Media Centre

LCBO REMINDS ONTARIANS:
THIS SUMMER, IF YOU DRINK, DON’T DRIVE

Striking Muskoka Chair installations created from wrecked cars will appear at select LCBO locations across the province, reminding customers of the dangers of drinking and driving

Wednesday, June 30, 2021 – Toronto – As we enter the busiest summer months, the LCBO is launching a drinking and driving awareness campaign for Ontarians preparing to enjoy cottage country and camping. Beginning today, four “Muskoka Chair” installations made by Hamilton-based metal artist, Trevor McIntyre of Imagine Metal Art, will appear at select LCBO stores in Toronto, Ottawa and Muskoka. These glass-encased works-of-art were made by fusing together metal salvaged from cars wrecked in collisions.

“While responsible consumption is important year-round, now is the perfect time to offer a reminder that summer and drunk driving don’t mix,” said Vanda Provato, Chief Marketing & Digital Officer, LCBO. “We have an important role to play in helping educate and remind consumers of the gravity of driving while under the influence. This season, let’s keep each other and our roads, and waterways, safe.”

McIntyre chose Muskoka Chairs as the subject for these installations given their iconic connection to Ontario’s cottage country. They will be on display outside of the following LCBO locations throughout the summer:

●      Toronto: 2 Cooper Street

●      Gravenhurst: 155 Edward Street

●      Huntsville: 91 King William Street, Unit 1

●      Ottawa: 1980 Bank Street

“I’m truly honoured to be a part of this project, helping raise awareness around a challenging topic that has the safety and wellbeing of Ontarians at its core,” says McIntyre. “I decided to incorporate metal and parts recovered from serious car accidents because I wanted these installations to really bring to life the critical importance of responsible consumption. These chairs will serve as a reminder for people to stay safe when they hit the roads or waters.”

The Muskoka Chair campaign is part of LCBO’s Spirit of Sustainability platform, which supports safe and informed consumption initiatives. This includes charitable partnerships - such as a 20-year partnership with MADD Canada - responsible retailing practices and alcohol literacy programs. The LCBO also carries non-alcoholic options for customers to enjoy at lcbo.com and at its nearly 680 stores and 280 LCBO Convenience Outlets across the province. To learn more, please click here.

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For more information:

LCBO Press Office
416-864-6700
pressoffice@lcbo.com
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