LCBO begins Whisky Rocks Unplugged promotion
By Adnews Staff
The Liquor Control Board of Ontario has begun a four-week promotion called "Whisky Rocks Unplugged" in 600 LCBO stores in that province. The initiative is intended to promote a number of international and domestic whiskies, including 20 products that have been previously unavailable in Canada. Approximately 700 in-store tastings will be conducted during the program. A brochure containing recipes and tasting information will also be distributed to consumers, along with cards for two free music downloads from Puretracks. In addition, a Whisky Rocks Unplugged tour bus will visit approximately 20 Ontario cities during the promotion. Singer Tara Slone will travel on the bus and perform at some stores. A website for the initiative has been constructed at <http://www.whiskyrocks.com>.