LCBO hooks up with the Governator
What better way could there be to spotlight an upcoming promotion for California wine?
California Governor Arnold Schwarzenegger buzzed through Toronto this week on a multifaceted trade mission. His first stop was at the sumptuous lakeside store of the Liquor Control Board of Ontario. The sun being far from the yard arm, the former action star imbibed only a sip of vino. Then, together with LCBO honchos, he announced a major promotion of California wine skedded for next spring.
From April 28-May 25, 2008, the LCBO and the Wine Institute of California (a trade association of 1,000 California wineries and affiliated businesses) will present a first-ever thematic promotion devoted exclusively to wines from the golden state.
Few details have been finalized so far. But the month-long initiative will include tasting events in 600 LCBO stores across Ontario. And the Board will work with various marketing partners on displays and associated promotions, including advertising and special events in LCBO’s 11 event kitchens, where California cuisine will be paired with complementary California wines. As well, Vintages – LCBO’S fine wine and premium spirits division – will release 35-40 premium and super-premium wines from various regions of California.