LCBO begins What's Your Whisky promotion
By Adnews Staff
The LCBO has begun a four-week promotion in Ontario called "What's Your Whisky?" Part of the promotion will be a whisky cooking competition that will take place at Toronto restaurant Mildred's Temple Kitchen on Oct. 20. Two chefs will compete to produce four-course menus prepared with four participating Canadian whisky brands: Canadian Club, Crown Royal, Forty Creek and Wiser's. "This fun event is an opportunity to learn about whisky and the many ways it can be enjoyed, in particular Canadian whisky," said Bob Downey, senior vice-president of sales and marketing at LCBO. "We sell more than $500 million worth of whisky annually, with Canadian whisky accounting for more than $340 million in sales." In addition, 88 whisky brands from Canada, Scotland, the US and Ireland will be promoted in the organization's 608 retail stores. The promotion will be supported by a 32-page magazine-style free standing insert describing the history of the drink and other information.