Listing Policy and Procedures
The policy of PEI Liquor is to optimize the efficiency of the Commission as it relates to a dollar return, and to provide customers with a well-balanced assortment of beverage alcohol while treating all suppliers fairly and giving all applications equitable consideration.
New listings for alcoholic beverages are generated from a yearly Category Review Schedule and determined by the Category Manager for each category (Beer, Wine, and Spirits). Based on the review schedule, suppliers/agents will be sent a Category Call with instructions on submitting products for listing. To be on the mailing list to receive Category Calls, please submit a Supplier/Agent Representation Registration form, found here.
Click on the button below to download the PEI Liquor Category Review Schedule.
2024-2025 PEI Liquor Category Review Schedule
By applying for listings via Category Calls, suppliers/agents must agree to the policy and procedure as laid out in the PEI Liquor Listing Policy and Procedures Guide.
LABELLING REQUIREMENTS
Click on the button below to view our PEI Liquor Labelling Requirements for Beer, Cider, Spirits, and Wine.
PEI Liquor Labelling Requirements
PRELIMINARY APPLICATIONS FROM SUPPLIERS
Agents responding to a Category call must do so using the Preliminary Application spreadsheet provided with each call. The acceptance of these applications is based on the decision of the applicable Category Manager. Preliminary Applications should be sent via email to:
Nikki Brown
Category Analyst
nabrown@liquorpei.com
NOTIFICATION OF PRODUCTS OF INTEREST
When listing decisions have been made, agents will be notified by applicable category manager, indicating which products have been selected for consideration at a Category Review as well as a deadline for sample submission.
SUBMISSION OF SAMPLES
Two (2) samples of each product selected for Category Review must be sent to the PEILCC. Tracking samples and confirming that they have been received at the PEILCC is the responsibility of Agents. If samples are not received by the prescribed deadline, the product will not be considered for General List until the following call for that category. Any samples arriving after the deadline will be destroyed the PEILCC.
Samples must be received at the PEILCC Executive Offices duty paid with prepaid freight. Any charges incurred by the PEILCC in relation to product samples will be billed to the Agent along with a $50.00 handling fee per product.
Samples are to be sent to the attention of:
Gerald O’Halloran
Director of Supply Chain and Property Management
PEI Liquor Control Commission
3 Garfield Street
Charlottetown, PE
C1A 6A4
Any questions regarding shipping logistics can be sent to Connor Wilkinson:
cmwilkinson@liquorpei.com
902-368-5716
CATEGORY REVIEW
After completion of the Category Review Meeting, the PEILCC will send an Application Request to Agents for products selected for listing. The application must be fully and accurately completed and returned to the PEILCC by the prescribed date.
Click on the button below to download the PEI Liquor Listing Application Form.
PEI Liquor Listing Application Form
Listing Applications with supporting documents can be sent to the respective Category Manager and Category Analyst:
Nikki Brown
Category Analyst
nabrown@liquorpei.com
Maggie Green
Beer & Spirits Category Manager
mtgreen@liquorpei.com
Trent DeRoche
Wine Category Manager
trderoche@liquorpei.com
PRODUCT LISTING
Products selected for listing will then be entered in the appropriate PEILCC systems and ordered. All suppliers must meet PEILCC ordering deadlines and packaging must meet all CFIA label requirements. A listing fee of $150 + HST is required with every application. The fee payment must be sent to:
Will Bruce
Financial Analyst
wpbruce@liquorpei.com
A receipt for the Application Fee as well as an acknowledgement of the fact that the Application was received by the PEI Liquor will be sent to the Agents/Suppliers.
INDIVIDUAL LISTINGS
Individual Product Listings can occur throughout the year, outside of the regular Category Review Schedule. These individual listings can occur for several reasons such as allocations, case pack changes, one-time offers or seasonal specials.
These specialty offers should be submitted in the same spreadsheet as those products that qualify for the category call. (For example, an LTO whiskey could be included on the Vodka Category Call). It should be identified as “Specialty” or “OTO” in the appropriate cell in the Preliminary Application spreadsheet.
Samples are required for individual listings and should be sent according to the instructions above.
INVOICING
Invoices should be sent to:
Connor Wilkinson
cmwilkinson@liquorpei.com
and
Will Bruce
wpbruce@liquorpei.com
DELISTING PROCEDURE
The delisting process is completed in conjunction with the Category Review Schedule. Categories are reviewed as per the schedule and decisions rendered based on the performance of the product as it relates to the category and the direction of the overall business. Several factors outside of performance also influence delisting decisions, such as shelf management requirements, product category requirements, hierarchy needs (price points), promotional support, brand family performance, supply issues, shelf life, etc. Circumstances (such as product supply) may arise that fall outside the normal delisting procedure that allows the PEI Liquor to delist at its discretion.
Further to category reviews, agents will be notified if a product they represent is being delisted. As per PEI Liquor policy, for any general list product delisted after being in the market for over 12 months, the PEI Liquor’s loss of profit in depleting the inventory will be offset by invoicing the agent 25% of the landed cost of that inventory.
An Agent will be deemed responsible for a product up to the effective date of the appointment of a new Agent as communicated to the PEI Liquor by the supplier.
Agent/suppliers listing products with PEI Liquor must agree to the PEI Liquor’s product delisting policy and procedure.