PORTUGUESE WINE PROMOTION BEGINS
By Adnews Staff
The Portuguese Trade Commission, The Port Wine Institute and G7 Portugal have begun a promotion for Portuguese wines. The month-long effort will include advertising, tastings at some LCBO stores and a contest for a trip to Portugal. The print ads compare certain drinks with various mates. One ad for port displays a photograph of a woman and the copy, "Dark, delicious, 30 years old, rich and refined." Another ad shows couple making a toast. The copy reads, "Bring a new friend home for dinner." The tastings will take place at a number of LCBO stores in southern Ontario. In-store signage, displays and brochures are also being used. Ballots for the contest have been added to the neck-tags of certain wine brands. The advertising, collateral materials and contest were developed by Multistudio Advertising of Toronto. The LCBO and Caledonia Resources organized the tastings. Public relations for The Portuguese Trade Commission and The Port Wine Institue are handled by Weber Shandwick Worldwide of Toronto.