LCBO begins Whisky in Focus promotion
By Adnews Staff
The Liquor Control Board of Ontario began a new promotion yesterday called "Whisky in Focus." Until Nov. 10, the 602 LCBO stores in the province will feature 99 whiskies and host approximately 1,000 tasting sessions. The initiative also includes a contest during which consumers can submit photographs depicting the "essence of whisky" through the LCBO.com website. Visitors to the site will vote for their favourite images. A judging panel with then select a winner from among the most highly-rated images. The winner will receive a digital camera package and the photograph will be used in upcoming whisky-related advertising. As part of the promotion, the LCBO will also be the presenting sponsor of a competition called "The Ultimate Whisky Bar Chef Challenge" at the Whisky Live show in Toronto on Oct. 20. "Whisky is re-emerging as the preferred spirits drink for many Ontarians," said Michael Riley, business unit director for the spirits category at the LCBO. "The main reason is consumers are rediscovering whisky's unique and distinctive characteristics. Given the creative aspects of this contest and the interest today in digital cameras, cell phone cameras and the Internet, we expect a good response."