In-Store Merchandising Procedures Manual Marketing

Transcription

ALCOOL NB LIQUOR – July – December 2014 Merchandising Procedure Manual
In-Store Merchandising
Procedures Manual
Marketing
July (P4) – December (P9), 2014
Call out: February 17, 2014
1
Table of Contents
Introduction
3
General Regulations Governing Merchandising Programs
Application Process
Criteria for Awarding Merchandising Programs
Promotional Materials
Approvals
Language Requirements
Specifications
Display Enhancements
Receipt & Distribution
Criteria for approval if in store materials
4
Highlights of Policy Changes July -December 2014
9
Merchandising Programs
11
Merchandising Programs – Display Options
24
Merchandising Programs – At Shelf
27
Merchandising Programs – On Packs
33
Merchandising Programs – Individual Stores
36
Marketing – Web Advertising
40
Merchandising Programs – Agency Store Display
42
Merchandising Programs – Tastings
45
Appendices
A - Contacts
B - Important Dates
C - Agency Stores
D - Cash Lanes
E - # of Beer Displays Available
F - Agent Product Tasting Rebate Form
G - Store Listing by Banner and Groupings
H - ANBL Display Groups
I - Program Fees
49
2
INTRODUCTION
The New Brunswick Liquor Corporation is a Provincial Crown Corporation established as the
sole authority for the importation and retailing of beverage alcohol within the Province of New
Brunswick.
The Corporation operates a Head Office and Distribution Centre, which is located in
Fredericton. All warehousing and distribution of beverage alcohol is done through this facility,
with the exception of direct delivery of locally produced / bottled beer.
The provincial retail network consists (effective January 13, 2014) of 44 Corporate Stores, 84
Agency Stores that are privately operated and 14 Manufacturer’s Agency Stores.
This document is published by the Marketing department for the purposes of providing details
to suppliers / representatives regarding merchandising opportunities available in Alcool NB
Liquor (ANBL) Corporate and Agency Stores. All inquiries regarding this document and the
programs described therein should be directed to the Marketing Assistant.
Unless specifically noted otherwise, all applications, submissions and approvals referenced in
this procedures manual are to be directed to the attention of the Marketing Assistant. Please
refer to Appendix A for contact information.
Our Mission:
To responsibly manage a profitable liquor business for New Brunswick.
Our Vision:
To be a leading retailer driven by customer experience.
3
General Regulations Governing Merchandising Programs
APPLICATION PROCESS
In-store merchandising programs are offered during 12 set periods per year. Suppliers /
representatives are invited to apply for in-store merchandising programs for the calendar year
(Jan-Dec). The application process will occur twice per year (Jan-June and July-Dec) and involves
the completion of on line forms via the log in process provided by the ANBL Marketing
Department. In order to activate a new account, contact the Marketing Assistant.
The supplier / representative who places the application for the marketing program is the party
who will be invoiced for the program. If an agent books the marketing program, they will be
invoiced. ANBL will not go to the supplier of the brand on display looking for payment – that
agent is responsible for all invoicing related to the marketing program they booked.
The Corporation reserves the right to change bookings after consulting with the supplier /
representative. ANBL also reserves the right to revoke privileges to suppliers / representatives
not complying with stated policies associated with ANBL’s Merchandising Programs.
CRITERIA FOR AWARDING MERCHANDISING PROGRAMS (Profitability & Merit)
All merchandising programming will be approved on a merit basis, with emphasis on
profitability potential. A prime focus of ANBL’s in-store marketing philosophy is to develop and
grow profitable volume. With this in mind, selection of the merchandising and display programs
will be made while considering the following factors:











ANBL volume and profit potential
Category and brand performance
The supplier/agent’s annual marketing plan
o Including external marketing activities
Other ANBL support programs (i.e. – tastings, LTO’s, etc.)
Potential display impact on the category and profitability
Alignment with ANBL promotional themes
Larger size offerings preferred (unless a dedicated impulse display)
Applicant performance
o Ability to reach specified targets set by the supplier
o Reliability of POS material arrivals
o Past performance
National / regional programs
Creativity
New products
4


Seasonality / special occasions
Community programs / events
In line with the above criteria and submission deadlines, the Marketing Department and
Category Management will undertake a comprehensive review of all applications received, and
decide which specific proposals will be approved for subsequent implementation at the retail
level.
PROMOTIONAL MATERIALS - Approvals
Suppliers / representatives are expected to provide, at minimum, backer cards to identify their
display programs. All promotional materials intended for use in support of a merchandising
program must receive prior written approval by ANBL before it can be used. Samples of the
proposed materials must be submitted to the appropriate Marketing Coordinator for approval
at least 8 weeks in advance of the execution of the program. Note that electronic samples are
preferred (jpeg, tiff, bmp or pdf files) but actual samples may also be sent in for approval when
electronic samples are not available. However, the fact that materials are already printed will
not impact the decision on whether or not they may be used; therefore it is strongly
recommended that artwork be sent in for approval before proceeding to printing materials. The
use of unapproved POS will result in the removal of the display from stores. In this
circumstance, the supplier / representative will still be charged for the program.
PROMOTIONAL MATERIALS - Language Requirements
All promotional material must meet the requirements of the Official Languages Act of the
Province of New Brunswick. This dictates that customers must be presented with messages in
both English and French, and ANBL further requires that this message be presented in both
languages on the same side of the material. This includes all promotional materials; backer
cards, posters, shelf talkers, pricer cards, ballots, and any material used to support programs
booked at the store level, including Manager’s Choice Displays. There are some exceptions to
this rule:
 When the POS material is an exact replica of a product label, with no other text included
except that found on the label.
 Brochures, recipes cards and other literature provided by the supplier are permitted to
be French on one side and English on the other.
Note that because a slogan or promotional phrase or words has been trademarked does not
exempt it from the language requirement.
5
PROMOTIONAL MATERIALS – Specifications
Note that backer cards must be produced on a material with significant weight so that it can
securely fit into the display stand without buckling or curling in the centre. The exact sizes for
promotional materials are as follows:




Shelf Flags
Shelf Extender POS
Backer Card
Beer POS
4”W x 5”T
2.5”T x 11.25”W
14”H x 24”W
New format: 22”w x 20” T



Window Clings

Double sided
Sturdy enough to stand up on its own. If this
sign belongs to a pallet that is located along the
wall, it will need to be sturdy enough to stand
and not bow/bend in a wall strip.
24.5” W x 35.5” T
The new format is 22” wide by 20” tall
All descriptive material (backer cards, case cards, posters, shelf talkers, ceiling danglers, etc.)
will be destroyed 15 days after the end of each period, or become the property of ANBL, unless
picked up by the representative.
SHELF TALKERS AND PRICER CARDS
All shelf talkers and pricer cards are produced at the store. Suppliers may not use their own
pricer cards or shelf talkers unless an exception has been made by the appropriate Marketing
Coordinator.


Shelf Talkers
Pricer Cards
4”W x 5”T
5”W x 8”T
PROMOTIONAL MATERIALS – Display Enhancements
Solely at the Store Manager’s discretion, a display can be enhanced with additional POS
material such as hats, sweaters, props, etc. Should any of the enhancements include text or
images, they must first be approved by the appropriate Marketing Coordinator at ANBL.
PROMOTIONAL MATERIALS - Receipt and Distribution
If materials are to be distributed to stores by ANBL, approved materials must be received at the
warehouse at least six weeks in advance of the start of the program in order for timely
6
execution. Any marketing materials not received from the supplier at the store level by the end
of the previous period will not be put up. This is regardless of whether they are received by mail
or in person. Two options are available to the supplier / representative regarding distribution of
approved promotional material. Option 1: send individually packaged kits of display materials
to the Head Office warehouse. Each kit must be clearly labeled with: contents of the package,
marketing group number and the month of the promotion. Failure to comply with these
instructions will result in the kits for displays remaining at ANBL until such time as the supplier
remedies the situation. Option 2: send the approved display materials directly to the store.
Again, kits must be clearly labeled with the previously mentioned information.
PROMOTIONAL MATERIALS - ANBL Criteria for Approval
It is ANBL’s objective to ensure that promotional materials are consistent with ANBL’s mission
statement and committed direction. This will be realized by responding to our customers’
needs through the delivery of products and services in a progressive and responsible manner. In
addition, ANBL is committed to promoting the responsible use of our products, and compliance
with legislated obligations.
The following criteria will be used to review promotional materials for ANBL stores. These
materials include: ceiling danglers, backer cards, posters, shelf talkers, on-packs and their
attachment devices, at cash promotional items, in-case items, and any other media destined for
use in ANBL’s retail store system. Suppliers / representatives operating in the province of New
Brunswick must ensure that the promotional material they supply:
 conforms to CRTC, federal and provincial regulations.
o http://www.crtc.gc.ca
o http://www.canadabusiness.ca
o http://www.gnb.ca
 conforms to other stipulations stated in this document such as language requirements
and size restrictions.
 represents all individuals / groups in a positive light. Does not degrade or depict in an
undignified way the image or status of any individual or group in society.
 meets the commonly accepted standards of public decency and good taste and are not
offensive to generally accepted social values.
 offers age appropriate appeal. Does not portray the product in relation to an activity /
personality / character that is attractive to underage persons.
 cannot be interpreted as implying directly or indirectly that social acceptance, social
status, personal success, business or athletic achievement or sexual prowess may be
acquired, enhanced or reinforced through consumption of the product.
 does not portray over-indulgence or extreme use of liquor.
 only depicts behavior considered to be safe / legal.
 avoids representation of violent, aggressive or dangerous behavior.
7
The supplier will assume total responsibility for any legality concerning their involvement in any
promotional program.
DISPLAY UNITS
ANBL stores are equipped with custom-made bin end and mobile display units. Displays will be
built using these display units, or by building a cut case display. This decision will be made at
the discretion of the Store Manager. The use of suppliers’ display units is not permitted. In
some instances, exceptions may be made if supplier display units may be used as part of their
POS for a booked program, or for a Manager’s Choice display, at the discretion of the store
manager. Suppliers’ display units will only be considered in conjunction with Head Office
approval. Suppliers must apply in writing to the appropriate Marketing Coordinator and include
either a photo or an artist’s rendering of the display unit. Display units shall not be larger than 9
square feet of floor space. All bins will be destroyed with the POS materials 15 days after the
end of the period, or become the property of ANBL unless picked up by the representative.
ANBL reserves all rights as to the location of displays in stores. It is the store’s responsibility to
ensure that displays are well stocked and displayed for the entire booked period.
8
HIGHLIGHTS OF POLICY CHANGES JULY – DECEMBER 2014
Floor display programs:
Clarification of the location and criteria for the FA Feature Display
Other display programs:
Beer Display POS changed from Ceiling Danglers to Backer Cards
New format: 22”w x 20” T
 Double sided

Sturdy enough to stand up on its own. If this sign belongs to a pallet that is located along the
wall, it will need to be sturdy enough to stand and not bow/bend in a wall strip.
At shelf programs:
Reduced fee schedule for Limited Time Offers (LTOs)
Wine LTO changes
NB Liquor will waive the program fee if the value of the LTO is greater than 10% over $20 retail, or $2 on
a 750 ml bottle. In the instance where there are several brands from the same brand family booked
under one LTO program, all brands must be eligible for waived fees in order to have the program fee
waived.
Spirit LTO changes
Waive LTO fee for any LTO greater than 10% off retail price. In the instance where there are several
brands from the same brand family booked under one LTO program, all brands must be eligible for
waived fees in order to have the program fee waived.
Coolers
Minimum $1 LTO for a 4 or 6 pack.
Agent choice program:
Billing and Reporting



All billing for the Agent Choice displays will be done through ANBL’s head office.
Suppliers need to provide a quarterly summary of booked programs by agent, for billing
and reporting. See appendix J for form.
Reimbursement for programs will be made to the Agent quarterly.
9
Web Advertising:
No longer available
Beer changes effective May 1, 2014
Marketing Programs:
Displays:
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Each Brewer will be allocated a maximum of 2 Domestic Mainstream and 2 Domestic
Premium/Ultra-Premium displays per month
Displays are subject to approval by ANBL in line with the current beer strategy
hree additional Display spots, per month, will be selected by ANBL, open to all Beer
Categories, to be placed in the store as directed by ANBL, based on the following criteria –
Best Promotional Offer excluding LTO; New Product Launch; Other
LTO’s:
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Total Domestic Mainstream LTO Opportunities reduced from current total of 36 to 22
Total Domestic Premium and Ultra-Premium LTO Opportunities increased from current total
of 12 to 24
No Domestic Mainstream LTO’s in December, Premium and Ultra-Premium LTO’s allowed
Domestic Mainstream LTO’s have a maximum limit of $2.00 per 12 Pack and cannot go
below bottom of Domestic Mainstream Tier
Domestic Premium LTO’s have a maximum limit of $2.50 per 12 pack and may go below
Premium into Mainstream
Domestic Ultra-Premium LTO’s have a maximum limit of $3.00 per 12 pack and may go
below Ultra-Premium into Premium or Mainstream
Price Discounted OTO’s:

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
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Total OTO opportunities reduced from a potential of 48 currently down to a maximum of 20,
if brewers avail themselves of all opportunities
OTO’s require a display spot (BD if Domestic Mainstream and BP if Domestic Premium or
Domestic Ultra-Premium or Imported)
In the months of January, February, March, April, May, September, October and November,
ANBL will publish a call for one OTO opportunity in each of those months with ANBL
determining the selection based on the offering with the best perceived value as
determined by ANBL staff
For the months of June, July, August and December, ANBL will publish a call for three OTO
opportunity in each of those months with ANBL determining the selection based on the
offerings received
Only large pack sizes of 24 and greater will be accepted for the Discounted OTO program
10
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Minimum pricing as per the Beer Bands Pricing document are in effect
OTO’s will be forecasted and ordered based upon the volume needs of the month of
promotion only
OTO’s will be allowed to have no more than one week’s worth of inventory remaining in the
store system at the conclusion of the display period. Any excess will be disposed of at the
direction of ANBL at the brewer’s expense
If there is additional OTO inventory remaining at the brewers warehouse at the conclusion
of the display period, it will be available for ordering by the ANBL DEPOT stores for the next
display period only.
Any OTO inventory remaining at the conclusion of 4 weeks following the display period must
be removed completely from ANBL inventory at the brewer’s expense
Hot Deals:
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Total Hot Deal opportunities reduced from no current limit to a maximum of 12 (one per
month)
Maximum one per month
Must be currently listed product
Shorter, deeper LTO ($19.99/doz)
Open to all beer categories
In the months where ANBL determines the need for a Hot Deal, a call will be published for one
Hot Deal for the month. If the industry is performing at or above budgeted levels, a Hot Deal call
may not be published for that month
Planning Time Frame:


Marketing call-out in 6 month blocks as before
Program details must be finalized 8 weeks prior to the beginning of the marketing period with
no changes allowed after that date as is the case for all other product categories
11
MERCHANDISING PROGRAMS – ANBL Store Display Programs
MARKETING DISPLAY GROUPS
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Stores are grouped together by banner, with the following criteria:
o Local population levels
o Store retail square footage
o Number of transactions per week
o Store sales rank aggregate across the four main departments
o Local variables and unique store attributes (ie highway store)
The following display programs must be purchased for a pre-defined group of stores
Groups are defined in Appendix I at the back of this document
These programs are booked through Head Office by contacting the Marketing Assistant
at ANBL
Unless otherwise indicated, these displays may contain up to 5 SKUs, and cannot include
200ml size or smaller product
CUSTOMIZED PROGRAMS
ANBL encourages proposals for promotions that are currently not a part of the in-store
merchandising program portfolio. While bundling options are not a part of our regular
marketing programs, they are open for discussion at any time. To offer a bundle promotion,
and all stores display (group AL) is required.
Applications with program details should be forwarded to the appropriate Marketing
Coordinator.
Marketing Coordinator
Category
Jodie Marshall
Beer & Cider
Sharon Cattan
Spirits & RTD's
Ella Mae Burnett /Linda
Stafford
Wine
12
Program Name:
Floor Display
Group Name:
Group A
Merchandising Location:
Half bin end
POS Required:
Backer Card (14” x 24”)
Alternative Display Method:
Cut case display (size is at manager’s discretion)
Eligible Categories:
All categories except domestic beer
Number of Stores:
6
Number of locations within store:
5
Maximum number of SKU’s per display:
5 (min 3 facing per SKU)
Selection Criteria:

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
Volume and profit potential
Paired with LTO
Seasonal or theme compatibility
Fee Schedule:
Program
Group A Floor Display
Period
P4
P5
P6
P7
P8
P9
P10
P11
P12
P1
P2
P3
13
#
Days
28
28
35
28
28
35
28
28
35
28
28
35
Cost/Day
$30.00
$30.00
$25.00
$25.00
$27.00
$35.00
$12.00
$15.00
$18.00
$18.00
$27.00
$27.00
Cost/Display
$840.00
$840.00
$875.00
$700.00
$756.00
$1,225.00
$336.00
$420.00
$630.00
$504.00
$756.00
$945.00
Program Name:
Floor Display
Group Name:
Group AB
Half bin end
POS Required:
Number of Stores:
18
10
Selection Criteria:



Paired with LTO
Fee Schedule:
Program
Group AB Floor Display
Period
P4
P5
P6
P7
P8
P9
P10
P11
P12
P1
P2
P3
14
#
Days
28
28
35
28
28
35
28
28
35
28
28
35
Cost/Day
$46.67
$46.67
$38.89
$41.25
$42.00
$54.44
$19.80
$24.75
$29.70
$29.70
$44.55
$42.00
Cost/Display
$1,307.00
$1,307.00
$1,361.00
$1,155.00
$1,176.00
$1,906.00
$554.00
$693.00
$1,040.00
$832.00
$1,247.00
$1,470.00
Program Name:
Floor Display
Group Name:
Group AC
Half bin end
POS Required:
No competing products placed side by side
Number of Stores:
33
5
Selection Criteria:



Paired with LTO
Fee Schedule:
Program
Group AC Floor Display
Period
P4
P5
P6
P7
P8
P9
P10
P11
P12
P1
P2
P3
15
#
Days
28
28
35
28
28
35
28
28
35
28
28
35
Cost/Day
$92.22
$92.22
$76.85
$93.75
$83.00
$101.85
$45.00
$56.25
$67.50
$67.50
$101.25
$83.00
Cost/Display
$2,582.00
$2,582.00
$2,690.00
$2,625.00
$2,324.00
$3,565.00
$1,260.00
$1,575.00
$2,363.00
$1,890.00
$2,835.00
$2,905.00
Program Name:
Floor Display
Group Name:
Group AL
Full bin end
POS Required:
Number of Stores:
44 (all stores)
5
Selection Criteria:



Paired with LTO
Fee Schedule:
Program
Group AL Floor Display
Period
P4
P5
P6
P7
P8
P9
P10
P11
P12
P1
P2
P3
16
#
Days
28
28
35
28
28
35
28
28
35
28
28
35
Cost/Day
$138.89
$138.89
$115.74
$125.00
$125.00
$162.04
$60.00
$75.00
$90.00
$90.00
$135.00
$125.00
Cost/Display
$3,889.00
$3,889.00
$4,051.00
$3,500.00
$3,500.00
$5,671.00
$1,680.00
$2,100.00
$3,150.00
$2,520.00
$3,780.00
$4,375.00
Program Name:
Floor Display – Feature Display
Group Name:
Group FA
Cut case display featured in all stores – prime
location in store
POS Required:
All categories
Number of Stores:
44 (all stores)
3
Selection Criteria:




All SKU’s must be on LTO for a minimum of 4 days, a maximum of a full period.
Strong offers only, such as hot deals, bundles, etc.
Fee Schedule:
Program
Group AL Floor Display
Period
P4
P5
P6
P7
P8
P9
P10
P11
P12
P1
P2
P3
17
#
Days
28
28
35
28
28
35
28
28
35
28
28
35
Cost/Day
$152.79
$152.79
$127.30
$137.50
$137.50
$162.04
$66.00
$82.50
$99.00
$99.00
$148.50
$137.50
Cost/Display
$4,278.00
$4,278.00
$4,456.00
$3,850.00
$3,850.00
$6,298.00
$1,848.00
$2,310.00
$3,465.00
$2,772.00
$4,158.00
$4,812.00
Program Name:
Domestic Beer Display
Group Name:
Group BD
Cold Room (Stock Location)
POS Required:
Beer POS
Display Enhancements:
All display enhancements (pole signs, prizes etc.)
require prior approval by Marketing CoordinatorBeer) and can only be used with Store Manager
Approval.
Domestic Mainstream, Domestic Premium and
Import beer
Number of Stores:
See Appendix E
44 (all stores)
1
Selection Criteria:
 Volume and profit potential
 Paired with LTO
 Seasonal or theme compatibility
Fee Schedule:
Program
Group DB Domestic Beer Display
Period
P4
P5
P6
P7
P8
P9
P10
P11
P12
P1
P2
P3
18
#
Days
28
28
35
28
28
35
28
28
35
28
28
35
Cost/Day
$127.78
$127.78
$106.48
$97.50
$115.00
$149.07
$46.80
$58.50
$70.20
$70.20
$105.30
$115.00
Cost/Display
$3,578.00
$3,578.00
$3,727.00
$2,730.00
$3,220.00
$5,218.00
$1,310.00
$1,638.00
$2,457.00
$1,966.00
$2,948.00
$4,025.00
Program Name:
Premium Beer Display
Group Name:
Group BP
Cold Room
POS Required:
Beer POS
Display Enhancements:
All display enhancements (pole signs, prizes etc.)
require prior approval by Marketing CoordinatorBeer) and can only be used with Store Manager
approval.
Domestic Premium and Import Beer
See Appendix E
Number of Stores:
44 (all stores)
1
Selection Criteria:
 Paired with LTO
Fee Schedule:
Program
Group PB Premium Beer Display
Period
P4
P5
P6
P7
P8
P9
P10
P11
P12
P1
P2
P3
19
#
Days
28
28
35
28
28
35
28
28
35
28
28
35
Cost/Day
$127.78
$127.78
$106.48
$97.50
$115.00
$149.07
46.80
$58.50
$70.20
$70.20
$105.30
$115.00
Cost/Display
$3,578.00
$3,578.00
$3,727.00
$2,730.00
$3,220.00
$5,218.00
$1,310.00
$1,638.00
$2,457.00
$1,966.00
$2,948.00
$4,025.00
Program Name:
Imported Beer Display
Group Name:
Group BW
BW merchandising location in cold room
POS Required:
Display Method:
Display unit provided by ANBL
Import and specialty beer
Number of Stores:
44 (all stores)
1
5
Selection Criteria:
 Volume potential
 Paired with LTO
Fee Schedule:
Program
Group BW Imported Beer Display
Period
P4
P5
P6
P7
P8
P9
P10
P11
P12
P1
P2
P3
20
#
Days
28
28
35
28
28
35
28
28
35
28
28
35
Cost/Day
$55.56
$55.56
$46.30
$52.50
$50.00
$64.81
$25.20
$31.50
$37.80
$37.80
$56.70
$50.00
Cost/Display
$1,556.00
$1,556.00
$1,620.00
$1,470.00
$1,400.00
$2,269.00
$706.00
$882.00
$1,323.00
$1,058.00
$1,588.00
$1,750.00
Program Name:
Cold Room Entrance
Group Name:
Group CE
Warm area of the store, in front of the cold room
POS Required:
minimum Backer Card
Display Method:
Cut case or display unit
All categories except domestic mainstream beer
Number of Stores:
42 (all stores, except #5 and #8)
2
5
Selection Criteria:



Volume potential
Paired with LTO
Fee Schedule:
Program
Group CE Cold Room Entrance
Period
P4
P5
P6
P7
P8
P9
P10
P11
P12
P1
P2
P3
21
#
Days
28
28
35
28
28
35
28
28
35
28
28
35
Cost/Day
$81.11
$81.11
$67.59
$62.50
$73.00
$94.63
$30.00
$37.50
$45.00
$45.00
$67.50
$73.00
Cost/Display
$2,271.00
$2,271.00
$2,366.00
$1,750.00
$2,044.00
$3,312.00
$840.00
$1,050.00
$1,575.00
$1,260.00
$1,890.00
$2,555.00
Program Name:
Cold Room Window Cling
Group Name:
Group WC
Cold room door
Display Method:
1 Panel window cling on a cold room door, placed
on the lower panel facing the warm area. Clings
must be transparent from the cold room looking
out, and be placed and removed by the supplier.
All categories
Number of Stores:
18 (A + B) + store 16 Grand Falls
1
Selection Criteria:




Volume potential
Support of an existing program
Paired with LTO
Fee Schedule:
Program
Group WC Cold Room Window Cling
Period
P4
P5
P6
P7
P8
P9
P10
P11
P12
P1
P2
P3
22
#
Days
28
28
35
28
28
35
28
28
35
28
28
35
Cost/Day
$27.78
$27.78
$23.15
$21.25
$25.00
$32.41
$10.20
$12.75
$15.30
$ 15.30
$22.95
$25.00
Cost/Program
$778.00
$778.00
$810.00
$595.00
$700.00
$1,134.00
$286.00
$357.00
$536.00
$428.00
$643.00
$875.00
MERCHANDISING PROGRAMS – DISPLAY OPTIONS
DISPLAY OPTIONS–Contest/Prizes








Available in conjunction with display programs
Must apply to all stores in the booked group
Draw prizes valued at less than $750 may be drawn for in each store by a supplier
representative or customer and witnessed by an ANBL employee
Draw prizes valued at greater than $750 must be managed by a third party
Supplier must provide ballots and ballot boxes and must meet bi-lingual requirements
as per the official languages act of the province of New Brunswick
Online contests promoted through the use of a display, shelf talker or bilingual neck tag
is permitted
In-store staff contest or incentives are permitted. Prizes must be of a nominal value and
not be alcohol products. These must be pre-approved by the appropriate Marketing
Coordinator.
All contests and prizes must be approved by the appropriate Marketing Coordinator
DISPLAY OPTIONS– Near Packs:
Beer:
 Four (4)displays are permitted to have a near pack promotion per period. Note that:
near packs may not be beverages
 a sample of the near pack item must be provided prior to approval of the program
 if a store runs out of near pack items, the POS referring to the near pack item will be
removed until their stock is replenished
 a display unit must be provided to hold the near pack items
 suppliers / representatives must provide at minimum an electronic file of all proposed
material and equipment for approval
 suppliers may only ship a maximum quantity of near packs, the equivalent of a 10%
growth in weekly sales of the participating SKU
 excessive quantities of near packs will result in having them returned to the supplier, at
their expense
 near packs shipping schedule will be as follows:
o Previous period week 4 and participating period weeks 1-3.
o Stores that do not order weekly will notify the supplier of any adjustments
required.
23
Non-Beer:
3 displays are permitted to have a near pack promotion monthly. Note that:
 near packs may not be beverages
 a sample of the near pack item must be provided prior to approval of the program
 if a store runs out of near pack items, the POS referring to the near pack item will be
removed until their stock is replenished
 near pack items have to be delivered to all ANBL stores (not to the ANBL warehouse)
before the beginning of the promotion
 quantities delivered will need to be sufficient to supply the ANBL store and any agents
who carry the product
Bundle & OTOs:
NB Liquor encourages the supplier community to propose bundles and/or one time offers
(OTOs)
Bundles are incentives to entice the customer to increase their basket size (example: buy 2
get 1 free).
OTOs are offers of products that are not currently listed, that may have appeal to customers
because of their uniqueness and/or price point.
Objectives








drive traffic to NB Liquor stores,
convey uniqueness and/or perceived value for our customers in the offering.
incent customers to try new products and/or line extensions
to increase purchasing volume
provide a measureable return (increase gross profit) to NB Liquor and the supplier.
take advantage of current marketplace and/or industry trends.
give agency stores an opportunity to participate, on some level if they wish
complement category plans.
Criteria





Must increase gross profit for NB Liquor
Perceived likelihood to drive volume sales
Impact on category
How well it complements the category plan
Enough stock can be secured to last through the bundle/OTO program and in the
months that follow (if currently listed brand).
24







Preference may be given to bundle/LTO offers that are in and out of marketing within
one marketing period or less.
Must include sales forecasting, which will be vetted through Category Management and
Marketing.
Program should be offered to all NB Liquor stores, agency stores and licensees.
A bundle/OTO program requires an all store display (Groups AL, FA, BD, BP).
Display fees may be waived for substantial bundle/OTO offers.
Savings to the customer must be obvious and substantial; having a value greater than
regular store programming, i.e. a greater value than a LTO offering would be on the
same product.
Suppliers must provide in-store POS specific to the program, following NB Liquor’s
established guidelines.
o If a new brand is being offered, taste samples are to be provided to the tasting
panel.
Beer OTO’s
Group OTO (One Time Offer)
Merchandising Location
BD, BP, BW
Display Method
Beer Backer Card
Eligible Categories
All Beer categories
Number of Stores
44 (all stores) + 84 agency stores
Number of locations within store
See appendix E
Maximum number of SKU’s per Display
1
Selection Criteria:
25
MERCHANDISING PROGRAMS – AT SHELF OPPORTUNITIES
Program Name:
LTO
Group Name:
Group LTO (Limited Time Offer)
Regular shelf product location
Display Method:
Shelf Talker (ANBL supplied, unless
negotiated otherwise and approved)
All categories
Number of Stores:
44 (all stores) + 84 agency stores
unlimited
Maximum number of SKU’s per Shelf Talker:
# of SKU’s per brand family
Selection Criteria:
Fee Schedule:
Program
Group LTO Limited Time Offer Shelf Talker
26
Period
P4
P5
P6
P7
P8
P9
P10
P11
P12
P1
P2
P3
#
Days
28
28
35
28
28
35
28
28
35
28
28
35
Cost/Program
$300.00
$300.00
$400.00
$300.00
$300.00
$400.00
$300.00
$300.00
$400.00
$300.00
$300.00
$400.00
Group LTO Guidelines









ANBL produces all shelf talkers and pricer cards in house. If a supplier wants to
use their own shelf talker, they apply in writing to the appropriate Marketing
Coordinator.
If only a display program is purchased, shelf talkers or pricer cards may be used
on the display unit and not at the regular shelf location.
LTO’s duration is in line with ANBL reporting periods.
LTO’s apply to all stores and Agency Stores.
A shelf talker/LTO program will not be used to force a listing or reinstate a
delisted product at a store.
LTO details must be finalized 8 weeks in advance of the requested promotional
period.
The amount of the discount is to be given in the application as a dollar amount
only.
The supplier/representative is 100% responsible for the cost of the LTO.
Suppliers will not use their own shelf talkers in agency stores without the
Marketing Coordinator approval.
Criteria LTOs:

NB Liquor reserves the right to select LTOs that provide customers with the greatest value.
Other factors that may be taken into consideration include: number of LTOs on offer in a specific
price point, varietal, country, etc.
Wine


Fees will be based on brand family, as opposed to liquid.
NB Liquor will waive the program fee if the value of the LTO is greater than 10% over $20 retail,
or $2 on a 750 ml bottle. In the instance where there are several brands from the same brand
family booked under one LTO program, all brands must be eligible for waived fees in order to
have the program fee waived.
Beer



A brewery may have a Limited Time Offer discount (LTO) without a display program for
brands that reside on shelving units. ANBL shelf talkers will be placed at the shelf
location
Fees will be based on brand family, as opposed to liquid. Back to back LTO’s; brewers
are encouraged to run a new SKU each month however they can run the same SKU
consecutively for two months maximum.
If an LTO offer is strong enough, program fees may be negotiated with the appropriate
Marketing Coordinator.
27

Economy beer is not permitted to participate in any marketing programs.


No Domestic Mainstream LTO’s in December, Premium and Ultra-Premium LTO’s allowed
Domestic Mainstream LTO’s have a maximum limit of $2.00 per 12 Pack and cannot go below
bottom of Domestic Mainstream Tier
Domestic Premium LTO’s have a maximum limit of $2.50 per 12 pack and may go below
Premium into Mainstream
Domestic Ultra-Premium LTO’s have a maximum limit of $3.00 per 12 pack and may go below
Ultra-Premium into Premium or Mainstream


Spirits

Fees will be based on brand family, as opposed to liquid.






LTO minimums:
375ml = $1.00
750ml = $1.50
1140ml = $2.00
1750ml = $3.00
Waive LTO fee for any LTO greater than 10% off retail price. In the instance where there are
several brands from the same brand family booked under one LTO program, all brands must be
eligible for waived fees in order to have the program fee waived.

No maximum LTO amount.
Coolers



Minimum $1 LTO for a 4 or 6 pack.
No maximum LTO amount.
If an LTO offer is strong enough, program fees may be negotiated with the appropriate
Marketing Coordinator.
Monthly e-flyer
A value add to the supplier, ANBL may at its discretion feature a variety of LTO’s from
each period in its e-flyer. There is no cost to the supplier.
28
MERCHANDISING PROGRAMS – AT SHELF OPPORTUNITIES
Program Name:
Shelf Extender
Group Name:
Group SE
Display Method:
Shelf extender unit
All categories, except domestic mainstream
beer
Number of Stores:
44 (all stores)
3 (2 in the spirit section and 1 in the wine
section)
1
Selection Criteria:



Paired with LTO
Fee Schedule:
Program
Group SE Shelf Extender
Period
P4
P5
P6
P7
P8
P9
P10
P11
P12
P1
P2
P3
29
#
Days
28
28
35
28
28
35
28
28
35
28
28
35
Cost/Day
$36.67
$36.67
$30.56
$31.25
$33.00
$42.78
$15.00
$18.75
$22.50
$22.50
$33.75
$33.00
Cost/Program
$1,027.00
$1,027.00
$1,069.00
$875.00
$924.00
$1,497.00
$420.00
$525.00
$788.00
$630.00
$945.00
$1,155.00
Program Name:
Shelf Flag
Group Name:
Group SF
Regular shelf product location
Display Method:
Shelf clip
All categories
Number of Stores:
44 (all stores)
Unlimited
Maximum number of SKU’s per Flag:
1
Selection Criteria:


Educational value to the consumer
Fee Schedule:
Program
Group SF Shelf Flag
Period
P4
P5
P6
P7
P8
P9
P10
P11
P12
P1
P2
P3
30
#
Days
28
28
35
28
28
35
28
28
35
28
28
35
Cost/Day
$7.94
$7.94
$5.29
$8.93
$7.14
$7.41
$4.29
$5.36
$5.14
$6.43
$9.64
$5.71
Cost/Program
$222.00
$222.00
$185.00
$250.00
$200.00
$259.00
$120.00
$150.00
$180.00
$180.00
$270.00
$200.00
MERCHANDISING PROGRAMS – ON PACKS
Program Name:




Liquor On Pack Rep Applied
Liquor On Pack Plant Applied
Non-Liquor On Pack Rep Applied
Non-Liquor On Pack Plant Applied
Group Name:




Group LR
Group LP
Group NR
Group NP
In-store product shelf location
All categories
Number of Stores:
44 Corporate, 84 Agent stores
Maximum number of SKU’s per On Pack Program: 1
Selection Criteria:






On packs may be applied to beverage alcohol products at all Alcool NB Liquor Stores and
Agency Stores.
Devices used to attach on packs which contain text/graphics must be bilingual.
Must have prior written approval of the appropriate Marketing Coordinator.
Incomplete information in Gateway will result in automatic rejection.
On packs may not be moved or re-moved once applied to any other products.
All plant-applied and rep-applied on packs must be approved by the appropriate
Marketing Coordinator at Head Office.
31
Fee Schedule:


All on pack programs:
o Program Fee $350 / period
Liquor on pack programs
o $ .20 per unit handling fee
o $ .10 per unit bottle redemption fee
ON PACK GUIDELINES
Liquor on Packs
 Maximum 1-50ml on 750ml or 1140ml or 2-50ml on 1750ml size.
 For liquor on packs, there will be an administration fee of $ .20 per on pack unit plus a
bottle redemption fee of $ .10. This applies for both rep-applied and plant-applied on
packs. These fees will be invoiced on the supplier’s regular monthly marketing invoice.
 For rep-applied liquor on packs, the exterior case must be labeled with the SCC as well
as the words “duty paid – rep-applied on packs”. Products arriving without appropriate
labeling will be returned to the supplier / agent at their cost. No additional accessories
are to be shipped with the on pack order (attachment devices must be shipped directly
to the supplier’s representative). Any cases or accessories received at the warehouse
not included on the purchase order will be returned to the supplier / representative at
their cost.
 Liquor on packs of products not currently carried by ANBL is permitted.
 Liquor on packs may not be the same liquid as the host product
 All liquor on pack bottles must have a refund statement on the bottle.
 All on pack bottles must either have no UPC on the bottle, or have the UPC blacked out.
Non-Liquor on Packs


Applications for non-liquor on packs must be accompanied by a sample and its
attachment device before approval can be granted.
Non liquor beverages are not permitted as on packs.
32
Rules for All on Packs (both liquor & non liquor)






There will be a monthly program fee for all on pack promotions of $350 per month, per
program.
All plant-applied on packed products require a unique SCC for each and every program.
Any on packed items arriving at ANBL that were not ordered will be immediately
returned to the supplier at their expense and a fine of $5 per case will be charged to the
supplier. The only on packed items that will be accepted are those ordered (by unique
SCC) by ANBL. Further, only the quantity of on packed items on the order will be
accepted – any quantities exceeding the amount ordered will be returned to the
supplier at their expense.
Quantities ordered will be for 1 month’s supply only. The number of cases requested
must be filled out on the application form, but all quantities must be approved by the
appropriate Marketing Coordinator and Supply Chain.
When product arrives already on packed, the number of bottles per case of on packed
product must be the same as the number of bottles per case of the host product. In
other words, all bottles in the case must be on packed.
It is the responsibility of the supplier / agent applying for food on pack items to ensure
the item meets the Canadian Food Inspection Agency guidelines.
33
MERCHANDISING PROGRAMS – INDIVIDUAL STORE PROGRAMS




Purchased on a store-by-store basis.
Booked at the store level with the Store Manager.
Booked no more than 3 months in advance.
All merchandising regulations apply as with other display programs.
Program Name:
Impulse at Cash
Checkout cash lanes
Display Method:
Shelf unit at cash
All except Domestic mainstream beer
Number of Stores:
44 (all stores)
refer to appendix D: Cash Lanes
2
Selection Criteria:

Store Manager’s discretion
Fee Schedule:

Flat Fee $150 / program
34
Program Name:
Manager’s Choice Display
Group Name:
Group MC
All categories, except domestic beer unless
incorporated into a community event
Number of Stores:
44 (all stores)
5 in A & B banner stores, 2 in C & D banner
stores (see appendix G)
Manager’s discretion
Selection Criteria:




Applications received up to three (3) months in advance but approval/denial will
only be confirmed three (3) weeks prior to period start.
o This change enables Store Managers to align corporate programming with
Manager’s Choice for maximum success potential for all brands.
Excludes domestic mainstream beer.
Import, flavour and domestic premium may participate.
Group MC Guidelines:






No domestic beer cold room manager’s choice display
Suppliers may provide POS materials for manager’s choice displays.
MC displays are eligible for in store draws for prizes with a value of less than $350
Managers Choice display products must not be on another display in the store in
that month.
SKUs on LTO (but not on display) are eligible to be included in a Manager’s Choice
display.
MC display must not be at impulse at cash locations
Fee Schedule:

Program Fee $150 / period
35
Program Name:
Manager’s Choice Cold Door Shelves
Group Name:
Group MCD
Cold door shelves
Display Method:
Cold door shelves
Eligible Category:
Wine, Spirits
Number of stores:
44 (all stores)
# programs available per store:
4
Maximum number of SKUs per program
1
Selection Criteria:
Group MC Guidelines:




1 SKU is the equivalent of one program (1/2 of a shelf – which is four facings)
750ml wines only
Managers Choice display products must not be on another display in the store in that
month.
SKUs on LTO (but not on display) are eligible to be included in a Manager’s Choice display.
Fee Schedule:
Program Fee $50/ period
36
Program Name:
Manager’s Choice - Cooler at Cash
Group Name:
Group MCC
Checkout lanes, inside refrigerators
Display Method:
Single serve SKU (250ml to 710ml) displayed in 1 of
6 locations in the cooler.
 Excludes 50 ml.
Open to all categories.
Number of Stores:
61, 62,66,
18 (Store #; 2, 3, 6, 9, 13, 22, 30, 33, 38, 41, 45, 47,
68, 75 & 81)
6
1
Selection Criteria:
 Volume potential
 Paired with LTO
Fee Schedule:
Program
Period
P4
P5
P6
P7
P8
P9
P10
P11
P12
P1
P2
P3
Group CC Cooler at Cash
37
#
Days
28
28
35
28
28
35
28
28
35
28
28
35
Cost/Program
$40.00
$40.00
$50.00
$40.00
$40.00
$50.00
$40.00
$40.00
$50.00
$40.00
$40.00
$50.00
MERCHANDISING PROGRAMS – AGENCY STORE DISPLAYS
Program Name:
Agency Store Display
Group Name:
Group A1
Agency Store Manager’s discretion
Display Method:
Varies by location
All categories
Number of Stores:
84
4
1
Selection Criteria:





Program must be running concurrently in all ANBL stores
Paired with LTO
Agency stores are not required to list the product specifically for the promotion
Fee Schedule:
Program
Period
P4
P5
P6
P7
P8
P9
P10
P11
P12
P1
P2
P3
Group A1 Agency Store Display
38
#
Days
28
28
35
28
28
35
28
28
35
28
28
35
Cost/Day
$68.00
$68.00
$68.00
$45.00
$68.00
$68.00
$45.00
$45.00
$45.00
$45.00
$45.00
$68.00
Cost/Program
$1,904.00
$1,904.00
$2,380.00
$1,260.00
$1,904.00
$2,380.00
$1,260.00
$1,260.00
$1,575.00
$1,260.00
$1,260.00
$2,380.00
Program Name:
Agent Choice Display
Group Name:
Group AC
Agency Store Manager’s discretion
Display Method:
Varies by location
All categories
Number of Stores:
84
Agent store discretion
Agent store discretion
Selection Criteria:
 Agency Store Manager’s discretion
Agent Choice Guidelines
 This is a standalone program.
 Suppliers may provide their own POS, meeting ANBL guidelines.
 The size of POS material is at the agents discretion
 Branded signage not pertaining to a particular promotion is not permitted.
 Any additional POS material sent to agents may be billed as an agent choice display at
the Agent’s discretion.
 Suppliers may provide display stands for their displays if they choose, at the discretion
of the Agent.
 Suppliers will be required to collect the display rack within 15 days of the end of the
promotion. If the display racks are not picked up, they become the property of the
Agent.
 All Agent Choice programs will be booked on an ANBL period basis. Displays must
remain up for the duration of the period (unless inventory is depleted).
 Near packs are permitted in conjunction with an Agent Choice display. These near packs
would not need to be made available to all other stores, unlike the Group Display
program.
 Near packs are not permitted without the booking of either an Agent Choice program or
a group display program. Please note the guidelines surrounding near packs in the “Near
Pack” section of this document.
 Cross merchandising (promoting one product with another) is permitted only with the
Agent Choice program.
 Please note the following guidelines surrounding Cross Merchandising:
39
o Non liquor items (ie – pop, chips, etc.) on display in the designated agency store
premises:
 May be cross merchandised with a liquor product as part of an Agent
Choice display only.
 The agent will determine the maximum number of Cross Merchandising
displays in the designated Agency Store premises.
o Liquor displays in the general merchandise area of the store:
 Liquor displays are permitted in the general merchandise area of the
store as part of an Agent Choice display only.
 Number of displays is limited to a maximum of 3 per month.
Billing and Reporting



All billing for the Agent Choice displays will be done through ANBL’s head office.
Suppliers need to provide a quarterly summary of booked programs by agent, for billing
and reporting.
Reimbursement for programs will be made to the Agent quarterly.
Pricing

Pricing for Agency Choice Displays is a flat fee. See Appendix C for a listing of
participating stores.
Fee Schedule:

Program Fee $65 / period
40
MERCHANDISING PROGRAMS – TASTINGS
















This program is available in all ANBL Retail Stores ANBL Agency Stores.
There are no pre-set groupings of stores for in-store tastings.
All tastings are to be booked with the Store Manager or Agent on a store-by-store basis,
no more than 3 months in advance of the tasting date.
Tasting samples shall be provided to the consumer free of charge.
All costs involved in the operation of the tasting shall be the responsibility of the
supplier.
Suppliers / representatives may book tastings for any day of the week.
Tastings cannot start before 11:00 am and must end no later than 30 minutes prior to
the closing of the store.
The time of the tasting will be negotiated with the Store Manager.
There is no limit to the number of tastings conducted per day.
There is no charge to the supplier for conducting an in-store tasting.
If a supplier/representative has booked a tasting and does not show up, or does not
cancel with the store a minimum of 1 week in advance of the tasting, the company will
be charged a fee of $50.
The representative conducting the tasting is required to adhere to ANBL’s “Check 25”
program, which states that we will ask for identification from anyone who looks under
the age of 25.
Suppliers are permitted to give away non-liquor items of nominal value at a booked
tasting.
o These giveaways cannot be linked to a required purchase, and all customers
must be eligible to receive the giveaway.
o These giveaway items require prior written approval by the appropriate
Marketing Coordinator in advance of the tasting.
Although not required, suppliers are strongly encouraged to provide food during instore tastings.
It is the responsibility of the supplier to notify customers of potential food allergies.
The maximum* allowable serving per customer will be:
o Wine 2 ounces (60ml)
o Beer 2 ounces (60 ml)
o Spirits 1/2 ounce (15 ml)
o Coolers 2 ounces (60 ml)
41
*Note that each of these represents the total allowed per tasting. For example, if someone
tastes 2 ounces of wine, they are not permitted to taste anything else. They can, however, taste
2 one-ounce samples.















The use of drink mixes is permitted provided that the total amount of alcoholic
beverage per drink does not exceed the amount specified for a single serving.
The supplier must ensure that the sample given to customers is consumed on the
premises, and not carried out of the store.
Unless prior written approval is received from Head Office, products to be used by the
supplier must be purchased at the store where the tasting is being held.
Product for the tasting must be purchased at the store where the tasting is to be held.
Suppliers are entitled to a discount, applied to ANBL’s base price as follows:
o Spirits 45%
o Wine 40%
o Beer 44%
o Coolers 50%
Agency stores:
o Suppliers will pay full retail upon purchase of the product from the Agency Store,
and then the discount will be rebated to the supplier upon receipt of the Tasting
Product Rebate Form (see Appendix F).
o This form will be filled out at the conclusion of the tasting, by the supplier
representative and an Agency Store representative.
Suppliers may supply their own tasting booth / table or use the ANBL unit.
Suppliers must provide their own napkins, tasting cups, etc.
It is the supplier’s responsibility to ensure there is sufficient product on-hand.
Only listed products are permitted for in-store tastings.
All promotional materials used in conjunction with an in-store tasting must have the
prior written approval of the appropriate Marketing Coordinator at ANBL.
Suppliers are encouraged to place an advertisement or notification in the store where
the tasting will take place, a maximum of one week in advance.
Media advertising to complement the program requires the prior approval of the
Department of Public Safety.
The supplier must ensure that a knowledgeable representative is on hand to answer
customer inquiries during the tasting.
ANBL employees will not be used in this capacity.
Leftover, opened product (for store staff)
 Unused (unopened) packages must be returned after the tasting.
42














Part bottles remaining at the completion of the tasting must be destroyed following the
conclusion of the tasting, as per the Disposal Procedures & Destruction of Unsalable
Products policy.
All appropriate documentation relating to unsalable products is to be completed on a
daily basis.
Alternatively, the store may use a manual log and complete the necessary inventory
adjustments on the destruction day.
Regardless of the method chosen, the timeliness of recording reason codes by means of
an immediate inventory adjustment entry or manual log is important to ensure accurate
coding of unsalable products (Stores –see Appendix A of the OPUS Back Office Manual –
Inventory Adjustment Reason Code Definitions).
All containers/bottles containing unsalable product must be disposed of, at the store,
into the store’s sewage system.
Unsalable product is to be accumulated for no more than one week and is to be
disposed of on the day of the week that has been agreed to in advance by the Store
Manager, District Manager and Manager of Audit & Security Services.
All GEM Adjustments/Journal Detail Reports performed at the back office or by the
handheld device, since the last destruction should be printed and compared to what is
physically on hand and destroyed.
The GEM Adjustments/Journal Detail Reports should be marked to indicate the products
and quantities that have been destroyed.
Employees must also sign the GEM Adjustments/Journal Detail Reports. All signatures
are to be full name and the date of destruction must be documented.
All destructions are to take place in the presence of two staff members, one of whom
can be the Store Manager.
All paperwork associated with the destruction should be kept together and filed in the
appropriate store files.
This includes, if applicable, the manual log used to record unsalable products.
Empty redeemable beverage containers must be sold to the nearest redemption centre
and the proceeds handled as a Paid In – Reason Code 1 (Empty Bottles) through the
POS.
All unredeemable containers/bottles and caps are to be discarded as soon as possible
after the destruction of the product.
43
STAFF TASTING PROGRAM
 This program is available for all ANBL Corporate Stores and Agency Stores.
 Suppliers are not required to conduct a public tasting in order to conduct a staff tasting.
 This program is intended to be product knowledge-based for the benefit of ANBL
employees and their customers.
 This training will result in employees being better prepared to meet today’s increasing
customer service demands.
 Participation in staff tastings is strictly on a voluntary basis for ANBL employees.
 Tastings must be conducted in non-retail areas of the store only and during regular
business hours.
 Products to be used by the supplier must be purchased at the store where the tasting is
being held.
 Suppliers are entitled to a discount, applied to ANBL’s base price as follows:
o Spirits 45%
o Wine 40%
o Beer 44%
o Coolers 50%
 Only products listed with ANBL are permitted to be sampled. Tastings may be conducted
with the use of food and drink.
 The maximum allowable serving per staff member will be:
o Wine 2 ounces 60ml
o Beer 2 ounces 60 ml
o Spirits 1/2 ounce 15 ml
o Coolers 2 ounces 60 ml
 There is no program fee associated with a staff tasting.
44
Appendix A – Contacts
The following summarizes the staff of ANBL involved in the In-Store Merchandising Programs as
well as any Marketing and Promotions, and their contact information. This should help you in
contacting the appropriate person for all of your in-store merchandising needs.
Supply Chain/Products& Marketing
Vice President
Category/Marketing
Manager
Team Beer, Ciders
Team Spirits, RTD
Gary von Richter
452-6546
[email protected]
Andrea Dewitt
452-6495
[email protected]
Jodie Marshall
Wendy Hovey
452-6406
452-6427
[email protected]
[email protected]
Sharon Cattan
Marc Daigle
(TBD) Elliot
Thompson in the
interim
452-6810
452-6478
[email protected]
[email protected]
452-6405
[email protected]
452-6566
[email protected]
452-6478
452-6523
[email protected]
[email protected]
Dana Gregg
Kim Carpenter
452-6571
452-6419
[email protected]
[email protected]
Monica Brewer
452-6593
[email protected]
Karen Cliff
452-6572
[email protected]
Ella Mae Burnett for
(Linda Stafford)
Charlotte Carr
Dan Achorn
Pricing Analyst
Supply Chain Manager
Purchasing Analyst,
Imports
Purchasing Analyst,
Domestic
45
Appendix B – Important Dates
Promotion Period
P4
P5
P6
P7
P8
P9
Display Period
Deadline for Changes/Cancellations
June 30 - July 27, 2014
May 2, 2014
July 28 – Aug 24, 2014
May 30, 2014
Aug 25 – Sept 28, 2014
June 27, 2014
Sept 29 – Oct 26, 2014
July 27, 2014
Oct 27 – Nov 23, 2014
Aug 29, 2014
Nov 24 – Dec 28, 2014
Sept 26, 2014
Cancellation Policy:
If a supplier/representative chooses to cancel their program after the deadline dates listed
above, they will still be charged for the program.
Other Deadlines:
POS Approval
Receipt of POS materials
LTO details
Plant applied On Pack applications
Rep-applied on Pack applications
Imported products
8 weeks in advance of the program start date
done for a full 6 months at a time
10 weeks in advance of the program
46
Appendix C – Agency Stores Participating in Merchandising Display Programs
Agent #
Location
Agent #
Location
100 Balmoral
159 Mactaquac
101 Shediac (Seasonal)
160 Port Elgin
102 Harcourt
162 Kedgwick
103 Sainte-Anne-de-Madawaska
163 Doaktown
104 Boisetown
165 Janeville
105 Hillsborough
166 Plater Rock
106 Canterbury
167 Paquetville
107 Salisbury
168 Haute-Aboujagane
108 Harvey Station
169 Lepreau
109 Stanley
170 Rogersville
110 Saint-Paul-de-Kent
171 Debec
112 Cambridge Narrows
174 Allardville
113 Gagetown
175 Nackawic
114 Youngs Cove
176 Barnesville
115 Juniper
177 Campobello Island
117 Fredericton Junction
181 Maisonnette
119 Pointe-Sapin
182 South Tetagouche
120 Riley Brook
184 Blackville
121 Saint-Arthur
185 Riverside-Albert
122 St. Martins
186 Renous
123 Brantville
187 Welsford
129 Dorchester
188 Baie-Ste-Anne
47
130 Alma
189 Public Landing
132 McAdam
190 Norton
133 St. Leonard
191 Saint-Louis-de-Kent
134 Charlo
192 Minto
138 Sunny Corner
193 Cocagne
139 Saint-Sauveur
194 Grande-Anse
140 Petitcodiac
196 Kingston
141 Chipman
197 St. Isidore
142 Belledune
198 Grand Manan
144 Arthurette
199 Riviere-Verte
145 Bay du Vin
200 Aulac
146 Richibouctou-Village
201 Burton
147 Memramcook
202 Waasis
149 Hartland
203 Prince William
150 Centerville
204 Loch Lomond
151 St-Antoine
205 Clair
152 Douglas Harbour
206 St. George
153 St-Quentin
207 Florenceville
156 Zealand
208 Irishtown
158 Black's Harbour
209 Bath
48
Appendix D – Cash Lanes
Store #
2
3
4
5
6
8
9
12
13
14
15
16
19
20
21
22
26
28
29
30
33
35
36
Location
Fairville Blvd, Saint John
Kennebecasis Valley
Lansdowne Place, Saint John
Prince Edward Sq, Saint John
St. Stephen
St. Andrews
Dalhousie
Caraquet
Woodstock
Edmundston
Perth
Grand Falls
Richibucto
Bouctouche
Shippagan
Tracadie
Vaughan Harvey Blvd., Moncton
Shediac
Chatham
Newcastle
Sackville
Sussex
Parkway Mall, St. John
# lanes
4
5
3
3
3
2
2
2
3
4
2
3
2
2
2
3
4
3
3
4
2
3
5
Store #
38
40
41
42
45
47
48
50
53
56
57
60
61
62
63
66
68
75
79
80
81
49
Location
Mountain Road, Moncton
Devon Park, Fredericton
Oromocto
Cap Pelé
York St., Fredericton
Salisbury
Moncton North
Neguac
Hampton
Petit-Rocher
Lamèque
Prospect Street, Fredericton
Dieppe Blvd.
Riverview
Elmwood Drive, Moncton
Dieppe
Brookside Mall, Fredericton
Beresford
Bathurst
Grand Bay
Campbellton
# lanes
4
3
3
2
6
3
3
2
2
2
2
6
3
4
3
5
5
3
4
2
2
Appendix E - # Beer Displays Available
PER
BREWER
Group BD
Group BP
ANBL Choice
July
P4
2
2
August
P5
2
2
September
P6
2
2
October
P7
2
2
November
P8
2
2
December
P9
2
2
July
P4
August
P5
September
P6
October
P7
November
P8
December
P9
3
3
3
3
3
3
1
1
1
1
1
1
Requires
BD or BP
OTO
Opportunities
July
P4
August
P5
September
P6
October
P7
November
P8
December
P9
3
3
1
1
1
3
PER BREWER
January
P10
2
2
February
P11
2
2
March
P12
2
2
April
P1
2
2
May
P2
2
2
June
P3
2
2
January
P10
February
P11
March
P12
April
P1
May
P2
June
P3
3
3
3
3
3
3
1
1
1
1
1
1
January
P10
February
P11
March
P12
April
P1
May
P2
June
P3
1
1
1
1
1
3
Group
Incremental
Opportunities
Group BW
Group BD
Group BP
ANBL Choice
Group
Incremental
Opportunities
Group BW
Requires
BD or BP
OTO
Opportunities
50
Appendix F- Agent Product Tasting Rebate Form
Agent # _______ Store representative: ____________________
Tasting Date:
UPC(s)
____________________________
Supplier representative:
___________________________
Supplier
Fill in the supplier’s company name Fill in the
UPC of all
products
being
sampled
Product(s)
Fill in the
corresponding
product name
for each UPC
51
Purchased
# bottles
purchased
Leftover product
disposal
Clarify here that
leftover product
was destroyed at
the Agent
premises
Appendix G - Store Listing by Banner and Groupings
Store #
3
26
36
45
60
66
14
4
30
40
48
63
79
2
38
41
68
62
5
12
16
19
22
28
29
33
35
53
81
6
13
47
61
8
15
20
21
42
50
56
57
80
75
9
Location
Kennebecasis Valley
Vaughan Harvey Blvd.
Parkway Mall, Saint John
York Street, Fredericton
Prospect Street, Fredericton
Dieppe
Edmundston
Landsdowne
Newcastle
Devon Park
Moncton North
Elmwood Drive, Moncton
Bathurst
Westwind Place, Saint John
Mountain Road, Moncton
Oromocto
Brookside Mall, Fredericton
Riverview
Prince Edward Square, Saint John
Caraquet
Grand Falls
Richibucto
Tracadie
Shediac
Chatham
Sackville
Sussex
Hampton
Campbellton
St. Stephen
Woodstock
Salisbury
Dieppe Blvd.
St. Andrews
Perth
Bouctouche
Shippagan
Cap Pele
Neguac
Petit-Rocher
Lameque
Grand Bay
Beresford
Dalhousie
Banner
A
A
A
A
A
A
B
B
B
B
B
B
B
B
B
B
B
B
C
C
C
C
C
C
C
C
C
C
C
C
C
C
C
D
D
D
D
D
D
D
D
D
D
D
Groups
FA, AL, AC, AB, A, BD, BP, BW, CE, LTO, SF, SE, WC
FA, AL, AC, AB, BD, BP, BW, CE, LTO, SF, SE, WC
FA, AL, AC, BD, BP, BW, LTO, SF, SE
FA, AL, BD, BP, LTO, SF, SE
52
Appendix H – ANBL Display Groups
Groups
# programs
in the group
Display Programs
Groups
# programs
in the group
Floor displays – Feature
FA
3
Shelf Talker/LTO
LTO
unlimited
Floor displays - All Stores
AL
5
Shelf Talker/Feature
FP
unlimited
Floor displays - A, B & C Stores
AC
5
Shelf Flags
SF
unlimited
Floor displays - A & B Stores
AB
10
Shelf Extenders
SE
3
Floor displays - A Stores
A
5
Cooler at Cash Program
CC
6
BD
WC
1
BP
CE
2
Beers of the World
BW
Display Programs
Cold Room Entrance
1
ANBL Incremental Beer
53
Appendix I - Program Fees
ANBL Stores:
# stores
# spaces
ANBL Stores Programs:
Floor displays - Feature
Beers of the World
Cold Room Entrance
Shelf Talker - LTO
Shelf Flags
Shelf Extenders
P1
P2
44
44
33
18
6
44
44
44
42
44
44
44
19
3
5
5
10
5
3
1
$2772
$ 2520
$ 1890
$ 832
$ 504
$ 1966
$ 1966
$ 1058
$ 1260
$ 300
$ 180
$ 630
$ 428
$4158
$ 3780
$ 2835
$ 1247
$ 756
$ 2948
$ 2948
$ 1588
$ 1890
$ 300
$ 270
$ 945
$ 643
ANBL Store Bookings:
Impulse at Cash
Manager’s Choice
Cold Door shelves
44
44
44
18
Varies
Varies
4
6
$ 150
$ 100
$ 50
$40
$ 150
$ 100
$ 50
$40
# stores
# spaces
ANBL Stores Programs:
Floor displays – Feature
Beers of the World
Cold Room Entrance
Shelf Talker - LTO
Shelf Flags
Shelf Extenders
44
44
33
18
6
44
44
44
42
44
44
44
18
3
5
5
10
5
ANBL Store Bookings:
Impulse at Cash
Manager’s Choice
Cold Door shelves
44
44
44
18
1
2
P7
P8
3
1
$3850
$ 3500
$ 2625
$ 1155
$ 700
$ 2730
$ 2730
$ 1470
$ 1750
$ 300
$ 250
$ 875
$ 595
$3850
$ 3500
$ 2324
$ 1176
$ 756
$ 3220
$ 3220
$ 1400
$ 2044
$ 300
$ 200
$ 924
$ 700
Varies
Varies
4
6
$ 150
$ 150
$ 50
$ 40
$ 150
$ 150
$ 50
$ 40
1
2
54
P3
P4
P5
$4812
$ 4375
$ 2905
$ 1470
$ 945
$ 4025
$ 4025
$ 1750
$ 2555
$ 400
$ 200
$ 1155
$ 875
$4278
$ 3889
$ 2582
$ 1307
$ 840
$ 3578
$ 3578
$ 1556
$ 2271
$ 300
$ 222
$ 1027
$ 778
$4278
$ 3889
$ 2582
$ 1307
$ 840
$ 3578
$ 3578
$ 1556
$ 2271
$ 300
$ 222
$ 1027
$ 778
$4456
$ 4051
$ 2690
$ 1361
$ 875
$ 3727
$ 3727
$ 1620
$ 2366
$ 400
$ 185
$ 1069
$ 810
$ 150
$ 100
$ 50
$50
$ 150
$ 100
$ 50
$40
$ 150
$ 100
$ 50
$40
$ 150
$ 100
$ 50
$50
P9
P6
P10
P11
P12
$6298
$ 5671
$ 3565
$ 1906
$ 1225
$ 5218
$ 5218
$ 2269
$ 3312
$ 400
$ 259
$ 1497
$ 1134
$1848
$ 1680
$ 1260
$ 554
$ 336
$ 1310
$ 1310
$ 706
$ 840
$ 300
$ 120
$ 420
$ 286
$2310
$ 2100
$ 1575
$ 693
$ 420
$ 1638
$ 1638
$ 882
$ 1050
$ 300
$ 150
$ 525
$ 357
$3465
$ 3150
$ 2363
$ 1040
$ 630
$ 2457
$ 2457
$ 1323
$ 1575
$ 400
$ 180
$ 788
$ 536
$ 150
$ 150
$ 50
$ 50
$ 150
$ 150
$ 50
$ 40
$ 150
$ 150
$ 50
$ 40
$ 150
$ 150
$ 50
$ 50
Agency Stores:
# agencies
# spaces
Agency Stores Program:
Agency Display - Group A1
84
1
Agency Store Bookings:
Agents Choice
84
n/a
# stores
# spaces
Agency Stores Program:
Agency Display - Group A1
84
1
Agency Store Bookings:
Agents Choice
84
n/a
P1
P2
$ 1260
$ 1260
$ 65
$ 65
P7
P8
$ 1260
$ 1904
$ 65
$ 65
P3
P4
P5
$ 2380
$ 1904
$ 1904
$ 2380
$ 65
$ 65
$65
$65
P9
P10
P11
$ 2380
$ 1260
$ 1260
$ 1575
$ 65
$ 65
$65
$65
Other program fees:
In-store tastings
No charge - $50 if no show
Near pack program fee
$350 per month
On pack program fee
$350 per month
On pack unit fee (liquor on packs)
$ .20 per unit + $ .10 bottle deposit
55
P6
P12
Appendix J – Form Agency Choice Supplier Submission
#
100
101
102
103
104
105
106
107
108
109
110
112
113
114
115
117
119
120
121
122
123
129
130
132
133
134
138
139
140
141
142
144
145
Location
July14
August
-14
Balmoral
Shediac (Seasonal)
Harcourt
Sainte-Anne-deMadawaska
Boisetown
Hillsborough
Canterbury
Salisbury
Harvey Station
Stanley
Saint-Paul-de-Kent
Cambridge Narrows
Gagetown
Youngs Cove
Juniper
Fredericton Junction
Pointe-Sapin
Riley Brook
Saint-Arthur
St. Martins
Brantville
Dorchester
Alma
McAdam
St. Leonard
Charlo
Sunny Corner
Saint-Sauveur
Petitcodiac
Chipman
Belledune
Arthurette
Bay du Vin
56
September
-14
October
-14
November
-14
December
-14
146
147
149
150
151
152
153
156
158
159
160
162
163
165
166
167
168
169
170
171
174
175
176
177
181
182
184
185
186
187
188
189
190
191
192
193
194
196
197
Richibouctou-Village
Memramcook
Hartland
Centerville
St-Antoine
Douglas Harbour
St-Quentin
Zealand
Black's Harbour
Mactaquac
Port Elgin
Kedgwick
Doaktown
Janeville
Plater Rock
Paquetville
Haute-Aboujagane
Lepreau
Rogersville
Debec
Allardville
Nackawic
Barnesville
Campobello Island
Maisonnette
South Tetagouche
Blackville
Riverside-Albert
Renous
Welsford
Baie-Ste-Anne
Public Landing
Norton
Saint-Louis-de-Kent
Minto
Cocagne
Grande-Anse
Kingston
St. Isidore
57
198
199
200
201
202
203
204
205
206
207
208
209
Grand Manan
Riviere-Verte
Aulac
Burton
Waasis
Prince William
Loch Lomond
Clair
St. George
Florenceville
Irishtown
Bath
58

In-Store Merchandising Procedures Manual Marketing

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