Wine Country Ontario is on the move with sampling program

Forget food trucks—Wine Country Ontario has wine on wheels

Wine Country Ontario has launched a mobile wine-sampling tour called “Dare to Compare,” showcasing Ontario VQA wines.

The 16-week tour will make weekly stops in various cities across the province including Toronto, Oakville, Hamilton, Ottawa, London, Kitchener-Waterloo, Guelph and Barrie. Each weekend, a retrofitted truck will set up shop at local festivals and events, but also making unexpected stops along the way.

“People can’t always get to wine country, so we’re taking wine country to the people,” said Hillary Dawson, president of the Wine Council of Ontario, which runs the consumer-facing Wine Country Ontario brand. “People seem to really welcome the surprise and excitement of [the food-truck] format, and we think it lends itself well to sampling our wines with the consumer.”

As for the campaign name, Dawson said: “We want to dare [consumers] to compare the wine to what they’re drinking now and dare them try something they haven’t before.”

The campaign will be promoted via social media on Wine Country Ontario’s Facebook page and Twitter feed. Consumers are also encouraged to follow the truck using the hashtag #followthetruck or by visiting the website.

Advertising Articles

President’s Choice launches ‘Colourful’ campaign

PC removes artificial flavours and colours from its products

Old El Paso hits home with restaurant-style dinner kits

TV, PR, in-store sampling, online and events support the recently-introduced line

The arrogance of experience (Column)

Martin Waxman gets the inside scoop on what journalists want—and don’t want

Revera tackles women’s fears about aging in new film project

Partnership with Reel Youth bridges generation gap

Twitter booth and a VIP Mom keep the buzz going for Target

Retailer gives consumers a behind-the-scenes look during Fashion Week

Brian Hickling heads to Extreme Group

Industry vet returns to the east coast to direct the agency's Halifax office

U By Kotex sinks its teeth into vampire web series

Now at its mid-way point, the series has amassed more than 1.2 million views

A&W now serving chicken raised without the use of antibiotics

Fast-food chain continues its commitment to simple, great-tasting ingredients