Diamond Estates Wines & Spirits Ltd. Launches Sundance Wines in the LCBO

Wine is crafted using 100% Homegrown Grapes

NIAGARA-ON-THE-LAKE, ON, March 25 /CNW/ - Sundance, a new line of wines produced using 100% homegrown grapes from Niagara's Diamond Estates Wines & Spirits Ltd., was recently launched exclusively in the LCBO. "This is essentially a new category of Canadian wine at the LCBO", announced Murray Marshall, President & CEO of Diamond Estates Wines & Spirits Ltd. "The line will be displayed in the Cellared in Canada section, but Sundance is not a blend of international and local grapes; it is 100%% locally grown".

"We wanted to compete in the section that accounts for 80% of the volume sold of Canadian wine, but still wanted to support our local Ontario Grape Growers by making this wine using 100% homegrown grapes" states Marshall. "In order to compete, we wanted to offer a wine that provides great everyday value to the consumer with an introductory price of $8.95 for a 750ml bottle," continues Marshall.

"This is great news for the Grape Growers of Ontario", commented Bill George, Chair. "The launch of 100% homegrown Sundance wine is exactly what we need from within the industry to support growth of 100% Ontario grown. I applaud Diamond Estates for taking this bold move and look forward to building on the success of this terrific new product", he added.

    
                       Sundance Wines in the LCBO:
                       ---------------------------
                       Merlot (LCBO No.158675)
                       Riesling (LCBO No.158667)
                       Cabernet Sauvignon (Coming soon to the LCBO)
                       Pinot Grigio (Coming soon to the LCBO)
    

For availability please visit your local LCBO or www.lcbo.com to find Sundance at a store near you or visit the 20 Bees Winery at 1067 Niagara Stone Road, Niagara-on-the-Lake, ON.

    
    About Sundance Wines:
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In Celebration of the Sun

Sundance is a wine that pays homage to the sun. It is sunny weather that encourages the grape's bud to break and flower. When the sun enhances the flowering of the grape, it means a better, more flavourful yield at harvest time. Sundance is made with the very best grapes from these yields. They are carefully grown and selected to provide a wonderful, consistent wine-tasting experience.

Here's to the sun. And to Sundance.

Sundance wines are created, owned and managed by Diamond Estates Wines & Spirits Ltd., of which other members of their domestic wine family include: 20 Bees, Dan Aykroyd, EastDell Estates, Lakeview Cellars, De Sousa Wines and Birchwood Estate Wines. Diamond Estates is an award-winning wine and spirits distribution and marketing agency for various international brands across Canada. Since its inception, the company has grown to become one of Canada's top agencies representing some of the most compelling beverage alcohol brands in today's marketplace. For more information about Diamond Estates Wines & Spirits, please visit www.diamondwines.com.

SOURCE DIAMOND ESTATES WINES & SPIRITS LTD.

For further information: For further information: Sundance Wines Media Contact: Matt Dixon, Brand Manager, (905) 563-6063 . 24, mdixon@diamondwines.com, www.diamondwines.com

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DIAMOND ESTATES WINES & SPIRITS LTD.

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