LCBO LAUNCHES WINE PROMOTION
By Adnews Staff
The Liquor Control Board of Ontario has travelled to Spain, Latin America and the Caribbean in its latest stop in its Shop the World campaign. The LCBO launched its month-long Olé promotion last week in over 580 of its stores, featuring wines, spirits and beer from those countries. The products are being highlighted using in-store signs and displays created in-house, and Latin-themed music. Booklets are being given out that contain recipes from the featured countries and a ballot to win a trip for two to Costa del Sol, Spain from JM Vacations and Iberia Airlines. In addition, selected stores are holding beverage testing combined with complementary food. There is a nominal charge for the testing, with all proceeds going to charity. Toronto-based Strategic Objectives is handling PR for the promotion. Last year, the LCBO featured Italian wines in its Festivale Italiano promotion.