TORONTO, April 27 /CNW/ - LCBO is inviting customers to stroll down the
Aussie aisle to rediscover Australia and learn about the new age of
winemaking "down under". Many new elegant, high-quality wines are
making their debut during "Rediscover Down Under Australia," a
four-week promotion taking place in all 616 stores across the province
until May 21.
"It's no secret that the popularity of Australian wines has slowed in
recent years but the Aussies are looking to reverse that trend through
the introduction of a great new line-up of high quality wines to our
market," says Bob Downey, Senior Vice President, LCBO Sales &
Marketing. "There is a new breed of winemakers down there who are not
afraid to experiment with different grape varieties, as well as old
favourites like Shiraz, to create more subtle, refined products that
are putting Australia back on the wine map."
The Australia promotion, which is the first at LCBO in five years, also
gives customers a chance to rediscover tried and true favourites,
including Australia's most popular wine, Shiraz. Today's Aussie
winemakers are crafting exceptional Shiraz blends from different
regions, selecting only those grapes that show off the richest flavours
and aromas of this celebrated grape variety.
Throughout the promotion, customers will be taken on a tour of
Australian wine country, including new wine regions, grape varieties
and cuisine, via a magazine-style free-standing newspaper insert being
distributed in select major dailies across Ontario. They will also have
the opportunity to meet up-and-coming winemakers at in-store tasting
events and are encouraged to visit www.lcbo.com/australia for the flipbook version of the magazine-style insert, as well as for
featured products, food recipes and information on the tastings. A
French version of the flipbook is also available at www.lcbo.com.
Customers can also experience today's Oz by tracking Jamie Drummond,
sommelier and co-founder of online food magazine, goodfoodrevolution.com, as he blogs about his wine country experiences down under at www.lcbo.com/modoz. Highlights include: stories from some of Australia's most noted
wineries and winemakers; scenes from the hottest Australian
restaurants, bars and markets; a stroll through the renowned Barossa
Valley's100-year-old vines; and notes from trendy wine tastings.
For more information on Rediscover Down Under Australia, featured products and recipes, call the toll-free, bilingual LCBO
Customer Service 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 the deaf and hard of hearing is 416 864-6898 or
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:
Trina Hendry, Media Relations Consultant, Marketing and Customer Insights
Tel. 416 864-6803; Cell: 416 358-0357; E-mail: email@example.com
Chris Layton, LCBO Media Relations Co-ordinator, Corporate Communications
Tel. 416 864-6772; Cell: 416 587-3729; E-mail: firstname.lastname@example.org