Those who enjoy the treat of LCBO’s occasional in-store wine sip-and-sample will be happy that a version of the taste test is being launched online. The alcohol retailer has begun promoting its first-ever virtual wine tasting that will be hosted on its website on March 18. The event is a tribute to the Argentinean Malbec grape and the brands that produce it – Argento, Fuzion Alta and Domaine Jean Bousquet.

Two product consultants will talk about their impressions of the wines, while consumers at home, who LCBO hopes will host their own parties, will email in questions about the drinks. Developed in-house by LCBO, promotion for the event includes a media mix of online, print and mobile.

Banner ads will run on MartiniBoys.com and Toronto.com, while print ads can be seen in the Toronto and Ottawa Metro transit newspapers. The brand is also sponsoring the Sweetspot.ca newsletter.

LCBO shoppers with mobile phones can scan a barcode found on the in-store signage promoting the event, which then takes them to the Malbec tasting landing page, where they can submit questions, watch videos and receive an overview of the event.

The Malbec taste test was not sponsored by the brands mentioned, which were chosen for their quality and price point, says Sarah Smith, senior planner, LCBO Marketing. ‘We are definitely looking for innovative ways to engage with our customers,’ Smith tells MiC. This promo should reach both of the LCBO’s core targets of the 25- to 45-year-old and the 34- to 54-year old demographic, and specifically ‘within both segments, those interested in trends and what’s new and exciting in the world of wines,’ says Smith.