAGES EVENTS
V I N TA G E S S H O P O N L I N E
VintagesShopOnline.com, launched October 22,
2008, offers an additional portfolio of fine wines
and spirits. At home or the office, our customers
can shop from our exclusive, ever-changing online
assortment of products 24 hours a day, 7 days
a week. Inventory is shown in real time so customers
always know what’s available. We ship purchases
free of charge to the LCBO store of their choice.
Sales as of March 31, 2009 were $1.4 million.
Products from Bordeaux, Burgundy, Champagne,
Italy, California, Australia and Ontario, verticals
from châteaux and estates, large formats as well
as collector items such as Madeira, eau-de-vie
and Scotch are available here first. New releases
are announced monthly to subscribers of the
VINTAGES Latest email bulletin. Current number
of registered users is 5,265.
12 Spring 2009
VINTAGES events play an integral part in developing
customer relationships and building our brand.
These range from small structured tastings/winemaker’s dinners to medium-sized tastings
(50-200 people) to large-scale, taste-and-buy events
(500+ people).
VINTAGES’ Taste Our Latest events offer customers
an opportunity to taste and pre-order 50+ premium
wines on-site. These are held regularly in Toronto
and rotate through other cities in Ontario such as
Ottawa, London and Kitchener-Waterloo.
VINTAGES WINE 101 is aimed at new customers
who are just getting into wine and are eager
to learn. These innovative educational events
present a variety of wines and spirits in
an interactive, approachable and fun way.
More intimate are our structured tastings and
winemaker’s dinners, with such notables as
Stephen Henschke, Grant Burge, David Powell
of Torbreck, the Speck Brothers of Henry
of Pelham, Jean-Philippe Delmas of Château
Haut-Brion, Eduardo Chadwick, Alexandra
Lapostolle, Aurelio Montes, Philippe Guigal,
and Alberto Zenato, to name but a few.
Spring 2009
13
GROW YOUR BUSINESS WITH VINTAGES
• Increase your products’ exposure in the various
VINTAGES participation programs: Wines of
the Month, Arrive in Style, Benchmark, VQA
Wine of the Month, Food & Drink Discovery,
cover positions of VINTAGES publications and
advertisements, etc.
A G E N T R E P R E S E N TAT I O N
Working with a strong agent in Ontario should
be a supplier’s top priority. The agent should
know the Ontario beverage alcohol market as
well as be aware of global trends and successful
market strategies.
The market for fine wines and premium spirits
in Ontario is very competitive. Suppliers from
around the world vie for shelf space and presence
in VINTAGES’ various programs. Our customers
are becoming increasingly sophisticated, educated
and enthusiastic to try new products. They are
also demanding higher quality for their money.
How do you promote and grow brands in such
an intensely competitive market?
• Offer exceptional price/value ratio – Ontario
consumers are very savvy and are aware of
international wine prices.
• Work with a strong agent and sales team
to focus on Retail and On-premise sales
and execution.
• Develop and execute a strong marketing
plan that promotes and sells products through
advertising, media and partnerships.
• Provide purchasing incentives such as Bonus
AIR MILES™ (a loyalty program) for a
four-week period.
14 Spring 2009
• Where and when possible quote product price
in Cdn. dollars to provide price stability in the
marketplace.
A prospective supplier should expect a qualified
agent to demonstrate the following:
• Take advantage of VINTAGES’ new Tasting
Bar initiative. Offering samples to customers
in stores is a proven method of effectively
selling new products and driving sales of
existing products.
• A thorough knowledge of the beverage
alcohol market in Ontario, especially the
VINTAGES market segment.
• Food & Drink offers excellent advertising
opportunities. The LCBO publishes this
highly acclaimed magazine which features
wine, spirits, beer and other alcohol beverage
products alongside food and entertaining ideas.
Food & Drink is produced six times per year
and is available free of charge to LCBO
customers. Readership for this publication is
an astounding 2,297,000 per issue.
• A list of the brands he/she currently represents
and are sold through VINTAGES.
• Use in-store Point of Purchase materials
such as neck tags, value-adds and contests.
Note: these must be negotiated with the
VINTAGES Category Team in advance.
• Partner in VINTAGES Events.
• A list of primary VINTAGES contacts (e.g.,
Category and/or Product Managers).
• The Sales performance of each brand, including
length of time in market and percentage
sell-through by the end of the third month.
Note: VINTAGES’ expectation is 75% sell-through
in 60 days, and 100% sell-through in 90 days.
• The number of sales representatives working
on the VINTAGES portfolio, and how many
are assigned to the Licensee (on-premise)
channel to promote VINTAGES products.
• A comprehensive understanding of how
VINTAGES procures its products, including how
to submit a listing application through NISS
(see details on page 18).
• A command of Ontario’s liquor laws and
LCBO packaging standards – including the
primary information that must appear on a
bottle label (e.g., % alc./vol., country of origin,
wine type, metric size) – to ensure products are
legally marketable in the province of Ontario.
• A familiarity with VINTAGES’ programs (e.g.,
Retail Releases, Essentials Collection, Classics
Collection, Bordeaux Futures, VINTAGES Latest
email bulletins, VINTAGES Events) and how
to best leverage them to sell product.
• Knowledge of promotional offers available to
promote products in VINTAGES, e.g., Bonus
Reward Miles through AIR MILES™ Loyalty
program, Limited Time Offers (LTO),
advertisements in LCBO’s Food & Drink
magazine, catalogue cover pages, etc., and
how to apply for each program.
• Awareness of VINTAGES’ various programs,
including the new Tasting Bar program and
knowledge of how to apply.
• Experience developing an external marketing
plan that employs a range of media: print
(newspapers/magazines), online, radio, and outdoor advertisements (billboards/bus shelters).
Proactive media coverage through tastings of
release products to kindle media attention.
• A strong relationship with the LCBO Retail
Team: Regional Director, District Managers,
Store Managers, and Product Consultants.
Familiarity with process of setting up meetings
to discuss business opportunities with Store
Managers & Product Consultants at retail level.
• Excellent knowledge of LCBO practices
and policies.
Spring 2009
15
VINTAGES PURCHASING PROCESS
P R E L I M I N A RY S E LE C T I O N
VINTAGES issues a ‘needs letter’ to the trade
three times per year that outlines what types
of products the buyers are looking to purchase
in the coming months. The letter and a tasting
schedule of product requirements (which specifies
product types, submission deadlines, sample
deadlines, tasting dates and contact information)
are posted on the LCBO Trade website,
ww.lcbotrade.com, in PDF format.
OTHER WAYS VINTAGES SELECTS PRODUCTS
VINTAGES selects products in many ways including:
• Direct Offers: from suppliers and
agents; this requires the pre-approval of a
Category Manager.
• Allocations: VINTAGES negotiates for larger
allocations of established products with high
global demand.
• Proactive Purchasing: VINTAGES seeks out
new and interesting products from qualityminded producers.
• Trade shows, business trips, wine fairs.
S A LE S P E R F O R M A N C E TA R G E TS
VINTAGES’ expectation is that a product will
achieve a minimum of 75% sell-through two
months from release and 100% sell-through
by the end of the third month. If the product fails
to achieve a 75% sell-through within three
months of release then the supplier or the agent
must provide a 20% rebate for all inventories
(retail & warehouse) that are remaining. The
price of the product will subsequently be marked
down for faster sell-through. Agents/suppliers
can track individual sales free of charge through
the LCBO’s Sale of Data website (see page 18).
16 Spring 2009
Sample only. Visit www.lcbotrade.com for complete details.
V I N TA G E S P O L I C Y O N G R A N T I N G
SUPPLIER MEETINGS
Agents and suppliers should be aware that meetings
to discuss supplier portfolio opportunities will
be granted only if there is a current interest in
purchasing products from this supplier. Agents
must submit a brief outline of what will be
discussed at the meeting (i.e., specific products
of interest, promotional plan) to allow the buyer
an opportunity to evaluate the value of a face-to-face
meeting. Requests for meetings must be made
at least three weeks in advance.
PURCHASE ORDERS
A purchase order is typically issued within six
weeks after the “Letter of Commitment” is
transmitted. Once all the conditions stipulated
in the letter have been satisfied and agreed
to in writing, a purchase order will be faxed to
the Supplier. The Agent will receive a detailed
report of the purchase the week following the
issuance of the purchase order. Full terms of
purchase are set out on the reverse side of the
purchase order. Once the purchase order is issued,
the terms of purchase are to be strictly adhered
to or the order will be cancelled.
RE-ORDERS
Once a product has sold out, it is generally not
re-ordered. However, from time to time when
sales are spectacular or there is an ongoing
demand, a re-order may occur. A decision to
re-order a product is at the discretion of the
Category Manager and will be based on availability, price, sell-through and market demand.
Complete guidelines for VINTAGES submissions can be found at www.lcbotrade.com.
PAYM E N T I N Q U I R I E S
Payment inquiries should be directed to our
Finance Division at 416-365-5723 or faxed to
416-365-5766.
Spring 2009
17
RESOURCES AVAILABLE ONLINE
NEW ITEM SUBMISSION SYSTEM (NISS)
To apply for product purchase consideration,
all product applications must be made on the
LCBO’s New Item Submission System (NISS) by
the date outlined on the VINTAGES Needs Letter.
GETTING
STARTED
NISS
W W W. LC
B OT R AWITH
D E . CO
M
PROGRAM AND FEE SUMMARY CHART
VINTAGES
PROGRAM
FREQUENCY
COMMUNICATION
VEHICLE
MERCHANDISING
IN-STORE (P.O.P.)
VINTAGES
RETAIL RELEASE
Retail Release:
every 2 wks;
Release Catalogue:
Bi-weekly
Publication
Release Catalogue,
VINTAGES website,
VINTAGES Latest emails
Shelf Talkers:
(For selected products)
Feature Promotions:
Primary Thematic Highlight:
Jan.-Sept. $2,000;
Oct.-Dec. $3,300 per product
Secondary Thematic Highlight:
Jan.- Sept. $1,600;
Oct.-Dec. $2,300 per product
Arrive in Style Highlight:
$2,000 per product
WINES OF
THE MONTH
Every 4 wks
Release Catalogue,
VINTAGES website
Backer Cards, Pricer Cards,
Shelf Talkers
Jan.- Sept. $3,500;
Oct.-Dec. $4,000 per product
BENCHMARK
Every 4 wks
Release Catalogue,
VINTAGES website
Shelf Talkers
$2,000 per product
FOOD & DRINK
DISCOVERY
6 per year
FOOD & DRINK magazine,
Release Catalogue
Backer Cards, Pricer Cards,
Shelf Talkers
$5,000 per product
VQA WINE OF THE
MONTH & ON TOUR
Alternates
Every 2 wks
Release Catalogue,
VINTAGES website
Backer Cards, Pricer
Cards, Shelf Talkers
1% of total value of Purchase Order Payment
ESSENTIALS
COLLECTION
Always
Available
VINTAGES ESSENTIALS
Collection Catalogue packaged together with Retail
Release Catalogue in May
and October,
VINTAGES website, Events.
Backer Cards,
Pricer Cards,
Shelf Talkers
1.5% of total value of Purchase Order Payment
Opportunity:
Consult with respective Product Manager.
CLASSICS
COLLECTION
3 per year
Catalogue.
VINTAGES Latest emails,
VINTAGES website
Shelf Talkers
(for selected products)
Opportunity:
Consult with respective Product Manager.
HOLIDAY GIFTING
One per year
Holiday Catalogue
Insert in Release Catalogue,
FSIs, VINTAGES website
Backer Cards, Pricer
Cards, Shelf Talkers
2% of total value of Purchase Order Payment.
Opportunity: Feature position
BONUS AIR MILES
(BAM) & LIMITED
TIME OFFERS (LTO)
Per LCBO Promotion
period
In-Store; Release Catalogue
Release Catalogue,
Shelf Talkers
Submit a completed IMAGE application
to the appropriate Product Manager.
Applications are due 3 months before
the Promotional period.**
TASTING EVENTS
25 per year
Direct mail, Release
Catalogues, VINTAGES website,
VINTAGES Latest emails
N/A
Opportunity:
Consult with respective Product Manager.
VINTAGES LATEST
Weekly
Cross-promoted through
Release Catalogue &
VINTAGES website
N/A
Opportunity:
Consult with respective Product Manager.
VINTAGES
SHOP ONLINE (VSO)
Every 2 wks
Cross-promoted through
Release Catalogue &
VINTAGES website
N/A
Opportunity:
Consult with respective Product Manager.
NISS is an easy-to-use, web-based tool that allows
agents and suppliers to:
• View LCBO Product Needs online.
• Submit products for review.
• Track the process of a product submission
online.
LCBO staff use NISS to log, track and approve
or decline submissions. This application speeds
up the application process and reduces turnaround
times. Paper applications are not acceptable.
Agents and suppliers must apply for access
before they can use NISS. You will be assigned
a password that will allow you to log into
NISS. It takes approximately 4 weeks to obtain
a password.
To use NISS, agents must fill in all mandatory
fields of the Application for Access to NISS form,
and then print, sign and fax it to the appropriate
LCBO Business Unit: Wines, Spirits, Beers and
Special Markets, or VINTAGES.
You must include your Agent number on this
form. If you do not know your Agent number,
then please contact the appropriate LCBO
Business Unit for this information.
18 Spring 2009
Go to www.lcbotrade.com to download the
NISS User Guide in PDF format. The website’s
FAQ section also provides helpful information.
In order to save and print NISS submission
information, you will need Adobe Reader 6.0
or higher.
W H AT ’ S AVA I L A B LE AT
W W W. LC B OT R A D E . CO M
• Release Themes
• Product Needs Letters
• Product Requirements
• Program and Fee Summary Chart
• Sales Reports: All agents/suppliers can obtain
sales data for free on the Sale of Data website
(https://lcbosod.com)
• Packaging Standards
• Guidelines for Chemical Analysis
PARTICIPATION
FEES*
Last Updated: April 2009
NEW Opportunities: Tasting Bar Program – For all Retail Release Saturday Tastings, please contact Rose Holness at rose.holness@lcbo.com. For all
other in-store tastings, email Dave Smith at dave.smith@lcbo.com.
*Fees: Participation fees are under review and subject to change.
**IMAGE Applications: Applications may be obtained online at www.lcbotrade.com/resources_forms.htm but MUST be submitted in hard copy.
IMAGE rates and rules for the VINTAGES business unit are the same as the criteria outlined in the LCBO Support Program Guidelines found in the
Merchandising Programs 2009/10 book.
Spring 2009
19
VINTAGES SALES
V I N TA G E S N E T S A LE S
D O LL A R S & P E R C E N TA G E G RO W T H
VINTAGES CONTACT INFORMATION
V I N TA G E S N U M B E R O F
P RO D U C TS R E LE A S E D
SKUs
350000
$299,500
15.2%
300000
$325,800
7.8%
$176,053
13.9%
$154,640
5.7%
200000
$189,613
7.7%
6,927
6000
$218,000
11.5%
4,997
4,879
5000
4,464
4000
3,156
150000
3000
100000
Director,
VINTAGES Sales & Purchasing
416-864-2572
kate.mallett-thomas@lcbo.com
Tamara Jakes
Greg Dunlop
Category Manager,
VINTAGES New World Wines & Spirits
416-365-5908
tamara.jakes@lcbo.com
Category Manager,
VINTAGES European Wines
416-365-5876
greg.dunlop@lcbo.com
Tony D’Alessio
Igor Ryjenkov, MW
Product Manager,
VINTAGES New World Wines & Spirits
416-864-6801
tony.dalessio@lcbo.com
Product Manager,
VINTAGES European Wines
416-864-6984
igor.ryjenkov@lcbo.com
Paul Farrell
David Beauroy
Product Manager,
VINTAGES Ontario Wines & Spirits
416-365-5860
paul.farrell@lcbo.com
Product Advisor,
VINTAGES European Wines
416-864-6395
david.beauroy@lcbo.com
Alanna Bailey
Bob Davio
Product Advisor,
VINTAGES New World Wines & Spirits
416-864-6649
alanna.bailey@lcbo.com
Inventory Manager,
VINTAGES
416-864-6973
bob.davio@lcbo.com
Rose Holness
Susan Wheeler
Associate Manager,
VINTAGES Events
416-365-5928
rose.holness@lcbo.com
Associate Manager,
VINTAGES Programs
416-864-6754
susan.wheeler@lcbo.com
2000
50000
0
Kate Mallett-Thomas
Vice President,
VINTAGES
416-864-6750
tom.wilson@lcbo.com
6,688
7000
$260,000
18.7%
250000
8000
Tom J. Wilson
1000
0
2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09
2003-04
2004-05
2005-06
2006-07
2007-08
2008-09
N E T S A LE S A N D M A R K E T S H A R E
April 2008 – March 2009, Total Net Sales $325,800,000
Vintages Sales By Country
V I N TA G E S S A LE S
BY S E G M E N T
V I N TA G E S S A LE S
BY CO U N T RY
Red Table Wine
64.4%
Germany
0.7%
France
22.9%
Italy
18.3%
New Zealand
5.4%
Chile
4.0%
Poland
0.6%
Portugal
2.6%
Canada
5.7%
Other
2.0%
Rosé
1.0%
Fortified
Wines
1.4%
White Table Wine
20.7%
Spirits
5.2%
Icewine
1.8%
Australia
9.6%
Sparkling Wines
3.5%
United States
18.9%
United States
17.0%
Canada
7.9%
Australia
4.1%
Germany
2.5%
Others Argentina
3.3%
1.1%
Other
2.7%
United
Kingdom
1.6%
United States
16.3%
Spain
3.5%
V I N TA G E S $212,243,151
R E D WNet
I N64.4%
E
$212,243,151 64.4%
France
18.3%
New Zealand
21.3%
Argentina
3.7%
Vintages Red Wine Sales By Country
V I N TA G E S W H I TE W I N E
$ 6 8 , 32 7 , 2 74 2 0 . 7 %
Italy
20.8%
South Africa
2.4%
South Chile
Africa 2.2%
1.5%
Australia
13.1%
Chile
5.2%
Spain
4.5%
South Africa
3.1%
Canada
2.7%
Portugal
1.7%
Italy
19.8%
France
23.4%
Other
1.0%
Laurie Harvey
Argentina
5.3%
New
Zealand
1.3%
V I N TA G E S
55 Lake Shore Boulevard East
Toronto, Ontario, Canada M5E 1A4
Supervisor,
LCBO Contact Centre
416-365-5812
laurie.harvey@lcbo.com
Reception: 416-365-5863 • Fax: 416-864-2540
www.vintages.com
*Note: 2008-09 figures include LCBO kosher portfolio sales.
20 Spring 2009
Spring 2009
21
55 Lake Shore Boulevard East
Toronto, Ontario, Canada
M5E 1A4
8302
www.vintages.com