(November 5th, 2007, TORONTO, ON) — Lifford Wine Agency introduces the world’s first carbon-positive wine: plantatree™. Bottled in Ontario, plantatree Chardonnay, Merlot and Cabernet Sauvignon will be available in select LCBO outlets across Ontario on November 7th, 2007. plantatree will retail for $14.95 and for each bottle purchased, Tree Canada will receive $2.50 to plant one tree. The trees, to be planted in Sudbury beginning in spring ’08, will each absorb approximately 650 pounds of carbon over the course of their life span.

Steven Campbell, President Lifford Wine Agency; Bob Peter, President and CEO, LCBO; Michael Rosen, President, Tree Canada

“We are proud to deliver a great tasting wine that also offers consumers a carbon-positive choice,” said Steven Campbell, Owner, Lifford Wine Agency. “With plantatree, we are providing them with an environmentally- responsible choice in the wine they drink. Consumers who purchase plantatree can enjoy a glass of wine and at the same time do something positive for the planet.”

Lifford has gone to great length to provide consumers with a high quality product that is good for the environment and supports local industry. The grapes for plantatree were farmed using sustainable agriculture practices in California. To lessen the carbon imprint, the wines are transported in bulk to Niagara and bottled by Niagara Vintners in PET plastic bottles made in Mississauga. The plastic PET bottles are unbreakable, significantly lighter than glass and recyclable. The cartons are made in Ontario of recycled cardboard that can be recycled again.

plantatree™ wine, with every bottle purchased a tree is planted in the Sudbury region by Tree Canada. Wine available at the LCBO in Ontario.

"We are pleased to be able to offer plantatree to our customers, giving them the opportunity to make such a positive mark on the environment," said LCBO President and CEO Bob Peter. "LCBO and Lifford share a strong commitment to the environment as do our customers. plantatree wine is a win for consumers and a win for the environment.”

Lifford’s goal in the first year is to plant 100,000 trees. Over their life time, these trees will absorb approx. 35,380 tonnes of carbon from the atmosphere.

plantatree will officially launch on November 7th at Jamie Kennedy Wine Bar. One of Canada’s top chefs, Kennedy is a known environmentalist, making his wine bar the perfect place to host this event.

“To engage local companies in efforts that support sustainability is good business and good for the environment,” said Kennedy. “Bravo Lifford. As we re-assess our current ways of doing things and consider changes to improve environmental sustainability, it is ideas like this one that will propel us forward.”

The label sports a design from Canadian designer Bernie Hadley-Beauregard of Brandever, whose whimsical labels are finding fans everywhere. Lifford invites all to enjoy this wine with family and friends and spread the message. plantatree wines not only taste great, they are helping cool the planet.

About Lifford Wine Agency
Lifford Wine Agency is one of the largest suppliers of premium wines to the hospitality industry in Ontario. Lifford represents over 60 international wineries from every corner of the world.  Their specialty is working with family-owned estate wineries that excel in producing wines that stand out as excellent examples of their terroir while offering superb value.

Lifford Wine Agency has a long history of environmental stewardship. Lifford purchases electricity through Bullfrog power and is a Gold Member Carbon Neutral Company of Tree Canada.  Their newest offering, plantatree, is Lifford Wine Agency’s gift to the community and is being operated on a non profit basis.

About the LCBO
The LCBO is one of the largest single purchasers of beverage alcohol products in the world, buying from more than 70 countries. In 2005, the LCBO encouraged its suppliers to offer products in environmentally-friendly packages. Ontario consumers quickly took to the innovative products and, as a result, the LCBO has reached its goal of eliminating 10 million kilograms of package waste per year - two years ahead of schedule. More than 170 such products are now available in LCBO stores and continue to be very popular.

In February of 2007, LCBO helped launch Ontario's Bag it back Deposit Return Program for beverage alcohol containers. By December of 2007, an estimated 150 million containers will have been diverted from landfill as a result of this program. In addition, with the help of its suppliers, LCBO has raised almost $2 million for projects to restore and rehabilitate Ontario wildlife habitat.

About Tree Canada
Tree Canada is a charitable organization established to encourage Canadians to plant and care for trees in urban and rural environments. To date, it has engaged Canada's top companies, public agencies, individuals and volunteers to support the planting and maintenance of trees. This year Tree Canada will celebrate its 75th million tree plant. To-date the organization has greened more than 400 schoolyards, hosted seven national urban forestry conferences, signed on 30 carbon neutral conferences and other efforts to sensitize Canadians to the benefits of planting and maintaining trees. More information about Tree Canada is available at www.tcf-fca.ca.

For More Information:
Stacie Smith
(416) 910-8112
Stacie@SmithCommunications.ca