The Wine Council of Ontario has launched radio ads during the election campaign to press the main political parties to back the expansion of private wine stores in the province.

The council's new ad, which began running Thursday, says allowing private wine stores to operate side by side with LCBO outlets would benefit both the LCBO and the government financially.

Private wine stores are legal in British Columbia, Alberta, Saskatchewan, Manitoba and Nova Scotia, but in Ontario most wine sales are through the LCBO.

In the province, stores like the Wine Rack operate in some grocery stores, but are owned by the big wineries and offer only limited selection, compared with the LCBO.

The council said its Pairs Perfectly campaign was launched last week and urges voters to visit the website www.pairsperfectly.com to press candidates in the campaign to support more private wine stores.

"Provinces like B.C. have reaped the benefits of its partnership between the B.C. LDB and the private sector," said Hillary Dawson, president of the Wine Council of Ontario.

"In fact, their partnerships have allowed them to deliver almost twice the dividend that the LCBO delivers to our province. Any new government needs to look hard at this approach that can satisfy both the consumer's calls for socially responsible change and support Ontario's economic goals."

British Columbia's Liquor Distribution Branch delivers a dividend of $203 for each B.C. resident to that province, compared with $126 per person in Ontario, the lowest per capita level in Canada.

The radio ads are running in Toronto, Hamilton, London, Kitchener, St. Catharines and Ottawa for the next few weeks.

The council began in 1974 and is made up of about 85 wineries, mainly in southern Ontario.

Heard: Radio ads push for more private wine stores

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