BEER & CIDER LEANNE RHEE CATEGORY MANAGER, BEER & CIDER
MARK WILSON PRODUCT MANAGER BEER & CIDER TEAM KAREN CARTER ADMINISTRATOR LEANNE RHEE CATEGORY MANAGER NEAL BOVEN PROJECT MANAGER
NET $ SALES EXCEED $1.0 BILLION Buyer Net $ Sales Variance % LCBO Beer & Cider $783,901,027 +6.7% The Beer Store (Wholesale Shipments) $269,528,842 +3.1% TOTAL $1,053,429,869 +5.7%
2014-15 Net $ Sales LCBO $784 MILLION +6.7% VS LY
2014-15 growth categories 3 1 2 CIDER ONTARIO CRAFT BEER ONTARIO BEER • SOLID GROWTH • EXISTING BREWERY • BIG BRAND EXISTING BRANDS GROWTH GROWTH • INCREASING • NEW ENTRANTS • 6 PACK SHRINK CONSUMER • SEASONAL • TACTICAL INTEREST RELEASES MARKETING • LOCAL CRAFT OFFERINGS
2015-16 Net $ Sales Plan LCBO $838 MILLION +6.9% VS LY
TOP CIDER AND BEER INITIATIVES
EVOLVING ASSORTMENT 1 2 3 SUSTAINABLE LARGE & TEST SEASONAL FLAVOURS VARIETY PACKS PRODUCTS
NEW MERCHANDISING BY SEGMENT FLAVOURED PERRY APPLE ONTARIO CRAFT
INCREASED PROMOTIONAL OPPORTUNITIES
ENHANCED BIN TICKET INFORMATION Traditional Dry FLAVOUR STYLE - added 2014 - adding 2015
SUPPORT EMERGING LOCAL INDUSTRY
TO BE THE BEST CRAFT BEER RETAILER IN CANADA
ASSORTMENT UPDATES 1 2 3 SEASONAL BREWERY SEASONALS CRAFT FEATURE / ONE PROGRAM SHOTS
CRAFT BEER PROJECTS 1 2 Craft Beer Craft Beer Pilot Destination 25 stores Summerhill
25 STORES ACROSS PROVINCE
ALL CRAFT BEER MERCHANDISED TOGETHER
ONTARIO CRAFT BEER PROMINENT
MERCHANDISE BY BEER STYLE Lager Pilsner Ale IPA Belgian Stout/ Wheat Lagered Ale Porter Ale
INFORMATIVE SIGNAGE Made with 100% Ontario ingredients; this easy- drinking ale is great with grilled meat ALE
CRAFT BEER PROJECTS 1 2 Craft Beer Craft Beer 25 store Destination Pilot Summerhill
SUMMERHILL CRAFT BEER DESTINATION
GROWLER STATION
WHAT IS A GROWLER? capped for freshness reuseable & refillable 1.89 litres amber coloured fresh craft beer
WHAT IS A GROWLER STATION? • Keg beer is dispensed into a growler • Launch with 3 units with additional lines possible • Fill on site • Pre filled growlers available for sale • Sampling available
WHAT’S ON TAP? • Craft beer not available in packaged format • Limited availability / seasonal craft beers • Initially local Ontario craft beer • Future expansion to other craft beer
MERCHANDISING & SIGNAGE • All craft beer together • Merchandise by region and beer style • Informative signage
TAILORED ASSORTMENT • Best of Toronto • Rare and unique products • Only available at…
SPECIAL EVENTS • Brewmaster tutored tasting • Launch events • Product knowledge Sessions
BEER AMBASSADORS • Enhanced/specialized training • More than one Beer Ambassador • Easily identified
SUMMERHILL OPENING AUGUST 2015
BEER & CIDER TOP 3 TAKE-AWAYS 2 3 1 FUTURE CIDER CRAFT BEER SUPPLIER OPPORTUNITY FOR BE THE BEST RETAILER COLLBORATION LARGE PACK SIZES IN CANADA TO NAVIGATE NEW RETAIL LANDSCAPE
PLANNING & OPERATIONS EDISON YON
the team David Pankaj Rosemary Jim Cacciottolo Singh Canavan Sheridan R ECEPTION P RICING A DMINISTRATION P ROJECT M ANAGEMENT I N - STORE T ASTING
IN-STORE TASTING PROGRAM
ANOTHER SUCCESSFUL YEAR! # of Tastings 2014/15 32,220 # of Tastings 2013/14 29,982 # of Tastings increased + 2,238 or + 7.4% CHARITY DONATION $355,718 !!!
OPPORTUNITY #1 Demonstrators Reporting standards for Demonstrators Check-in Smart Serve Dress Code, including name tag In-store Tasting Guidelines - eLearning Demonstrator Code of Conduct
OPPORTUNITY #2 Enhancing the Automated Process Functionality to cancel an approved tasting Functionality to replace a product New products and delisted products Less manual intervention
In-Store Tasting LOOKING AHEAD... Program Agents are invited to participate in a FOCUS GROUP , to improve the program & its processes.
NISS ENHANCEMENTS EFFECTIVE MAY 24, 2015
New NISS Message Centre
Removing unnecessary information requirement FAX NUMBER
Ability to provide helpful product-based information
Improving means for communicating necessary documents
PURCHASE ORDER Review
** NEW ** VENDOR DEBIT System Non-compliance to PO Terms and Conditions Introduction of Vendor Debits Finalizing the processes Share details in a letter to trade Launch Q2
CHANGES IN PRICING ADMIN
Pricing@LCBO.com New mailbox fully operational Submission of supplier quotes and weekly beer pricing (TBS) Confirmation Receipt will be sent Not for general inquiries
BEER PRICE CHANGES Price changes for products listed at TBS to be sent to Pricing Mailbox Standard template developed for beer price submissions will be sent out shortly Schedule and deadline remains the same
ONTARIO BEER PRICING Quote calculator developed Supplier quote is calculated based on retail price Should be used to enter correct quote into NISS new products direct delivery invoices
TOP TAKE-AWAYS 2 3 1 Enhance systems We want to hear merchandising. and from you! support@lcbo. improve efficiency com
Recommend
More recommend
