Marketing program guide - APRIL 2020 / MARCH 2021 - Doing business with ...
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marketing program guide AP RI L 2020 / MAR C H 202 1
M A R K E T I N G P R O G R A M G U I D E
table of contents
D I S P L AY P R O G R A MS
Product Spotlight 6
NEW Brand Spotlight 9
Footprint Theatre 12
Impulse Bin 14
NEW Impulse @ Cash 16
Buy Now 18
Ad-Hoc 20
S U PP O R T P R O GR A M S
Refreshment Beverage Area Signage 22
Shelf Talker 24
Neck Tag 26
Value Add Program 28
Rep-Applied 28
Plant-Applied 29
Free of Charge (FOC) Packaging 30
Near Packs 31
L I M I T E D TIM E O F F E R P R O GRAMS
Limited Time Offer 33
Hot Buy 37
Black Friday 39
Temporary Price Reduction 41
2 A P R I L 2 0 2 0 – M A R C H 2 0 2 1
M A R K E T I N G P R O G R A M G U I D E
AI R M I L ES ® P R O GR A M S
AIR MILES® Bonus Miles 43
NEW AIR MILES® Bonus Buy More. Get More. Event 45
AIR MILES® MULTI SKU 46
AIR MILES® BUCKSLIP 48
NEW AIR MILES® MAX MILES 49
AIR MILES® 12 Days of MAX MILES 51
NEW AIR MILES® Direct E-mail 52
EX PE R I EN C E P R O GR A M S
In-Store Sampling 54
WineStation® Sampling 56
Liquor Experience Events 57
Distinctions – Premium Spirit Week 62
Winnipeg Whisky Festival 63
Winnipeg Wine Festival (WWF) 64
Flatlander's Beer Festival 66
Trade Shows 67
ADV E R T I SIN G P R O G R A MS
12-Pack Carrier Advertising 69
NEW In-Store Audio 71
Shopping Cart Advertising 73
3 A P R I L 2 0 2 0 – M A R C H 2 0 2 1
M A R K E T I N G P R O G R A M G U I D E
AP P E ND IC E S
Appendix A: Impact Tier Structure 76
Appendix B: Marketing Program Schedule 78
Appendix C: POP Material Requirements and Instructions for File Upload 79
Appendix D: Product Category Classifications 80
Appendix E: Summary of Marketing Program Application Templates 81
Appendix F: Liquor Mart In-Store Samplings Supplier/Sampler Guidelines and
82
Sampler Responsibilities
Appendix G: Contests 83
Appendix H: LX Events Application 84
Appendix I: 2020-21 MBLL Event & Festival Apllication Deadlines 85
4 A P R I L 2 0 2 0 – M A R C H 2 0 2 1
SECTION 1 display programs —
M A R K E T I N G P R O G R A M G U I D E
PRODUCT SPOTLIGHT
Product Spotlight provides the opportunity for suppliers to display products
at end caps and other prime locations for a one-month period.
A PP LICATIO N PA R T I C I PAT I O N & E L I G I BI LI TY
Suppliers may apply by completing the Displays will consist of no more than three
Marketing Program Guide Application Form. related SKUs.
All applications must be submitted by the
deadline date. (Please refer to the Marketing All regular listed products (excluding Economy*)
Program Guide Schedule). are eligible.
Late applications will not be accepted. *Applications for Economy products will be considered
for Periods 10 and 11 (January and February) only.
Liquor Marts are classified as Tiers 1 through
4 (refer to Appendix A). Liquor Marts have For Privately Distributed products, the supplier
been classified based on a combination of is responsible for ensuring adequate inventory is
sales volume and availability of display space. available to support the program.
Suppliers must select the stores they wish to
be featured in by Tier.
COST
Tier 1-4 Tier 1-3 Tier 1-2 Tier 1
PERIOD 56 Stores 41 stores 27 Stores 13 Stores
100% 89% 65% 36%
1 April $4,900 $4,675 $3,550 $1,925
2 May $5,600 $5,350 $4,050 $2,200
3 June $7,000 $6,700 $5,075 $2,750
4 July $6,300 $6,025 $4,575 $2,475
5 August $7,000 $6,700 $5,075 $2,750
6 September $5,600 $5,350 $4,050 $2,200
7 October $5,600 $5,350 $4,050 $2,200
8 November $5,600 $5,350 $4,050 $2,200
9 December $9,100 $8,700 $6,600 $3,575
10 January $4,200 $4,025 $3,050 $1,650
11 February $4,200 $4,025 $3,050 $1,650
12 March $4,900 $4,675 $3,550 $1,925
6 A P R I L 2 0 2 0 – M A R C H 2 0 2 1
M A R K E T I N G P R O G R A M G U I D E
SELECTION CRITERIA Product Spotlight Display signage during
the month-long LTO periods, provided all
participating products are approved on LTO.
• Seasonal/category focus Reference may also be made to an approved
month-long AIR MILES® offer.
• Good distribution in Liquor Marts
• Overall balance of displays
CO N T E STS
• Support of other marketing programs during
the period (Bonus AIR MILES®, LTOs, Value Adds etc.) Suppliers may use contests to enhance their
Product Spotlight Displays, but stores may
• Projected sales volume be unable to include the actual prize in the
display due to space limitations. If applicable,
• Approved listing (Approval of listing must be confirmed ballot boxes, ballots and pens/pencils must be
prior to applying for Product Spotlight Display) provided. The ballot box must be designed so
it does not impede product shop-ability.
See Appendix G for further contest details.
VA LU E A D DS A N D
PRO GRA M GUID E LINE S & N E A R PAC KS
S UP P LIER REQ U IRE M E NTS
If the Product Spotlight Display includes a near
It is the supplier’s responsibility to ensure that pack value add, it is expected that a enough
all promotional activities and creative elements quantity of the bonus item be available to
are compliant with regulations. 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.
P.O. P. SIG NAG E
All participating stores must receive the near
Upon notification of approval, the supplier pack item and merchandiser 7 days prior to the
must submit P.O.P. signage to the Liquor start of the period. At the time of application,
Experience department for approval. Suppliers’ the supplier must provide an image of the
signage creative must be 20”W x 20”H, with merchandiser, including the dimensions, to the
the live viewable area being 19.25”W x 18.5”H. Liquor Experience Department for approval.
All critical text and artwork should be kept The merchandiser cannot exceed 44” high x
1” inside of live area. All signage must contain 18" wide X 18" deep, with or without a header.
a legible social responsibility message
(Ex. Please enjoy responsibly). Suppliers must deliver merchandisers
pre-assembled, or assist in building and
Once the creative is approved, the supplier stocking the merchandisers, as required.
is responsible for uploading the file to
NOTE: Rep-applied value adds and near packs
the OneDrive folder to the deadlines and
cannot be mentioned on the Product Spotlight
instructions outlined in Appendix C. MBLL will
Display signage. If a store runs out of the near pack
have the signage created. Materials will be
value add, the merchandiser will be removed, and
printed, kitted and shipped directly to Liquor the Product Spotlight Display will remain up until the
Marts for placement in our P.O.P. signage end of the period.
frames.
Reference to the near pack value add and how to
P.O.P. must be seasonably appropriate, get the offer must appear on the merchandiser only
relevant to all products on display and clearly – either on the side panels or on a header, provided
communicate a “reason to buy”. use of a header does not exceed the maximum
Reference to price may appear on height of 44”.
7 A P R I L 2 0 2 0 – M A R C H 2 0 2 1
M A R K E T I N G P R O G R A M G U I D E
NE A R PACK D ISTRIB U TIO N
TO R URA L STO RE S
Suppliers can distribute near packs directly
to rural stores. These items must arrive at the
store prior to the start date of the period.
If a supplier prefers, they may request that
MBLL distribute the near pack items to rural
stores. Suppliers must pre-package the items
for each store and deliver these kits to the
Liquor Experience Department for 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.
LIQUO R MART E X ECU TIO N
MBLL is committed to providing the highest
quality service to our suppliers.
Liquor Marts will be required to list and display
all SKUs approved for the Product Spotlight
Display Program.
Inventory levels will be determined by MBLL
and enough inventory will be maintained
for the period to support visually effective
displays.
To ensure visual consistency, all Product
Spotlight displays will be merchandised on
end cap shelving, except for select boxed
wine, beer and refreshment beverages, as
determined by MBLL. Other exceptions
may apply, should racking impede program
execution.
Liquor Marts will have displays completed no
later than end of day, on the second day of
the period.
The Liquor Experience team is available to
meet with suppliers to assist in maximizing
opportunities to market their products and
determine programs to help execute and
maximize marketing strategies.
8 A P R I L 2 0 2 0 – M A R C H 2 0 2 1
M A R K E T I N G P R O G R A M G U I D E
BRAND SPOTLIGHT
Brand spotlight provides the opportunity for suppliers to showcase their brand with Liquor Mart
customers through an elaborate 360-degree approach to drive customer acquisition.
Brand Spotlight will progressively position your
brand paramount to the customer’s journey
in effort to drive significant sales volume and
COST
includes exclusive brand presence in focal The Brand Spotlight is inclusive of all
display space, support programming, experiential opportunities as previously outlined,
retailing and pronounced brand positioning in there are six opportunities per fiscal year
Liquor Mart advertising. available for a rate of:
A PP LICATIO N PERIOD Season $ Rate
Suppliers may apply by completing the Marketing
Program Guide Application Form.
2 May
There is one application deadline for Spring $32,500
3 June
all periods listed below. Applications are
due February 28, 2020. 4 July
Summer $32,500
Late applications will not be accepted. 5 August
6 September
Fall $30,000
7 October
8 November
Holiday $35,000
9 December
10 January
Winter $27,500
11 February
12 March
WWF $27,500
1 April
9 A P R I L 2 0 2 0 – M A R C H 2 0 2 1
M A R K E T I N G P R O G R A M G U I D E
SELECTION CRITERIA PR O G RA M G U I D E L I N E S &
S U PPL I E R R EQ U I R E M E N TS
• Size of the brand and growth trend Upon approval, suppliers are responsible to
• Liquor Mart benefit: Sales, up-sell potential, relevancy provide the following:
• Alignment with Liquor Mart seasonal themes • A high-resolution print ready bottle shot file
(minimum 300 dpi) for each applied SKU.
and key consumer occasions
• The file must be uploaded to the
• Consumer benefit: Education, solution, engagement, value OneDrive folder to the
deadlines and instructions outlined
in Appendix C.
• Key messaging and/or campaign tagline
• Feature cocktail (if applicable)
• Recipe (if applicable)
• Food pairing (if applicable)
• Tasting notes/educational content
MBLL will have the Brand Spotlight P.O.P.
signage created. Materials will be printed,
kitted and shipped directly to Liquor Marts.
L I Q U O R M A R T E XEC U T I ON
MBLL is committed to providing the highest
quality service to our suppliers.
Liquor Marts will be required to list and display
all SKUs approved for the Brand Spotlight
Display Program in the respective store.
Inventory levels will be determined by MBLL
and enough inventory will be maintained
for the period to support visually effective
displays.
Liquor Marts will have displays completed no
later than end of day, on the second day
of the period.
The Liquor Experience team is available to
meet with suppliers to assist in maximizing
opportunities to market their products and
determine programs to help execute and
maximize marketing strategies.
10 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
PA R TIC IPATIO N & E LIG IB IL I T Y
All listed products, excluding economy, are eligible for the Brand Spotlight.
Up to 12 SKUs can be featured
The Brand Spotlight will include the following:
PROGRAM Component Engagement Impressions Inventory Requirement Details
Product Spotlight Tier 1-3 1 1-3 SKU
Impuse Bin Tier 1-3 1 1-2 SKU
Display
Case Stack Tier 1-2 1 1-4 SKU Exclusive to Brand Spotlight program
Flagship Window Grant Park Only 1 1-6 SKU Exclusive to Brand Spotlight program
Shelf Talkers Tier 1-4 4 N/A
Shelf Blades Tier 1-2 4 N/A Exclusive to Brand Spotlight program
Support Vestibule Teaser Decal Tier 1-3 1 N/A Exclusive to Brand Spotlight program
Floor Decals Tier 1-3 2 N/A Exclusive to Brand Spotlight program
LTO Tier 1-4 4 N/A
Coordinated Sampling Tier 1 1 N/A
Experience
Supplier Lead Event Grant Park Only 1 N/A
Exclusive to Brand Spotlight program Dedicated brand exposure in high
Exterior Branding 10 N/A
visible, high traffic top 10 Liquor Mart stores
Shopping Cart Tier 1-4 ~650 N/A
In Store Audio Tier 1-4 ~720 N/A Dedicated brand spot in 63 stores
Liquor Mart Flyer Feature 2 N/A Exclusive to Brand Spotlight program
Advertising LiquorMarts.ca Home Page Web
Exclusive to Brand Spotlight program Circulation includes direct to home,
Banner Linking to Dedicated Web 1 N/A
online @ LiquorMarts.ca, mobile flyer app and in-store
Page
Exclusive to Brand Spotlight program 8 x
Facebook 8 x
Dedicated Social Media 20 N/A
Twitter 4 x
Instagram
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
FOOTPRINT THEATRE
Footprint Theatre provides the opportunity for suppliers to create in-store
excitement with a unique display unit that offers a small footprint with big impact
for a one-month period.
AP P LICATIO N
Suppliers may apply by completing the Marketing
COST
Program Guide Program Application Form. All TI E R 1
applications must be submitted by the deadline
date. (Please refer to the Marketing Program 1 3 STOR ES
Guide Schedule). 36 %
Late applications will not be accepted.
PERIOD $ Rate
Applications MUST include an image of the actual
display, construction material details, dimensions 1 April $925
(height, width and depth), and holding power.
2 May $1,075
PA RTIC IPATIO N & E LIG IB IL I T Y 3 June $1,325
All listed products (excluding Economy) are
4 July $1,200
eligible for the Footprint Theatre. 5 August $1,325
There are up to three opportunities for Tier 1 6 September $1,075
each period.
7 October $1,075
Displays will consist of a maximum of three SKUs.
8 November $1,075
9 December $1,725
10 January $800
11 February $800
12 March $925
12 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
PR O G RA M G U I D E L I N E S &
S U PPL I E R R EQ U I R E M E NTS
SELECTION CRITERIA Suppliers will be required to produce POS
displays no larger than 2’ x 3’ (or otherwise
approved by the Liquor Experience department).
• Seasonal/Category focus Display racks should be shop-able from
• Support of other Marketing Programs during the period 360 degrees or at a minimum have creative on
(Bonus AIR MILES®, LTO, Value Add, etc.) all sides (no white space on the back).
• Projected Sales Volumes Suppliers will deliver POS to participating stores
7 days prior to the start of the period. If
• Good distribution in Liquor Marts significant building is required, the supplier is
responsible to ensure the unit is constructed in
• Overall balance of displays advance of the period start date.
If suppliers wish to augment their Footprint
Theatre 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. If a display includes an in-store
draw, the prize, ballots and ballot box must be
accommodated on or within the rack. See the
Appendix G for more details.
All displays must be removed by the supplier
from stores at the end of the period. Display
units should be disposed of in an environmentally
friendly manner.
L I Q U O R M A R T E XEC U T ION
MBLL is committed to providing the highest
quality service to our suppliers.
Footprint Theatre displays will be placed in a high
traffic, high visibility section of the store.
Inventory levels will be determined by the MBLL
and enough inventory will be maintained for the
period to support visually effective displays.
The Liquor Experience team is available to
meet with suppliers to assist in maximizing
opportunities to market their products and
determine programs to help execute and
maximize marketing strategies.
13 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
IMPULSE BIN
Impulse Bin provides the opportunity for suppliers to promote
their products in an Impulse Bin for a one-month period.
APP LICATIO N PA R T I C I PAT I O N & E L I G I B I LI TY
Suppliers may apply by completing a Marketing All listed products 750 ml or less (excluding
Program Guide Application Form. economy) are eligible for the Impulse Bin.
All applications must be submitted by the SKUs cannot participate in back-to-back
deadline date. (Please refer to the Marketing Impulse Bin periods.
Program Guide Schedule).
Displays will consist of a maximum of 3 SKUs
Late applications will not be accepted. per display.
There are up to 4 opportunities per period:
• 2 x Tier 1-4
• 2 x Tier 1-3
COST
T IER 1- 4 TI E R 1 -3
5 6 STO RE S 41 STOR ES
10 0 % 89%
PERIOD $ Rate PERIOD $ Rate
1 April $925 1 April $700
2 May $1,050 2 May $800
3 June $1,325 3 June $1,000
4 July $1,200 4 July $900
5 August $1,325 5 August $1,000
6 September $1,050 6 September $800
7 October $1,050 7 October $800
8 November $1,050 8 November $800
9 December $1,725 9 December $1,275
10 January $800 10 January $600
11 February $800 11 February $600
12 March $925 12 March $700
14 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
PR O G RA M G U I D E L I N E S &
S U PPL I E R R EQ U I R E M E N TS
Upon approval, suppliers are required to provide
the following:
SELECTION CRITERIA • A high-resolution print ready bottle shot file
(minimum 300 dpi) for each approved SKU.
Selection will be based on the theme focus for each period • The file must be uploaded to the
(Please refer to the Marketing Program Guide Schedule). OneDrive folder according to the
deadlines and instructions outlined in
Appendix C.
L I Q U O R M A R T E XEC U T I ON
MBLL is committed to providing the highest
quality service to our suppliers.
Liquor Marts are required to list and display all
approved SKUs on the Impulse Bin display for
the duration of the period.
Inventory levels will be determined by MBLL
and enough inventory will be maintained for the
period to support visually effective displays.
Impulse Bin displays will be placed in a high
traffic, high visibility section of the store.
MBLL will print and distribute the Impulse Bin
P.O.P. signage.
Liquor Mart staff will place the P.O.P. signage
with the Impulse Bin display for the period.
The Liquor Experience team is available to
meet with suppliers to assist in maximizing
opportunities to market their products and
determine programs to help execute and
maximize marketing strategies.
15 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
IMPULSE @ CASH
Impulse @ Cash provides suppliers the opportunity to feature convenient small
format products at the cash register for a one-month period.
A PP LICATIO N
Suppliers may apply by completing the
COST
Marketing Program Guide Application Form. TI E R 1 -3
All applications must be submitted by the 41 STOR ES
deadline date. (Please refer to the Marketing 89%
Program Guide Schedule).
Late applications will not be accepted. PERIOD $ Rate
PA R TIC IPATIO N & E LIG IB IL I T Y 1 April $700
2 May $800
All listed single serve products, 500ml or
less (excluding economy) are eligible for the 3 June $1,000
Impulse @ Cash Display Program. 4 July $900
SKUs cannot participate in back-to-back 5 August $1,000
Impulse @ Cash displays.
6 September $800
Displays will consist of a maximum of 1 SKU.
There is one opportunity per period. 7 October $800
Participation is limited to Tier 1 - 3 Liquor 8 November $800
Marts (124 points of distribution). 9 December $1,275
10 January $600
11 February $600
12 March $700
16 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
PR O G RA M G U I D E L I N E S &
S U PPL I E R R EQ U I R E M E N TS
Upon approval, suppliers are required to provide
the following:
SELECTION CRITERIA • A high-resolution print ready bottle shot file
(minimum 300 dpi) for each approved SKU.
Selection will be based on the theme focus for each
• The file must be uploaded to the OneDrive
period (Please refer to the Marketing Program Guide folder according to the deadlines and
Schedule). instructions outlined in Appendix C.
L I Q U O R M A R T E XEC U T I ON
MBLL is committed to providing the highest
quality service to our suppliers.
Liquor Marts are required to list and display all
approved SKU on the Impulse @ Cash Display for
the duration of the period
Inventory levels will be determined by MBLL
and enough inventory will be maintained for the
period to support visually effective displays.
Impulse @ Cash displays will be placed at each
cash register of the respective store.
MBLL will print and distribute the Impulse @
Cash P.O.P. signage.
Liquor Mart staff will place the P.O.P. signage
with the Impulse @ Cash for the period.
The Liquor Experience team is available to
meet with suppliers to assist in maximizing
opportunities to market their products and
determine programs to help execute and
maximize marketing strategies.
17 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
BUY NOW
Buy Now adds excitement to the Liquor Mart shopping experience by offering
exceptional value products to retail customers on a limited opportunity basis.
Products featured on Buy Now will be purchased Program Guide Schedule).
Late applications will not be accepted.
and sold in smaller quantities to create a “Buy Now”
The total amount of cases available must be
experience for Liquor Mart customers. indicated on the application.
APP LICATIO N PA R T I C I PAT I O N & E L I G I B I LI TY
Suppliers may apply by completing the Products from any category (Wine, Spirits,
Marketing Program Guide Application Form. Beer or Refreshment Beverages) are eligible
All applications must be submitted by the for this program.
deadline date. (Please refer to the Marketing
PROGRAM DATE Occasion Category Focus
April 6-13, 2020 Easter Wine, Spirits, Beer, Refreshment Beverage
May 4-10, 2020 Mother's Day Wine
May 11-18, 2020 Victoria Day Beer, Refreshment Beverage, Spirits, Wine
June 15-21, 2020 Father's Day Spirits, Beer
June 25 - July 1, 2020 Canada Day Sprits, Wine, Beer, Refreshment Beverage
July 27 - Aug 3, 2020 Terry Fox Day Beer, Refreshment Beverage, Spirits, Wine
Aug 31-Sept 6, 2020 Labour Day Spirits, Beer, Refreshment Beverage
Oct 5-12, 2020 Thanksgiving Day Wines, Spirits
Oct 26-31, 2020 Halloween Spirits, Wine
Nov 16-22, 2020 Grey Cup Beer, Spirits, Refreshment Beverage, Wine
Dec 26-31, 2020 Boxing Day/New Year's Wine, Spirits, Beer, Refreshment Beverage
Feb 1-7, 2021 Super Bowl Beer, Spirits, Refreshment Beverage, Wine
Feb 8-15, 2021 Louis Riel Day/Valentine's Wine, Spirits, Beer, Refreshment Beverage
March 11-17, 2021 St Patrick's Day Spirits, Beer
March 29 - April 5, 2021 Easter Wine, Spirits, Beer, Refreshment Beverage
18 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
COST L I Q U O R M A R T E XEC U T ION
There is no participation fee for the Buy Now MBLL is committed to providing the highest
Program. quality service to our suppliers.
Inventory will be force-distributed to stores by
MBLL.
Inventory will be displayed in a case stack/stock
SELECTION CRITERIA pile display.
MBLL will print and distribute the Buy Now
• Must significantly “over deliver” on quality program P.O.P. signage.
for the price point
Liquor Mart staff will place the P.O.P. signage with
• Must be in good condition the Buy Now product for the period.
• Supported by accolades or compelling reason to buy The Liquor Experience team is available to
meet with suppliers to assist in maximizing
• Category performance opportunities to market their products and
• Quick access to market determine programs to help execute and
maximize marketing strategies.
M A R K E T I N G S U PPO R T
Buy Now items will be featured in supplemental
advertising on LiquorMarts.ca and digital and
social media.
NOTE: Buy Now items may be purchased and made
available to Liquor Mart customers on more than one
occasion. They may also be eligible for a regular listing
19 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
AD-HOC
Ad-Hoc provides the opportunity for suppliers to display spirits and wines in the
Fine Wines section of a Liquor Mart for a one-month period, at no charge.
A PP LICATIO N COST
Suppliers may apply by completing an There is no participation fee.
Ad Hoc Display Application Form. Application
Forms should be submitted to the Liquor Mart
Manager.
Applications will be approved 4-5 weeks prior
to the next period start date. SELECTION CRITERIA
Suppliers must select the stores in which • Seasonal/Category focus
they want their products featured. It is the
responsibility of the supplier to ensure the • Overall balance of displays
product is listed at the requested stores.
• Support of other marketing programs during the period
(Bonus AIR MILES®, LTO’s, Value Adds etc.)
PA R TIC IPATIO N & E LIG IB IL I T Y • Projected sales volumes
Eligible products for display:
• Wines priced Ultra Premium and above
• Deluxe priced spirits
No more than three SKUs are permitted per PR O G RA M G U I D E L I N E S &
display. The method of display and inventory
levels will be determined by the store
S U PPL I E R R EQ U I R E M E N TS
management team. Signage is not required; however it does
enhance the display and increase the likelihood
of being selected. Signage cannot exceed
25"W x 20"H, must be seasonally appropriate,
and where possible, be relevant to all products
on display. Pricing information may not appear
on the sign. All signage must include a social
responsibility message and be pre-approved
by the Liquor Experience Department 30 days
in advance (submit to Programming@mbll.ca)
The supplier is responsible for the production
and distribution of signage.
It is the supplier’s responsibility to ensure that
all promotional activities and creative elements
are compliant with regulations.
20 A P R I L 2 0 2 0 – M A R C H 2 0 2 1SECTION 2 support programs —
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
Refreshment Beverage Area Signage provides the opportunity for suppliers to place signage over
product in the Refreshment Beverage Area in Tier 1-3 stores for a one-month period.
A PP LICATIO N Beer, coolers and ciders (excluding Economy)
are eligible for participation in this program.
Suppliers may apply by completing the Marketing
Program Guide Application Form. For Privately Distributed products, the supplier
is responsible for ensuring adequate inventory is
All applications must be submitted by the available to support the program.
deadline date (please refer to the Marketing
Program Guide Schedule). Product must be approved for pick-list prior
to application for Refreshment Beverage Area
Late applications will not be accepted. Signage.
Participation is limited to 1 SKU only.
PA R TIC IPATIO N & E LIG IB IL I T Y Inventory levels will be determined by MBLL.
This program is intended for currently listed
products regularly merchandised in refreshment
beverage areas, with no near pack value add or
in-store contest. Online contests are permitted;
COST
see the appendix G for details.
TI E R 1 -3
41 STOR ES
89%
PERIOD $ Rate
1 April $2,200
2 May $3,100
3 June $3,700
4 July $3,500
5 August $3,300
6 September $2,200
7 October $2,200
8 November $2,000
9 December $3,100
10 January $1,800
11 February $1,800
12 March $2,200
22 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
PR O G RA M G U I D E L I N E S &
S U PPL I E R R EQ U I R E M E N TS
SELECTION CRITERIA Upon notification of approval, the supplier
must submit P.O.P. signage to the Liquor
Experience department for approval. Once the
• Seasonal/Category focus creative is approved, the supplier is responsible
• Good distribution in Liquor Marts for uploading the files to the OneDrive folder.
See Appendix C for deadlines and file upload
• Projected sales volumes instructions.
• Product is approved on Pick List
NOTE: Two different file dimensions are
required with the same creative, as there are
two different size fixtures in Liquor Marts.
Requirements are as follows:
• 34.75”W x 8”H with and 8” footer with 0.25”
bleed and 1” margin landscape orientation.
• 34.75”W x 8”H with no footer with 0.25”
bleed and 1” margin landscape orientation.
P.O.P. must be "seasonally appropriate",
relevant to the participating product, and
clearly communicate a “reason to buy”.
Reference to price may appear on Refreshment
Beverage Area Signage only during the
month-long LTO periods. Reference may also
be made to approved month-long AIR MILES®
offers.
It is the supplier's responsibility to ensure that
all promotional activities and creative elements
are compliant with regulations.
L I Q U O R M A R T E XEC U T I ON
MBLL is committed to providing the highest
quality service to our suppliers.
MBLL will have the signage printed.
Refreshment Beverages Area materials will be
kitted and shipped directly to Liquor Marts.
Tier 1-3 stores will be required to list all SKUs
approved for the program.
The Liquor Experience team is available to
meet with suppliers to assist in maximizing
opportunities to market their products and
determine programs to help execute and
maximize marketing strategies.
23 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
SHELF TALKER
Shelf Talkers provide meaningful information to customers
at the regular shelf location.
Shelf Talkers should contain relevant information
such as: drink recipes, accolades, food pairing
COST
recommendations and product knowledge. TI E R 1 - 4
5 6 STOR ES
100%
A PP LICATIO N
Suppliers may apply by completing the PERIOD $ Rate
Marketing Program Guide Application Form. All
applications must be submitted by the deadline 1 April $200
date. (Please refer to the Marketing Program
Guide Schedule). 2 May $250
Late applications will not be accepted. 3 June $300
All applications MUST be accompanied by the 4 July $275
FINAL shelf talker creative.
5 August $300
6 September $250
PA R TIC IPATIO N & E LIG IB I L I T Y 7 October $250
All listed products are eligible for the Shelf
Talker Program. 8 November $250
• SKUs cannot participate in back-to-back 9 December $400
periods. 10 January $175
• Products participating in the Bonus AIR 11 February $175
MILES or LTO programs in the same period
are not permitted. 12 March $200
• Suppliers are limited to a maximum of 15
Shelf Talkers per period.
24 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
SELECTION CRITERIA PR O G RA M G U I D E L I N E S &
R EQ U I R E M E N TS
The total number of Shelf Talkers may be limited. Shelf Talker creative must:
Selection will be made based on: • Be submitted as high a resolution JPEG file,
• Seasonal/Category focus 5.125"W x 3"H, (landscape orientation only),
with no bleeds or crop marks.
• Overall balance
• Include the brand number.
• Not include or refer to price, or a Bonus AIR
MILES® offer.
• Not mention the alcohol content of the
featured product. (Alcohol % on bottle image
is acceptable.)
If the Shelf Talker text mentions a vintage, it
should match the vintage of the bottle on the
shelf. If the vintages don’t match, Liquor Mart
staff reserve the right to not display the
Shelf Talker.
• The creative folder must be uploaded to the
OneDrive folder according to the deadline
and instructions outlined in Appendix C.
L I Q U O R M A R T E XEC U T I ON
MBLL is committed to providing the highest
quality service to our suppliers.
MBLL will print and distribute the Shelf Talkers
to Liquor Marts and stores that carry the
product will display the Shelf Talker at the
regular shelf location for the entire period.
Stores are not required to list products if they
do no regularly carry them.
The Liquor Experience team is available to
meet with suppliers to assist in maximizing
opportunities to market their products and
determine programs to help execute and
maximize marketing strategies.
25 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
NECK TAG
The opportunity for suppliers to apply neck tags on corresponding
products for a one-month period.
A PP LICATIO N
COST
Suppliers may apply by completing the
Marketing Program Guide Application Form. TI E R 1 - 4
All applications must be submitted 5 6 STOR ES
by the deadline date. (Please refer to the 100%
Marketing Program Guide Schedule).
PERIOD $ Rate
Late applications will not be accepted.
All applications must be accompanied 1 April $40
by the creative. 2 May $50
3 June $60
PA R TIC IPATIO N & E LIG IB IL I T Y 4 July $50
All listed products are eligible for the Neck Tag 5 August $60
program.
SKUs cannot participate in back-to-back Neck
6 September $50
Tag periods. 7 October $50
8 November $50
9 December $75
10 January $35
11 February $35
12 March $40
26 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
PR O G RA M G U I D E L I N E S &
R EQ U I R E M E N TS
SELECTION CRITERIA It is the supplier’s responsibility to print,
distribute and place Neck Tags on approved
The total number of neck tags may be limited. Selection products.
will be based on: Neck Tag creative must not:
• Seasonal/Category focus • Exceed 3"W x 5"H.
• Overall assortment • Include or refer to price, price change, or a
Bonus AIR MILES® offer.
Neck tags must be professionally produced
and must contain meaningful information, such
as food pairings, drink recipes, accolades, and/
or information about the product.
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 right to remove the Neck Tag.
It is the supplier’s responsibility to ensure that
all promotional activities and creative elements
are compliant with regulations
L I Q U O R M A R T E XEC U T I ON
MBLL is committed to providing the highest
quality service to our suppliers.
Stores are not required to list products if they
do no regularly carry them.
Liquor Marts will receive a summary of
approved Neck Tags each period. However, it is
the supplier’s responsibility to print, distribute
and place Neck Tags on approved products.
The Liquor Experience team is available to
meet with suppliers to assist in maximizing
opportunities to market their products and
determine programs to help execute and
maximize marketing strategies.
27 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
VALUE ADD
Value Adds provide suppliers the opportunity to entice customers to purchase
a product with a promotional item.
There are four different ways suppliers An image of the value add and/or fastener
may apply for the Value Add program: must accompany the application. A physical
sample may also be requested
1) REP-APPLIED PA R T I C I PAT I O N & E L I G I BI LI TY
2) PLANT-APPLIED All listed products are eligible to participate.
3) FREE OF CHARGE PACKAGING Value add items must be appropriate, of good
quality, and not obscure the UPC.
4) N EAR PACK The Liquor Experience Department reserves
(in conjunction with an approved Product Spotlight display) the right to turn down value adds that are
considered to be unacceptable.
IMPORTANT
Proper fasteners are required, i.e. no elastic
Value adds are intended as incentives for customers to bands or tape.
purchase participating products, during the approved
period. We ask that suppliers pick up any remaining
value adds, including near pack items, within 7 days
of the end of the period. Value adds not picked up
COST
will be disposed of. Already-applied can remain on
product until they sell through; suppliers are not
required to remove from product at the end of the TI E R 1 - 4
period. Value add items must not be offered to Liquor 5 6 STOR ES
Mart employees, including Store Managers, under any
circumstances. 100%
____________________________________
PERIOD $ Rate
1 April $40
1) REP-APPLIED 2 May $50
Rep-Applied value adds are non-liquor bonus 3 June $60
items that are placed on product by sales 4 July $50
representatives in store.
5 August $60
A PP LICATIO N 6 September $50
Suppliers may apply by completing the 7 October $50
Marketing Program Guide Application Form.
8 November $50
All applications must be submitted by the
deadline date. (Please refer to the Marketing 9 December $75
Program Guide Schedule). 10 January $35
Late applications will not be accepted. 11 February $35
12 March $40
28 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
______________________________________ All value adds are time specific, and
plant-applied value adds will be front-loaded in
2) PLANT-APPLIED the Distribution Centre approximately 3 weeks
prior to the start of the program. Requests for
Plant-Applied value adds are liquor or non-liquor value adds should be for amounts equivalent to
bonus items delivered to MBLL’s warehouse with 4 weeks projected sales. MBLL will not accept
the bonus item already fastened to the bottles. applications for less than full pallet amounts.
The MBLL will determine final quantities required.
AP P LICATIO N Ideally, the master case configuration should not
Suppliers may apply by completing the change. If by nature of the value add the case
Marketing Program Guide Application Form. All configuration would be different from that of
applications must be submitted by the deadline the parent brand, i.e. 6 units per case versus the
date (please refer to the Marketing Program regular 12 per case, the supplier will be charged a
Guide Schedule). Late applications will not be $500.00 handling charge per period.
accepted. Plant-Applied value adds are bulletined
Applications must include the plant-applied SCC approximately five weeks prior to the period.
number as well as the quantity of cases available start date.
for the period.
An image of the value-add and/or fastener must
accompany the application. A physical sample
may also be requested.
PA RTIC IPATIO N & E LIGIB IL I T Y
• The product must be sourced within Canada.
• Economy products are not eligible for a
plant-applied value add.
• SKUs cannot participate in back-to-back
plant-applied value add. COST
• The parent brand must have wide distribution The supplier is also responsible for the
in Liquor Marts. minimum markup and surcharges on all
value-added beverage alcohol.
• Only high volume product submissions for
liquor value adds will be entertained for Period PERIOD $ Rate Per SKU
9 due to logistics issues.
• If the value add is a liquor miniature, the 1 April $200
miniatures must be a Liquor Mart listed
product.
2 May $250
All relevant UPC/SCC standards must be adhered 3 June $300
to pursuant to the “Product Identification 4 July $275
Standards for Use in the Distribution of Beverage
Alcohol” guidelines. The guidelines are available 5 August $300
on-line – MBLLpartners.ca – on the Liquor
Agents & Suppliers page under CALJ Product 6 September $250
Identification Standards. 7 October $250
We are unable to approve plant-applied liquor 8 November $250
value adds on products sourced outside of
Canada. Since value adds are sold under the 9 December $400
parent brand number in Manitoba, we are unable
to reconcile inventory pursuant to the Canada 10 January $175
Border Services Agency regulations.
11 February $175
Plant-applied value adds must be clearly marked
with the new SCC on the shipper, as well as a
12 March $200
label identifying the value add.
29 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
ACCURACY PA R T I C I PAT I O N & E L I G I BI LI TY
Any product received at the Distribution All listed products are eligible to participate.
Centre improperly identified will be retagged The quantity of plant-applied FOC packages
at the Distribution Centre, for which the requested should be for amounts no greater
supplier will be charged. Rates below: than 4 weeks projected sales. The MBLL will
determine final quantities required.
Minimum Labour Charge All relevant UPC/SCC standards must
be adhered to pursuant to the “Product
Identification Standards for Use in the
Re-Piling/Clean Up/Wrong Pallet Patterns Distribution of Beverage Alcohol” guidelines.
First 40 Cases $100.00 The guidelines are available on–line –
Additional Cases $ 0.50/cs MBLLpartners.ca – on the Liquor Agents
& Suppliers page under CALJ Product
Identification Standards.
Minimum Re-Label Charge of Cases If the FOC packaging is plant-applied, the new
SCC, as well as a label identifying the package,
First 40 Cases (includes re-pile) $150.00 must be clearly marked on the shipper. Only
Additional Cases (includes re-pile) $ 1.00/cs the UPC should appear on the packaging.
Cellophane wraps are permitted, provided that
the UPC is clear and scannable and matches
NOTE: Rep-Applied value adds may be permitted on the UPC of the bottle.
the same SKU in the same period as Plant-Applied
value adds. However, Rep-Applied value adds may
only be placed on product once inventory of the
Plant-Applied value add has depleted or placed on
COST
product that does not have the Plant-Applied value
TI E R 1 - 4
add.
5 6 STOR ES
_____________________________________ 100%
PERIOD $ Rate
3) FREE OF CHARGE (FOC) 1 April $40
PACKAGING 2 May $50
Free of Charge Packaging refers to gift boxes, 3 June $60
tins, etc. where the retail price is the same as 4 July $50
the bare bottle product. FOC packaging may
be plant or rep-applied. 5 August $60
A PP LICATIO N 6 September $50
7 October $50
Suppliers may apply by completing the
Marketing Program Guide Application Form. 8 November $50
All applications must be submitted by the
deadline date (please refer to the Marketing
9 December $75
Program Guide Schedule). 10 January $35
Late applications will not be accepted. 11 February $35
A sample of the actual FOC packaging 12 March $40
must be provided to the Liquor Experience
Department at least one month in advance of
the program.
30 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
ACCURACY A PPL I CAT I O N
Any product received at the Distribution Centre Suppliers may apply for inclusion in the program
improperly identified will be retagged at the by completing the Marketing Program Guide
Distribution Centre, for which the supplier will be Application Form.
charged.
All applications must be submitted by the
deadline date (please refer to the Marketing
Minimum Labour Charge Program Guide Schedule).
Re-Piling/Clean Up/Wrong Pallet Patterns Late applications will not be accepted.
First 40 Cases $100.00
Additional Cases $ 0.50/cs PR O G RA M G U I D E L I N E S &
S U PPL I E R R EQ U I R E M E N TS
Minimum Re-Label Charge of Cases It is expected that a enough of the bonus item be
available to support the program for the entire
First 40 Cases (includes re-pile) $150.00 period.
Additional Cases (includes re-pile) $ 1.00/cs
The supplier must provide a method to display
the near pack, i.e. a floor-model merchandiser.
_____________________________________
All participating stores must receive the near
4) NEAR PACKS pack item and merchandiser 7 days prior to the
start of the period. At the time of application,
Near Packs are a value add that is not attached the supplier must provide an image of the
to the bottle, but instead has its own merchandiser, including the dimensions, to the
free-standing merchandiser. Near Pack value Liquor Experience Department for approval.
adds are permitted in conjunction with an The merchandiser cannot exceed 18"W x 18"D x
approved Product Spotlight only. 44"H, with or without a header. Suppliers must
deliver merchandisers pre-assembled, or assist
with building and stocking the merchandisers, as
RURA L STO RE D ISTRIB UTI O N required.
Suppliers may distribute value adds directly to NOTE: The Near Pack value add cannot be mentioned
the rural stores.
on the Product Spotlight signage. Reference to the
If a supplier prefers, they may request that the near pack value add and how to get the offer must
Liquor Experience Department distribute appear on the merchandiser only.
non-liquor value adds to rural stores. Suppliers
must pre-package the items for each store
and deliver these kits to the Liquor Experience
Department. Small packages of value adds L I Q U O R M A R T E XEC U T I ON
which will fit in an envelope may be shipped MBLL is committed to providing the highest
to stores at no cost to the supplier. Shipping quality service to our suppliers.
and handling charges for larger value adds that
cannot fit in an envelope, eg. glasses, are $25.00 If at store runs out of the near pack, the
for the first case, $5.00 for each additional merchandiser will be removed, and the Product
case, per store. The value adds should be Spotlight display will remain up until the end of
delivered to the Liquor Experience Department the period.
for distribution 30 days prior to the start of the
The Liquor Experience team is available to
period.
meet with suppliers to assist in maximizing
opportunities to market their products and
determine programs to help execute and
maximize marketing strategies.
31 A P R I L 2 0 2 0 – M A R C H 2 0 2 1SECTION 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
Limited Time Offer (LTO) are short-term discounts on products, in accordance with the
MBLL’s Social Reference Pricing Policy.
There are 11 month-long LTO periods this fiscal year: P2 LTO applications for two consumer-size
packages (750ml and 1140ml) of spirits will not
May through P12 March; which start on the first of the be considered for the same period.
month and end on the last day of the month. There is 1 LTO applications for wine will be limited to one
package size per period.
two-week LTO period: P1 April 1st – 15th. The Marketing
Program Guide Schedule (see Appendix B) outlines the
timing of the LTO events.
A PP LICATIO N
Suppliers may apply by completing the
Marketing Program Guide Application Form. All
applications must be submitted by the deadline
date (please refer to the Marketing Program
Guide Schedule).
Late applications will not be accepted.
MBLL will entertain LTO applications for
Privately Distributed Beer up to 6 weeks prior
to the LTO start date, provided that the bulletin
has not been released, as the MBLL is not
responsible for sourcing the inventory.
PA R TIC IPATIO N & E LIG IB IL I T Y
All listed products are eligible for the LTO
program, with the exception of:
• Economy Spirits
• Economy Liqueurs are eligible
• Some Economy Spirits may be
permitted based on allocation
determined by sales volumes.
• Products participating in any AIR MILES®
programs during the same period.
Back-to-back LTOs on the same SKU are not
permitted.
33 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
COST
For MBLL Distributed products, suppliers will
PERIOD $ Rate Per SKU be charged back the full amount of the retail
discount for the sales to commercial customers
during the pre-buy and LTO period. Suppliers
1 April $125 will also be charged back the full amount of the
2 May $150 retail discount for the sales at Liquor Marts.
3 June $200 For Privately Distributed beer, the Retail/
Licensee price and the PO case cost are adjusted
4 July $175 for the LTO period (including pre-buy) and thus
the supplier chargeback is only for the SKU
5 August $200 participation fee.
6 September $150
7 October $150
8 November $150
9 December $250
10 January $100
11 February $100
12 March $125
Maximum number of SKUs available for each LTO period
Refreshment
PERIOD Spirits Wine Beer Total # Of LTO
Beverage
1 April 69 145 42 14 270
2 May 79 166 48 16 309
3 June 98 208 60 20 386
4 July 89 187 54 18 347
5 August 98 208 60 20 386
6 September 79 166 48 16 309
7 October 79 166 48 16 309
8 November 79 166 48 16 309
9 December 128 270 78 26 502
10 January 59 125 36 12 232
11 February 59 125 36 12 232
12 March 69 145 42 14 270
34 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
PR O G RA M G U I D E L I N E S &
S U PPL I E R R EQ U I R E M E N TS
SELECTION CRITERIA To qualify for the LTO program, the following
pricing guidelines apply:
There will be a maximum number of SKUs selected Discount* Eligibility
for each LTO period based on the percentage of category
SKU count divided by the total SKU count. Spirits 5% - SRP** Premium or better
Economy is allocated
MBLL will select the participating SKUs Wine 10% - SRP** Popular or better
based on the following criteria:
• Sub-category allocation Beer 10% - SRP**† Premium or better
• % discount
Ref Bev 10% - SRP** Premium or better
• Smart discounts*
• Premiumization *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).
• $ Sales
** If the minimum discount on a spirit brings the retail price below SRP,
• Distribution a discount less than 5% may be accepted.
• Seasonality † For single serve beer, the discount price must not drop into economy
classification.
• Category focus The dollars savings amount is required
• Assortment balance and variety to be filled out on the Marketing Program
Guide Application Form. If a product
• Additional program participation changes retail price following the application
approval and the discount falls outside of the
• Additional festival/event support above criteria, MBLL will adjust the discount
• Annual marketing spend value to meet the minimum requirements.
*Suppliers are highly encouraged to round the LTO discount to the
nearest quarter. Ideally LTO discounts are rounded to the nearest dollar. Suppliers will receive notification of approved or
declined LTO applications approximately 10 days
after the application deadline. Approximately 6
weeks prior to the LTO period starting, a final
summary will be sent to suppliers. Once the
summary is released, no changes to discounts
are permitted.
PR O D U C T W I T H D RAWA L
F R O M LTO
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 applications must be
submitted in writing.
35 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
LIQUO R MART E X ECUTIO N M A R K E T I N G S U PPO R T
MBLL is committed to providing the highest All approved SKUs will be featured at
quality service to our suppliers. LiquorMarts.ca on the Limited Time Offers
web page.
Products on the program will be available to all
customer types with no limit on the purchase Select items may be featured on Liquor Mart
per customer. Private retailers stocking the digital and social media platforms and/or
product (Liquor Vendors, Beer Vendors, and additional advertising mediums. These SKUs
Specialty Wine Stores), must offer participating are selected at the discretion of MBLL.
products at the sale price for the entire LTO
period. Private retailers will have a pre-buy
period in advance of each LTO period.
In Liquor Marts, LTO products will be provided
shelf talkers, indicating the regular price,
the sale price, the savings and the duration
of the LTO. Liquor Vendors will be supplied
with blank shelf talkers to use in their outlets.
Advertising for beer vendors will be the
responsibility of the supplier.
The Liquor Experience team is available to
meet with suppliers to assist in maximizing
opportunities to market their products and
determine programs to help execute and
maximize marketing strategies.
36 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
HOT BUY
Hot Buy 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 11 month-long LTO periods this fiscal
COST
year: P2 May through P12 March; which start on the first of PERIOD $ Rate Per SKU
the month and end on the last day of the month. There is
1 two-week LTO period: P1 April 1st – 15th. The Marketing 1 April $125
Program Guide Schedule (see Appendix B) outlines the 2 May $150
timing of the LTO events. 3 June $200
4 July $175
A PP LICATIO N 5 August $200
Suppliers may apply by completing the 6 September $150
Marketing Program Guide Application Form. All
applications must be submitted by the deadline 7 October $150
date (please refer to the Marketing Program
Guide Schedule).
8 November $150
Late applications will not be accepted. 9 December $250
MBLL will entertain Hot Buy applications for 10 January $100
Privately Distributed Beer up to 6 weeks prior 11 February $100
to the Hot Buy start date, provided that the
bulletin has not been released, as the MBLL is 12 March $125
not responsible for sourcing the inventory.
For MBLL Distributed products, suppliers will
be charged back the full amount of the retail
PA R TIC IPATIO N & E LIG IB IL I T Y discount for the sales to commercial customers
during the pre-buy and Hot Buy period.
All listed products are eligible for the Hot Buy Suppliers will also be charged back the full
program, with the exception of: amount of the retail discount for the sales at
• Economy Spirits (excluding spirits which are Liquor Marts.
allocated based on sales volume). For Privately Distributed beer, the Retail/
• Economy Liqueurs are eligible. Licensee price and the PO case cost are
adjusted for the Hot Buy period (including pre-
• Products participating in any AIR MILES® buy) and thus the supplier chargeback is only
programs during the same period. for the SKU participation fee.
Back-to-back Hot Buys on the same SKU are not
permitted.
37 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
L I Q U O R M A R T E XEC U T I ON
MBLL is committed to providing the highest
SELECTION CRITERIA quality service to our suppliers.
Hot Buy products will be featured in Liquor
There will be a maximum number (9) of items selected for Marts in one of two ways: on display or at shelf.
each Hot Buy period MBLL will select a maximum of 9 SKUs to be
featured on a display in Tier 1-3 stores with
MBLL will select the participating items based on the Hot Buy signage.
following criteria: Tier 1-3 stores are required to list all products on
Hot Buy display. Tier 4 and Liquor Mart Express
• Sub-category allocation locations will merchandise Hot Buys at shelf
• % discount only, provided they carry the product.
• Smart discount* Suppliers will be notified if their application
is approved for a Hot Buy display. If the
• Premiumization application is not approved for the Hot Buy
• $ Sales display, it will be considered for LTO approval
instead.
• Distribution
MBLL will provide stores with shelf talkers
• Seasonality indicating the Hot Buy designation, the regular
price, the sale price, the savings and duration of
• Category focus the offer.
• Assortment balance and variety Note that there will be no Hot Buy display
• Additional program participation in Period 9, however all Hot Buy designated
products will be identified with a shelf talker.
• Additional festival/event support
Private retailers stocking the product (Liquor
• Annual marketing spend Vendors, Specialty Wine Stores and Licensees)
*Suppliers are highly encouraged to round the Hot Buy discount to the
must offer participating products at the sale
nearest quarter. Ideally Hot Buy discounts are rounded to the nearest dollar. price for the duration of the promotion.
The Liquor Experience team is available to
meet with suppliers to assist in maximizing
opportunities to market their products and
P RO GRA M G U ID E LINE S & determine programs to help execute and
maximize marketing strategies
SUPP LIER REQ U IRE M E NTS
To qualify for the Hot Buy program, the
following pricing guidelines apply: M A R K E T I N G S U PPO R T
All approved Hot Buy SKUs will be featured at
Discount* Eligibility LiquorMarts.ca on the Hot Buy web page.
Premium or better Hot Buy SKUs will be featured on Liquor Mart
Spirits 15% - SRP Economy is allocated digital and social media platforms and/or
additional advertising mediums.
Wine 20% - SRP Popular or better Hot Buy SKUs will also be featured in the
monthly Liquor Mart flyer (direct to home, online
Beer 20% - SRP Premium or better @ LiquorMarts.ca , mobile flyer app and
in-store).
Refreshment 20% - SRP Premium or better Hot Buy SKUs will also be featured in the Liquor
Beverage Mart E-newsletter.
*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).
38 A P R I L 2 0 2 0 – M A R C H 2 0 2 1M A R K E T I N G P R O G R A M G U I D E
BLACK FRIDAY
Black Friday is an opportunity for suppliers to offer a large discount
for a 3 day period from November 27 to November 29, 2020.
A PP LICATIO N COST
Suppliers may apply by completing the There is no participation fee for this program.
Marketing Program Guide application form. All
applications must be submitted by For MBLL Distributed products, Suppliers will
June 18, 2020 (please refer to the Marketing be charged back the full amount of the retail
Program Guide Schedule). discount for the sales to commercial customers
during the pre-buy and Black Friday period.
Late applications will not be accepted. Suppliers will also be charged back the full
amount of the retail discount for the sales at
Liquor Marts.
PA R TIC IPATIO N & E LIG IB I L I T Y For Privately Distributed beer, the Retail/
All listed products are eligible for the Black Licensee price and the PO case cost are
Friday program, with the exception of: adjusted for the Black Friday period (including
pre-buy) and thus the supplier chargeback is
• Economy Spirits only for the SKU participation fee.
• Economy Liqueurs are eligible
Products participating in the November LTO
Program or November B Bonus AIR MILES®
Program are not eligible for the Black Friday
Sale.
39 A P R I L 2 0 2 0 – M A R C H 2 0 2 1You can also read
