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LCBO ONTARIO CRAFT BEER BACKGROUNDER


 LCBO offers more than 60 products from 29 Ontario craft beers.

 28 select LCBO stores feature distinctive Ontario craft beer display units and 49 stores have prominent Ontario craft beer signage.

 In fiscal 2006-07, the LCBO sold 2.6 million bottles and cans of Ontario craft beer. This represented net sales of $4.5 million, up 27.6 per cent over the previous fiscal year. In May 2007, LCBO net sales of Ontario craft beer increased by 49 per cent over May 2006.

 In 118 select LCBO stores, designated staff known as Beer Guys and Beer Gals are trained to provide customers with helpful product information on Ontario craft beers, tasting notes and recommend food matches.

 From July 23 to August 19 during the LCBO’s We’ve Got Your Beer promotion, 12 beers from eight Ontario craft breweries will be highlighted on end-aisle displays in 56 select LCBO stores. These stores will also feature a contest for customers to enter to be an “OCB Brewer for a Day.” There will also be more than 50 in-store tastings of Ontario craft beers at participating stores.

 On July 26, 27 and 28, the LCBO Summerhill store in Toronto will present the Summerhill Beer Festival. This free event will offer samplings from 24 suppliers, including 10 Ontario craft brewers, matched with cuisine from Ontario chefs.

 An LCBO-produced DVD called “Discover Ontario Craft Beer” is available at select LCBO stores and online at www.lcbogifts.com for $9.90. The DVD showcases the heritage of Ontario’s craft beer industry, the character of current day breweries, the passion of the brewmasters and the variety of fresh, all-natural beer produced in Ontario communities.

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MEDIA CONTACTS:

Chris Layton, LCBO Media Relations Co-ordinator
Tel. 416 864-6772
Cell: 416 587-3729
Fax. 416 864-6850
E-mail: chris.layton@lcbo.com


Julia Stein, Senior Consultant
Fleishman-Hillard Canada
Tel. 416 645-3683
Cell: 416 214-0701
Fax.416-214-0720
E-mail:julia.stein@fleishman.ca

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

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