The Saint Lucia Tourism Authority in partnership with Amethyst Wine Agency Inc. has launched souvenir custom bottleneck collars to announce the Soleil Summer Festival on more than 200 bottles of Chairman’s Reverse, distributed by the LCBO across Ontario.

For a limited time, the custom neck collars have been placed in the LCBO on Saint Lucia’s leading rum, Chairman’s Reserve, produced by St Lucia Distillers. The collar’s unique design opens to a double panel display where the Soleil Summer Festival events are listed. This point-of-purchase marketing tool drives potential new visitors to the Caribbean’s biggest summer festival.

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Following the success of the Saint Lucia Food and Rum Festival, the custom neck collars were created as a part of a multi-channel campaign to increase awareness of the Soleil Summer Festival 2018.

“We wanted to attract new visitors to Saint Lucia in a way which resonates,” said Agnes Francis, Executive Chairperson at the Saint Lucia Tourism Authority. “Rum is a significant part of our history and heritage. The Food and Rum festival was a remarkable success that highlighted the wide array of culinary and rum tasting experiences which Saint Lucia offers. Our goal is to reach new consumers through bottle interaction with Chairman’s Reserve in-store and post-purchase.”

The Saint Lucia Soleil Summer Festival consists of five unforgettable festivals, from Jazz in May, Carnival in June and July, Roots and Soul in August, Food and Rum in September, and Arts and Heritage in October.

This year’s festivals will highlight world renown artists performing live in Saint Lucia, the most enchanting venues and weeks of explosions of colour, rhythm, and creativity seen nowhere else.

Full details can be found at www.stlucia.org/summerfestival For more information about the island of Saint Lucia, call 1-800-456-3984, or 1-888 4STLUCIA or visit www.stlucia.org