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LCBO INTRODUCES FIRST-EVER CANADIAN WHISKY GLASS TO TOAST WHISKY LEGENDS PROMOTION

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 www.lcbo.com.

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 deposit refund.

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For more information, please visit our online media information centre at www.lcbo.com/aboutlcbo/media_centre.

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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