Raising the bar in Good Taste!

DEMONSTRATOR TRAINING MANUAL

In-Store Tastings ~ Trade Shows ~ Brand Promotions ~ Special
Occasions




1



Welcome To The Team!
With over 30 combined years in event management, LUMA EVENTS was born!
Based out of Oakville, Ontario we are a socially responsible, fully staffed and
qualified agency to fulfill our client's needs on a province-wide basis. Every
LUMA EVENTS representative is Smart Serve Certified and professionally
trained in order to provide our clients with the very best in customer service.
At LUMA EVENTS, we offer tasting experiences to the public at selected LCBO
and Beer Store retail outlets. With continued clients, our team has proven to be
successful in this growing market. Go to www.lumaevents.com for a complete
client list.

Our Demonstrators are friendly, outgoing, mature, and can execute these
tastings seamlessly. As a Demonstrator you will provide quantitative and
qualitative data for the supplier and will report directly to your LUMA EVENTS
supervisors.
CONTENTS

Policies/Procedures Pages 2-4
How To Run Your Tasting Bar Pages 5-7
A-Z Checklist PRINT ME Page 8
Tasting Update Example Page 9
Tasting Bar Examples Page 10
Compensation & The Schedule Page 11
Our Clients Page 12
LCBO/Beer Store Guidelines Pages 13-19
LCBO Store Search Page 20
Demonstrator Tasting Invoice Page 21


We look forward to having you on our team!


Janet Wieland Natalie Wilcox Melissa Armster
Managing Director Recruiter Event Coordinator
janet@lumaevents.com natalie@lumaevents.com melissa@lumaevents.com
416-455-0259 (phone) 519-496-3958 (cell)
905-825-0207 (fax)




Raisi
ng
The
Bar
in
Good
Taste
!

2


Policies/Procedures
1) Smart Serve
Smart Serve Ontario is a non-profit organization dedicated to developing and
delivering a responsible service training program to all individuals who serve
alcohol beverages or work where alcoholic beverages are served in the Province
of Ontario.
All Demonstrators' must have successfully completed the Smart Serve program
and are able to present to the Store Manager the following: an original Smart
Serve Identification Card and one piece of Photo identification both in their name.
To access the Smart Serve Program on-line:
https://smartserve.org/online_training.asap
Online Training Program (Individual purchase)
This online training program promotes responsible alcohol beverage service. The
program is designed to be taken on the Internet. Cost for this program: $34.95
+ HST.
2) Serve Ability Online Training
In order to partake in the in-store tastings at the LCBO it is required that our
demonstrators complete the Serve Ability Online Training. In order to complete
this online training visit the website: www.mcss.gov.on.ca/serve-
ability/splash.html. The online training is designed for self-study on the topic of
serving customers and takes approximately 45 minutes to view and complete.

3) 19 years or Older
All Demonstrators MUST be 19 years or older to execute a tasting. This is an
industry standard throughout all Alcohol companies in Ontario. It is a serious
offence to serve liquor to any person under the age of nineteen (19) or who is
intoxicated.
4) Professionalism
As a Demonstrator, you must present yourself in a professional manner at ALL
times. Unprofessional appearance, punctuality, use of a cell phone or texting in
view of the public or inappropriate behaviour in conducting the tasting, will result
in a tasting being cancelled, and at our discretion, the contract terminated.
Reminder: We are guests at the LCBO and under no circumstances should you
argue or give attitude to the LCBO staff.
5) Attire
The appropriate dress code is 'Business casual' (preferably black) with
comfortable shoes. And any items (e.g. aprons, shirts) provided by the
Suppliers. Please NO jeans, track pants, open toed sandals or flip flops, no
slingbacks.


3


6) Punctuality
The demonstrator should arrive in accordance with the standard hours of the shift
and should not leave early. During the tasting their focus should be on customer
service so using cell phones for chat or text if forbidden.

The LCBO managers have been instructed to cancel any tastings if the
Demonstrator is not on time.

You are to arrive in-store 15 minutes before your start time in order to get setup
so that you are ready to pour your first sample at the scheduled start time. It is
imperative that you make every effort to adhere to this policy.

If you are going to arrive late, please CALL YOUR STORE immediately to notify
them and make sure that you contact your Event Coordinator or Supervisor. If
you are sent home, your tasting will be treated as a no-show and you will not be
paid.

7) Tasting Notes
All tasting notes for the products we demonstrate will be provided well in advance
of the scheduled tasting.

8) Tasting Bar
The Demonstrator should not leave the tasting bar unless all of the top of the bar
has been completely cleared and any opened bottles are stored underneath the
tasting bar. The Demonstrator should not leave the tasting bar to bring customers
from inside the store to the tasting bar.

9) Tasting Supplies
The in-store Tasting Guideline makes it clear that the Demonstrator must bring
everything required for the tasting other than the tasting bar and the product (ie.
food/plastic cups/napkins etc...) If the Demonstrator does not bring all that is
needed for the tasting, the tasting will be cancelled and the Demonstrator sent
home. This will be treated as a no-show and the Demonstrator will not be paid.

10) In-Store Tasting Requirements
Regardless of any other training, our Demonstrators must have seen and read
the In-Store Tasting Requirements (included in this manual). If this is not the
case the Store Manager will cancel the tasting, this will be treated as a no-show
and you will not be paid.

11) Breaks
Demonstrators are not entitled to a "lunch break as this is only a four hour
tasting. Bathroom breaks are acceptable.
12) VaIid Driver's License
Due to the wide scope of stores throughout Ontario, it is preferred that all
Demonstrators are have a valid driver's licence.

4

13) Contacting Your Supervisor
Please ensure that you have your supervisors contact information with you at all
events. This is essential should you run into a problem.

14) Luma Application and Contract
All Demonstrators will need to thoroughly read and understand the Demonstrator
Guidelines that are included in this package and send in the Luma Application
and Contract. Please, feel free to ask us is you have any questions.

15) Food Requirement
In the LCBO In-Store Tasting Guidelines it clearly states that "A food item must
be available on the tasting bar during every in-store tasting. All food items must
be offered as individual servings on the tasting bar, as well as hand cleanser and
napkins. Making sure to have single serve snacks and hand sanitizer are crucial
as a Store Manager may cancel the tasting, this will be treated as a no-show and
you will not be paid.


































5


How To Run Your Tasting Bar

All LCBO tastings will run:

Thursday 4:00PM to 8:00PM
Friday 4:00PM to 8:00PM
Saturday 1:00PM to 5:00PM OR 11:30PM to 3:30PM OR 4:00PM to 8:00PM
Sunday 12:00PM to 4:00PM

All Beer Store tastings will run:

Friday 4:00PM to 8:00PM
Saturday 1:00PM to 6:00PM

Demonstrators are required to contact their assigned store 24 hours in advance
of your tasting and have the LCBO staff put the product in the fridge or freezer.
All Demonstrators MUST arrive at the retail store 15 minutes prior to the start of
the tasting. Introduce yourself to the Store Manager or his/her assistants. In the
event you are going to be late, contact that store and inform the Store Manager,
as they will be expecting you.

What You Need To Take With You
x Sample cups (smallest cups you can find, Staples sells 3.5oz clear plastic
cups)
x Food
x Bowl/Dish (to put food in)
x Bottle/Wine opener
x Bottle of water (only water in a clear bottle may be consumed at the
tasting bar)
x Demonstrator Invoice Form
x Tasting Notes
x Pen
x Copy of Training Manual (it's a good reference guide and has important
numbers in case there is a problem)
x Any marketing material (ex. product information cards) you were given
x Large coloured beer cup to use as a spittoon (if sampling wine)
x Your Smartserve card and ID in case LCBO staff ask to see it
x Hand sanitizer
x Napkins
x Tongs for food in bowl or portion cups to put the food in


6

Setting Up Your Tasting Bar
A display of product should be already constructed on the plinth of the tasting bar
unit. If NOT, inform the Store Manager and he/she will have the staff construct
one.
x Be sure proper price cards are displayed
x Always sample beer, coolers, liquors and white wine chilled
x Arrange product sheets and any consumer giveaways
x Arrange the survey behind tasting bar to track customer feedback
x Arrange food on trays and get your sample cups ready DO NOT pre-
pour samples and leave them on the tasting bar. As customers approach
the bar and ask for a sample, then you can pour into a cup one
customer at a time
x Display 12 bottles/cans of each product on the tasting bar. Labels should
be facing forward toward the customers.

Start of The Tasting
Obtaining Starting Numbers
At the beginning of the tasting, the LCBO staff member will give you starting
numbers on the product you are sampling. Insert the numbers on your
Demonstrator invoice.
Executing The Tasting
x f you doubt a customer's age for any moment be sure to check their D
x Do your best to smile and make eye contact with customers
x Ask the customers if they would like to sample the FREE product see
below for the serving size maximum limits
x Each customer is allowed a maximum of two samples
x Track customer feedback on the Invoice provided
x If you need to step away from the tasting bar you must remove all
products (food/product) and put it behind the counter. An LCBO staff
member must be informed that you are stepping away momentarily and
will be returning
x If at any point during the tasting you have difficulty with a customer,
always be polite and let the LCBO staff know they are there to support
you
Serving Size Maximum Limits
Maximum servings are based on alcohol content by volume and these levels also
apply to mixed drinks.

WINE 16 to 23% 14.2 mL oz
BEER 1 to 15.9% 28.4 mL 1 oz
SPIRITS 23.1% or greater 7.1 mL oz


7

TIP: PRACTICE THIS MEASUREMENT AT HOME BEFORE YOUR FIRST
TASTING
Follow-Up
You are to complete and submit the Demonstrator Invoice, all valid dated
receipts and any other paperwork relating to your tasting/event, no later than the
Tuesday following your tasting. Payment will be released to you within one week
following your tasting. Exceptions mat apply to Statutory holidays, Civic holidays
etc... Instructions on how to do so are located on the Demonstrator Tasting
Invoice a copy of which is located in this manual.

PLEASE NOTE: Any liquids consumed by you at the tasting bar must be in a
clear plastic bottle. DO NOT pour any liquids (soft drinks/water) into a sample
cup. UNDER NO CIRCUMSTANCES are you allowed to consume ANY
alcoholic beverages during the demonstration. If you would like to taste the
wine or beer you are sampling in order to be able to give a better description of it,
please tell the manager that you are going to take a taste. Do this before your
tasting begins and head to the back of the store to try it. Remember to take all
opened bottles off the top of the tasting bar whenever you leave it unattented.
Conclusion Of The Tasting
x As the tasting concludes, you must clean the tasting bar completely.
Empty the ice out of the sink and pour ice and water into the floor sink
(ask the LCBO staff where this is located in the back). Put away food and
supplies and empty the garbage and take it to the back. It isn't necessary
but if you have some extra time it is always nice to put any unopened
product back on the shelf. You must give all unused product back to the
Store Manager as well as any opened product. Under no circumstances
is opened product to be removed from the store by you. The Store
Manager and/or their assistants must destroy all opened units at the end
of the tasting
x Inform the Store Manager that the tasting is over and he/she will provide
you with a copy of the LCBO Tasting Update (example on next page). The
tasting receipt shows you how many bottles were used during the tasting.
The bottles are charged back to the agent we are representing

Obtaining Closing Numbers
At the end of the tasting, the LCBO staff member will give you closing numbers
on the product you are sampling. Insert the numbers on your Demonstrator
invoice.
Amount of Product Sold
n order to calculate the amount of product sold you minus the closing number's
from the opening number's and record the amount of product sold on your
Demonstrator Invoice.


8


A-Z Daily Checklist


Set up :

1) Before you leave make sure you have:
x Cups(for sampling and snacks)
x Snacks
x Napkins
x Ice(if needed)
x Hand Sanitizer
x Hard Copy of Tasting Invoice and product notes

2) Arrive 10 minutes before your shift in full uniform.
3) Introduce yourself to the store manager and staff; inform them who you are
and that you will be sampling ____.
4) If the cart is not out, ask if you can help bring it out and set it up.
5) Provide them with your tasting number and ask them to provide you with your
opening number.
6) Check that a garbage pail is easily available on either side of your tasting
booth.
7) Ask for any cold product (if needed) that you are sampling and make sure
there are 8-10 warm cases for display.
8) Purchase ice and load basin with ice and product. You should be using one
bag of ice for your shifts.
9) Set up your tasting cups beside the sink and snacks, hand sanitizer and
napkins out front.
10) Display product on the left and munchies on the right side of the cart. Display
a few bottles surrounded in ice in the basin as well.

Tear Down :

1) Empty munchies bowl, return all warm product to staff and dump any
remaining product.
2) Drain water in the sink and tub below (ask staff where is best to do that) and
wipe down all countertops.
3) Ask for closing numbers and your tasting receipt. Get tasting invoices signed
by the store manager.

FinaIIy.

1) Keep your completed tasting invoice and all related receipts in a safe place
until scanned/faxed to Luma Events.

9


Tasting Update Example
10


Tasting Bar Examples






























11

Compensation

The rate of payment for a 4 hour tasting is $60.00. All other events, such as, wine
shows, beer festivals, or bar promotions are negotiated prior to the event.

Demonstrators will be paid on the successful completion of each Tasting or
Event and reimbursed for any APPROVED expenses required for each tasting or
event. If you are sent home for not following our policies and procedures, you will
not be paid. You are to submit to Luma Events your completed Demonstrator
Invoice, a copy of the Tasting Update, and all valid/dated receipts no later than
the Tuesday following your tasting. Completed Invoices MUST be submitted no
later than 7 days after the scheduled tasting/event including all receipts to avoid
a $25 administrative fee, which may be deducted at the discretion of Luma
Events.

Payment will be released and mailed within one week following your
tasting. Exceptions may apply on Statutory/Civic holidays.

Your expenses should not be greater than $15.00 unless otherwise approved. A
valid dated receipt must be submitted. Payment will not be issued without the
proper receipt of all documentation.

Incomplete or unsigned invoices will not be accepted and will be returned to you
to complete.

Please note:
You are considered a sub-contractor and not an employee. Luma Events has no
responsibility to make deductions for, or pay, benefits, health, welfare and
pension costs, withholdings for income taxes, employment insurance premiums,
workplace safety and insurance premiums, Canada Pension Plan premium,
payroll taxes, disability insurance premiums, or any other similar charges.

There are two ways to send in your documents:
Fax 905-825-0207
Scan by e-mail janet@lumaevents.com

The Schedule

The promotional schedule will be emailed to you roughly a month in advance.
You will receive a weekly reminder of any upcoming tastings you are scheduled
for. It is very important that you double check these e-mails, to avoid any
confusion as to where and when you are working. Below is a sample of the
schedule that is sent by e-mail:


Location

Date

Time

Tasting
Number

Product(s)

Store City

Store Address

Store Phone
#

417

12-Jan-12

4-8PM

074593

627802 Yellow Tail Chardonnay

WATERLOO

571 King Street North

519-884-8511

378

21-Jan-12

11:30-3:30PM

074599

341131 - Fetzer Merlot

OSHAWA

400 Gibb Street

905-723-5721
12

Our Clients





















Our clients are important to us! We pride ourselves on giving
them the very best in Customer Service, Brand Awareness and
Sales Results.
Our goal is to give our customers the very best tasting
experience and leave them with a positive impression on that
product.
13



LCBO Store Guidelines

LCBO - Demonstrator Qualifications

1. The LCBO's ChaIIenge and RefusaI program is in force at tasting bars.

It is a serious offence to serve liquor to any person under the age of
nineteen (19) or who is intoxicated.

n accordance with the LCBO's Check 25 program, suppliers/agents or their third
party demonstrators must verify the age of any person who appears to be under
the age of twenty-five (25). If the person is under the age of nineteen (19) or
cannot provide acceptable proof of age they must not sample.

Six forms of photo identification are prescribed in regulation to the Liquor License
Act: The LCBO's BYD Card, Ontario Driver's License, Canadian Passport,
Canadian Citizenship Card and the Canadian Armed Forces Card. These are
the optimal forms of photo identification to accept when a customer is challenged
for proof of age. However, if a customer presents photo identification which
includes their name and birth date and is issued by a government it may also be
used as proof of age. Remember, check and evaluate all identification. If the
expiry date has passed or there is any doubt about its validity, ask the customer
for another form of government-issued photo identification. If one is unavailable,
refuse the sample and document the Challenge and Refusal.

The Store Manager or designate will provide a Challenge & Refusal Form to all
demonstrators. This form must be returned to them at the conclusion of the
tasting. It must be completed whenever a customer is asked to produce proof of
age identification or if service is refused to an intoxicated person. All service
refusals must be reported to the Store Manager or designate immediately.
Remember, LCBO staff are available to support you in challenging and
refusing customers.

Challenge and refusal is a key part of the in-store tasting program training
workshop.

2. All demonstrator's must have successfully completed the Smart Serve
program and be able to present to the Store Manager the following; an
original Smart Serve IdentificationCard and one piece of photo
identification both in their name. Failure to produce this identification will
lead to the immediate cancellation of the tasting.

3. All demonstrators must have successfully completed "Serve-Ability:
Transforming Ontario's Customer". This online training module may be
accessed by any computer, is designed for self-study and takes
approximately 45 minutes to view and complete the training. It is available at
14

the following website address: www.mcss.gov.on.ca/mcss/serve-
ability/splash.html.

4. The demonstrator is responsible to the Store Manager or their designate for
the execution of the in-store tasting and must be fully aware of and apply the
In-store Tasting Requirements.

5. The demonstrator must be familiar with the product they are demonstrating
and able to answer general questions from customers. Though it is not a
requirement, we encourage all demonstrators to have completed at least
Level I of the LCBO Product Knowledge Correspondence Course or another
recognised wine, spirits and beer educational program.

6. At the discretion of the Store Manager the demonstrator may sample the
product once to ensure product quality. This must be done out of customer
view. Abuse of this privilege will result in the immediate termination of the
tasting.

7. Each customer is allowed one sample of each product to a maximum of two
samples in total.

8. The customer is not required to make a donation to charity for the samples
and there should be no donation box on the tasting bar.

9. The serving size maximum limits are:

(maximum servings are based on alcohol content by volume and these levels
also apply to mixed drinks)
Sample Sizes by Alcohol
23.1% or greater 7.1 mL once
16 to 23% 14.2 mL once
1% to 15.9% 28.4 mL 1 once

10. In the case of mixed drinks the product with the highest level of alcohol is
used to determine the sample size.

11. Clear plastic glasses must be used to conduct the tasting (if you wish to use
glass please check in advance with the Store Manager about safety concerns
and washing facilities). Plastic glasses are to be used only once and thrown
away they are never to be washed and reused. It is the responsibility of the
demonstrator to bring glasses to use during the tasting; the LCBO will not
provide them.

12. A food item must be available on the tasting bar during every in-store tasting
and we strongly recommend that individual servings be used.

13. Hand cleanser and napkins should always be available at the tasting bar.

14. Spittoons must be provided on the tasting bar.
15


15. Samples are not to be pre-poured and left on the tasting bar.

16. The demonstrator must be available at the tasting bar whenever it is in
operation. If the demonstrator needs to leave the bar a tent card should
provide these details: "Tastings will resume at ...o'clock". The demonstrator
must advise LCBO staff that they are leaving the tasting bar, remove all
products and place them under the counter.

17. Under no circumstances is product to be removed from the store by a
trade representative or a demonstrator. The product must be used only
for in-store tasting and all opened product leftover from the tasting
must be destroyed by the demonstrator as a part of the bar clean-up.

18. The Store Manager may choose to cancel a tasting if there is any lack of
professionalism by the supplier/agent or third party demonstrator. For
example unprofessional appearance (for LCBO staff full uniform including
name badge is required and for non-LCBO staff business casual as
defined by the LCBO), punctuality, use of a cell telephone in view of the
public or inappropriate behaviour in conducting the tasting. If a cancellation
occurs the LCBO will invoice the supplier/agent for rental charges and any
product(s) used.

19. We ask that all demonstrators refrain from using heavily scented perfume or
cologne when conducting tastings as this may interfere with product tasting.

A SPECIAL NOTE TO DEMONSTRATORS

Reconfirm the tasting date(s) and time(s) and discuss any special requests
with the Store Manager two (2) weeks prior to the tasting date.

Ensure that your demonstrator knows the product and can answer questions
from customers.

Provide interesting POP material in take-away format such as good food
matches and cooking suggestions. Confirm that the POP material required
for the tasting has been delivered to the Store before the tasting date(s).

Create an attractive display of food and beverage on the tasting bar counter.









16

The Beer Store Store Guidelines


The Beer Store - Demonstrator Qualifications

13. Demonstrator Qualifications

13.1. All demonstrators must have successfully completed the Smart Serve
Program (reference https://smartserve.org).

13.2. The use of employees of The Beer Store to conduct tastings on behalf of a
brewer is not permitted.

13.3. Demonstrators must understand the Guidelines, applicable laws and the
principles of responsible serving and sale and conduct tasting activity in
accordance with them.

13.4. Demonstrators must be familiar with the product they are presenting and be
able to answer questions from customers.

13.5. While conducting tasting activity, demonstrators must be attired to the
minimum standard of "business casual or better.

13.5.1. For the purposes of this program, "business casual is defined as follows:
full length (or at least below the knee), solid coloured pants, a collared, long or
short sleeved solid coloured shirt (buttoned or Polo/golf shirt) and open or closed
toe / closed heel shoes. Clothing must be clean, undamaged and well pressed. A
decorative treatment may be utilized on the shirt only and can reflect the
brewery, tasting brand, or a reference to the Tasting Program.

13.5.2. Jeans, sweatpants, shorts, skirts, leggings and spandex clothing are not
permitted. Shirts with bare shoulders are not permitted. Sandals are not
permitted. Headwear is not permitted (head covers that are required for religious
purposes or to honour cultural traditions are permitted).

13.6. Tasting in each store will be conducted by a maximum of one
demonstrator.

14. Tasting Process/Activity

14.1. The brewer must provide a demonstrator and all the necessary materials
(e.g. beer, ice, food item(s), food container(s), utensils, poster etc.) for each
tasting. Note that packaged ice is available to be purchased in each of the
program stores. Snack foods qualify as a food item for the purposes of tasting.

14.2. A food item must be available and attractively presented on the tasting cart
during each tasting session.

14.3. Food storage, preparation and serving are the sole responsibility of the
brewer.
17

14.4. Each customer is allowed one beer sample only and must be legal drinking
age.

14.5. The maximum serving size of the sample is 89 ml or 3 oz.

14.6. The Beer Store will provide clear or opaque plastic cups for each tasting
session. Each cup will be single use only and, once used, must be discarded into
the garbage bin provided.

14.7. A display of the tasting brand in packages and/or containers may be
constructed on the wing shelves of the tasting cart provided that these displays
are stable and secure.

14.8. Packaged product and empties in boxes may be placed on the floor
adjacent to the base of the cart provided these displays are below and within the
perimeter of the cart wing shelves and do not pose a safety hazard.

14.9. The brewer is responsible for any damage to the tasting cart that occurs
during a tasting session. The Beer Store reserves the right to charge the brewer
for the cost of repairing any damage to the tasting cart and/or cleaning that
may be required.

15. Demonstrator and Responsible Serving

15.1. All demonstrators must have successfully completed the Smart Serve
program and be able to present to the store manager both a Smart Serve
Identification Card and one piece of photo identification (both in their
name). Failure to produce this identification prior to the start of the tasting
will lead to the immediate cancellation of the tasting.

15.2. The Beer Store's Responsible Sale Policy is in force for all tasting activity.
It is a serious offence to serve liquor to any person under the age of
nineteen (19) or who is intoxicated.

15.3. Proof of age:

15.3.1. Before providing a sample of product, tasting demonstrators must verify
the age of any person who appears twenty-five (25) years of age or younger. If a
demonstrator hesitates for a moment regarding the customer's age then the
customer must be challenged. If the person is under the age of nineteen (19) or
cannot provide acceptable, proof of age the customer must not be served.

15.3.2. The following types of identification are classified as "documentation of a
prescribed type under Section 30 (6) of the LLA:
x A driver's license issued by the Province of Ontario with a photograph of
the person to whom the license is issued
x A Canadian passport
x A Canadian citizenship card with a photograph of the person to whom the
license is issued
x A Canadian armed forces identification card
18

x A photo card issued by the Liquor License Board of Ontario
x A BYID card issued by the Liquor Control Board of Ontario
x Any government issued document displaying a photograph of the person
and his/her date of birth

15.4. If in doubt as to whether or not a customer is, or appears to be intoxicated,
the demonstrator is to discreetly evaluate the customer's condition. f still in
doubt, do not serve the customer.

15.5. The store manager will provide a Challenge/Incident Report (Appendix 9) to
all demonstrators at the start of each tasting. This report must be completed
whenever a customer is asked to produce proof of age identification or if
service is refused to an intoxicated person. This report must be returned to the
store manager at the conclusion of the tasting. Demonstrators are required to
immediately report all challenges resulting in refusal. TBS store
managers are always available to support demonstrators in challenging and
refusing customers.

15.6. TBS staff are prohibited from sampling during working hours and also while
in uniform.

16. Demonstrator: Other Responsibilities

16.1. The demonstrator is responsible to the store manager for the execution of
the in-store tasting and must be fully aware of and apply the guidelines
throughout the session.

16.2. Demonstrators must be aware that the store manager has the authority to
suspend or cancel a tasting for any of the following reasons:

16.2.1. Failure by the demonstrator to provide an original Smart Serve
Identification Card and one piece of photo identification both in their name.

16.2.2. Contravention of the Guidelines, applicable laws or any TBS policy by a
demonstrator.

16.2.3. Contravention of the principles of responsible sale by the demonstrator.

16.2.4. Unprofessional behaviour on the part of the demonstrator (e.g. use of a
cell phone or mobile device in view of customers or inappropriate behaviour in
conducting the tasting).

16.2.5. Failure by the demonstrator to meet the minimum attire standard of
"business casual as set out in Section 13.5.

16.2.6. The store manager has serious concerns about the demonstrator's ability
to perform the tasting.

16.2.7. There is insufficient stock available to complete the tasting session in
either the tasting brand or the default brand.
19

16.3. The demonstrator must be available at the tasting cart whenever it is in
operation. Demonstrators are permitted to leave the cart for short breaks of 15
minutes or less. Prior to leaving the cart, the demonstrator must remove all beer
containers (bottles or cans) from customer access by placing them within the
cart. Demonstrators must also advise TBS staff that they are leaving the tasting
cart and display the TBS-supplied courtesy sign "Tasting Will Resume in 15
Minutes (Appendix 12) on the clipboard positioned in customer view on the top
of the cart.

16.4. Demonstrators are encouraged to politely engage customers by offering
them the opportunity to sample their product and answering any questions they
may have.

16.5. Demonstrators are prohibited from:

16.5.1. Providing customers with inducements to taste or purchase in the form of
vouchers, free merchandise, contest entries, etc.

16.5.2. Any form of solicitation of customer information or feedback.

16.5.3. Sampling the products of other brewers and from offering comparative
commentary to customers on another brewer's products. Demonstrators may
only offer a sample of the brand to a customer and may not attempt to switch or
influence customers that have already picked up, ordered or purchased another
brand.

16.5.4. Selling product directly to customers. The store manager must complete
all sales.

16.6. At the conclusion of each tasting session the demonstrator must:

16.6.1. Remove remaining beer stock and supplies from customer view, storing
them securely within the cart.

16.6.2. Return empties to the store manager for refund value.

16.6.3. Remove and discard all refuse as directed by the store manager.

16.6.4. Thoroughly clean the tasting cart and discard the ice and water as
directed by the store manager.

16.7. At the conclusion of the tasting period, the demonstrator must remove all
opened cases from the store premises. Upon request, store managers will
process as appropriate either a refund or a Return to Brewer transaction (Section
12.2) with a credit value for unopened packages returned by demonstrators at
the conclusion of the tasting period.

16.8. Demonstrators will, at the request of TBS, distribute informational material
and/or survey forms to customers participating in sampling.

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LCBO Store Search
The easiest way to find your store is to access your store location on-line:
x Log onto www.lcbo.com
x Select your language preference
x Click on Store Search (located at the bottom right of the page)
x Scroll down and select City Wide Search by clicking in the circle provided
x Select the city you require from the drop down arrow
x Click on find stores
x Once the search result is complete, a listing of all the LCBO stores in that
city will pop up.
x Find your store number and select it.
The address, phone number, hours of operation, and store features will pop up.
(See sample below) You can also click on Show Map and it will map out the
store location for you.
f you plan to be working in this region often, it's a good idea to print out this page
and the map. You can add it to your Demonstrator Binder for future reference.





















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