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Monday, December 20, 2010

LCBO Sam Adams Utopias Update

Cass Enright of Bar Towel was the first person to break the news in October, and Josh Rubin of the Toronto Star built upon it days later, leaving Ontario beer enthusiasts thirsty for more news about the release of the famous Sam Adams Utopias.

Earlier today Rubin posted some news on his Tweeter feed about an update he received and an hour or so ago I received a message from Chris Layton, the LCBO's Media Relations Coordinator, who had this to share.

The LCBO has purchased 70 bottles (710 mL) of Utopias for customers. It will retail for $114.95 per 710 mL bottle. Due to the extremely limited availability of this product, and to ensure all customers have an equal opportunity to purchase it, the LCBO will be offering Utopias via online and telephone orders only – not in LCBO stores.

Orders received by the assigned deadline will be randomly selected. This is the same process that the LCBO uses to offer rare, limited-edition wines through its Vintages fine wine and premium spirits business unit. 
The LCBO will accept orders starting January 6, 2011 at 9:00 a.m. up until 6:00 p.m. on January 13, 2011. Given the very limited availability of this product, only one order per customer will be accepted and allocation will be limited to one bottle per customer. We regret that we cannot guarantee that all orders will be filled. Orders randomly selected will be confirmed by either telephone or email on or after January 17, 2011. Orders will be shipped to the LCBO store of the customer’s choice at no extra charge.

Order by Online Form
Submit your order before the deadline using Vintages new Direct Sales Online form. Sign up today for your Online Direct Sales account at

Order by Telephone
Submit your order before the deadline by calling Vintages Sales Centre at 416 365-5767, or toll free 1-800-266-4764, Monday to Saturday, 9:00 a.m. to 6:00 p.m.

As you know, Sam Adams Utopias is considered by some beer collectors to be the culmination of the art of brewing. The 2009 release, which the LCBO is offering, is a blend of batches, some aged as long as 16 years in bourbon, sherry and port casks. 
I've been lucky enough to share in a number of bottles in the past and at $114.95 people lucky enough to get their hands on a bottle will be rewarded for their patience.

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