LCBO "Whisky Rocks" promotion includes benefit concert and online video contest

TORONTO, Oct. 11, 2011 /CNW/ - LCBO, in partnership with its suppliers, kicks off Whisky Rocks, its annual whisky promotion taking place until November 5, with a special benefit concert and whisky tasting event at Toronto's The MOD Club on Thursday, October 20. A celebration of whisky and music, the evening's proceeds will benefit Dixon Hall, a United Way member agency, and its Music School program, which provides youth with music instruction and opportunities to attend music camps across Ontario.

Music performances are by Big Sugar, Divine Brown, Rehan Dalal and a surprise encore appearance, along with a sampling of four new whiskies and light hors d'oeuvres. Tickets are $35 and available for purchase at www.ticketbreak.com, by calling 1.866.9.GET.TIX or at the door. Concert-goers must be 19 years of age or older and valid ID is required. There will be no cash bar available during this event.

LCBO is repeating its successful online 'Whisky Rocks Online Music Competition' as part of the four-week, in-store promotion. The contest invites aspiring musicians to arrange a song and video to show what Whisky Rocks means to them.

During the contest, solo artists and bands are challenged to provide the music and a video to lyrics penned by former Big Wreck frontman, Ian Thornley. Contestants can enter by submitting their music videos online at www.whiskyrocks.com until October 21. The public can vote online for their favourite submissions from October 21 to November 2. The top five finalists will be announced on November 2, with the winner chosen by a panel of five judges on or around November 14. Judging will be based on the following criteria: commercial applicability, song composition, musicality, image and style and star factor.

The winner will receive a full-day recording session in the Vespa Studio where Thornley recorded Fade Away, the song serving as inspiration for this competition. The prize also includes studio time with Thornley and his engineer Eric Ratz. Valued at $10,000, this opportunity could help turn an aspiring musician into a household name.  Full contest details can be found at www.whiskyrocks.com.

During Whisky Rocks, LCBO stores are showcasing 80 whiskies from Canada, Scotland, Ireland, France, Belgium, India, Japan and the U.S., including new niche, artisanal and award-winning whiskies. New products include Crown Royal Black, Collingwood Canadian Whisky, Four Roses Bourbon, Revel Stoke Spiced Whisky and Spicebox Spiced Whisky.

Many of these products will be featured year-round along with the existing portfolio of whisky classics in LCBO's Whisky Shop section. Showcased in 90 LCBO stores, Whisky Shop displays offer 24 products continuously and, on a rotational basis, updated quarterly.  New products exclusive to the Whisky Shop include: The Belgian Owl Single Malt Whisky, Glenrothes John Ramsay, Duncan Taylor Rare Auld Single Malt Cragganmore. Other new whiskies, offered in wider distribution, include The Glenlivet Archive 21-Year-Old Single Malt Scotch, Nikka Taketsuru Pure Malt 12-Year-Old Whisky, Aberlour a'bunadh Single Malt Scotch Whisky, Glen Breton Rare Canadian Single Malt, Bruichladdich 12-Year-Old Second Edition and Bookers Bourbon.

"Enjoyed neat or in a cocktail, whisky is one of the most versatile and distinctive spirits around," says Bob Downey, Senior Vice President, Sales & Marketing, LCBO. "Distillers continue to raise the bar on quality and flavour through innovation and creativity. Spiced whiskies, for example, offer a new and modern take on this classic spirit. We are proud to bring these new quality products to the Ontario marketplace."

LCBO whisky sales are projected to top $566 million in 2011-12 - more than $26 million higher than the last year. Canadian whisky is expected to account for more than $380 million in sales. This year, Irish whiskey leads all whisky segments in growth, up 22 per cent over last year, while U.S. whiskey continues to trend well with sales almost 15 per cent above last year.

The promotion is also supported by a 36-page, magazine-style, newspaper insert that reveals how whisky is setting new standards. From a whisky tasting by Dragon Den's Kevin O'Leary to modern and classic whisky cocktail recipes and tips on cooking with whisky, readers will learn more about the versatility of this spirit.

For more information on Whisky Rocks, the concert and video competition, featured products and in-store tastings, customers can call the LCBO Contact Centre at 1-800-ONT-LCBO (668-5226). In Toronto, call 416 365-5900, visit your nearest LCBO store or go online to www.lcbo.com/service. The TTY number for people who are deaf or hard of hearing is 416 864-6898 or 1-800-361-3291.

Consumers are reminded to bring a reusable bag when shopping at the LCBO and to take empty beverage alcohol containers (large and small glass bottles, PET plastic, Tetra Pak cartons, bag-in-box and cans) to The Beer Store for a full deposit refund.

For further information:

MEDIA CONTACTS:

Trina Hendry, Media Relations Consultant, Marketing and Customer Insights
Tel. [phone]; Cell: 416 358-0357; E-mail: [e-mail] 

Chris Layton, LCBO Media Relations Co-ordinator, Corporate Communications
Tel. [phone]; Cell: 416 587-3729; E-mail: [e-mail]