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 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

Customers can also experience today's Oz by tracking Jamie Drummond, sommelier and co-founder of online food magazine,, as he blogs about his wine country experiences down under at 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 The TTY number for the deaf and 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:


Trina Hendry, Media Relations Consultant, Marketing and Customer Insights
Tel. 416 864-6803; Cell: 416 358-0357; E-mail: 

Chris Layton, LCBO Media Relations Co-ordinator, Corporate Communications
Tel. 416 864-6772; Cell: 416 587-3729; E-mail:


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