TORONTO, Oct. 16, 2012 /CNW/ - LCBO, in partnership with its suppliers, is kicking off its annual celebration of whisky and music. This year's Whisky Rocks promotion features innovative new products, in-store tastings, displays and special events, an online music video competition, and a special benefit concert with The Trews on November 8 in Barrie. Proceeds from the concert will benefit Dixon Hall, a United Way member agency, and its music school program, which provides youth with music instruction and opportunities to attend music camps across Ontario. For more information about the event and the video contest, visit www.whiskyrocks.com.
During Whisky Rocks, taking place in stores from October 14 to November 10, customers can discover more than 140 whiskies featured in 330 select locations across the province. A major draw in this year's promotion is the resurgence of Canadian whisky and the innovation happening with these home-grown products.
"Whisky is a timeless spirit into which distillers continue to breathe contemporary life," says Bob Downey, Senior Vice President, Sales & Marketing, LCBO. "We expect the six new Canadian whiskies debuting this fall, and the innovative spiced and flavoured varieties, to generate consumer interest in this popular category."
In addition, 60 rare and unique products can be found in LCBO Whisky Shops, located in 100 LCBO stores. These areas showcase renowned, niche, artisanal and award-winning products from around the world. New Whisky Shop products include three newly-revived Canadian whiskies - Pike Creek, Lot 40, and Forty Creek Port Wood Reserve - as well as an exceptional Taiwanese Single Malt, Kavalan Concertmaster, and two American whiskeys in limited release from craft distillery Hudson - Baby Bourbon and Manhattan Rye.
LCBO whisky sales are projected to top $601 million in 2012-13 - more than $21 million higher than the previous year. Canadian whisky alone is expected to account for more than $403 million in sales. Irish and American producers have connected with the next generation of whisky customers and sales of these products reflect this. So far this year, Irish whiskey leads all whisky segments in growth, up almost 23 per cent over last year, while U.S. whiskey continues to grow with sales 16 per cent above last year. With the revival of classic whisky cocktails and their popularity among trendsetters, whisky is also appealing more and more to women.
Also new this fall are in-store shelf tags with two-word whisky style descriptors that describe the character and dominant flavour for each whisky. LCBO has developed these short descriptions to help customers find the whisky that best suits their tastes. For full details, see the LCBO fact sheet on whisky style descriptors at http://www.lcbo.com/aboutlcbo/media_centre.
For more information on Whisky Rocks, the concert, online video competition, featured products and in-store tastings, customers can call HelloLCBO at 1-800-ONT-LCBO (668-5226). In Toronto, call 416 365-5900, visit your nearest LCBO store or go online to www.lcbo.com/service. The TTY number for people who are deaf or 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:
Heather MacGregor, LCBO Media Relations Co-ordinator
Tel. 416 864-6772; Cell: 416 587-3729
Charan Bhogal, LCBO Director Integrated Marketing