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Monday, April 13, 2009

The Event: The launch party for the LCBO promotion, "The Inside Story".

The Time and Date: Thursday, March 5, 2009  5:30 PM to 7:30 PM
The Event: The launch party for the LCBO promotion, "The Inside Story".
The Venue: Reds Bistro
The Target Audience: media
The Availability/Catalogue: no catalogue of products poured at this
event, but we had a press kit and a brochure of event listings. All
products are available in the LCBO system.
The Quote/Background: "This is a month long promotion that tells the
stories of those makers (wine, beer, and spirits) who continue to fill
our glasses with enduring satisfaction."
The Wines: wines, beers and spirits were poured by principals. Not all
Inside Story participants showed up, but enough did to make it an
interesting launch. Julien Sereys de Rothschild turned up to pour
Mouton Cadet Bordeaux Red Reserve 2006 and Mouton Cadet Bordeaux White
2007 (both with informative tech cards). The first thing he did was
cross-off the word "winemaker" from the poster and write in "owner".
That ramped up the level significantly. Henry of Pelham attended, as
did Hillebrand, Chateau des Charmes, and Inniskillin. Allan Jackson
himself was there pouring his Jackson-Triggs Proprietor's Selection
(White Label) non-VQA non-vintaged "Cellared in Canada" Merlot and
Sauvignon Blanc. The JT company was responsible for somewhere between
1% and 30% of the wine contents of the bottles. I did not have time to
engage Allan Jackson in conversation, but I did wish him well in his
new retirement period. Spirits included Appleton rums, Grey Goose
vodka, The Glenlivet, Jameson, Jack Daniel's, Bulleit Bourbon,
Beefeater, and others. The beers were interesting: Sleeman's, Creemore,
Mill Street, and Pilsner Urquell. Indeed, the wines were on one side,
the beers on the other, and the spirits at the back, where most of the
noise was happening. There were just a few wine writers here.
The Food: the food was actually better than the drinks. Reds put out
appropriate and different matches with each producer – there were
supposed to be 19 matches. Lovely terrines and charcuterie on lavash,
cheeses, fried and crispy bites with the beer (also pizzettes), sweets
with many of the drinks. I didn't have a list of the foods, but they
were all uniformly good.
The Downside: seeing CIC product at the event.
The Upside: a chance to catch up with a lot of LCBO personnel.
The Contact Person:
The Marketing Effectiveness (numerical grade): 91.

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