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LCBO is your place to discover beer this summer

Media Release
LCBO

LCBO is your place to discover beer this summer
With 340 beers from 42 countries, LCBO is the place to discover beer this summer during 'Beer World. Start the Adventure', a four-week promotion taking place in all 617 LCBO stores across the province until August 13. As in previous years, LCBO expects beers in single cans and bottles will drive overall beer sales, as more customers look for variety as well as value.
PHOTO CREDIT - LCBO.com

Toronto - Jul. 20, 2011 - With 340 beers from 42 countries, LCBO is the place to discover beer this summer during 'Beer World. Start the Adventure', a four-week promotion taking place in all 617 LCBO stores across the province until August 13. As in previous years, LCBO expects beers in single cans and bottles will drive overall beer sales, as more customers look for variety as well as value.

"From Ontario craft beers to the world's most popular and unique brands, from single cans to mixed sampler packs, the LCBO is the beer headquarters for summer entertaining," says Bob Downey, Senior Vice President, LCBO Sales & Marketing. "Our single-serve cans and bottles are particularly popular as customers can mix and match and try different beers before buying a full pack. With so many styles to choose from, the Beer World promotion is the perfect opportunity to try something new."

The single-serve beer segment has tripled in volume at the LCBO in the last six years. It accounts for 38 per cent of all LCBO beer sales and grew by almost 14 per cent in 2010-11 over the previous fiscal year. Double-digit sales growth is expected again this year.

During Beer World, LCBO customers will have the opportunity to meet their favourite brew masters and sample a selection of beers at in-store tasting events. The public is encouraged to visit LCBOBeer.com for featured products, a beer selector, 'beers of the day' recommendations, food recipes and more information on the tastings.

For more information on Beer World., customers can also call the toll-free, bilingual LCBO Contact Centre at 1-800-ONT-LCBO (668-5226). In Toronto, call 416 365-5900, visit your nearest LCBO store or go online to LCBO.com/service. The TTY number for people who are deaf and hard of hearing is 416 864-6898 or 1-800-361-3291.

Over the summer, the LCBO reminds customers to please drink responsibly and to never consume alcohol when driving or boating. A new, summer-themed Deflate the Elephant social responsibility TV commercial will air across Ontario on Citytv and CP24 the week prior to the August civic holiday long weekend. In addition, a new summer-themed alcohol-free Mocktail demonstration video and responsible hosting summer tips will be available at DeflateTheElephant.com.

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 Pak cartons, bag-in-box and cans) to The Beer Store for a full deposit refund.


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