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April 18th Release:

Product Distribution:
• Initial distribution of the release was limited to the top 51 stores and Ecommerce
• Post release push of residual inventory to the next 50 stores on the list the week of April 27th.
Please see below for a list of stores :

Marketing:
• The release catalogue was distributed instore only in the 51 stores that were forced the release. The release catalogues were available for customers to pick up instore and for Product Consultants reference.
• The catalogue was not mailed to subscribers.
• A postcard mailer was sent to customers advising the LCBO was likely to experience disruption in the availability of Vintages products. As a result, the LCBO was temporarily suspending publication of the catalogue. The communication encouraged customers to shop lcbo.com for the full assortment.
• A similar message was included in the April 16th vmail.

May 2nd Release:

Product Distribution:
• Initial distribution of the release will be limited to the top 51 stores and Ecommerce
• Post release push of residual inventory to the next 50 stores the week following the release

Marketing:
• There is no release catalogue for the May 2nd release.
• A limited number of reference copies will be provided for store use only. These will only be sent to stores receiving release inventory.
• Vmail communication about the release will go to customers on the Thursday prior to the release to remind them to buy online on Saturday.
• Stores NOT receiving release inventory will receive signage communicating the disruption in product availability.

May 16th Release

Product Distribution:
• Initial distribution of the release will go to all of the top 100 stores

Marketing:
• Publication of the release catalogue will resume.
• Top 100 stores will receive their regular distribution of catalogues.
• Full mail subscription will also resume.
• Top 100 stores will receive a resized release catalogue sign for merchandising in the metal fixture.
• All other stores should continue to merchandise the service disruption sign until further notice.
• Vmail communication about the release will go to customers on the Thursday prior to the release to remind them to buy online on Saturday

May 30th Release

Product Distribution:
• Initial distribution of the release will go to all of the top 100 stores

Marketing:
• Top 100 stores will receive their regular distribution of catalogues.
• Full mail subscription continues.
• Vmail communication about the release will go to customers on the Thursday prior to the release to remind them to buy online on Saturday