Spirits backgrounder 2 of 2
October 7, 2013 13:47 ET
The LCBO stocks a top notch selection of quality whiskies from around the world in our Whisky Shop program. Located within 100 select stores, Whisky Shop is intended for longtime connoisseurs, as well as budding enthusiasts. It features an ever-evolving selection of renowned and rare products, artisanal and limited releases, and award-winning bottles – such as Aberlour 21 Year Old, Lion’s Pride Koval Dark Millet Whiskey and Forty Creek Heart of Gold.
Whisky Shop has four releases a year -- October, January, April and July -- with the October release being the first. It comprises about 24 products, some dozen of which will be available until the following October. The rest are quarterly releases, which means the inventory is estimated to last for three months.
You can find Whisky Shop store locations and recent releases here: http://www.lcbo.com/whisky/shop/section.shtml.
LCBO, in partnership with suppliers, also holds an annual autumn celebration of whisky and music called Whisky Rocks.
As well, to help consumers better understand the flavours and characteristics of products, the LCBO recently introduced style descriptors for whisky, rum and ready-to-drink products. The first word in the descriptor is the initial impression of the whisky or rum: Subtle, Medium or Bold. The second word is the dominant flavour or aroma profile. For whiskies, these words are: Sweet, Fruity, Spicy, Smoky, Floral or Herbal. For rum, they are: Sweet, Fruit, Spicy, Nutty, Oaky or Herbal. The initial impression and the dominant flavour/aroma are then combined to form descriptions such as Subtle and Fruity or Bold and Herbal.
These elements are displayed on redesigned bin tags on store shelves and in-store signs as well as on the www.lcbo.com website.
Craft distillery support
There is a small but emerging trend of craft distillers in Ontario. While this sector is still in its infancy, we expect it to attract more consumer interest and increasing sales in the future.
A key objective in the LCBO’s new three-year strategy is to grow the sales of local Ontario products. This objective extends LCBO’s longstanding commitment to increase Ontario wine and craft beer sales to other local products, including spirits produced by local small distillers.
As part of this strategy, LCBO will look for opportunities to highlight local craft distilleries, through consumer, employee and media information. We will also introduce educational information on Ontario craft distillers into our Spirits Advocates program, in which 250 employees in our largest stores are designated leaders to promote the sale of spirits.