Diamond Estates Wines & Spirits Ltd.

Diamond Estates Wines & Spirits Ltd.

December 11, 2007 10:00 ET

First Two 'Dan Aykroyd Discovery Series' Wines Launch in Prince Edward Island

- Upcoming Dan Aykroyd-branded wines to be released include limited-production Signature Reserve - Dan Aykroyd to host bottle signing in Charlottetown on December 12

TORONTO, ONTARIO--(Marketwire - Dec. 11, 2007) - Two Dan Aykroyd Discovery Series wines, a Chardonnay and a Cabernet Merlot blend have launched in PEI, announced Murray Marshall, CEO of Diamond Estates Wines & Spirits.

These 100% VQA wines from Niagara are the first to be released as part of the Dan Aykroyd-branded wine portfolio.

Both the Dan Aykroyd Discovery Series Chardonnay and the Cabernet Merlot are priced at $16.99. Both wines are available at PEILCC stores across the province.

"This is another positive step toward ensuring that the Canadian wine industry receives the recognition that it rightfully deserves," said Dan Aykroyd. "Diamond Estates has produced an incredible line of VQA wines that I will be proud to serve at home or anywhere my travels take me."

In the coming months, more Dan Aykroyd-branded wines are scheduled to hit retail shelves. These will include additional releases of Discovery Series wines ranging in price from $15 to $25.

To promote the launch of his wines in PEI, Dan Aykroyd will host an in-store bottle signing at the following location:



December 15, 2007
Oak Tree Place Liquor Store
359 University Avenue
4:30 p.m. - 6 p.m.


Additionally, Diamond Estates Wines & Spirits will be releasing a Dan Aykroyd Signature Reserve series that will be produced in limited quantities and will range in price from $50 a bottle upward. No more than 300 cases of any of the Signature Reserve wines will be made and each bottle will be numbered and signed by the winemaker. The first wine under this brand will be a barrel-fermented Niagara Peninsula VQA Vidal Icewine.

"As the sales and marketing agent in PEI for this incredible Canadian wine brand, we are very proud to be able to offer these VQA wines to PEI consumers" said Wayne Chahley, President, Kriscott Distributors Limited.

Kriscott Distributors Limited, a subsidiary of Toronto-based Diamond Estates Wines & Spirits Ltd., has a sales reach that covers all four Atlantic Provinces and a brand portfolio that includes such companies as Sleeman Breweries, Scottish & Newcastle, Dr. McGillicuddy, Finca Las Moras wines from Argentina, Kendall-Jackson California wines, Pieroth German wines and Carpineto wines from Tuscany.

Diamond Estates Wines & Spirits Ltd., who owns and serves as the sales and marketing agency for domestic wines from Lakeview Cellars, EastDell Estates and Birchwood Estate as well as compelling international wine and spirits brands from premium regions around the world. For more information, please visit the company's website at www.diamondwines.com.

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