Annually in October the in-store promotion at the LCBO is whisky-focused. The website is an important component to the promotion as it provides a chance for consumers to educate themselves, in an enjoyable way, about whisky and the promotion. Objective:Consumer-education. Drive people to store-tastings.Target:The Eternal Male-25-40 yrs , big city/small town – more a state of mind than anything else.Tap into male ethos, increase interest and appreciation for whisky.

Generate interest with younger men (30+) who are whisky novices.For the men who are whisky-wise, give them a reason to trade up.Don't alienate women, but male skewed.