California Wine Fair is Wine Institute’s of California and LCBO’s grand finale to what was a month-and-a-half long promotion of Californian wines (also see my earlier post). The event, held at the Fairmont Royal York in downtown Toronto, featured over 480 wines from 180 California’s wineries (for a complete list click here: wineries + wines) and consisted of 4 parts – a luncheon for invited guests only; private tasting for registered media (11-5:30 pm); trade event for wine retail trade, media and hospitality industry only (2:30-5:30 pm); and a consumer event for the general public for a fee of $75 (7-9:30 pm).
Starting with the March 2nd and continuing with March 16th by-weekly vintages releases, together with LCBO’s spring issue of Food & Drink Magazine showcasing two articles; the LCBO kicked-off a full-on promotion of Californian wines under the ‘Californian Style’ branding. For nearly a month, the LCBO has promotions and free tastings across 630 LCBO stores and features over 100 products, of which 22 are new. The LCBO also organized three high-profile events. The first took place on March 8th at the ’flagship’ Summerhill store, with celebrity chef Duskie Estes pairing her two signature dishes with seven wines.