TORONTO, Oct. 14 /CNW/ - Today, the LCBO launched Whisky Legends, a
month-long promotion of the world's finest whiskies, with a new innovation in
drinkware - the Official Canadian Whisky Glass.
"This new glass is probably the most significant innovation for spirits
drinkers since the introduction of the brandy snifter," says Michael Riley,
LCBO Business Unit Director for Spirits. "We worked with Scotland's
world-renowned Glencairn Crystal Studio, whisky suppliers and mixologists to
develop a glass that considerably enhances the aroma and taste of whisky."
Narrower at the top, the glass condenses the whisky's aroma while the
shape of the lip of the glass allows the whisky to pour onto the tip of the
tongue where sweetness is best detected. At the bottom of the glass is an
etched maple leaf which is visible through the whisky.
The glass and 83 featured brands of whisky are being presented at all
605 LCBO stores until November 8th during Whisky Legends. The glass sells for
$8.95 or $4.95 with the purchase of any whisky in a 750 mL or larger bottle.
Information about whisky and whisky drinks will also be on display when
the Whisky Legends bus rolls into town. Sponsored by four of Canada's top
whisky brands - Canadian Club, Crown Royal, Forty Creek Barrel Select and
Wiser's Deluxe - the bus will make stops at LCBO stores in 15 Ontario cities.
Up-and-coming Canadian band, One Second 2 Late, currently on tour with popular
group Hedley, will perform live at select LCBO stores and local bars during
the bus tour. Visit www.lcbo.com for tour schedule and store locations.
"The Whisky Legends bus tour is a celebration of the fine products this
country produces, whether it be quality whisky or our own superb musical
talent," notes Riley. "Like Canadian music, whisky continues to grow in
popularity worldwide and in Ontario it is the highest selling spirit. This
year, LCBO whisky sales are projected to exceed $532.3 million, with Canadian
whisky accounting for more than $373.9 million in sales."
LCBO customers can also learn more about whisky and drink recipes
fromWhisky Legends Web podcasts, available for free download online at
www.lcbo.com and on iTunes. There are also more than 1,000 whisky sampling
events being presented at select LCBO stores. More than 20 new whisky
cocktails have also been created in conjunction with the Martini Club of
Canada, and will be featured in displays throughout the promotion and on the
LCBO website and at the Toronto Whisky Live Show on October 24th at the Metro
Toronto Convention Centre.
While Canadian whisky takes centre stage during the promotion, products
from all four whisky-producing countries, Canada, Scotland, United States and
Ireland, are being featured.
There are a number of premium whiskies, exclusive to the LCBO, offered
during the promotion and available in limited quantities at 88 stores. These
include Canadian Club 30-Year-Old Whisky, 150th Anniversary Edition and Forty
Creek Double Barrel Reserve Canadian Whisky. Premium international whiskies
available include Bushmills 1608 400th Anniversary Edition Irish Whiskey and
Abelour A'Bunadh Single Speyside Malt.
Other new products during the promotion include Century Reserve
15-Year-Old Canadian Whisky; Isle of Jura Superstition Single Malt Whisky and
Glenlivet Nadura 16-Year-Old Whisky.
For more information about LCBO's Whisky Legends 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
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 Paks, bag-in-box and cans) to The Beer Store for a full
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For further information: MEDIA CONTACTS: 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, Tel. (416) 864-6772, Cell: (416) 587-3729, E-mail: