Each September, the LCBO, the world’s largest purchaser of wine and spirits, promotes wine from its own backyard – wine country Ontario.
To celebrate these wines and winemakers, Wolff Public Relations in conjunction with its client, the LCBO, created a two-tier media relations plan that included a private wine tasting 30 new wines available in the promotion and a trip to Niagara-on-the-lake for “a Day Among the Vines.”
To celebrate these wines and winemakers, Wolff Public Relations in conjunction with its client, the LCBO, created a two-tier media relations plan that included a private wine tasting of 30 new wines in Toronto and a trip to Niagara-on-the-lake for “a Day Among the Vines.”
In addition, Wolff Public Relations was tasked to generate consumer interest through media coverage for ticketed wine-tasting events in Ottawa and Toronto with capacity for 400 attendees each.
PRIVATE WINE TASTING
Wolff Public Relations invited wine writers, bloggers, radio personalities and “influencers” to an LCBO flagship location for a private wine tasting hosted by LCBO Product Manager of Ontario Wines, Astrid Brummer and well-respected Ontario winemaker, Sue-Anne Staff. Feasting on local cuisine from Farmhouse Tavern, 15 guests sipped and savoured all our backyard has to offer.
A DAY AMONG THE VINES
Wolff Public Relations and LCBO invited a handful of select media to join us in “A Day Among the Vines” where a luxury coach drove the group out of the August city heat and into the lush wine country-side.
Greeted at Coyote’s Run, guests were treated to a private concert by Canadian crooner, Royal Wood and then walked through a tutorial of Pinot Noirs.
Media were then taken to Tawse winery for a lunch on the “crush pad” overlooking the winery and across the lake with a view of downtown Toronto. Feasting on local meat and produce, media were immersed in the bounty of the land by food and wine. Following lunch, the group made its way to 13th Street winery, where everyone learned the ultimate party trick – how to sabre bottles of sparkling wine. Once everyone mastered their skills, the group moved indoors to learn about another famous Ontario wine varietal – Rieslings.
Ending the day with gift packages of country-baked goods, Ontario fruit and jam made from wine, the group boarded the bus back to the city.
TASTE ONTARIO EVENTS
To help generate media attention for the Taste Ontario events in Ottawa and Toronto, Wolff Public Relations secured LCBO product consultants on television, radio, as well as interviews in print and online.
Number of stories in the media: 54
Total media impressions: 19,402,300
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