IN-STORE MARKETING PROGRAMS. marketing

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1 IN-STORE MARKETING PROGRAMS marketing

2 Contents Objectives 4 ISM Marketing Agreement 4 BC Liquor Stores Brand 5 Customer Research 6 Social Responsibility 8 Display Promotional Strategy 9 Selection Criteria 12 Display Programs 13 Display Opportunities 13 Theme Promotions 14 Application Process 15 Approval Process 16 Criteria for Labels, Packaging and Collateral 17 Collateral Options 19 Guidelines for Collateral 19 Beer Corral Signage 21 Contests 22 Coupons 23 New Product Introduction Program 24 Shelf Talker Program 26 Value-Added Program 27 Shelf Labels - Policies 29 Distribution of Collateral 30 In-Store Special Events 34 In-Store Tasting program 38 Advertising Opportunities 43 Taste Magazine 43 Product Guide 49 Website 50 Guidelines for In-Store Visits 51 printed August 2011

3 Appendices 53 I In-Store Marketing Agreement II Display Application III Shelf Talker Application IV Value-Added (Prior to Delivery) Application V Value-Added (Rep Applied) Application VI Neck Tag Application VII In-Store Tasting Application VIII Taste Contract Order Form 2012 IX Insurance Examples X Packing Slip Example

4 OBJECTIVES The objectives of this document are: To provide suppliers and agents with an understanding of the BC Liquor Stores brand and brand goals To describe our customer research and define Sarah & Steve To provide BC Liquor Stores Display and Promotions strategy To provide an outline of the criteria that BC Liquor Stores applies for promotional activity in its stores and promotion selection criteria To provide opportunities for product promotion and education To encourage the responsible use of beverage alcohol. The In-store Marketing Programs manual describes the rules that apply to all beverage alcohol retail promotional activity in BC Liquor Stores, including displays, value-added programs, contests, coupons, shelf talkers, promotion on our website, in-store tastings, special events, Taste magazine advertising, thematic programs, etc. ISM Marketing Agreement All suppliers and agents participating in any BC Liquor Stores Marketing program must provide a signed and dated ISM Agreement to the Marketing Department for each calendar year. Please refer to Appendix 1 for an agreement form. 4

5 BC Liquor Stores Brand BC Liquor Stores have evolved over many years to be a recognized brand in the retailing of beverage alcohol. Our stores have a distinct look and décor so that customers across the province know that they are shopping in a BC Liquor Store. BRAND GOALS To maximize our opportunities by ensuring we are targeting consumer needs and shopping habits To look for ways to attract customers through convenient access as well as offering products and services that differentiate BC Liquor Stores in the marketplace To capitalize on the in-store experience by delighting our customers To develop a strategy to differentiate BC Liquor Stores and Signature Stores To increase average dollar size of shopping basket To be the first choice in the beverage alcohol industry BRAND VALUES Our brand values continue to be that we are a customer-focused, profitable retailer and wholesaler of beverage alcohol dedicated to innovation, exemplary service, helpful product knowledge and promotion of responsible alcohol consumption. 5

6 CUSTOMER RESEARCH The Marketing Department undertakes a market research study every two years to keep abreast of the marketplace and to get a better understanding of customers as a whole, their needs and what we can offer to make to their shopping experience exceptional. Through our research, our customers are divided into six (6) key segments. We have identified and prioritized our most engaged consumers as our primary customer, however, all shoppers are important. The market segmentation research shows that there are customers who have high category involvement and are interested in learning more about products and are willing to experiment. These customers include a younger segment of the market (19-25 year olds) who are becoming very interested in the wine category. Programs such as our Savvy Sippers, 90 Point Wines, NPIP, Consultant s Choice monthly display, Special Product Releases, Best of BC, Rum Release and Bordeaux all appeal to this group of customers. These promotions have proven to be extremely successful and are now a standard part of each month s marketing activities. The Portfolio Managers choose which products are on display for these programs based on their knowledge of the marketplace and provides opportunities for many brands each year. All customers are important to BC Liquor Stores. We are, however, selective on how we market to them, to ensure we meet their unique needs. A significant number of the following groups are perpetual in their shopping habits. As a group they represent a large portion of the customer base and we will continue to look to focus on retaining their loyalty. This secondary group of customers fall into the following categories: Mainstream, who most often purchase mainstream products, know what they want to buy and are in and out quickly. Regulars are mature, traditional, not engaged in the category but make planned purchases for occasions. Bargain hunters are average demographic, price conscious browsers who look for price-related or added-value promotions and displays. Deal seekers are mostly male, middle aged to younger, outdoor enthusiasts, not overly interested in the category with basic product knowledge who know what they want but can sometimes be influenced by price or promotion. Tasters are slightly older, middle income, open to learning consumers but not overly knowledgeable. Staff recommendations, sales/promotions or tastings can impact what they buy. This secondary group of customers can be influenced by pricing and/or promotions, therefore, it is important that our promotional programs offer great value, product information, tastings and new or spontaneous purchase products, such as Try Something New at checkouts. 6

7 WHO ARE SARAH & STEVE? It s actually quite simple: Sarah & Steve are visual representations of all of our customers to create a connection to our customers. By giving them a name as well as a visual icon, it makes it easier for us to relate to them on a day to day basis. The icon reminds us that we have a wide variety of customers who visit our stores, each with unique purchasing behaviours. Therefore, it s important to understand how and why they shop in our stores. It s about being customer-centric and to consider how our decisions will impact their experience with us. Sarah & Steve are essentially a visual reminder to us that every decision we make can impact our customers. 7

8 Social Responsibility A key BC Liquor Stores brand value is the promotion of the responsible consumption of alcohol. High-visibility areas within stores are reserved for messages that are typically alcohol awareness related. The areas reserved are usually in frames behind or near the customer service counters, the space above/near checkouts as well as over product sections, e.g. beer corrals. Suppliers are encouraged to incorporate a social responsibility message into all of their promotional materials. Suppliers, industry groups, and others who are interested in working with BC Liquor Stores on social responsibility projects are encouraged to contact the Manager of Marketing and Social Responsibility. 8

9 DISPLAY PROMOTIONAL STRATEGY Since 2009, a number of display locations have been utilized for our own marketing programs and have proven to be very successful for BC Liquor Stores. The end locations listed below will continue to be used by Marketing for programs developed by us and products chosen by Purchasing. The specific locations are: End Group 1 in all stores for seasonally appropriate marketing initiatives End Group 3 in all A and B stores for the extremely successful Savvy Sipper program End Group 9 in primarily Signature stores for 90+ wines Checkouts 7 and 8 in 70 stores for impulse buys Suppliers and agents are encouraged to discuss participation in these programs with their Portfolio Manager. Our continued strategy is to provide promotions and displays targeted to Sarah & Steve that offer a variety of price points, value-added programming and product information. This strategy also includes promotions priced to encourage trade-up where possible and provide Sarah & Steve with an exciting, changing environment that provides an opportunity for them to learn about our category and be engaged. As we move forward in developing our brand, we will continue to evaluate and develop more targeted programs for our smaller stores and identify geographic and regional differences in the markets that we serve. In order to do that, the following strategies will apply to both supplier and marketing displays, in-store tastings, special events and shelf talkers. Signature and A stores: Spirits 750 ml spirits that are $1.00 above floor price ($23.75 is currently floor) or greater 1.14L spirits that are $.50 above floor price ($36.09 is currently floor) or greater 1.75L spirits priced at floor or above ($55.41 is currently floor) Wine 750 ml wines over $12.99 Beer beer priced at over $10.00 for a 6 pack $11.99 for an 8 pack (special pricing initiatives only) $19.00 for a 12 pack $23.00 for a 15 or 18 pack (special pricing initiatives only) Cider and Coolers $7.99 for a 4 pack $9.49 for a 6 pack B and C stores: Wine Over $9.49 for 750 ml Large format wine: 1.5 litres priced at $15.99 or more when the 750 ml of the same brand is above $8.99 9

10 3 litres priced at $30.99 or more and the 750 ml is above $ litres priced at $37.99 or more and the 750 ml is above $8.99 The strategy for spirits, beer and cider/coolers for B and C stores is the same as for Signature and A stores. Limited time offers for one month Wines (750 ml) supported by $1.00 LTOs may be accepted for displays as long as the regular price of the wine is $12.99 or above. LTO activity for spirits, beers and cider and coolers are also accepted as long as the regular price of the product is as stated above. See pricing strategy chart for further details. 10

11 Pricing Strategy Chart Updated August 2011 Spirits floor price strategy price applies to following programs may be approved in the following stores 750 ml $23.75 $24.75 all programs except liquor all and non-liquor value-adds, and necktags 1.14L $36.09 $36.59 all programs except liquor all and non-liquor value-adds, and necktags 1.75L $55.41 $55.41 all programs except liquor all and non-liquor value-adds, and necktags Wine notes strategy price applies to following programs may be approved in the following stores 750 ml $9.49 all programs except liquor B and C stores and non-liquor value-adds, and necktags 750 ml $12.99 all programs except liquor Sig + and A stores and non-liquor value-adds, and necktags 1.5L if 750 ml reg $15.99 all programs except liquor B and C stores price is over 8.99 and non-liquor value-adds, and necktags 3L 4L if 750 ml reg price is over 8.99 if 750 ml reg price is over 8.99 $30.99 all programs except neck tags and non-liquor value adds $37.99 all programs except neck tags and non-liquor value adds B and C stores B and C stores LTO s okay on display yes if reg price is above yes if reg price is above if above floor, then LTO is okay LTO s okay on display no yes if reg price is Beer notes strategy price applies to following programs may be approved in LTO s okay on display the following stores 6 pack $10.00 all programs all yes 8 pack promo pack $11.99 all programs all yes 12 pack $19.00 all programs all yes 15 pack $23.00 all programs all yes Cider & Coolers notes strategy price applies to following programs may be approved in LTO s okay on display the following stores 4 pack $7.99 all programs all yes if reg price above pack $9.49 all programs all yes if reg price above 9.99 no yes yes 11

12 SELECTION CRITERIA In order to continue to develop programs and promotions that appeal to all customers and to offer a wide range of options for Sarah & Steve to choose from, the following selection guidelines will apply: Variety of products the promotional programs selected each month will generally be a balance of spirits, wine and refreshments (i.e. beer, cider, coolers) to give Sarah and Steve a variety of selection as well as giving all suppliers access. Shared research from our industry partners has shown us that contests, in most cases, are not a significant influence on purchase decisions in our stores. Contests can be a valid promotional tool if it is right for the brand and makes sense to the customer but are not required to ensure approval of programming. Our suggestion is to re-invest the funding previously allocated to contests in other support, such as in store tasting, advertising in the Taste magazine, Special Events, on packs, etc. Non-liquor value adds that relate to the product being promoted and are branded Liquid value adds that encourage up-sell, not same on same or lower priced Marketing programs with donations to a cause that are tied to purchase are programs that are supported by many Sarah & Steve customers Special events at 39th and Cambie and other Signature Stores In-store tastings Targeted programs by region or area 3rd party coupons Seasonality and relevance to customer mindset National or regional media support External support, such as licensee activity Advertising in Taste magazine Advertising in the Product Guide Limited time offers (for products priced above the pricing grid detailed on page 10) New Products we will look at promotional applications to support new products through our NPIP program (see page 25 for details). Other new products or line extensions may be considered for display support based on seasonality or for occassion-based products e.g. liqueurs for Mother s Day or sparkling wine or Champagne for weddings. Each application will be judged on its own merit and decisions made based on number of stores, input from the Purchasing Department and potential for sales. Criteria for Checkout Display Products Products approved for checkout locations will be priced for impulse buys and/or seasonally appropriate products. Checkout products that we are looking for from suppliers are: priced for impulse purchase eye-catching product or label interesting on-pack or promotional offer (i.e. 3rd party coupons, etc.) small treat or luxury items reminder or occasion items pre-mixed drinks or single serves (i.e. mojitos, sangria, coolers) 12

13 DISPLAY OPPORTUNITIES The number of display locations in each grouping of stores for ends, checkouts or freestanding displays changes on a monthly basis. This is to accommodate Super Thematics as well as to ensure that we are providing Sarah & Steve displays and products that are relevant to the marketplace. END DISPLAYS End displays are displays of product (generally multiple cases as per directions given to stores) in high profile, high traffic areas of the stores. The maximum number of SKUs for an end display is three or four SKUs depending on product type and store grouping. CHECKOUT DISPLAYS Checkout displays are cut cases placed immediately in front of the cash desks, either on mini-pallets or on the end of a checkout merchandiser fixture. Some checkouts displays on merchandiser fixtures will have product placed on shelving. Checkout displays have four to 16 cases of product and a maximum of two or three SKUs depending on product type and store grouping. FREESTANDING DISPLAYS Freestanding displays are cut case displays of six to 16 cases of product, or they may be displays on uncommitted end units. The number of SKUs for a freestanding display is determined according to the promotion, product type and store grouping. 13

14 THEME PROMOTIONS Super thematics or Industry Displays Theme Promotions can feature countries, categories, regions, or types of products and are applied for by trade/industry groups or consulates on a yearly basis. The request for proposals for Super thematics and/or Industry displays is issued to Trade organizations and consulates in September of each year. The intent of the SUPER THEMATICS program is to create a significant impact and overall theme in the stores and to measure the results through sales of the categories involved. Super Thematic programs include multiple displays in each of the stores selected for participation in the promotion. Super Thematic promotions also include tastings of the products in participating stores as well as special events at 39th and Cambie and other Signature Stores along with support of advertising and possible editorial content in the Taste magazine. INDUSTRY DISPLAYS are applied for by Trade or industry groups or consulates, similar to Super Thematics, however smaller in scope. These include a display in selected stores with collateral, brochures and tastings. The number of participating products is limited due to space available. MARKETING CALENDAR A Marketing calendar including customer mindset, super thematic promotions and industry programs is posted on the vendor website each year to assist agents and suppliers in determining the right products to apply for at the right time. 14

15 APPLICATION PROCESS for display activity ELIGIBILITY OF PRODUCT Brands of product are not eligible for promotion of any kind two months in a row. This includes shelf talkers and value-added programs as well as displays. It does not include pricing initiatives or In-Store Tastings. A brand is defined as all sizes or varietals of the same product. (Examples of brands are: Sandhill, Mission Hill Five Vineyards, Molson Canadian, Crown Royal, and Robert Mondavi Woodbridge, etc.) Exceptions may be made at the discretion of BC Liquor Stores for national programs with extensive media coverage. Design roughs are not required at time of application, however, if you have creative already developed it is appreciated if you submit it with the application. APPROVED OR denied APPLICATIONS The supplier/agent will be notified by of approved or denied programs. Modifications to your application may be required or details requested, such as amount or size of display material, etc. Application deadlines Application deadlines and timing for design roughs and delivery of material are available on the vendor website or by ing Application Forms For your convenience, application forms are attached in the appendices of this manual as a guide to what programs are available. PDF documents are available online on the vendor website for downloading. Handwritten application forms are not accepted. All fully completed applications and information must be ed to as the electronic form and details become our permanent record. Please ensure that you include the month and program applied for in the subject box of the , i.e. Sept shelf talkers or Oct display application, etc. 15

16 APPROVAL PROCESS Approval of products and programs is in part dependent on the applicant mix for a given month, how many times the brand has been promoted in the past, price points, category mix, revenue potential and program offer. Consequently, a program that is denied one month may be approved in another month. All applications submitted for a particular month are evaluated based on the criteria listed above and the products providing the best programming and support for BC Liquor Stores while keeping in mind the mix of products, seasonality, theme promotions previously approved for a given month and frequency of approval. The Marketing Manager s decision to approve or deny an application is final and is not subject to appeal. Marketing will cancel any program or part of a program for non-compliance with BC Liquor Stores policies or requirements, including pricing activity down to floor price. In-Store Marketing programs with insufficient inventory for the promotional period will be cancelled or recalled by Marketing. Suppliers or agents with significant, ongoing inventory issues for promotional product may have approvals declined based on past performance. 16

17 Criteria for labels and packaging and in-store marketing of beverage alcohol INTRODUCTION The following criteria will be used to review labels, packaging and promotional advertising for beverage alcohol in BC Liquor Stores. These criteria have been developed to ensure, as far as possible, that beverage alcohol products are not presented to Sarah & Steve in any manner deemed to be irresponsible or in conflict with BC Liquor Stores brand values. CRITERIA Please note that the Canadian Food Inspection Agency Guide to Food Labelling and Advertising, Chapter 10 Guide to the Labelling of Alcoholic Beverages (http://www.inspection.gc.ca) provides information on labelling requirements specifically for alcoholic beverages. These guidelines apply to product names as well as to labels, packages and promotional activity and any other media intended for use in BC Liquor Stores. Labels, packaging, brand names, descriptors and promotional items must ensure that: 1 There are no direct or indirect claims that: the product has healthful, nutritive, curative, stimulative, sedative or medicinal qualities or properties suggest sexual success or prowess 2 They do not use imperative language to urge people to over consume. 3 They are not targeted to appeal to underage persons (under 19 years of age) by the use of techniques or images such as: designs or promotional techniques based on or resembling existing characters that are popular with underage persons any imagery that is established in the underage culture portraying product in context of or in relation to an activity primarily attractive to underage persons portraying persons under the legal drinking age 4 They do not attempt to establish the product as having attributes that may assist in the achievement of a desired objective, such as: social status (or product portrayal as a status symbol); personal or business success; a necessity for the enjoyment of life or any activity; appropriate for every occasion; an escape from life s problems; or attempt to establish that consumption of product should take precedence over other activities or that any activity would be incomplete without the presence or consumption of alcohol. 5 They do not use language or graphics that in any way suggest product misuse, for example: immoderate, illegal or irresponsible consumption, product dependency, compulsive behaviors, urgency of need or urgency of use. 6 They do not portray product in association with (either before or during) any activity requiring skill, care, mental alertness or an element of 17

18 danger, such as: operation of a vehicle, machinery, or other conveyance (i.e. sports or other physical activity). It is acceptable, however, to portray product after the activity depicted has clearly been completed for the day. 7 There is no suggestion of any of the following: product is being or has been consumed the feeling or effect caused by consumption of alcohol the impression that the people depicted are under the influence of alcohol persons with product in situations in which the consumption of alcohol is prohibited an amount of product is portrayed that exceeds or appears to exceed the number of standard servings for the number of individuals shown 8 They do not include representations of behavior that is defined as unacceptable in relation to beverage alcohol, such as: violent, aggressive, dangerous, anti-social or illicit acts or activities. 9 They avoid the inappropriate use of sexuality. 10 They do not degrade or depict in an undignified way the image or status of any individual or group in society. 11 They can be considered to meet the community standards of public decency and good taste and are not offensive to generally accepted social values. 18

19 collateral GuidelineS for point-of-purchase collateral In addition to the criteria noted on the previous pages, all collateral must provide accurate details to support any assertions or attributes, for example: use of quotations from wine writers or publications should indicate the name of the writer and/or publication and date of issue quotations and medal accolades must be within two years of the current date claims of winning medals should state where and when the medals were won if a review/rating is about a particular vintage, then the vintage date should be repeated on the collateral the vintage of the product featured in the collateral should be the same as the vintage of the product on the shelf comparisons or comments about competitive products are not permitted APPROVAL OF COLLATERAL Supplier collateral must to be professionally printed on matte stock. Proposed artwork for all printed material must be submitted electronically by the rough deadline to the Marketing Manager for approval prior to delivery of any material to the warehouse. COLLATERAL OPTIONS Types and sizes of acceptable collateral materials are as follows: Double Backer Cards Double backer cards (double-sided) are used with end and Freestanding displays. The size is 24 inches wide x 12 inches high plus 6 inch perforated feet (frame visible area is 23 ½ wide x 9 ½ high). Single Backer Cards Single backer cards (double-sided) are used at checkouts where cut case stacks are displayed (without checkout merchandising fixtures) or for freestanding displays. The size is 12 inches wide x 15 inches high plus 6 inch feet. Checkout Merchandiser Signs (COM sign) Checkout merchandiser signs (double-sided) are used at checkout displays in locations that have checkout merchandisers. The size is 16 inches wide x 9 inches high. These signs fit into the plastic sign holders attached to each fixture and are printed on heavy paper stock, not card stock. Pole Toppers Pole toppers are 24 inches wide x 12 inches high, double sided, with a pole and wire feet. Pole toppers are appropriate for packaged goods, i.e. beer, cider, etc., for freestanding displays. Pole toppers are not suitable for end or checkout displays. Beer Corral Signage Beer corral signage are 16 inches wide x inches high and or 11 inches wide x inches high, single sided, on heavy card stock. Beer corral signage will only be placed on the beer corral headers above the beer product. 19

20 Contest Entry Forms/Coupons/Recipes This type of collateral should be designed to be promoted, supported and executed through the program collateral, neck tag, website, text message and or other environmentally friendly formats. Pads of entry forms or coupons are not encouraged. Neck Tags The maximum outside dimensions of neck tags are 3 inches wide x 6 inches high including the neck hole. The overall hanging portion of the neck tag is not to exceed 5 inches. The number of SKUs approved for neck tags will be limited by brand and category, as determined by Marketing. Necktags may not be used to advertise price discounts. Shelf Talkers The maximum size of a shelf talker is 3 inches wide x 5 inches high on card stock. Shelf talkers will be attached to the regular shelf location with cut case clips (adhesive, double-sided tape in renovated or Signature stores) or in clear plastic shelf talker holders supplied to each store by Marketing. Shelf talkers may not be used to advertise price discounts. Product Information (Sell Sheets) Product information is a welcome tool for store managers and staff. If you have sell sheets (8 1/2 x 11 single page - may be double sided) for new products or information regarding new vintages of wine, etc. you are welcome to send a proof copy to bcliquorstores.com for approval. Once you receive approval for the content, we require 200 printed copies to be sent to Marketing at 2625 Rupert Street, Vancouver, BC V5M 3T5. We will send it to stores through our internal mail system. You may not send product information, tasting notices or any other items via directly to stores. The store system is reserved for our own internal use and may not be used as a tool for agents or suppliers. 20

21 Beer Corral Signage Beer corral signs are placed in the beer corral header above the products placed in this section of the store. The products to be displayed in the beer corral section vary by store and are tailored to the store s market. Beer corral signs are a maximum of 16" x 7.938" or 11" x 7.938". Beer corral signs may not be delivered directly to stores by agents or suppliers. If a supplier wishes to change a current visual and provide new beer corrals to BC Liquor Stores, the change must be sent via to bcliquorstores.com and approved. These requests will be evaluated once a month only. The new corral signs are to be shipped directly to the Visual Presentation Specialist at 2625 Rupert Street, Vancouver, BC V5M 3T5 or as directed. Any new signs approved will be shipped out once a month and suppliers will be charged a shipping and handling fee. Contact if you require clarification. 21

22 Contests Suppliers and agents may offer contests as part of their promotion in BC Liquor Stores. Contest prizes may be anything that is typical for a national or provincial contest, such as trips, cars or cash, but may not include beverage alcohol products. If contests include prizes in conjunction with a liquor licensee in the province, you may require a buy and sell agreement with that establishment. Please ensure that all Liquor Control and Licensing Branch policies are adhered to. The general rules and regulations regarding promotional contests are stated in section of the Competitions Act related to Promotional Contests and Section 206 (f) of the Criminal Code of Canada. For your information, the areas covered include: Adequate and fair disclosure of the number and approximate value of prizes and odds of winning (by regional allocation, if applicable) Disclosure is to be made in a reasonably conspicuous manner prior to the potential entrant being inconvenienced in some way or committed to the contest A skill testing question requirement The contest closing date Section 206 (f) of the Criminal Code of Canada states: Every one is guilty of an indictable offence and liable to imprisonment for a term not exceeding two years who (f) disposes of any goods, wares or merchandise by any game of chance or any game of mixed chance and skill in which the contestant or competitor pays money or other valuable consideration; This is the basis for the no purchase necessary requirement. In order to comply with this requirement, contest entry forms or details that are on-packed (attached to the selling unit) or in-case (inside the selling unit) must also be made available through mail-in, a website, text or QR code, or a phone number. We also recommend the use of web/text-based contests instead of mail-in to eliminate paper entry forms. No entry forms are accepted at store level. Instant-win or scratch-and-win contests or coupons are in violation of the skill testing question requirement. Scratch coupons that establish eligibility to win are acceptable. BC Liquor Stores participation in contests is limited to approval of contests as part of a promotion executed in stores, therefore approval is required prior to cancellation of contests. Contests sponsored by beverage alcohol companies must state: Must be of legal drinking age to participate in the contest rules and must also provide the method of entry for No Purchase entry option. In the case of packaged goods, this option must be clearly legible on the package and in close proximity to the Win messaging. Method of entry into contests should be clearly stated in a legible font size on collateral as welll. The following statements must also appear in the contest rules: The provincial liquor agencies are not connected with this contest in any manner whatsoever, and are not liable in any way whatsoever in regard to any matter which relates to the contest. Employees and contractors of the provincial liquor agencies, liquor licensees, their employees and members of their immediate families are not eligible. 22

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