Toronto, Canada – June 4, 2015 — The LCBO (Liquor Control Board of Ontario) honoured its industry partners, suppliers and agents for their innovation, creativity and commitment to customer service and social responsibility at the Elsie Awards held in Toronto on June 3rd. The Elsies is an industry awards program now in its 21st year.
Andros Communications and its Managing Director, Ted Kalaboukis, were recognized with the Special Recognition Award 2014-2015, for on-going and successful collaboration with the LCBO to develop and premiumize the Chilean wine category, and in particular during the recent February 2015 South of the Equator Thematic, where sales of Chilean wine increased rapidly in the premium segments.
The Elsies recognize those “who have excelled at marketing their products and who have worked particularly wellwith the LCBO to help consumers discover the world of beverage alcohol,” said Shari Mogk-Edwards, LCBO Vice-President, Products, Sales and Merchandising, and co-chair of the Elsies.
Chilean wines sales in Ontario are growing over +5% in volume and value in 2014/15. Double digit growth was experienced in the premium price points, with the $20-$25 points up +43% and the $20-30 points up +49% in value in 2014/15 and with renewed awareness for Chile’s signature grape, Carmenere.
Andros Communications has represented Wines of Chile (Vinos de Chile) in Ontario since 2010.
We recently obtained for our client, Wines of Chile, a feature editorial, including front cover, in Air Canada’s enRoute magazine. enRoute has an impressive circulation of 120,000 monthly copies, a monthly readership of 1.2 million, with 9.6 readers per copy. The front cover feature is complemented with a nine page feature story, with an estimated media value of over $220,000. This targeted public relations activity brings a highly relevant audience to Wines of Chile, and will continue helping the Association and its member wineries to increase their premium market penetration across Canada and abroad.