LCBO BEGINS WHISKY PROMOTION
By Adnews Staff
The LCBO has begun a four-week promotion for whisky called "Whisky Rocks." The promotion will run until Nov. 7. The effort will focus on four whiskies and their distillers, plus various other new, old and premium malt whiskies. Four master distillers will take part in the promotion: Mike Booth of Hiram Walker & Sons, David Quinn of Irish Distillers, Chris Morris of Brown-Forman and David Robertson of Jon, Mark & Robbo's Easy Drinking Whisky Co. Approximately 500 in-store samplings will take place during the initiative. A Web site for the promotion has been built at <http://www.whiskyrocks.com>. An online charity auction will also take place, the proceeds of which will go to the music education program of the Canadian Academy of Recording Arts and Sciences.