LCBO PROMOTES BEER
By Adnews Staff
The Liquor Control Board of Ontario is trying to get people to appreciate beer as much as they do fine wine. The LCBO will run a beer promotion May 29 to June 22. Called Taste the World of Beer, the promotion will highlight 36 domestic and imported beers from 16 different suppliers. Stores will put up displays and distribute a 36-page brochure with recipes for meals to go with beer. LCBO outlets will also hold beer tastings and sell items such as beer magnets and galvanized beer buckets. The liquor board is also holding a draw for a one-week trip for two to Edinburgh, Scotland, arranged by Carlson Wagonlit Travel and Air Transat Holidays. The in-store materials and the brochure were created in-house. PR is being done by Strategic Objectives of Toronto. LCBO beer sales grew by over 8% last year. It sells over 200 different brands and 20 styles of beer from 22 countries.