Melanie Klie Event & Sales Coordinator x334

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1 Safety of all our guests, staff and exhibitors is of the utmost importance. It is well within your rights to refuse service to anyone who appears intoxicated. We have several marked security guards and please advise security or show management immediately if you find anyone who appears intoxicated. Thank you. Show Office is room 204 on the street level. GOURMET FOOD & WINE EXPO HOUSE POLICIES All alcohol must be purchased on the event SOP and receipts should be in the booth All exhibitors are provided with the AGCO & LCBO serving guidelines and the AGCO handout RECOGNIZING INTOXICATION please review with all pouring staff All alcohol servers must be smart serve certified please have cards and numbers AGCO Checking ID guidelines are provided to all door security staff, if you question the age of a patron you may request further proof of age verification Gourmet Food & Wine Expo uses trained security professionals to patrol the show floor please report any potential issues to security, show management or police Please ensure ALL staff are following the Beverage Guidelines as recommended: o 23% alc. Vol. or greater max. serving 30 ml. (1 ounce) o 7% alc. Vol. to 22% alc. Vol. max. serving 60 ml. (2 ounces) o 6% or less alc. Vol. max. serving 115 ml. (4 ounces) One tasting per product per customer Sampling prices cannot be less than the cost of the product Divide retail price / number of samples as the minimum price per sample All staff serving alcohol must be smart serve certified Staff are not permitted to drink alcohol while working Please encourage responsible consumption and do not over serve Please pour within the guidelines as provided Exhibitors can be held legally liable for the safety and sobriety of our customers. You can lower your liability risks by ensuring that each alcohol sample does not exceed the provided guidelines, by recognizing signs of intoxication and by recommending food and water. Jennifer Campbell Show Manager x309 jennifer.campbell@sunmedia.ca Paul McNair Sales & Logistics x319 paul.mcnair@sunmedia.ca Melanie Klie Event & Sales Coordinator x334 melanie.klie@sunmedia.ca Adam Powell Account Manager x323 adam.powell@sunmedia.ca

2 LCBO/AGCO INDUSTRY PROMOTIONAL EVENT GUIDELINES 1. For purposes of definition, a Industry Promotional Event is an event that promotes a manufacturer s product. There can be no intent to profit from the sales of alcohol at the event. Market research may also be conducted for the purposes of gathering and analyzing information about consumers needs and preferences. 2. Industry Promotional events are subject to the AGCO Sampling Guidelines for Liquor Manufacturers and the event s House Policies. 3. Exhibitors at this event are required to abide by the AGCO Sampling Guidelines for Liquor Manufacturers and the event s House Policies. 4. Any type of beverage alcohol product may be served, provided the product has been examined and approved by the LCBO Laboratory. 5. Where a product is brought into the Province through the Private Stock Department, laboratory approval is required prior to the actual Industry Promotional Event opening date. 6. Where an exhibitor wishes to demonstrate alcoholic beverage mixes, or similar products, the alcoholic portion of the sample must be obtained through the LCBO on the event SOP. 7. Exhibitors should also be aware that only registered agents are allowed to offer samples at these events. Further exhibitors of this type of product should check with the LLBO for advertising restrictions that may relate to their exhibit space. 8. There are some special restrictions for consulate or trade organization exhibitors. These exhibitors will be limited in the selection of the products that they may serve to those products (Private Stock or currently listed) that are in the portfolio of an agent who is already exhibiting in the show, or to a product, which is currently listed and available in our Vintages outlets. Pouring of product by nonregistered persons will be allowed in this type of booth, provided there is a registered representative or trade association senior executive in attendance during the pouring and discussion of the product. 9. Exhibitors may pour up to a maximum of ten products per ten feet of contracted booth footage. The mix of products shown per ten-foot section is at the exhibitor s discretion.

3 10. Trade Samples must not be served while the show is open to the public. 11. The Show will have a common area dedicated to the education of the general public, wherein lectures by appropriate guest speakers and other events of interest may be held. 12. Products poured for the public are subject to House Policy Guidelines as follows: Serving sizes are based on alcohol content (by volume) of the product and the following serving sizes are strongly recommended: 23% or greater maximum serving 30 ml. 7% to 22% maximum serving 60 ml. Less than 6% maximum serving 115 ml. 13. Exhibitors should aim at pricing samples as close to the break-even point as possible. The following is the accepted formula for achieving this: Take the retail price of the product, add the cost of the levy, add 10 cents per sample service charge and divide the total amount by the number of servings available from the bottle. i.e.: 750 ml. Table wine $14.00 Current levy (16%) $ 2.24 Total $16.24 Add 10 cents x the number of samples and divide by the total number of samples *Sampling prices cannot be less than the cost of the product and are calculated by dividing the retail price by the number of samples. 14. Exhibitors at Industry Promotional Events should be aware that all products shown, whether brought in through the Private Stock system or drawn from current LCBO listings, must be purchased through the Liquor Control Board of Ontario. An exception is made to this policy for Ontario wineries with regards to who may purchase their stock through their own retail outlet. Exhibitors or potential exhibitors are strongly advised to check directly with the LCBO Purchasing Department and the LCBO Laboratory to determine the lead time necessary to have products available for any given show. Exhibitors should also contact the LCBO Merchandising Department for detailed ordering instructions for currently available items. 15. All alcohol service staff must be Smart Serve certified and carry their Smart Serve card at all times while serving. *All Rules and guidelines are subject to change without notice Thank you for helping to ensure the safety and sobriety of all our customers, guests, staff and management.

4 Special Occasion Permits Industry Promotional Events I n f o r m a t i o n s h e e t s f r o m t h e A l c o h o l a n d G a m i n g C o m m i s s i o n o f O n t a r i o Responsible Service 3203 ( ) What is a Special Occasion Permit? A Special Occasion Permit (SOP) is required any time alcohol is offered for sale, served or consumed anywhere other than in a licensed establishment or a private place (for example, a corporate boardroom or a residence). SOPs are issued for occasional special events only, and not to operate an ongoing business. There are three types of occasions for which an SOP may be issued: Private Events, Public Events and Industry Promotional Events. The following provides information specific to Industry Promotional Event SOPs. Industry Promotional Event SOPs Industry Promotional Event SOPs are for the purpose of promoting a manufacturer s product(s) at an event. As of July 1, 2012, the Industry Promotional Event category replaces three previous categories for which an SOP was issued: Trade Show, Consumer Show and Market Research. Industry Promotional Events no longer need to be directly tied to the hospitality (food and beverage) industry, and can be either a Sale or No Sale event. A permit holder may choose whether the Industry Promotional Event is publicly advertised or for private guests only. Samples for tasting may be provided and orders for alcohol purchases may be taken. Orders must be processed through an authorized government retail store. Market research may be conducted under a No Sale permit only. There can be no intent to gain or profit from the sale of alcohol at any Industry Promotional Event. A Sale SOP is required when money is collected for alcohol through, for example: alcohol sales (cash bar); an admission charge to the event which covers the cost of alcohol; or the sale of alcohol tickets sold to people attending the event. If money is collected before the event, a Sale SOP may be required if the money is collected to cover the cost of alcohol. A No Sale SOP is required when: alcohol is served without charge; no money is collected directly or indirectly for alcohol from guests; and the permit holder absorbs all alcohol costs. The permit holder is required to purchase alcohol under the permit from an authorized government retail store (LCBO, LCBO Agency Store, The Beer Store, or authorized manufacturer s retail store), unless the Industry Promotional Event is for the purposes of market research (see below). Sampling Samples for tasting may be provided to guests/patrons at Industry Promotional Events per the following: Only manufacturers, Alcohol and Gaming Commission of Ontario (AGCO) licensed representatives of manufacturers, or event organizers of an Industry Promotional Event acting on behalf of a manufacturer or AGCO licensed representative may provide the samples of alcohol. Event organizers conducting sampling at an Industry Promotional SOP event may be required to produce a letter of authorization from the manufacturer or AGCO licensed representative upon request. Sample sizes are determined by those individuals providing the samples. A sample is generally defined as a small part or quantity intended to show what the whole is like, such as a small amount of food, alcohol or other commodity. Market Research Events may be conducted by or on behalf of liquor manufacturers to carry out market research on their products. Industry Promotional Events held for the purpose of market research must be conducted under a No Sale SOP for the purposes of gathering and analyzing information about consumers needs and preferences. Market research cannot be conducted with the intent to gain or profit from the sale of alcohol at the event. Unlike other Industry Promotional Event activities, alcohol being sampled for market research does not have to be purchased under the permit from an authorized government retail store. If an event organizer or an AGCO licensed representative is conducting the market research or providing samples on behalf of a manufacturer, you must make available Continued on Page 2

5 Continued from p. 1 Contact number for AGCO Customer Service & General Enquiries: or or visit us at upon request a letter from the manufacturer authorizing you as their representative to conduct market research and/or provide samples. Outdoor Events For all outdoor SOP events, the applicant must give written notification of the event to the clerk, police, fire and health departments of the municipality where the event is taking place. If a tent, pavilion, marquee or tiered seating is used, the local building department must also be notified in writing. The notification periods are: At least 30 days before the event is to take place if fewer than 5,000 people per day are expected to attend the event; or At least 60 days before the event is to take place if 5,000 people or more per day are expected to attend the event. If your event is taking place outdoors, you must submit a sketch or plan with your application clearly showing the exact dimensions of the proposed permit area and location of any tiered seating. Tiered Seating The sale, service and consumption of alcohol is permitted in tiered seating at SOP events. If alcohol will be sold, served or consumed in tiered seating at your event, you must indicate this on your application. If the event is outdoors you must also include a sketch showing the location of the tiered seating within the proposed permit area. Multiple Day Events Previously, a person holding multiple events was required to apply for a separate permit for each event and purchase alcohol for each event under a different permit. As of July 1, 2012, you may apply for a permit identifying multiple events if: each event is one in a series of events; the application for the permit is for all of the events (dates); the nature, purpose, location and target audience of each of the events (dates) are the same (e.g. service club monthly event); and as a result of doing so, the permit holder is not operating an ongoing business, or does not appear to be doing so. Alcohol may be stored between event days under certain circumstances. Police and AGCO Inspectors must have full, authorized access to the location. Please see the SOP Application and Guide for specific criteria and information that must be provided as part of the application process. SOP Compliance The AGCO uses a risk-based approach to issuing SOPs which aids in assessing risks to public safety and the public interest, so additional documentation may be required from an SOP applicant. Based on a risk analysis of the event and the applicant, conditions may be attached to the SOP. Where there is a breach of the Liquor Licence Act (LLA) or Regulations at an SOP event, the Registrar of Alcohol and Gaming (the Registrar) may impose sanctions on the permit holder, including a monetary penalty, or refusing to issue further permits. Responsibilities of an Industry Promotional Event SOP Holder include: The permit holder, responsible person (as indicated on the permit) or his/her designate must be present at all times. The permit and alcohol purchase receipt(s) must be available for inspection. All areas where alcohol will be served and consumed (indoor or outdoor) must be clearly defined and separated from areas where the permit does not apply by a barrier of at least 36 (0.9 m). Alcohol can only be sold and served during the hours that are stated on the permit. The regular hours for the sale and service of alcohol are 11 a.m. to 2 a.m. the following day, except for New Year s Eve (December 31) when sale and service must cease at 3 a.m. on January 1. The Registrar may restrict these hours as a condition of the permit. Police officers and AGCO Inspectors must be given unobstructed access to the event at all times and may revoke an SOP while the event is underway if they reasonably believe that the LLA or Regulations are being contravened. All signs of sale and service must be cleared within 45 minutes of the end time stated on the permit. This includes the removal of all partially consumed and empty bottles, and glasses that contain(ed) alcohol. Alcohol cannot be sold, served or provided to anyone who appears to be under 19 years of age without requesting identification. Proper identification must be checked for any person who appears to be under 19 years of age. Intoxication, disorderly conduct and unlawful gambling are not permitted. Encouraging immoderate consumption of alcohol is not permitted (for example, drinking contests or games). Non-alcoholic beverages must be available. Alcohol sold or served may not be removed from the permit area. Only the permit holder may remove unused alcohol at the conclusion of the event. Unused alcohol must be removed from the premises at the end of the event. Guests cannot be required to purchase a minimum number of drinks or drink tickets to enter or remain at the event, and no drink containing more than 85 ml of spirits can be sold or served. There must be sufficient food available for those in attendance.

6 Recognizing Intoxication Licensee information sheets from the Alcohol and Gaming Commission of Ontario Responsible Service Although individual reactions to alcohol may vary, people follow certain general patterns as they approach intoxication. These are the 10 main signs that indicate your customer is becoming drunk. These signs may appear in any sequence or be clustered, depending on the individual. As people become intoxicated, they will show more signs. Drinkers showing three signs can almost certainly be considered intoxicated. Inappropriate speech volume: Drunks frequently speak in volumes inappropriate to the situation. They shout when it isn t necessary, whisper when there s no need for secrecy. The voice may go from low to high (or vice versa) when there is no reason to suggest that a change in volume is necessary. Motor control (fine) deteriorates: As people become drunk, their skills requiring fine motor control (hand-eye coordination) deteriorate. Intoxicated patrons may fumble with their cell phones or have difficulty picking up change. As their coordination declines, people also misjudge distances. They may set a drink down hard on a table, thinking that the table is lower than it is. Pace of speech: Intoxicated people may change the rate of their speaking, alternating racing speech with slow speech, or talking consistently slow or fast. Alertness decreases: Intoxicated people take longer to respond to questions or react to events. They may not be able to understand or pay attention to what you re saying. They easily become muddled, and you have to repeat simple questions or requests before they respond. Inappropriate sweating: Intoxicated people may sweat more than might be considered normal given the surrounding temperature, conditions or situation. Red eyes: Take note if a customer s eyes are bloodshot to any degree. Motor control (gross) deteriorates: Alcohol also impairs skills requiring gross motor coordination. Drunk customers may have difficulty standing upright or walking a straight line. They weave, misstep or stumble, perhaps bumping into other people or furniture. To compensate, they may put their hands out at the sides for support or balance. Poor enunciation, slurring words: Alcohol relaxes muscles, including those in the mouth, making it hard to speak clearly and distinctly. An intoxicated person may make a single error repeatedly stumbling over one word or slur several words together. This is a very good sign someone is impaired. Noticeably shallow breathing: Can you notice a difference between your breathing and the customer s? An intoxicated person may breathe noticeably slower or shallower than others. There may be weakness in breath, with little air inhaled or exhaled. Tiredness: Alcohol is a depressant. As people become intoxicated, they show signs of being tired or sleepy. Their eyes may be heavy or closed, or they may have a placid or fixed gaze. Dealing with intoxicated patrons Here are some strategies to deal with customers who show signs of intoxication: 1 sign Become alert for the development of other signs (a single sign is not necessarily linked to intoxication). Make low-risk options available to slow alcohol intake. For example, offer food or low-alcohol drinks. Continued on p ( )

7 Continued from p. 1 Contact number for AGCO Customer Service & General Enquiries: or or visit us at 2 signs Monitor the patron carefully. Move to low-alcohol or non-alcohol drinks. If possible, serve food to decrease the rate of drinking. 3 or more signs Serve no more alcohol to this patron under any circumstances. Use management of intoxication techniques to reduce the likelihood of injury and damage. For example, ensure that the patron has safe transportation home; if necessary, call the police. Preventing intoxication Obviously, if you focus your efforts on preventing intoxication, you won t have to be as concerned about recognizing intoxication. These strategies may help you lower the risk of customer intoxication: Alternative beverages: Actively market non-alcoholic and low-alcohol drinks to your customers. Create interesting mocktails made without alcohol. Exotic names and fresh ingredients will make these products appealing to your customers. Offer free or low-priced appetizers for after-work customers. These people may be at especially high risk of becoming intoxicated because they are likely to have empty stomachs. Try a hungry hour promotion with two-for-one snacks. Train your servers to market food. Offer them incentives for increasing food sales. Interview and assess: Chat with your customers before taking their order. Have they eaten? Have they been drinking elsewhere? Clearly, people who have been drinking must be treated differently from those who have had nothing to drink. You have to decide whether or not to serve them even one drink, and monitor them for emerging signs of intoxication. Don t invite trouble in: Train your door staff to recognize the signs of intoxication and refuse entry to anyone who has had too much to drink. House policy: Develop, post and enforce a house policy on intoxication. You might print the policy on your menu or on tent cards with a list of your non-alcoholic drink specials. Promote alternative beverages by offering them at prices that are competitive with regular alcoholic products. Offer a wide variety of low and no-alcohol products and make sure your customers know these products are available. Advertise them on your menus and tent cards. Food: ll managers, licensed security personnel and employees handling liquor must be certified in an AGCO approved server training course. For more information on training for servers, please refer to the AGCO website at Serving food is one of the best ways you can lower your risk of customers becoming intoxicated. Not only does food delay the absorption of alcohol into the blood, but it generally takes customers longer to drink a round when they are also eating.

8 Checking ID L i c e n s e e i n f o r m a t i o n s h e e t s f r o m t h e A l c o h o l a n d G a m i n g C o m m i s s i o n o f O n t a r i o Responsible Service In order to be valid, identification must: have been issued by a government; be current (expired ID is not valid); include the person s photograph; and include the person s birth date. Note: By law, no one can be required to produce the Ontario Health Card, nor can the health number be collected. Licensees should not ask for the Ontario Health Card as identification, but if offered voluntarily you may accept it at your discretion. Although any ID meeting these requirements may be accepted, prescribed forms of ID include: Ontario Driver s Licence with a photograph LCBO BYID photo card Front Face Reverse Face Front Face Reverse Face Front Face with Age Banner Effective January 1, 2013 Age 19 banner will only appear on cards issued after January 1, 2013 for individuals aged 16 to 18. Photo card issued under the Photo Card Act Front Face Canadian Passport Front Face with Age Banner Effective January 1, 2013 Canadian Armed Forces Identification Card Front Face Reverse Face Canadian Citizenship Card with a photograph Front Face Permanent Resident Card (Canadian) Reverse Face Secure Indian Status Card (Canadian) Front Face Front Face Cover Inside Continued on p ( )

9 Continued from p. 1 AGCO Customer Service & General Enquiries: or or visit us at Spotting Fake ID Most importantly, provide an area with adequate lighting where ID will be checked. Staff will be looking for very fine alterations and will need proper lighting and good eyesight. You may choose to check ID at the door to identify minors before they enter the establishment. However, if your staff has any doubt about a patron s age, they must ask for ID just prior to service. Take your time and examine the ID closely. At the very least, check the photo (is this the person standing in front of you?), the birth date, and the expiry date. Never accept ID without a photo. Hold the ID in your hands, rather than allowing the patron to flash it at you. If it is in any sort of a case, take it out. Feel for extra thickness around the photo and the edge of the lamination. This may be an indication of a second photo placed on top of an original and re-laminated. Look for consistency between numbers and letters. Are the numbers and letters consistent and the same thickness, weight, and colour? If they have been altered, they may be thicker, heavier, or darker. Checking a Driver s Licence Some Features of Ontario s Driver s Licence The driver s licence issued by Ontario s Ministry of Transportation includes various security features. There are several versions of the licence in circulation throughout the province. Ontarians will receive the newest version of the licence when they become licensed or when their licence is renewed. The following features are common to all versions of the driver s licence: The licence number starts with the first letter of the last name e.g., Jane Q. Public s licence number starts with a P. The 9th and 10th number (separated by a dash) are the same as the last two numbers of the person s year of birth. The last two numbers indicate the day of birth. Versions issued since December 2007 include additional security features such as a 2D bar code, a laser-engraved photo/ signature/ personal information, a fine line background, micro and rainbow printing, secondary photo and signature images and ultraviolet features. Effective January 1, 2013, a new identifier on Ontario driver s licences and photo ID cards issued to individuals aged 16 to 18 will clearly show when card holders turn 19. The cards will have an AGE 19 banner, followed by the exact date the card holder turns 19. The banner will be located near the bottom of the card, beside the date of birth. 1. Ultraviolet inks are used during the manufacturing process to enhance the security background and also to add two distinct UV features, an Ontario logo on the front and a stylized Trillium flower on the back. Both are visible only under an ultraviolet (blacklight) source. 2. Raised lettering on driver s licence number and date of birth. 3. Protected secondary photo and signature at the bottom right corner. Other security features appear when you tilt the card from left to right. 4. AGE 19 banner will only appear on cards issued after January 1, 2013 for individuals aged 16 to The machinereadable barcode contains bearerrelated data. Note: A driver s licence issued between December 2007 and April 2011 will have a magnetic stripe across the back of the driver s licence as well. Note: Versions of this driver s licence will be in circulation until November 2014.

10 ALCOHOL AND GAMING COMMISSION OF ONTARIO SAMPLING GUIDELINES FOR LIQUOR MANUFACTURERS July E (12/07)

11 SAMPLING GUIDELINES FOR LIQUOR MANUFACTURERS July 2012 TABLE OF CONTENTS I Product Sampling to Patrons of a Liquor Retail Store... 2 II Product Sampling by a Manufacturer to Patrons in a Licensed Establishment... 3 III Product Sampling by a Manufacturer to the holder of a Liquor Sales Licence... 4 IV Product Sampling by a Manufacturer to Individuals... 5 V Product Sampling under Industry Promotional Special Occasion Permit E (12/07) 1

12 SAMPLING GUIDELINES FOR LIQUOR MANUFACTURERS July 2012 I Product Sampling to Patrons of a Liquor Retail Store Liquor retail stores owned and operated by liquor manufacturers (licensed under the Liquor Licence Act) and Brewers Retail Inc. (the BRI ) which have been authorized by the Registrar of Alcohol and Gaming (the Registrar ) may offer samples of its products to its patrons if the following conditions are met: 1. Samplings are conducted only during permissible hours of operation prescribed by the Registrar. 2. Samplings are provided and consumed only within the retail store. Sampling is not permitted at winery kiosk stores. 3. Only products which are eligible to be sold in that store are offered as samples. 4. Samples are not offered or served to any person who is under nineteen (19) years of age. 5. Samples are not offered or served to any person who is or appears to be intoxicated. 6. Staff members offering samples are at least eighteen (18) years of age. It is highly recommended that all staff members offering samples obtain SmartServe certification. 7. Retail store customers are not permitted to remove samples from the retail store premises. 8. Spittoons or similar containers are provided at all samplings. 9. Any fee charged for a sample is calculated on a cost recovery basis. 10. Any marketing method used to support a sampling adheres to Section 5 of Ontario Regulation 720/90 as amended, and the AGCO s Advertising Guidelines: Liquor Sales Licensees and Manufacturers. 1224E (12/07) 2

13 SAMPLING GUIDELINES FOR LIQUOR MANUFACTURERS July 2012 II Product Sampling by a Manufacturer to Patrons in a Licensed Establishment A manufacturer or its representative may purchase an individual serving of liquor from the holder of a liquor sales licence for a patron to sample the manufacturer s product on the licensed premises if the following conditions are met: 1. The sample is purchased from the liquor sales licensee at the full menu price and where the manufacturer purchases samples from the liquor sales licensee which are one half the size of servings listed on the menu, or less, the price must be reduced by no more than one half the menu price for the full serving. 2. The sample is served to the patron by the liquor sales licensee or its staff who will be responsible to ensure that all aspects of the Liquor Licence Act, the regulations and the Registrar s Advertising Guidelines are adhered to. 3. The liquor sales licensee in the presence of the manufacturer or its representative must provide the individual serving of liquor to the patron on a one-to-one basis. 4. The manufacturer or its representative may not purchase a round for the house. 5. The manufacturer or its representative may not pay the liquor sales licensee or its staff to purchase or sample drink(s) for patrons. 6. The manufacturer or its representatives are required to engage in conversation with the patron(s) regarding the manufacturer and/or the product being sampled. 1224E (12/07) 3

14 SAMPLING GUIDELINES FOR LIQUOR MANUFACTURERS July 2012 III Product Sampling by a Manufacturer to the holder of a Liquor Sales Licence Off Premise Sampling: A manufacturer may give liquor to a liquor sales licensee where the purpose of the gift is to have the liquor sales licensee or its employees sample a liquor product. If the gift of liquor is to be provided to the liquor sales licence holder or their employees in sealed containers for their personal sampling outside the licensed premises, the following conditions must be met: 1. The liquor must not be taken onto or kept in the licensed premises. 2. The liquor sales licensee must not have stocked the brand in the last twelve (12) months. 3. The sample is for consumption by the licensee or staff and not for sampling or resale to patrons. 4. The sample size (for any individual brand) does not exceed an annual (calendar year) total of: 48 (355ml) bottles of beer or cooler, or equivalent 10 (750ml) bottles of wine, or equivalent 3 (750ml) bottles of spirits, or equivalent 5. Records of the sampling activities are maintained by the manufacturer for a minimum of one (1) year and are, when requested, made available for review to the Registrar or staff designated by the Registrar, and, when requested, prior notice of sampling activities are provided to the Registrar. On Premise Sampling: A manufacturer of liquor, a manufacturer s representative or the Liquor Control Board of Ontario (LCBO) may bring liquor onto the premises of a liquor sales licensee for the purposes of having the liquor sales licensee or its employees sample liquor products provided the following conditions are met: 1. The sampling is conducted in the presence of the manufacturer, representative or LCBO employee. 2. That any sampled liquor remaining at the conclusion of the sampling is immediately removed from the licensed premises by the manufacturer, representative or LCBO employee. 1224E (12/07) 4

15 SAMPLING GUIDELINES FOR LIQUOR MANUFACTURERS July 2012 IV Product Sampling by a Manufacturer to Individuals A manufacturer may give liquor to an individual, where the purpose of the gift is to have the individual sample liquor if the following conditions are met: 1. The sample is distributed by the manufacturer or its representatives to the individual in person. Voucher/coupon samples for liquor may not be given to individuals through direct mailings or any other indirect method. 2. The size of the samples for any one individual does not exceed: 6 (355ml) bottles of beer or cooler, or equivalent 1 (750ml) bottle of wine, or equivalent 1 (375ml) bottle of spirits, or equivalent 3. A coupon/voucher provided for a sample of liquor may be redeemed only at an LCBO store, an authorized manufacturer s retail store, or a Brewers Retail Inc. store. 4. The sample may not be awarded as a prize. 1224E (12/07) 5

16 SAMPLING GUIDELINES FOR LIQUOR MANUFACTURERS July 2012 V Product Sampling under Industry Promotional Special Occasion Permit Sampling only is permitted at Industry Promotional Events. 1. Sampling must be supervised by AGCO licensed representatives of manufacturers, manufacturer s employees, AGCO licensed representatives or event organizers acting on behalf of either. An event organizer may be required to produce documentation supporting this relationship. 2. Sample sizes are determined by those providing the samples. A sample is generally defined as a small part or quantity intended to show what the whole is like; a small amount of a food, alcohol or other commodity. 3. There can be no intent to profit from sale of alcohol at the event. 1224E (12/07) 6