Canadian Pizza Magazine

Diamond Estates introduces Sundance wines

By Canadian Pizza   


April 1, 2010, Niagara-on-the-Lake, Ont. – Sundance wines, crafted by exclusively using homegrown grapes from Niagara’s Diamond Estates Wines and Spirits, are now available at the LCBO.

“This is essentially a new category of Canadian wine at the LCBO", said Murray Marshall, president and CEO of Diamond Estates. "The line will be displayed in the Cellared in Canada section, but Sundance is not a blend of international and local grapes; it is 100 per cent locally grown.”

“We wanted to compete in the section that accounts for 80 per cent of the volume sold of Canadian wine, but still wanted to support our local Ontario grape growers by making this wine using 100 per cent homegrown grapes" states Marshall. "In order to compete, we wanted to offer a wine that provides great everyday value to the consumer with an introductory price of $8.95 for a 750ml bottle.”

“This is great news for the Grape Growers of Ontario,” commented Bill George, chair for the association. “I applaud Diamond Estates for taking this bold move and look forward to building on the success of this terrific new product.”


The Sundance wine collection includes Merlot, Riesling, Cabernet Sauvignon and Pinot Grigio.

Print this page


Stories continue below