LCBO 'WHISKY SOUL' PROMOTION FEATURES ONLINE CONTEST TO FIND NEXT MUSIC STAR

TORONTO, Oct. 12 /CNW/ - Today LCBO kicks off Whisky Soul, its largest whisky promotion ever, with an online contest called 'Show Us Your Whisky Soul Music Video Competition'. This contest calls on all aspiring musicians to arrange a song and video to show what Whisky Soul means to them.

Running from October 13 to November 3, the competition is one component of the four-week Whisky Soul promotion taking place at 615 LCBO stores across Ontario until November 6.

During the contest, solo artists and bands alike are challenged to provide the music and a video to lyrics penned by popular Toronto-based musicians Matt York and Mike Todd of the Matt York Band. Contestants can enter by submitting their music videos online at www.whiskysoul.com. The public can vote online for their favourite submissions from October 18 to November 12. The top five finalists will be announced on November 15, with the winner chosen by a panel of five judges on or around November 18. Judging will be based on the following criteria: commercial applicability, song composition, musicality, image and style and star factor.

The winner will receive a two-day recording session with a music producer, a meeting with an industry publicist and professional photo shoot. Valued at $17,000, this opportunity could turn an aspiring musician into a household name.  Full contest details can be found at www.whiskysoul.com.

"Whisky is the world's most popular spirit because of its distinctive styles and versatility," says Bob Downey, Senior Vice President, Sales and Marketing, LCBO. "It's a drink that can be sipped as a cocktail, with a little water or enjoyed neat and it's ideal for relaxing with music. We look forward to see how musicians will interpret our Whisky Soul theme in song and video during our contest."   

During Whisky Soul, LCBO stores are showcasing 95 whiskies from Canada, Scotland, Ireland, Wales, India, Japan and the U.S., including new niche, artisanal and award-winning whiskies. Many of these products will be featured year-round along with the existing portfolio of whisky classics in LCBO's new Whisky Shop section. Showcased in 90 LCBO stores, Whisky Shop displays will offer 24 products continuously and a rotational basis updated quarterly. 

New products exclusive to the Whisky Shop include Jameson Rarest Vintage Reserve, The Glenlivet 25 Year Old, Nikka Yoichi 10 Year Old Single Malt Whisky and White Owl Whisky. Other new whiskies, offered in wider distribution, include Canadian Club Sherry Cask and Forty Creek Confederation Oak Reserve, Red Stag Black Cherry Flavoured Bourbon and Singleton of Glendullan.

LCBO customers can also learn more about whisky through tasting events and a free cocktail recipe booklet available while quantities last. They can also visit www.lcbo.com/whisky to see featured products, in-store event listings and classic and modern whisky cocktail recipes, as well as find out more about The Matt York Band and listen to tracks from their current album. The official Canadian Whisky Glass will also be offered again in LCBO stores for a limited time for $4.95 per glass or $19.95 for a set of six.

LCBO whisky sales are projected to top $540 million in 2010-11 - more than $19 million higher than the last year. Canadian whisky is expected to account for more than $373 million in sales. This year, Irish whiskey leads all whisky segments in growth, up 14 per cent over last year, while U.S. whiskey and single malt Scotch whisky are up almost seven and five per cent respectively.

The promotion is also supported by a 38-page magazine-style Free Standing Insert that celebrates what makes whisky and music such a soulful duet.  Readers will learn about whisky-friendly foods, single malts and worldly whiskies, including drams from India and Japan. Singer Matt York and Scotch whisky master distiller Jim McEwan are also profiled.

For more information on Whisky Soul, the music and video competition, featured products and tastings, call the toll-free, bilingual LCBO Customer Service at 1-800-ONT-LCBO (668-5226). In Toronto, call 416 365-5900, visit your nearest LCBO store or go online to www.lcbo.com/service. The TTY number for the deaf and hard of hearing is 416 864-6898 or 1-800-361-3291. 

Consumers are reminded to bring a reusable bag when shopping at the LCBO and to take empty beverage alcohol containers (large and small glass bottles, PET plastic, Tetra Paks, bag-in-box and cans) to The Beer Store for a full deposit refund. 

For further information:

MEDIA CONTACTS:

Trina Hendry, Media Relations Consultant, Marketing and Customer Insights
Tel. [phone]; Cell: 416 358-0357; E-mail:[email protected]

Chris Layton, LCBO Media Relations Co-ordinator, Corporate Communications
Tel. [phone]; Cell: 416 587-3729; E-mail:[email protected]