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News - 02.03.18

Wines of Argentina LCBO mini-thematic from February 25 to March 31

Five-week promotion brings Argentina’s unique wine culture to Ontario consumers in-store and online

From February 25 to March 31, Argentina be in the spotlight at the LCBO. In partnership with Wines of Argentina, LCBO Wines has planned a variety of initiatives in-store and online to help consumers experience the unique culture and landscapes of Argentina through its wines.

Wine lovers will have an opportunity to enhance their Argentina wine knowledge through a new educational feature on LCBO.com that launched on February 25. The online feature will include interesting wine facts, a map of key winegrowing regions, and information about a variety of Argentina’s wine styles with suggestions for food pairings.

Curious consumers who venture online will also glean insights into the unique combination of latitude, altitude and sunshine that produce Argentina’s distinct and diverse wines – from Malbec to Torrontes, Cabernet Sauvignon to Chardonnay, to Pinot Noir and sparkling wines.

An editorial feature on Argentina will also be published in the LCBO’s bi-weekly flyer, distributed on March 15 and available in all 650 LCBO stores. On Friday, March 2 and Saturday, March 3, consumers can visit one (or more) of 10 LCBO stores in the Greater Toronto Area or Ottawa region to immerse themselves in Argentinian culture at in-store tasting events inspired by Cambalache, a theme that evokes the spirit of Buenos Aires’ famed street markets. Each tasting will feature two wines and enhanced food pairings. In total, 20 wines will be poured at 20 Cambalache-themed in-store tastings, including a variety of Malbec, Malbec blends, Cabernet Sauvignon, Chardonnay and Pinot Grigio. The full tasting schedule is also posted online at LCBO.com.

Cambalache in-store tasting in the GTA

 

Cambalache in-store tasting in the Ottawa region


Throughout the five-week promotion, nine wines from Argentina will extend limited time offers, encouraging LCBO shoppers to try something new from Argentina or giving them a reason to pick up an extra bottle of one of their favourites. Detailed information about each product is also highlighted on LCBO.com.


The LCBO will also support the promotion via social media and digital advertising. For news and updates about Argentina’s LCBO mini-thematic, follow @LCBO at Twitter, Instagram and Facebook and @winesofarg at Twitter, Instagram and Facebook.