Jackson-Triggs Esprit™ Cultivates Olympic and Paralympic Champions

By sipping a lively Chardonnay or a velvety smooth Merlot, Canadians will soon have the opportunity to support the Vancouver 2010 Olympic and Paralympic Winter Games and the Canadian Olympic Team.

On June 30th in British Columbia, and just the day before Canada Day, Vincor Canada – Official Wine Supplier of the Vancouver 2010 Olympic and Paralympic Winter Games – will uncork its exclusive Vancouver co-brand 2010 label Jackson-Triggs Esprit Chardonnay and Esprit Merlot wines.

“In true partnership with Vancouver 2010, we wanted to release a commemorative co-branded wine that really capture the spirit of the Olympic and Paralympic Games,” said Casey Howe, brand manager of Jackson-Triggs Estate Wines. “Every time you purchase a bottle of Jackson-Triggs Esprit wines, partial proceeds not only support the Vancouver 2010 Olympic and Paralympic Games, but also our Canadian team. In the true spirit of the Games, we’re proud to have the opportunity to give back.”

The two Jackson-Triggs Esprit wines will initially be sold in BC. By late August, both will also grace provincial and private liquor store wine racks and dining establishments across Canada, with a portion of the proceeds going to Vancouver 2010 and the Canadian Olympic Team over the next three Games, including Beijing 2008, Vancouver 2010 and London 2012.

Lorraine Smith, senior account manager of corporate partners for Vancouver 2010, says Vincor Canada, a Constellation Company, is a natural fit for Vancouver 2010.

“Jackson-Triggs Esprit really embraces the Vancouver 2010 brand,” says Smith. “[Vincor and Vancouver 2010] have aligned values and are very like-minded on sustainability and creativity.”

A Unique Varietal of Sponsorship
As Steve Bolliger, senior vice president of marketing for Vincor Canada, sees it, the Vancouver 2010 sponsorship is a win-win situation. Vincor is Canada’s largest wine company. As such, its Official Supplier status brings an ability to carry the look and feel of Vancouver 2010 right across the country. Add to this that the Vincor Canada brand also carries the Osoyoos Indian Band’s Nk’Mip Cellars wines, from BC’s Okanagan Valley region. As North America’s only Aboriginal owned and operated winery, there’s a perfect synergy given that Aboriginal inclusion is an integral element of the overall Vancouver 2010 Winter Games mandate.

“We are very proud to be a sponsor of Vancouver 2010 and the athletes of the Winter and the next two Summer Games,” says Bolliger. “That’s what this is really all about.”

The Jackson-Triggs Esprit wines mark the first time Vincor Canada has ever created a co-branded sponsor wine.

“We are strong brand builders so we don’t do a lot of control or custom labels for independent or specific retailers,” said Bolliger, “but we just saw that this was such a huge opportunity and such an important initiative – both from a social side and also from a business side.”

Flavours of the Games
For this unique partnership, Vincor Canada selected its first two varietals based on Canadian tastes. Chardonnay, as a white, is the largest-selling varietal in Canada. And when it comes to reds, Merlot is also one of Canada’s favourite varietals. In spring of 2008, Jackson-Triggs Esprit will introduce two more wines that are gaining in popularity – Sauvignon Blanc and Shiraz.

The Chardonnay is brimming with lively notes of lemon and green apple and is elegantly balanced with creamy citrus flavours and a touch of oak. The Merlot can be described as velvety smooth, a wine that wraps spicy cherry, raspberry and vanilla essences around bold flavours of black currant and red berry fruit.

The June 30th launch in liquor stores across BC will give wine aficionados and Vancouver 2010 supporters the first opportunity to sample the Jackson-Triggs Esprit wines. As well, in select cities, it will serve as an occasion to receive a specially-designed collector’s pin and meet some of Canada’s best athletes, such as snowboarder Drew Neilson, rower Iain Brambell and freestyle mogul skiers Kristi Richards and Christopher Wong who will be signing bottles of the Jackson-Triggs Esprit wines.

Canadians Supporting Canadians
Vincor has Canadian roots. Since its beginnings in 1874 as the Niagara Falls Wine Company, it grew to be one of the top 10 wine companies in the world by 2006, with production in Canada, California, Washington State, Western Australia and New Zealand. Some of the more widely-known brands from the Vincor portfolio include Inniskillin Wines, Jackson-Triggs Estate Wines, Sumac Ridge Estate Winery, See Ya Later Ranch, Naked Grape, Sawmill Creek, President Sparkling, Nk’Mip Cellars, Le Clos Jordanne and Osoyoos Larose.

Whether it’s red or white, Vincor Canada is a trailblazer in the Canadian wine industry. Not surprisingly, its vintners share a dedication, passion and artistry – characteristics that also symbolize the spirit of Vancouver 2010. From coast to coast to coast, Canadians will soon be able to taste this dedication, passion and artistry first-hand, and to see it on display, in full force, at Games time. Cheers to that.

In-store Jackson-Triggs Esprit launch event, Saturday June 30 from 12noon to 4pm:

Vancouver:
BC Liquor Store, 39th and Cambie
With freestyle skier Kristi Richards (12noon to 1:45pm)

West Vancouver:
BC Liquor Store, Park Royal
With freestyle skier Kristi Richards (2:30pm – 4:00pm)

Victoria:
BC Liquor Store, Fort Street
With rower Iain Brambell

Kelowna:
BC Liquor Store, Orchard Park
With snowboarder Drew Neilson

Prince George:
BC Liquor Store, Pine Centre
With freestyle skier Christopher Wong

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