/R E P E A T -- Media Alert: Launch of LCBO'S new social responsibility ad
campaign at King Street West store opening/

TORONTO , Dec. 4 /CNW/ -

    
    WHAT:   Launch of new LCBO social responsibility ad campaign, "Deflate
            the Elephant", at the official opening of the new LCBO King
            Street West store on Wednesday, December 9 at 10:00 a.m.

            Following a toast to the new ad campaign with the new non-
            alcoholic mocktail, the 'Elephantini", LCBO President and CEO Bob
            Peter, MADD Canada CEO Andrew Murie and King Street West store
            manager Hari Singh will deflate a 12-foot high inflatable
            elephant to officially launch the campaign. Media will also be
            invited to take the campaign's interactive online challenge and
            test their skills at being responsible hosts.

            "Deflate the Elephant" is an interactive campaign which
            acknowledges that drinking and driving can often be the "elephant
            in the room" - an awkward topic to bring up in front of others at
            a party or get-together.

            The new 11,500 square-foot LCBO store at the southeast corner of
            King Street West and Spadina Avenue will provide service to
            residents and visitors to Toronto's downtown entertainment
            district in time for the busy holiday period. It offers the
            following features:

            -  more than 8,000 square feet of shopping space;
            -  some 2,150 products;
            -  prominent Ontario VQA wine displays;
            -  a Vintages fine wine and premium spirits section with almost
               530 products and a Vintages Top 10 wines display;
            -  large chilled beer and ready-to-drink cocktail and cooler
               sections;
            -  a tasting counter offering regular product samplings;
            -  knowledgeable staff, including a resident product consultant
               and a WOW (World of Ontario Wines) Leader, dedicated to
               promoting Ontario wines.

    WHERE:  LCBO King Street West Store
            415 King Street West (at Spadina)
            Toronto, Ontario

    WHEN:   Wednesday, December 9, 2009
            10:00 a.m.

                   Photo, video and interview opportunities
    

For further information: MEDIA CONTACT: Chris Layton, LCBO Media Relations Co-ordinator, Tel. [phone], Cell. [phone], Fax. [phone], E-mail: [email protected]