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LCBO resumes Whisky Rocks promotion

The Toronto-based LCBO has resumed its annual "Whisky Rocks" promotion in support of 80 whisky brands. The promotion, which will run until Nov. 5, will include a concert and tasting event in Toronto on Oct. 20. It also includes an online component called the "Whisky Rocks Online Music Competition" as part of a four-week in-store promotion. The contest encourages aspiring musicians to submit a song and video illustrating what "Whisky Rocks" means to them. Contestants can submit entries at <> until Oct. 21. Public voting will determine five finalists. A judging panel will then select a winner, who will receive a one-day recording session worth $10,000. The promotion also includes a 36-page magazine-style newspaper insert and a series of in-store tasting events. "Enjoyed neat or in a cocktail, whisky is one of the most versatile and distinctive spirits around," said Bob Downey, senior vice-president of sales and marketing at LCBO. "Distillers continue to raise the bar on quality and flavour through innovation and creativity. Spiced whiskies, for example, offer a new and modern take on this classic spirit. We are proud to bring these new quality products to the Ontario marketplace."

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