Diamond Estates Wines & Spirits Ltd.

Diamond Estates Wines & Spirits Ltd.

July 03, 2008 11:00 ET

Diamond Estates Wine & Spirits Ltd Awarded 'Best Product Launch' for Dan Aykroyd Wines by LCBO

- Dan Aykroyd Wines have generated over $1.5 million in net sales at LCBO since launch

TORONTO, ONTARIO--(Marketwire - July 3, 2008) - Diamond Estates Wines & Spirits Ltd, the award-winning wine and spirits distribution and marketing agency was presented with the LCBO's ELSIE Award for `Best Product Launch' in the wines category for its launch of Dan Aykroyd Wines in Ontario, announced Murray Marshall, President and CEO of Diamond Estates Wines & Spirits.

In June 2007 the company introduced the first two Dan Aykroyd-branded varietals that included the Dan Aykroyd Discovery Series Chardonnay and the Dan Aykroyd Discovery Series Cabernet Merlot. Since launch the wines have generated over $1.5 million in net sales.

The ELSIE award was presented to Diamond Estates based on the company's highly successful consumer launch that included a press conference announcing the launch of the new wines, multiple appearances and bottle signings throughout Ontario with Dan Aykroyd, and a concert featuring Dan Aykroyd and Steven Page (Barenaked Ladies) to promote the Ontario Wine industry.

"Dan Aykroyd wines have a strong brand appeal and have been instrumental in bringing new customers into the Ontario VQA category," said Bob Downey, Senior Vice President Sales and Marketing, LCBO.

Recently, two new Dan Aykroyd wines were launched into the Ontario market.
The Dan Aykroyd Discovery Series Sauvignon Blanc and Cabernet-Shiraz have
joined the two original releases which include the Dan Aykroyd Discovery Series
Chardonnay and Cabernet-Merlot.

"The development of this brand from start to finish speaks to the strength in brand management and the integration of all of our skills from the Vineyard to the consumer. The creative brand development and execution is equally matched by the qualities of these wines and is a credit to the whole Diamond Estates team. The significance of this award is magnified because it covers wines from all regions and is awarded by the LCBO...the world's largest wine and spirit purchaser," said Marshall.

Last month, Dan Aykroyd's 2007 Discovery Series Sauvignon Blanc was awarded the All Canadian Wine Championship's (ACWC) Gold Medal in the Sauvignon Blanc category. Also, Dan Aykroyd's 2005 Signature Reserve Vidal Icewine took top honours at this year's Ontario Wine Awards by being presented with the prestigious `Savour Ontario - A Program of the Ministry of Agriculture, Food and Rural Affairs Wine of the Year Award.

"We are thrilled with the success of Dan Aykroyd wines in the Ontario market and we are extremely grateful to the LCBO for it's support of our launch activities and further developments of the Dan Aykroyd brand," said Marshall.

Diamond Estates Wines & Spirits Ltd. is an award-winning wine and spirits distribution and marketing agency for various international brands across Canada. Since inception, the company has grown to become one of Canada's top agencies representing some of the most compelling beverage alcohol brands in today's marketplace.

For more information about Dan Aykroyd wines, please visit www.DanAykroydWines.com -- For more information about Diamond Estates Wines & Spirits, please visit www.diamondwines.com.

For bottle hi-res images, please contact Seth Feller.

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