LCBO revisits classic cocktails during "Just Add Spirit!" promotion



    TORONTO, May 27 /CNW/ - LCBO goes back to the basics showcasing simple
but classic mixed drinks during Just Add Spirit!, a month-long promotion
taking place now until June 20 in all 608 stores across Ontario.
    "With at-home entertaining on the rise, budget-conscious consumers are
looking more than ever for easy-to-make drinks with fewer, fresher
ingredients, so they can entertain with confidence," says Bob Downey, LCBO
Senior Vice President, Sales & Marketing. "This promotion is an opportunity
for customers to rediscover simple, classic mixed drinks, like the Gimlet or
the Collins, that have crisp, clean flavours."
    All drinks featured during the promotion are made with three ingredients
or less. Consumers will also find classic cocktails and summer entertaining
ideas in the Just Add Spirit! recipe booklet, available free in LCBO stores
with the purchase of any spirit product while quantities last. This 53-page
guide features 24 classic mixed drink recipes that have been given a modern
twist with the use of this season's hottest spirits and ingredients. The
booklet also includes bartending tips and techniques to add flair to home
entertaining. All of the recipes, including non-alcoholic mocktails, are also
available on the LCBO web site at www.lcbo.com.
    Customers can sample the featured drinks at several tasting events being
held at select stores across the province on the four Saturdays during the
promotion. On Saturday, May 30, the LCBO Summerhill store in Toronto and LCBO
Rideau Street store in Ottawa will feature drinks made with Grand Marnier
Liqueur and Ketel One Vodka in their event kitchens. LCBO customers will be
able to sample signature drinks and appetizers while relaxing to cool music
provided by local deejays.
    Now the LCBO's largest-selling spirit category, vodka is featured in
eight of LCBO's summer drink recipes. In fiscal 2008-09, LCBO vodka sales were
up almost seven per cent or almost $24.4 million with premium and deluxe
vodkas leading growth, up 6.3 per cent and 30 per cent respectively. Flavoured
vodka is also on the rise and this trend is expected to continue with the
introduction of three new flavours this summer - Grey Goose La Poire, UV Blue
Raspberry and UV Pink Lemonade.
    Rum is also increasing in popularity with premium and amber deluxe rum
showing the most growth. "Sales of premium and deluxe amber rums are growing
by 3.5 per cent and almost 44 per cent respectively," says Chris Robertson,
LCBO Director, Spirits and Beer. "Flavoured rum, such as spiced rum, is also
on the rise largely due to the success of Captain Morgan Spiced Rum and the
newest introduction of Sailor Jerry Spiced Rum."
    As part of the Just Add Spirit! promotion, LCBO is launching the Cocktail
Lounge, a permanent online destination for cocktail recipes, bartending
techniques and entertaining ideas, at www.lcbo.com. The Cocktail Lounge will
help customers with their home entertaining needs with an ever-expanding
recipe database, timely and relevant event listings, educational information
and online support of seasonal spirit promotions.
    For more information about LCBO's Just Add Spirit! promotion,
entertaining ideas and responsible hosting tips, 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 hard of hearing
is 416-864-6898 or 1-800-361-3291.
    LCBO reminds consumers to please drink responsibly and to never consume
alcohol when driving or boating. Consumers are reminded to bring a reusable
bag when shopping at the LCBO and to return empty beverage alcohol containers
(large and small glass bottles, PET plastic, Tetra Paks, bag-in-box and cans)
to The Beer Store for a full deposit refund.

    Note: Recipes and corresponding images are available upon request.





For further information:

For further information: MEDIA CONTACTS: Trina Hendry, Media Relations
Consultant, Marketing and Customer Insights, Tel. (416) 864-6803, Cell: (416)
358-0357, E-mail: trina.hendry@lcbo.com; Chris Layton, LCBO Media Relations
Co-ordinator, Tel. (416) 864-6772, Cell: (416) 587-3729, E-mail:
chris.layton@lcbo.com


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