APRIL 2019 MARCH 2020 - Doing business with Manitoba Liquor ...
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MARKETING
PROGRAM
APRIL 2019 MARCH 2020
GUIDE
M A R K E T I N G P R O G R A M G U I D E
TABLE OF CONTENTS
Display Programs 4
Impact Display Program 5
Refreshment Beverage Area Signage Program 8
Footprint Theatre Display Program 10
NEW Impulse Bin Display Program 12
Ad-Hoc Display Program 14
NEW It’s A Big Deal Program 15
Buy Now Program 16
Support Programs 17
Shelf Talker Program 18
Neck Tag Program 19
Discover Something New 20
Value-Add Program 21
Rep-Applied 21
Plant Applied 22
Free of Charge (FOC) Packaging 23
Near Packs 24
Limited Time Offer Programs 25
Limited Time Offer 26
Hot Buy Program 28
NEW Max Deals Program - LTO/AIR MILES® 30
Black Friday Program 33
Temporary Price Reduction 34
2 A P R I L 2 0 1 9 – M A R C H 2 0 2 0
M A R K E T I N G P R O G R A M G U I D E
AIR MILES® Programs 35
AIR MILES® Bonus Miles Program 36
AIR MILES® Multi-SKU Program 38
NEW AIR MILES® Multi-Buy Program 40
AIR MILES® Buckslip Program 41
AIR MILES® 12 Days of MAX MILES Program 43
Experience Programs 44
In-Store Sampling 45
Winestation® 47
Advertising Programs 48
12-Pack Carrier Advertising 49
NEW Shopping Cart Advertising 50
Appendices 51
Appendix A: Impact Tier Structure – Part 1 52
Appendix A: Impact Tier Structure – Part 2 53
Appendix B: Marketing Program Schedule 54
Appendix C: POP Material Requirements and Instructions for File Upload 55
Appendix D: Product Category Classifications 56
Appendix E: Summary of Marketing Program Application Templates 57
Appendix F: Liquor Mart In-Store Samplings Supplier/Sampler Guidelines
58
and Sampler Responsibilities
Appendix G: Contests 59
3 A P R I L 2 0 1 9 – M A R C H 2 0 2 0
SECTION 1 DISPL AY PROGRAMS
M A R K E T I N G P R O G R A M G U I D E
IMPACT DISPLAY PROGRAM
The Impact Display Program provides the opportunity for
suppliers to display products at end caps and other prime
locations for a one-month period.
APPLICATION PARTICIPATION & ELIGIBILITY
Suppliers may apply for inclusion in the program by Displays will consist of no more than three related SKUs.
completing the Marketing Program Application Form. All regular listed products (excluding Economy*)
Suppliers may also select the stores they wish to be are eligible.
featured in by Tier.
Suppliers should communicate with the Supply Chain
Liquor Marts are classified as Tiers 1 through 4 (refer to Department regarding inventory.
Appendix A). Liquor Marts have been classified based
on a combination of sales volume and availability of The supplier is responsible for ensuring adequate
display space. inventory of privately distributed products is on hand
at the distribution point to support the program.
All applications must be submitted by the deadline
date. (Please refer to the Marketing Program Schedule).
*Applications for Economy products will be considered for
Periods 10 and 11 (January and February) only.
IMPACT RATES
PERIOD Tier 1 to 4 Tier 1 to 3 Tier 1 & 2 Tier 1
1 - April $5,280 $5,060 $3,850 $2,090
2 - May $5,280 $5,060 $3,850 $2,090
3 - June $5,280 $5,060 $3,850 $2,090
4 - July $5,280 $5,060 $3,850 $2,090
5 - August $5,280 $5,060 $3,850 $2,090
6 - September $5,280 $5,060 $3,850 $2,090
7 - October $5,280 $5,060 $3,850 $2,090
8 - November $6,160 $5,907 $4,488 $2,442
9 - December $7,040 $6,754 $5,126 $2,794
10 - January $4,070 $3,850 $2,860 $1,540
11 - February $4,070 $3,850 $2,860 $1,540
12 - March $5,280 $5,060 $3,850 $2,090
5 A P R I L 2 0 1 9 – M A R C H 2 0 2 0
M A R K E T I N G P R O G R A M G U I D E
SELECTION CRITERIA P.O.P. SIGNAGE
At the time of application, or as soon as possible
• Seasonal/category focus thereafter, the supplier must submit a sample of
the P.O.P. signage to the Marketing Department for
• Good distribution in Liquor Marts approval. Suppliers’ signage creative must be 25"W
• Overall balance of displays x 20"H, with the live viewable area being 23.5"W x
• Support of other marketing programs during 18.5"H. All critical text and artwork should be kept
1" inside of live area. All signage must contain a
the period (Bonus AIR MILES®, LTOs, etc.)
legible social responsibility message (Ex. Please enjoy
• Projected sales volume responsibly).
• Approved listing (Approval of listing must Once the creative is approved, the supplier is
be confirmed prior to applying for Impact Display). responsible for uploading the file to the FTP site
according to the deadlines and instructions outlined
in Appendix C. Manitoba Liquor and Lotteries will
have the signage created. Materials will be printed,
kitted and shipped directly to Liquor Marts for
PROGRAM GUIDELINES placement in our P.O.P. signage frames.
& REQUIREMENTS
P.O.P. must be seasonably appropriate, relevant to
It is the supplier’s responsibility to ensure that all all products on display and clearly communicate a
promotional activities and creative elements are “reason to buy”. Reference to price may appear on
compliant with regulations. Impact Display signage only during the month-long
LTO periods, provided all participating products are
on LTO. Reference may also be made to an approved
month-long AIR MILES® offer.
CONTESTS
Suppliers may use contests to enhance their Impact
Displays, but stores may be unable to include the
actual prize in the display due to space limitations.
If applicable, ballot boxes, ballots and pens/pencils
must be provided. The ballot box must be designed
so it does not impede product shop-ability.
Within a week of the end of the promotion period,
the supplier will be responsible for retrieving ballots
from all Liquor Marts, drawing the winning ballot(s)
and notifying the winner(s). Suppliers may want to
make arrangements for the winner(s) to pick up the
prize from the Liquor Mart. Liquor Mart Managers
should have this discussion with the supplier prior to
the end of the period. If the prize is not picked up by
the winner(s) within a week, the Liquor Mart Manager
will contact the supplier directly. See Appendix G for
further contest details.
6 A P R I L 2 0 1 9 – M A R C H 2 0 2 0
M A R K E T I N G P R O G R A M G U I D E
VALUE ADDS AND NEAR PACKS
If the Impact Display includes a near-packed value-
add, it is expected that a sufficient quantity of the
bonus item be available to support the program
for the entire month. The supplier must provide a
method of display of the near pack, i.e. a floor-model
merchandiser.
All participating stores must receive the near pack
item and merchandiser prior to the start of the
period. At the time of application, or as soon as
possible thereafter, the supplier must provide an
image of the merchandiser, including the dimensions,
to the Marketing Department for approval.
The merchandiser cannot exceed 44" high x 18" wide
18" deep, with or without a header. Suppliers must
deliver merchandisers pre-assembled, or provide
assistance building and stocking the merchandisers,
as required.
NOTE: Rep-applied value-adds and near packs cannot be
mentioned on the Impact Display signage. In the event that
a store runs out of the near pack, the merchandiser will be
removed and the Impact Display will remain up until the
end of the period.
LIQUOR MART EXECUTION
Reference to the near pack item and how to get the Inventory levels will be determined by the Customer
offer must appear on the merchandiser only – either Experience and Replenishment Teams.
on the side panels or on a header, provided use of a Sufficient inventory will be maintained for the period
header does not exceed the maximum height of 44". to support visually effective displays.
Liquor Marts will be required to list and display all
NEAR PACK DISTRIBUTION SKUs approved for the Impact Display Program in the
TO RURAL STORES respective store.
Suppliers can distribute near packs directly to rural To ensure visual consistency, all Impact Displays
stores. These items must arrive at the store prior to will be merchandised on end cap shelving, with the
the start date of the period. exception of select boxed wine, beer and refreshment
If a supplier prefers, they may request that the beverages, as determined by MBLL. Other exceptions
Customer Experience Department distribute the may apply, should racking impede program
near pack items to rural stores. Suppliers must pre- execution.
package the items for each store and deliver these Liquor Marts will make every effort to have displays
kits to Customer Experience. The near pack items completed prior to opening, and no later than noon,
should be delivered to Customer Experience for on the day the program starts.
distribution 30 days prior to the start of the period.
Shipping and handling charges are $25.00 for the first
case, $5.00 for each additional case, per store.
7 A P R I L 2 0 1 9 – M A R C H 2 0 2 0
M A R K E T I N G P R O G R A M G U I D E
REFRESHMENT BEVERAGE AREA
SIGNAGE PROGRAM
The Refreshment Beverage Area Signage Program provides the opportunity
for suppliers to place signage over product in the Refreshment Beverage Area
in Tier 1–3 stores for a month-long period.
This program is intended for products COST
regularly merchandised in refreshment
PERIOD Rates
beverage areas, with no near pack added-
value component or in-store contest. 1 - April $2,354
Online contests are permitted; see 2 - May $2,354
Appendix G for details.
3 - June $2,354
APPLICATION 4 - July $2,354
Suppliers may apply for inclusion in the program
by completing the Marekting Program Application 5 - August $2,354
Form.
6 - September $2,354
All applications must be submitted by the deadline
date (please refer to the Marketing Program
7 - October $2,354
Schedule).
8 - November $2,354
PARTICIPATION & ELIGIBILITY
9 - December $2,695
Pick-List beer, coolers and ciders (excluding
Economy) are eligible for participation in this 10 - January $2,134
program. The supplier is responsible for ensuring
adequate inventory of Privately Distributed product 11 - February $2,134
is on hand at the distribution point to support this
program. Product must be approved for pick-list 12 - March $2,354
prior to application for RBA signage.
Participation is limited to one SKU only. Inventory
levels will be determined by the Customer
Experience and Replenishment teams.
8 A P R I L 2 0 1 9 – M A R C H 2 0 2 0
M A R K E T I N G P R O G R A M G U I D E
SELECTION CRITERIA
• Seasonal/Category focus
• Good distribution in Liquor Marts
• Projected sales volumes
• Product is approved on Pick List
PROGRAM GUIDELINES &
REQUIREMENTS
At the time of application, or as soon as possible
thereafter, the supplier must submit a sample of the
P.O.P. creative to the Marketing Department for approval.
Once the creative is approved, the supplier is responsible
for uploading the file to the FTP site no less than 25
business days prior to the start of the period. See
Appendix A for file upload instructions.
- 34.75"W x 8"H with an 8” footer LIQUOR MART EXECUTION
- 34.75"W x 8"H with no footer All P.O.P. signage for the RBA Signage Program will be
produced by Manitoba Liquor and Lotteries. Materials
P.O.P. must be “seasonally appropriate”, relevant to will be printed, kitted and shipped directly to Liquor
the participating product, and clearly communicate a Marts for placement above our RBA sign stands.
“reason to buy”. Two sizes of RBA signage are now required, as new
Reference to price may appear on RBA signage only fixtures installed in some Liquor Marts have different
during the month-long LTO periods, provided all requirements:
participating products are on LTO. Reference may also Tier 1–3 stores will be required to list all SKUs approved
be made to approved month-long AIR MILES® offers. for the program.
It is the supplier’s responsibility to ensure that all
promotional activities and creative elements are
compliant with regulations.
9 A P R I L 2 0 1 9 – M A R C H 2 0 2 0
M A R K E T I N G P R O G R A M G U I D E
FOOTPRINT THEATRE
DISPLAY PROGRAM
The Footprint Theatre Display Program provides the opportunity for
suppliers to feature products at prime locations for a one-month
period using a branded rack/merchandiser in Tier 1 Liquor Marts.
There are up to three opportunities for each Impact Period, with the
exception of Period 9, where there is no opportunity.
The purpose of the program is to create in-store COST
excitement/theatre with a unique display unit
PERIOD Rates
that offers a small footprint with big impact
1 - April
locations for a one-month period. $1,100
2 - May $1,100
APPLICATION 3 - June $1,100
Suppliers may apply for inclusion in the program by
4 - July $1,100
completing the Marketing Program Application Form.
All applications must be submitted by the deadline date. 5 - August $1,100
(Please refer to the Marketing Program Schedule).
6 - September $1,100
Applications MUST include an image of the actual
display, construction material details, dimensions 7 - October $1,100
(height, width and depth), and holding power. Mockups
and early concept drawings will not be accepted. 8 - November $1,100
9 - December N/A
PARTICIPATION & ELIGIBILITY 10 - January $1,100
All listed products (excluding Economy) are eligible for
11 - February $1,100
the Footprint Theatre Display Program.
Displays will consist of a maximum of three SKUs. 12 - March $1,100
10 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
SELECTION CRITERIA
• Seasonal/Category focus
• Support of other Marketing Programs during the period
(Bonus AIR MILES®, LTO, Value-Add, etc.)
• Projected Sales Volumes
• Good distribution in Liquor Marts
• Overall balance of displays
PROGRAM GUIDELINES &
REQUIREMENTS
The successful candidates will be required to produce
POP displays no larger than 2' x 3' (or otherwise
approved by the Marketing and Customer Experience
departments). Display racks should be shop-able from
360 degrees or at a minimum have creative on all sides
(no white space on the back).
Suppliers will deliver POP to participating stores during
the week preceding the start date. If significant building
is required, the supplier is responsible to ensure the unit
is constructed in advance of the period start date.
If you wish to augment your Footprint Theatre Display
with a near-pack value-add, the value-add item must be
merchandised within the rack. Near packs outside of the
rack are not permitted.
Suppliers may use contests to enhance their Footprint
Theatre Display. If a display includes an in-store draw, the LIQUOR MART EXECUTION
prize, ballots and ballot box must be accommodated on
Inventory levels will be determined by the Customer
or within the rack. See Appendix G for more details.
Experience and Replenishment teams.
Sufficient inventory will be maintained for the period to
support visually effective displays.
11 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
IMPULSE BIN DISPLAY PROGRAM
The Impulse Bin Display Program provides suppliers with the opportunity
to promote their products in an Impulse Bin for a one-month period.
APPLICATION
Suppliers may apply for inclusion in the program
by completing the Marketing Program Application Form.
All applications must be submitted by the deadline date.
(Please refer to the Marketing Program Schedule).
All applications must be accompanied by the final
Impulse Bin Creative signs (details below).
Late applications and those without final print-ready
signage will not be accepted.
PARTICIPATION & ELIGIBILITY
All listed products, excluding economy, are eligible
for the Impulse Bin Display Program.
SKUs cannot participate in back-to-back
Impulse Bin Display Programs.
Suppliers may apply for a maximum
of three products per Impulse Bin.
Suppliers may choose to apply for
inclusion in Tiers 1–4 stores or
Tiers 1–3 stores.
12 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
SELECTION CRITERIA
Selection will be based on the Category Strategy
(see Appendix B.)
COST
The participation fee for each impulse bin period is:
Tier 1–3: $750.00
Tier 1–4: $1,000.00
PROGRAM GUIDELINES
& REQUIREMENTS
Suppliers are responsible for creating two signs for each
impulse bin:
IMPULSE BIN 8.5x14 SIGN
• Size: 8.5'' W x 14'' H portrait orientation
• No crops or bleeds
• High-resolution, print-ready file (at least 300dpi)
• Include social responsibility message
• If applicable, must clearly identify any LTO or AIR MILES
offer on the signage included start and end dates for `
each promotion.
• If selected products are on a price change throughout
the promotional period, must provide signage for pre
and post price change.
LIQUOR MART EXECUTION
IMPULSE BIN SIDE PANEL SIGNAGE MBLL’s Customer Experience Department will print
• Poster: 10 ¾'' W x 24 ½'' H and distribute the Impulse Bin Display signs, and
• Visible size: 10 ¼'' W x 22'' H Liquor Mart staff will place the signs with the Impulse
Bin Display for the period.
• 0.125'' crops and bleeds
Liquor Marts will be required to list and display all
• 1'' of free space required around the border of
SKUs approved for the Impulse Bin Program in the
the creative
respective store.
• High-resolution, print-ready file (at least 300dpi)
• Include social responsibility message
13 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
AD-HOC DISPLAY PROGRAM
The Ad-Hoc Display Program provides the opportunity for suppliers to display spirits
and wines in the Fine Wines section of a Liquor Mart for a month, at no charge.
APPLICATION No more than three SKUs are permitted per display.
The method of display and inventory levels will be
Suppliers may apply for inclusion in the program
determined by the store management team.
by completing an Ad Hoc Display application form.
Application forms should be submitted to the Liquor
Mart Manager. COST
Liquor Mart Managers/Assistant Managers/Product There is no participation fee for the Ad Hoc Program.
Consultants will receive and approve Ad Hoc
applications approximately 4–5 weeks prior to the next
PROGRAM GUIDELINES &
Impact Period start date.
REQUIREMENTS
Suppliers must select the stores they wish to be featured
Signage is not required; however it does enhance the
in. It is the responsibility of the supplier to ensure the
display and increase the likelihood of being selected.
product is listed at the requested stores.
Signage cannot exceed 25"W x 20" H, must be seasonally
appropriate, and where possible, be relevant to all
PARTICIPATION & ELIGIBILITY products on display. Pricing information may not
appear on the sign. All signage must include a social
Eligible products for display:
responsibility message and be pre-approved by the
• Wines priced Ultra-Premium and above Marketing Department 30 days in advance (submit to
• All VQA or 100% Canadian grown grape wines Marketing@mbll.ca). The supplier is responsible for the
• Deluxe priced spirits production and distribution of signage.
It is the supplier’s responsibility to ensure that all
promotional activities and creative elements are
compliant with regulations.
SELECTION CRITERIA
• Seasonal/Category focus
• Overall balance of displays
• Support of other marketing programs during
the period (Bonus AIR MILES®, LTOs, etc.)
• Projected sales volumes
14 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
IT’S A BIG DEAL PROGRAM
The It’s A Big Deal Program is a monthly program that adds excitement
to the Liquor Mart shopping experience by offering larger-format
products in a mass footprint display.
PARTICIPATION & ELIGIBILITY MARKETING SUPPORT
Category Management will be working with suppliers to All approved items will feature on LiquorMarts.ca on the
source products for this program. They will be looking It’s a Big Deal web page.
for large quantities of top-selling brands in a larger
format that provide good value to the customer. This program will also feature in the following:
Size formats required are: • Liquor Mart social media platforms
• Wines 1500 ml or greater • Liquor Mart e-newsletter
• Spirits 1140 ml or greater
• Beer and Refreshment Beverages in larger case
size, or larger bottle size may also be considered.
Once approved, suppliers will be required to fill out a
Product Listing Application From. Total quantities will be
determined by Category Management.
COST
There is no participation fee for the It’s a Big Deal
Program.
LIQUOR MART EXECUTION
Inventory will be distributed to select Liquor Marts and
will be displayed in a mass-footprint, pallet-sized display
in a high traffic area of the store for a minimum of two
weeks, or as inventory allows.
Due to space restrictions, there will be no It’s A Big Deal
opportunities in P8 or P9.
The display will be supported by in-store signage created
by MBLL.
15 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
BUY NOW PROGRAM
The Buy Now Program adds excitement to the Liquor Mart shopping experience
by offering exceptional value products to our retail customers on a limited
opportunity basis.
Products featured on the Buy Now Program
will be purchased and sold in smaller
quantities to create a “Buy Now” experience SELECTION CRITERIA
for Liquor Mart customers.
• Must significantly “over deliver” on
quality for the price point
APPLICATION
Suppliers may apply for the Buy Now Program by
• Must be in good condition
completing a Product Listing Application Form, and • Supported by accolades or compelling
submitting it to CategoryManagement@mbll.ca with
the subject line “Buy Now”. The total amount of cases
reason to buy
available must be indicated. • Category performance
• Quick access to market
PARTICIPATION & ELIGIBILITY
Products from any category (Wine, Spirits, Beer or
Refreshment Beverages) are eligible for this program.
LIQUOR MART EXECUTION
COST
Inventory will be force-distributed to stores, and
There is no participation fee for the Buy Now Program.
displayed with cut-case displays.
NOTE: Buy Now items may be purchased and made available Buy Now items will be featured in supplemental
to Liquor Mart customers on more than one occasion. They may advertising on www.LiquorMarts.ca and digital and
also be eligible for a regular listing. social media.
MARKETING SUPPORT
All approved items will feature on LiquorMarts.ca on
the Buy Now web page.
This program will also feature in the following:
• Liquor Marts social media platforms
• Liquor Mart e-newsletter
16 A P R I L 2 0 1 9 – M A R C H 2 0 2 0SECTION 2 SUPPORT PROGRAMS
M A R K E T I N G P R O G R A M G U I D E
SHELF TALKER PROGRAM
The Shelf Talker Program gives suppliers the opportunity to provide meaningful information to
customers at the regular shelf location. Shelf talkers should contain relevant information such as:
drink recipes, accolades, food pairing recommendations and product knowledge.
APPLICATION
Suppliers may apply for inclusion in the program by
completing the Marketing Program Application Form.
All applications must be submitted by the deadline
date. (Please refer to the Marketing Program
Schedule). All applications MUST be accompanied by
the FINAL shelf talker creative (details below). Late PROGRAM GUIDELINES &
applications and those without final print-ready shelf REQUIREMENTS
talker files will not be accepted.
Shelf talker creative must:
• Be submitted as high a resolution PDF, 5.5"W x
PARTICIPATION & ELIGIBILITY 3.35"H, (landscape orientation only), with no bleeds
All listed products are eligible for the Shelf Talker or crop marks.
Program. Products offering Bonus AIR MILES® or an • Include the brand number.
LTO are not eligible for a shelf talker during the period. • Not include or refer to price, or a Bonus AIR MILES®
SKUs cannot participate in back-to-back Shelf Talker offer.
programs. Suppliers are limited to a maximum of • Not mention the alcohol content of the featured
15 shelf talkers per period. product. (Alcohol % on bottle image is acceptable.)
If the shelftTalker text mentions a vintage, it should
COST match the vintage of the bottle on the shelf. If the
vintages don’t match, Liquor Mart staff reserve the
The participation fee is $200.00 per SKU, per period.
right to not display the Shelf Talker.
LIQUOR MART EXECUTION
SELECTION CRITERIA MBLL’s Customer Experience Department will print
and distribute the shelf talkers to Liquor Marts, and
The total number of Shelf Talkers may be limited. Liquor Mart staff will place shelf talkers at the regular
Selection will be made based on: shelf location for a period of time consistent with the
Impact Display program, excluding Period 9.
• Seasonal/Category focus
Stores that carry the product will display the shelf
• Overall balance talker at the regular shelf location for the entire
month. Stores are not required to list products if they
do not regularly carry them.
18 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
NECK TAG PROGRAM
The Neck Tag Program provides the opportunity for suppliers
to apply neck tags on corresponding products for a one-month
period, consistent with the Impact Display Program.
APPLICATION PROGRAM GUIDELINES &
Suppliers may apply for inclusion in the program REQUIREMENTS
by completing the Marketing Program Application Neck tag creative must:
Form. All applications must be submitted by the • Not exceed 3"x 5".
deadline date. (Please refer to the Marketing Program
Schedule). All applications must be accompanied by • Not include or refer to price, price change, or a
the creative. Bonus AIR MILES® offer.
A list of approved neck tags will be distributed after Neck tags must be professionally produced and
applications are reviewed. must contain meaningful information, such as food
pairings, drink recipes, accolades, and/or information
about the product.
PARTICIPATION & ELIGIBILITY
All listed products are eligible for the Neck Tag
Program. SKUs cannot participate in back-to-back
neck tag programs. Suppliers are limited to a
maximum of 15 neck tags per period.
COST
There is no fee to participate in this program.
If the neck tag text refers to a specific vintage, it
should match the vintage of the bottle on the shelf. If
the vintages don’t match, Liquor Mart staff reserve the
SELECTION CRITERIA right to remove the neck tag.
It is the supplier’s responsibility to ensure that all
The total number of neck tags may be limited. promotional activities and creative elements are
Selection will be based on: compliant with regulations.
• Seasonal/Category focus
• Overall assortment LIQUOR MART EXECUTION
It is the supplier’s responsibility to print, distribute
and place neck tags on approved products.
19 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
DISCOVER SOMETHING NEW
The Discover Something New Program allows Liquor Marts to
display new products in their assortments.
All new products will be incorporated into
the store layout consistent with the shelf
management philosophy. Any new product
incorporated into a store layout must be
maintained for a minimum of six months.
Any new product introduced into a store’s assortment
will be identified by a “NEW ARRIVAL” hot button and
a descriptive shelf talker. Products, with the exception
of beer and refreshment beverages, will also be
displayed on “DISCOVER SOMETHING NEW” racks.
The life of a new product has been established as
30 days. After 30 days, the new product shelf talkers
will be removed.
New products are featured in the Sip’N Savour
e-newsletter, which is distributed bi-weekly.
20 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
VALUE-ADD PROGRAM
The Value Add Program allows suppliers an opportunity
to provide the customer with a promotional item as an
enticement to purchase their product.
There are four different ways suppliers PARTICIPATION & ELIGIBILITY
may apply for the Value Add program:
All listed products are eligible to participate.
1) REP-APPLIED Value-add items must be appropriate, of good quality,
and not obscure the UPC. The Marketing Department
2) PLANT-APPLIED
reserves the right to turn down value-adds that are
3) FREE OF CHARGE PACKAGING considered to be unacceptable.
4) N
EAR PACK Proper fasteners are required, i.e. no elastic bands
(in conjunction with an approved Impact Display) or tape.
__________________________________________ COST
There is no participation fee for the Rep-Applied
REP-APPLIED Value-Add Program.
Rep-Applied Value Adds are non-liquor bonus
items that are placed on product by sales RURAL STORE DISTRIBUTION
representatives in store.
Suppliers may distribute value-adds directly to the
rural stores.
APPLICATION If a supplier prefers, they may request that the
Suppliers may apply for inclusion in the program Marketing Department distribute non-liquor value-
by completing the Marketing Program Application adds to rural stores. Suppliers must pre-package
Form. All applications must be submitted by the the items for each store and deliver these kits to the
deadline date. (Please refer to the Marketing Program Customer Experience Department. Small packages
Schedule). of value-adds which will fit in an envelope may be
shipped to stores at no cost to the supplier. Shipping
The actual value-add item and fastener must be
and handling charges for larger value-adds that
provided to the Marketing Department a month
cannot fit in an envelope, eg. glasses, are $25.00 for
in advance of the program, or as soon as possible
the first case, $5.00 for each additional case, per store.
thereafter.
The value-adds should be delivered to the Customer
Experience Department for distribution 30 days prior
to the start of the period.
21 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
IMPORTANT
Value-adds are intended as incentives for customers to
purchase participating products, during the approved
period. We ask that suppliers pick up any remaining
value-adds, including near pack items, within seven
days of the end of the period. Value-adds not picked
up will be disposed of. Already-applied value-adds can
remain on product until they sell through; suppliers are
not required to remove value-adds from product at the • Only “high volume” product submissions for liquor value-adds
end of the period. Value-add items must not be offered will be entertained for Period 9 due to logistics issues.
to Liquor Mart employees, including Store Managers, • If the value-add is a liquor miniature, the miniatures must be a
under any circumstances. Liquor Mart listed product.
All relevant UPC/SCC standards must be adhered to
__________________________________________ pursuant to the “Product Identification Standards for
Use in the Distribution of Beverage Alcohol” guidelines.
PLANT APPLIED The guidelines are available on-line –
www.MBLLpartners.ca – on the Liquor Agents & Suppliers
Plant-Applied Value Adds are liquor or non-liquor
page under CALJ Product Identification Standards.
bonus items delivered to MBLL’s warehouse with the
bonus item already fastened to the bottles. We are unable to approve plant-applied value-added
miniatures on products sourced outside of Canada. Since
value-adds are sold under the parent brand number in
APPLICATION
Manitoba, we are unable to reconcile inventory pursuant
Suppliers may apply for inclusion in the program by to the Canada Border Services Agency regulations.
completing the Marketing Program Application Form.
All applications must be submitted by the deadline Plant-applied value-adds must be clearly marked with the
date (please refer to the Marketing Program Schedule). new SCC on the shipper, as well as a label identifying the
value-add.
The actual value-add item and fastener MUST be
provided a month in advance of the program. Proper All value-adds are considered to be time specific, and
fasteners are required, i.e. no elastic bands or tape. plant-applied value-adds will be front-loaded in the
Distribution Centre approximately three weeks prior to
the start of the program. Requests for value-adds should
PARTICIPATION & ELIGIBILITY
be for amounts equivalent to four weeks projected sales.
Where the supplier wishes to offer a plant-applied We will not accept applications for “less than full pallet”
value-add, the following criteria must be met: amounts. The Supply Chain department will determine
acceptable quantities.
• The product must be sourced within Canada.
• Economy products are not eligible for a plant-applied Ideally, the master case configuration should not change.
value-add. If by nature of the value-add the case configuration
would be different from that of the parent brand, ie. six
• Plant-applied value-adds in two consecutive
units per case versus the regular 12 per case, the supplier
periods are not permissible.
will be charged a $500.00 handling charge per period.
• The parent brand must have wide distribution
Plant applied value-adds are bulletined approximately
in Liquor Marts.
five weeks prior to the period start date.
22 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
____________________________________________
COST FREE OF CHARGE (FOC)
The participation fee is $225.00 per plant-applied PACKAGING
value-added SKU.
Free of Charge Packaging refers to gift boxes, tins, etc.
The supplier is also responsible for the minimum where the retail price is the same as the bare bottle
markup and surcharges on all value-added beverage product. FOC packaging may be plant or rep-applied.
alcohol. MBLL will cost share with the Supplier the
minimum markup (50/50) when a miniature is added
to a premium or deluxe product. APPLICATION
Suppliers may apply for inclusion in the program
ACCURACY by completing the Marketing Program Application
Form. All applications must be submitted by the
Any product received at the Distribution Centre deadline date (please refer to the Marketing Program
improperly identified will be retagged at the Schedule).
Distribution Centre, for which the supplier will be
charged. Rates below: A sample of the actual FOC packaging must be
provided to the Marketing Department at least one
month in advance of the program.
Minimum Labour Charge
Re-Piling/Clean Up/Wrong Pallet Patterns PARTICIPATION & ELIGIBILITY
First 40 Cases $100.00 All listed products are eligible to participate.
Additional Cases $ 0.50/cs The quantity of plant-applied FOC packages
requested should be for amounts no greater than four
weeks projected sales. The Supply Chain department
will determine acceptable quantities.
Minimum Re-Label Charge of Cases
All relevant UPC/SCC standards must be adhered to
First 40 Cases (includes re-pile) $150.00 pursuant to the “Product Identification Standards
Additional Cases (includes re-pile) $ 0.50/cs for Use in the Distribution of Beverage Alcohol”
guidelines. The guidelines are available on-line –
www.MBLLpartners.ca – on the Liquor Agents &
Suppliers page under CALJ Product Identification
NOTE: Rep-Applied Value Adds may be permitted on the same Standards.
SKU in the same period as Plant-Applied Value Adds. However,
Rep-Applied Value Adds may only be placed on product once
If the FOC packaging is plant-applied, the new SCC, as
inventory of the Plant-Applied Value Add has depleted or placed well as a label identifying the package, must be clearly
on product that does not have the Plant-Applied Value Add. marked on the shipper. Only the UPC should appear
on the packaging.
Cellophane wraps are permitted, provided that the
UPC is clear and scannable and matches the UPC of
the bottle.
23 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
__________________________________________
NEAR PACKS
Near Packs are a Value Add that is not attached to the
bottle, but instead has its own free-standing display.
Near Pack Value Adds are only allowed in conjunction
with an approved Impact Display.
APPLICATION
Suppliers may apply for Near Packs by filling out the
Marketing Program Application Form.
PROGRAM GUIDELINES &
REQUIREMENTS
It is expected that a sufficient quantity of the bonus
item be available to support the program for the entire
month. The supplier must provide a method of display
of the near pack, i.e. a floor-model merchandiser.
All participating stores must receive the near pack item
and merchandiser prior to the start of the period. At the
ACCURACY time of application, or as soon as possible thereafter, the
Any product received at the Distribution Centre supplier must provide an image of the merchandiser,
improperly identified will be retagged at the including the dimensions, to the Marketing Department
Distribution Centre, for which the supplier will be for approval.
charged.
The merchandiser cannot exceed 44" high x 18" wide
18" deep, with or without a header. Suppliers must
deliver merchandisers pre-assembled, or provide
Minimum Labour Charge assistance building and stocking the merchandisers, as
required.
Re-Piling/Clean Up/Wrong Pallet Patterns
First 40 Cases $100.00
Additional Cases $ 0.50/cs LIQUOR MART EXECUTION
In the event that at store runs out of the near pack, the
merchandiser will be removed.
Minimum Re-Label Charge of Cases
First 40 Cases (includes re-pile) $150.00
Additional Cases (includes re-pile) $ 0.50/cs
24 A P R I L 2 0 1 9 – M A R C H 2 0 2 0SECTION 3 LIMITED TIME OFFER PROGRAMS
M A R K E T I N G P R O G R A M G U I D E
LIMITED TIME OFFER
The regular Limited Time Offer (LTO) Program allows suppliers to offer short-term
discounts on products, in accordance with the MBLL’s Social Reference Pricing Policy.
There are three month-long LTO periods this fiscal year:
P3–June, P6–September, P12–March; which start on the
first of the month and end on the last day of the month.
There are also nine LTO periods that will run in two-week,
non-overlapping periods beginning on a Monday and
ending on a Sunday. The Marketing Program Schedule
(Appendix B) outlines the timing of the LTO events.
APPLICATION
Suppliers may apply for inclusion in the program by
completing the Marketing Program Application Form.
All applications must be submitted by the deadline date
(please refer to the Marketing Program Schedule).
Late applications for MBLL Distributed products will not
be accepted.
As MBLL is not responsible for sourcing the inventory,
Marketing will entertain LTO applications for privately
distributed products up to six weeks in advance of the
LTO start date, provided that Pricing has not released PARTICIPATION & ELIGIBILITY
the bulletin. All listed products are eligible for the LTO program, with
the exception of:
• Economy Spirits (excluding spirits which are
SELECTION CRITERIA allocated based on sales volume). Economy Liqueurs
are eligible.
There will be a maximum number of items selected
for each LTO period. MBLL will select the participating Back-to-back LTOs on the same SKU are not permitted.
items based on the following criteria:
LTO applications for two consumer size packages of
• Seasonal/Category focus spirits and liqueurs will not be considered for the same
• Category assortment balance and variety period, (i.e. 750ml and 1140ml). LTO applications for
wine will be limited to one package size per period
• Impact Program participation (i.e. 750ml, 1500ml, or cask).
• Amount of discount
26 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
COST
The participation fee for approved Limited Time Offer
SKUs is $125.00 per SKU. Suppliers will be charged
back the full amount of the retail discount for the sale
including the pre-buy period.
PROGRAM GUIDELINES
& REQUIREMENTS
To qualify for the LTO program, the following
pricing guidelines apply:
Discount* Eligibility
Spirits** Premium or better
5% – SRP Economy is allocated
Wine 10% – SRP Popular or better
Beer*** 10% – SRP Premium or better
LIQUOR MART EXECUTION
Products on the program will be available to all
Ref Bev 10% – SRP Premium or better
customer types with no limit on the purchase per
*Discount cannot bring the retail below Social Reference Pricing (SRP) or cost. customer. Private retailers stocking the product (Liquor
(This policy can be found on www.MBLLPartners.ca under the Liquor Suppliers & Agents tab).
**If the minimum discount on a spirit brings the retail price below SRP, a discount less than Vendors and Beer Vendors, Specialty Wine Stores), must
5% may be accepted.
offer participating products at sale price for the entire
***For single-serve beer, the discount price must not drop into the Economy classification.
LTO period. Private retailers will have a pre-buy period
in advance of the LTO periods.
The dollar savings amount is required to be filled out
on the LTO application. If a product changes retail In Liquor Marts, LTO products will be provided shelf
price following the LTO application approval and talkers, indicating the regular price, the sale price
the discount falls outside the criteria above, MBLL and the duration of the LTO. Liquor Vendors will be
will adjust the discount value to meet the minimum supplied with blank shelf talkers to use in their outlets.
requirements. Advertising for beer vendors will be the responsibility
of the supplier.
Suppliers will receive notification of approved or
declined LTO applications approximately 10 days
after the application deadline. Six weeks prior to the MARKETING SUPPORT
LTO period starting, a final summary will be sent to
All approved items will feature on LiquorMarts.ca on
suppliers. Once the summary is released, NO changes
the Limited Time Offers web page. Select items may
to discounts are permitted.
feature on Liquor Mart social media platforms and/
or additional advertising mediums. These items are
PRODUCT WITHDRAWAL FROM LTO selected at the discretion of MBLL.
The supplier may request a withdrawal from the LTO
program prior to the LTO bulletin being finalized.
If approved, any costs associated with the withdrawal
from the LTO program will be borne by the supplier.
All changes to the originally approved LTOs must be
submitted in writing.
27 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
HOT BUY PROGRAM
The Hot Buy Program is an extension of the LTO Program,
where the discount offered is greater.
The Hot Buy program runs concurrently with the LTO
program: there are three month-long LTO periods
annually (P3–June, P6–September, P12–March) which SELECTION CRITERIA
start on the first of the month and end on the last day of There will be a maximum number of items selected
the month. There are also nine LTO periods annually that for each LTO period. MBLL will select the participating
items based on the following criteria:
run in two-week, non-overlapping periods beginning on a
Monday and ending on a Sunday. The Marketing at Retail • Seasonal/Category focus
Program Schedule outlines the timing of the LTO events. • Category assortment balance and variety
APPLICATION
Suppliers may apply for inclusion in the program by
COST
completing the Marketing Program Application Form. The participation fee for approved Hot Buy SKUs is
All applications must be submitted by the deadline $125.00 per SKU. Suppliers will be charged back the full
date (please refer to the Marketing Program Schedule). amount of the retail discount for the sale.
Late applications for MBLL Distributed products will not
be accepted. PROGRAM GUIDELINES
& REQUIREMENTS
PARTICIPATION & ELIGIBILITY To qualify for the Hot Buy program, the following
pricing guidelines apply:
All listed products are eligible for the Hot Buy program,
with the exception of:
• Economy Spirits (excluding spirits which are Discount* Eligibility
allocated based on sales volume). Economy
Spirits 20% – SRP Premium or better
liqueurs are eligible.
Back-to-back Hot Buys on the same SKU are not Wine 20% – SRP Popular or better
permitted.
Beer 20% – SRP Premium or better
Ref Bev 20% – SRP Premium or better
*Discount cannot bring the retail below Social Reference Pricing (SRP) or cost.
(This policy can be found on www.MBLLPartners.ca under the Liquor Suppliers & Agents tab).
28 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
LIQUOR MART EXECUTION Private retailers stocking the product (Liquor Vendors,
Specialty Wine Stores and Licensees) must offer
Hot Buy products will be featured in Liquor Marts in
participating products at the sale price for the duration
one of two ways: on display or at shelf.
of the promotion.
MBLL will select a maximum of nine applicable
products to be featured on a display in Tier 1–3 stores
with Hot Buy signage. Any additional Hot Buy products MARKETING SUPPORT
will be featured at shelf only in stores that list the All approved items will feature on LiquorMarts.ca on
product. the HOT BUY web page. Select items may feature on
Tier 1–3 stores are required to list all products on Hot Liquor Mart social media platforms and/or additional
Buy display. Tier 4 and Liquor Mart Express locations advertising mediums. These items are selected at the
will merchandise Hot Buys at shelf only, providing they discretion of MBLL.
carry the product.
Suppliers will be notified if their application is
approved for a Hot Buy display. If a supplier has applied
for a Hot Buy but is not chosen to be on the display,
they may choose to have their product featured as
a Hot Buy at shelf, or they may change the discount
amount to be featured as an LTO item.
MBLL will provide stores with shelf talkers indicating
the Hot Buy designation, regular price, sale price and
duration of the offer.
Note that there will be no Hot Buy displays in Period
9, however all Hot Buy designated products will be
identified with a shelf talker.
29 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
MAX DEALS PROGRAM – LTO/AIR MILES®
The Max Deals Program is a short-term joint LTO and AIR MILES® promotion that provides
suppliers the opportunity to offer seasonally appropriate products on Limited Time Offer and
Bonus AIR MILES®, in accordance to the seasonal calendar.
APPLICATION PARTICIPATION & ELIGIBILITY
Suppliers may apply for the Max Deals Program by All listed products are eligible for the Max Deals
completing the Marketing Program and AIR MILES® program, with the exception of:
Program Application Forms. All applications must be • Economy products.
submitted by the deadline date (please refer to the
Marketing Program Schedule). • Products participating in the regular LTO or Bonus
AIR MILES® program are not eligible to participate in
A high-resolution bottle shot is required at time of the Max Deals Program, in the same period.
application: tiff. or .jpeg file, 4–5 inches tall at 300 dpi
(usually a minimum 800 KB to 1 MB in size).
To be considered for this program, a supplier must COST
submit a Max Deals LTO offer and a Max Deals Max Deals LTO
AIR MILES® offer on the respective application form. The participation fee for approved Max Deals SKUs is
These cannot be on the same SKU. $125.00 per SKU. Suppliers will be charged back the full
amount of the retail discount for the sale.
Max Deals AIR MILES®
Suppliers will be charged a reduced rate of $0.20 per
AIR MILES® Reward Mile awarded.
30 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
SELECTION CRITERIA
A maximum of 12 products will be selected for each program. As this program runs in conjunction with
specific holidays and occasions, preference will be given to applications for seasonally appropriate products.
P1 - April P2 - May P3 - June P5- August P7 - October
Holiday/ Mother’s Day Father’s Day Terry Fox Day Thanksgiving
Occasion Easter
Victoria day Canada Day Labour Day Halloween
Harvest White Wine,
Suggested Rosés, Sparklings, Beer, Scotch, Whisky, Beer, BBQ Wines, Refreshing
Products Whites, Rosés “Spooky” Labels,
Refreshing Beverages Canadian Wine Beverages, Cider, Beer
Pumpkin Flavours
P8 - November P9 - December P10 - January P11 - February P12 - March
Holiday/ Boxing Day
Occasion Grey Cup Super Bowl Valentine’s Day St. Patrick’s Day
New Year’s Day
Suggested
Products Beer, Whisky Sparkling Beer, Whisky Red Wine, Rosés Irish Whiskey, Irish Beer
31 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
PROGRAM GUIDELINES LIQUOR MART EXECUTION
& REQUIREMENTS MBLL will select up to six Max Deals LTO items and up to
To qualify for the Max Deals LTO, the following pricing six Max Deals AIR MILES® items to be displayed in Tier 1–3
guidelines apply: stores with Max Deals signage.
Tier 1–3 stores will be required to list all participating
Discount* Eligibility
Max Deals products. Tier 4 stores and Liquor Mart Express
locations will merchandise Max Deals at shelf only,
Spirits 15% – SRP Premium or better providing they carry the product.
Private retailers stocking the product (Liquor Vendors,
Specialty Wine Stores and Licensees) must offer
Wine 20% – SRP Popular or better
participating products at the sale price for the duration
of the promotion.
Beer 20% – SRP Premium or better
MARKETING SUPPORT
Ref Bev 20% – SRP Premium or better All approved items will feature on LiquorMarts.ca
on the MAX Deals web page.
*Discount cannot bring the retail below Social Reference Pricing (SRP) or cost.
(This policy can be found on www.MBLLPartners.ca under the Liquor Suppliers & Agents tab).
This program will also feature in the following:
• Newspaper ads
To qualify for the Max Deals AIR MILES®, applications will • Liquor Mart social media platforms
only be accepted for offers that reflect a cost of $1.50/ • Liquor Mart e-newsletter
mile or less for the customer. Please use the following
• AIR MILES® solo e-mail to approximately
calculation to determine the minimum offer:
80,000 collectors in Manitoba
• Product price ÷ $1.50 = minimum offer
32 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
BLACK FRIDAY PROGRAM
The Black Friday Program is an opportunity for suppliers to offer a large
discount for a three-day period from November 29 to December 1, 2019.
APPLICATION
Suppliers may apply for the Black Friday Program by
completing the Marketing Program Application Form. SELECTION CRITERIA
All applications must be submitted by June 18, 2019.
Late applications will not be accepted.
• Discount
• Distribution
PARTICIPATION & ELIGIBILITY
• Sales Volume
All listed products are eligible for the Black Friday
• Seasonality
program, provided they meet the following criteria: • Category Assortment
Spirits/ Liqueurs – Premium or better
Wine – Super Premium or better
LIQUOR MART EXECUTION
Products participating in the November 29 Bonus All Tier 1–3 Liquor Marts will feature a Black Friday
AIR MILES® Program or the November or December LTO display, as well as having highly visible shelf talkers
Programs are not eligible for the Black Friday Sale. at the shelf location.
Private retailers stocking the product (Liquor Vendors,
COST Specialty Wine Stores and Licensees) must offer
There is no participation fee for this program. Suppliers participating products at the sale price for the duration
will be charged back the full amount of the retail of the promotion.
discount for the sale.
MARKETING SUPPORT
PROGRAM GUIDELINES All approved items will feature on LiquorMarts.ca on the
& REQUIREMENTS Black Friday web page.
Discounts for this program are as follows: This program will also feature in the following:
• Newspaper ads
Minimum Discount • Liquor Mart social media platforms
Spirits 25%* • Liquor Mart e-newsletter
Wine 25%*
*Discount must not bring retail below cost, nor drop below the Social Reference Price.
33 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
TEMPORARY PRICE REDUCTION
A Temporary Price Reduction (TPR) is an opportunity for MBLL and/or suppliers to be
relieved of excess inventory by offering a Temporary Price Reduction to customers.
Temporary Price Reductions (TPRs) allow the Supplier
or MBLL to clear out inventory that was purchased in
excess, is approaching best-before dates or is not
selling quickly enough.
APPLICATION
Suppliers may apply for a Temporary Price Reduction by
contacting Category Management.
PARTICIPATION & ELIGIBILITY
The duration of the TPR will be determined by Category
Management and will depend on available inventory.
COST
The cost of the TPR will be borne by the supplier, by the
MBLL or shared, depending on circumstances.
LIQUOR MART EXECUTION
Products featured as Temporary Price Reduction will
be provided shelf talkers by MBLL. Stores that carry the
product will display the TPR at shelf, but are not required
to list it.
34 A P R I L 2 0 1 9 – M A R C H 2 0 2 0AIR MILES PROGRAMS
®
SECTION 4M A R K E T I N G P R O G R A M G U I D E
AIR MILES® BONUS MILES PROGRAM
In addition to the Liquor Mart AIR MILES® Reward Miles program that rewards
customers with one Reward Mile for every $30 before taxes (cumulative on
a monthly basis); suppliers may offer Bonus AIR MILES® Reward Miles
on selected products.
APPLICATION COST
Suppliers may apply for inclusion in the program by Suppliers will be charged a rate of $0.29 per AIR MILES®
completing the AIR MILES® Program Application form. Reward Mile awarded.
All applications must be submitted by the deadline date
(please refer to the Marketing Program Schedule).
Late applications, provided they are submitted 45
days in advance of the month of the program, may be
considered in rare circumstances.
PARTICIPATION & ELIGIBILITY
All listed products are eligible to participate in the
program. Back-to-back programs are permissible,
however the offer cannot change.
SELECTION CRITERIA
The Marketing Department reserves the right to limit the
number of Bonus AIR MILES® products for any period.
This will be done based on the following criteria:
• Seasonal/Category Focus
• Category assortment balance and variety
• Impact Program participation
36 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
PROGRAM GUIDELINES LIQUOR MART EXECUTION
& REQUIREMENTS Stores will feature the SKUs that they currently offer in
Below are the minimum numbers of Bonus AIR MILES® their assortments.
Reward Miles that can be awarded, based on price: Bonus AIR MILES® products will be provided shelf talkers
indicating the bonus offer.
Bonus AIR MILES®
RETAIL PRICE Reward Miles
MARKETING SUPPORT
Under $10.00 2 All approved items will feature on LiquorMarts.ca on the
Bonus AIR MILES web page. Select items may feature on
Liquor Mart social media platforms and/or additional
$10.00 to $14.99 4 advertising mediums. This includes AIR MILES®
generated direct e-mail to Collectors in Manitoba. These
items are selected at the discretion of MBLL.
$15.00 to $19.99 6
$20.00 to $24.99 7
$25.00 to $29.99 8
$30.00 to $34.99 10
$35.00 to $39.99 12
$40.00 to $49.99 15
$50.00 and higher 20
37 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
AIR MILES® MULTI-SKU PROGRAM
The Multi-SKU Bonus AIR MILES® Program allows suppliers to offer bonus
Reward Miles with the purchase of multiple SKUs as defined by the supplier.
There are up to three Multi-SKU Bonus program
opportunities in each AIR MILES® period.
APPLICATION
Suppliers may apply for inclusion in the program by
completing the AIR MILES® Program Application form.
All applications must be submitted by the deadline date
(please refer to the Marketing Program Schedule).
PARTICIPATION & ELIGIBILITY
AIR MILES® Reward Miles will be offered on a selected
group of products. Applications must include a minimum
of two SKUs and a maximum of three SKUs. All listed
products are eligible. Monthly offers must remain the
same for the entire month.
COST
Suppliers will be charged a rate of $0.25 per AIR MILES®
Reward Mile awarded.
PROGRAM GUIDELINES &
REQUIREMENTS
Applications will only be accepted for offers that reflect a
cost of $1.99/mile or less for the customer. Please use the
following calculation to determine the minimum offer:
(Average price of products x buy multiple)
÷ $1.99 = minimum offer
38 A P R I L 2 0 1 9 – M A R C H 2 0 2 0M A R K E T I N G P R O G R A M G U I D E
LIQUOR MART EXECUTION
Tier 1 stores must list all of the SKUs from each offer.
SELECTION CRITERIA Tier 2 and 3 stores must display each of the offers
• Seasonal/Category Focus and must include a minimum of two SKUs from each
offer in the display.
• Good distribution in Liquor Marts
Tier 4 stores may completely opt out of displaying
• Sufficient inventory levels exist to any one or all of the offers if they do not already carry
support the program the participating product. If they choose to display an
• Strength of offer offer, they must include a minimum of two SKUs from
that offer.
• Overall supplier participation in
Offers will be featured on LiquorMarts.ca. Participating
AIR MILES® Program
SKUs will be displayed on free-standing units. The
• Sales volume display will be supported by signage, created by the
Marketing Department, which will describe the Multi-
SKU Bonus AIR MILES® offer. Each participating SKU will
be provided shelf talkers stating the bonus offer.
MARKETING SUPPORT
All approved items will feature on LiquorMarts.ca on
the Bonus AIR MILES Multi-SKU web page. Select items
may feature on Liquor Mart social media platforms
and/or additional advertising mediums. This includes
AIR MILES® generated direct e-mail to Collectors in
Manitoba. These items are selected at the discretion
of MBLL.
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