TORONTO, June 26 /CNW/ - From Berlin to Sydney, the LCBO is showcasing
the places and drinks people around the world are talking about. This week,
the LCBO is launching Hot City Cocktails, a one-month promotion in 600 stores
across Ontario. With first-time weekly podcasts, a brochure with more than 20
new recipes, and tasting events across the province, consumers will be
introduced to new summer favourites.
"We have worked with our suppliers to bring customers a wide range of
products and easy-to-make recipes that reflect their interest in convenient
summer entertaining and emerging cocktail trends," says LCBO Senior VP Sales
and Marketing Bob Downey. "The return of the classic cocktail, increased use
of fresh ingredients and savory herbs, new flavour profiles such as pear, more
natural colour hues, and premium spirits are prominently seen throughout the
The Cucumber Pear Gimlet from Bar Lubitsch in Los Angeles is a creative
twist on the classic cocktail with the addition of earthy cucumbers and
pear-flavoured vodka. The Apple Crush from Cruise Bar in Sydney, Australia
combines ground cinnamon and fresh apple juice with apple-flavored rum, while
the addition of a basil leaf as a key ingredient and a garnish is added to
lime-flavored vodka in the Basil à Paris from Montreal.
"Vodka is one of the fasting growing spirit categories at the LCBO, with
sales up 9.7 per cent to $333.3 million in fiscal 2006-07," says Chris
Robertson, LCBO Category Manager, Spirits. "Consumer interest in flavored
vodka and deluxe vodka has contributed to this growth." Many exciting new
products are being introduced at the LCBO during this promotion, including
Absolute Pears Vodka, Smirnoff Lime Vodka and Stolichnaya Blueberi Vodka.
The LCBO has also created an exciting podcast series featuring five
cocktail videos, demonstrating how to make the featured cocktails and
highlighting new recipes and versatile spirit products. "This is a new way for
us to connect with customers, sharing our expertise and inspiring them at
home," adds Downey.
A new video in the Hot City Cocktails podcast series will be available
for free download online at www.lcbo.com every Thursday during the promotion.
The Martini Club, who worked with the LCBO to source the most popular
cocktails from the most popular bars and cities in the world host the
two-minute podcast episodes.
"The continuing resurgence of interest in cocktails can also be linked to
the 150th anniversary of the Gin and Tonic, which is being marked this year,"
says Robertson. "Experts and international bartenders have declared that gin
is making a comeback. Sales of flavoured gin at the LCBO increased by 17.3 per
cent in fiscal 2006-07, and there are many new premium and deluxe gins
available for the first time." The Spirits section in select stores will
highlight some of the LCBO's best selling gins, as well as the versatility of
gin in cocktails.
The Hot City Cocktails and three additional LCBO Signature Cocktails
featuring the new flavoured spirits will be highlighted in a 48-page brochure,
available free with the purchase of a spirit product while quantities last.
The booklet includes information and an image of the featured bar and drink.
Recipes of either the original cocktail or the LCBO's remix of the drink using
products from the promotion are in the book and are also available on the LCBO
website. There are also more than 1,000 tastings and other special events
planned during the promotion.
For more information about the LCBO's Hot City Cocktails in-store
promotion, featured products, and recipes, call the toll-free LCBO Infoline at
1-800-ONT-LCBO (668-5226). In Toronto, call (416) 365-5900 or visit your
nearest LCBO store. The TTY number for the deaf and hearing impaired is 416
864-6898 or 1-800-361-3291. Consumers can also access the LCBO website at
Photos and recipes are available upon request.
For further information:
For further information: MEDIA CONTACT: Alanna Schacht, Marketing
Communications Media Relations Coordinator, Tel. (416) 864-6803, Cell. (416)