LCBO begins California Style promotion
By Adnews Staff
Liquor retailer LCBO is conducting an in-store promotion called "California Style" in association with the Wine Institute of California. The initiative will run at 630 retail locations in Ontario until the end of March. It promotes approximately 100 wines from a variety of California wineries. The program includes displays, product sampling and a booklet of recipes, as well as a series of special events. The in-store elements are being supported with a newspaper insert, an online contest at LCBO.com, radio commercials and billboard advertising. The spring issue of the retailer's Food & Drink magazine contains two articles about California, along with restaurant recommendations and themed recipes. "LCBO customers have shown they love California wines, as indicated by the strong sales performance," said Bob Downey, senior vice-president of sales and marketing at LCBO. "We are pleased to showcase this world-class wine making region and the high quality wines that are produced throughout California."