LCBO BEGINS SUMMER COCKTAIL PROMOTION
By Adnews Staff
The Liquor Control Board of Ontario will begin a cocktail promotion called "Shake It Up" today. The month-long initiative will take place online and in-stores. The promotional Web site at <http://www.lcbo.com/shakeitup> presents a cocktail party scene at which animated characters will dispense cocktail recipes, product information, appetizer ideas and responsible entertaining advice. In-store customers will receive a 16-page brochure containing the same recipes. Consumers can also sample cocktails from the brochure at in-store tasting events. The concept for the promotion was a collaborative effort of the LCBO and its spirits suppliers, according to LCBO marketing communications media relations co-ordinator Alanna Schacht. A freelance illustrator designed the creative look of the program materials. Toronto-based Taxi designed the interactive environment of the Web site. The LCBO operates 600 retail outlets in the province.