LCBO presents its largest-ever Ontario wine promotion, Buy to Fly

    TORONTO, Sept. 18 /CNW/ - From now until October 13, the LCBO is
presenting Buy to Fly, its largest-ever promotion of Ontario wines, offering
the chance to win AIR MILES reward miles on every Ontario wine purchased and
more than 750 in-store tastings.
    Twenty-six Ontario wineries are participating in the promotion which
features prominent displays in all 600 LCBO stores across Ontario.
    "Buy to Fly offers AIR MILES reward miles, a popular LCBO shopping
benefit, to create greater awareness of Ontario wines," says LCBO President
and CEO Bob Peter. "It shows consumers that Ontario wines are high quality,
good value and versatile accompaniments to food. We have seen solid sales
growth for Ontario wines and with this major promotion we expect to carry that
momentum through one of the biggest LCBO sales periods, the Thanksgiving
    In fiscal 2006-07, LCBO net sales of Ontario wines increased almost eight
per cent over the previous year. Last year's Buy to Fly promotion increased
sales of featured Ontario wines by nearly 14 per cent and $3 million. The LCBO
sold more than 40 million bottles or almost $270 million worth of Ontario wine
last year.
    "This promotion encourages consumers to try and buy Ontario wines," notes
Wine Council of Ontario Chair Norman Beal. "Working together, the LCBO and the
Ontario wine industry are helping consumers discover that Ontario wines are
among the best in the world."
    During Buy to Fly, LCBO customers who purchase an Ontario wine and are
AIR MILES Collectors will be eligible to receive a peel back card and a chance
to win instant AIR MILES reward miles. There are 28 grand prizes of
10,000 reward miles to be won, as well as 750,000 secondary prizes of two to
20 reward miles. The grand prizes can be redeemed for a number of exciting
destinations, including a round trip for two to anywhere in North America, or
a round trip for one to most destinations in Europe. Reward miles can also be
redeemed for a wide range of household and electronic merchandise.
    VINTAGES, LCBO's fine wine and premium spirits business unit, is also
offering 35 Ontario VQA wines during the promotion, a number of them making
their debut on VINTAGES shelves. These wines are being featured by VINTAGES in
its current (September 15) release catalogue promoting Niagara winemakers.
    "Buy to Fly builds on our many year-round initiatives in support of
Ontario wines that include specially-trained staff to promote Ontario wines in
our stores and prominent monthly VQA wine displays called 'Ontario
Superstars'," adds Peter. "We've been able to increase the profile of VQA
wines in VINTAGES, reflecting the fact that quality Ontario wines appeal to
enthusiasts and collectors as well as casual drinkers."

    For more information on Buy to Fly and featured products and tastings,
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. You can also
access the LCBO web site at

    For more information, please visit our online media information centre,

    Editor's Note:

    Singer/songwriter Steven Page of the Barenaked Ladies and Hollywood actor
    Dan Aykroyd will join forces on stage to launch the Buy to Fly promotion
    at the street level concourse of Brookfield Place (formerly BCE Place) in
    downtown Toronto starting at 12:00 noon on Friday, September 21. Dan
    Aykroyd will be autographing bottles of his wine and Steven Page will
    perform a short free concert. There will also be complimentary tastings
    of Ontario wine and a draw to win AIR MILES reward miles.


    LCBO supports Ontario wines on a strategic level and through a number of
in-store initiatives that are consistent with international trade obligations.
These initiatives are as follows:

    Product selection: In fiscal 2006-07, the LCBO offered some 430 Ontario
    wines on its regular list. It also released another 160 Ontario wines
    through its VINTAGES, fine wine and premium spirits business unit,
    despite the fact that fewer VQA wines were available as a result of the
    Ontario grape crop shortages in recent years.

    Shelf space/location: LCBO shelf space for Ontario wines exceeds their
    market share, particularly in GTA. Ontario wines are located at the front
    of the store and more than 250 LCBO stores feature eye-catching VQA wine

    WOW (World of Ontario Wines) Leaders: Some 300 LCBO store employees are
    specially-trained and designated to promote Ontario wines with customers.

    Ontario Superstars: Two Ontario VQA wines are highlighted in LCBO stores
    every month with dedicated shelving and free promotional materials and
    are featured in LCBO's FOOD & DRINK magazine.

    Annual promotion: From mid-September to mid-October, Ontario wines are
    showcased in all 600 LCBO stores. The promotion includes prominent
    displays, tastings, a contest, newspaper/radio advertising and
    information on LCBO websites. No other country has an annual LCBO

    VINTAGES VQA Discovery Program: LCBO's fine wine and premium spirits
    business unit, VINTAGES, features a wine-of-the month promotion for
    Ontario VQA wines and wineries.

    VINTAGES On Tour Program: VINTAGES monthly Ontario winery feature where
    an Ontario winery is profiled in Vintages catalogues and supported
    through product purchases.

    Small winery support: LCBO Go-to-Market and Ontario Craft Winery Programs
    provide in-store presence for small wineries along with support to help
    them build sales for wider distribution.

    Premier Wine Program: Similar to Ontario Craft Winery Program, this
    initiative provides unique sales opportunities for products in the $12 to
    $17-price range.

    FOOD & DRINK profiles: The publication includes Ontario wine features in
    most issues with the fall issue being a showcase for Ontario wines.

For further information:

For further information: MEDIA CONTACT: Chris Layton, LCBO Media
Relations Co-ordinator, Tel. (416) 864-6772, Cell: (416) 587-3729, E-mail:

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