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On June 3rd 2015, the LCBO recognized outstanding performance among their trade partners in the 21st annual Elsie Awards. The Elsies (so named as a cute play on LCBO) was held in Toronto and recognized 27 businesses and individuals in partnership with the LCBO who have gone above and beyond to deliver excellence.

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This year, the award for best Food & Drink Ad went to Samuel Adams for the best creative execution, demonstrating originality and innovation. Their winning campaign garnered attention and featured various local chefs and their recipes incorporating Samuel Adams beer. A clear understanding of the unique nature and readership of Food & Drink won Samuel Adams the Elsie against close competition from Inniskillin and Ravenswood.

We worked alongside our client to bring notable Ontario chefs’ beer-inspired recipes to Food & Drink readers, and we’re thrilled to celebrate this award with them.  Chef Matt Dean Pettit of Rock Lobster shared his secret to preparing and pairing his infamous lobster roll with Samuel Adams Boston Lager.

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Chef Afrim Pristine of Cheese Boutique unveiled his latest experiment, Majestic Henry, a Quebec pasteurized cow’s milk cheese aged in Samuel Adams Boston Lager.

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Chef Anthony Rose, owner of Rose & Sons, Fat Pasha, and Big Crow, takes the classic banquet burger to the next level with a pimento and beer cheese sauce.

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Chef Matt Basile of Fidel Gastro’s and Lisa Marie, shows readers how to beer braise Moroccan short ribs.

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Some of the other award winners included Sandbanks Winery with the Magnum award (recognizing the small business supplier/agent of the year), Loon Vodka with the Made in Ontario award, and Corby Spirit & Wine Ltd. for the Social Responsibility award. See a full list of Elsie Award winners here.

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