# Privatized Wine Store Campaigns Pairs Perfectly by Ontario Wine Council Fights for Changes By Meghan Young | Published 2015-02-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pairs-perfectly References: [winesinniagara](http://winesinniagara.com/2014/05/ontario-wineries-launch-perfect-pairings-campaign-to-fight-for-private-wines-stores-in-ontario-during-election/) & [pairsperfectly](http://www.pairsperfectly.com/) The [Ontario Wine Council](https://www.trendhunter.com/trends/ontario-international-airport) has created the Pairs Perfectly campaign to give customers a voice when it comes to private wine stores. The [Canadian government](https://www.trendhunter.com/trends/national-advocacy-campaign) currently buys and sells liquor in one single organization, the [LCBO](https://www.trendhunter.com/trends/readytoserve-cocktail), which is a different system than those found in other provinces. The Pairs Perfectly campaign encourages people to stand up for change. Although it targets voters and consumers on a more serious note, the Pairs Perfectly campaign interacts with them on an important issue that could affect their shopping experience in a big way. Hillary Dawson, present of the Ontario Wine Council, says, “Why this option is important is because it is one that truly embraces the principles that the consumer wants--they want a range of shopping experiences in addition to those at the LCBO, delivered in a socially responsible way, and in a way that allows the government and the LCBO to grow its contribution to the economy without building more stores." ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 20% | Activity: 34% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Privatized Wine Stores:** The Pairs Perfectly campaign highlights the demand for private wine stores and the need for changes in the current system. - **Consumer Advocacy:** The campaign empowers consumers to voice their opinions and advocate for a range of shopping experiences. - **Social Responsibility:** The Pairs Perfectly campaign promotes socially responsible ways of delivering wine to consumers and contributing to the economy. ### Sectors Adopting This - **Government and Public Administration:** There is an opportunity for governments to review their liquor regulation systems and consider privatizing wine stores. - **Retail and Wholesale:** The wine industry can benefit from the emergence of private wine stores, offering consumers a wider range of shopping experiences. - **Marketing and Advertising:** Marketing agencies can assist the Ontario Wine Council in spreading awareness about the benefits of privatized wine stores through campaigns like Pairs Perfectly. ## Related on Trend Hunter - [Ready-To-Serve Cocktail Lines](https://www.trendhunter.com/trends/readytoserve-cocktail.md) - [Cheerful Beer Store Campaigns](https://www.trendhunter.com/trends/whatever-the-case-may-be.md) - [Full-Sized Wine Samples](https://www.trendhunter.com/trends/toronto-park-hangs.md) - [Orange Wine Campaigns](https://www.trendhunter.com/trends/skin-contact.md) - [Same-Day Alcohol Delivery](https://www.trendhunter.com/trends/doordash-and-lcbo.md) - [Wine-Paired Snack Chips](https://www.trendhunter.com/trends/made-for-drink-and-brancott-estate.md) - [Convenience Store Wine Ranges](https://www.trendhunter.com/trends/private-label-wine.md) - [Welcoming Wine Tourism Campaigns](https://www.trendhunter.com/trends/no-reservations-campaign.md) - [Premium Wine Collaborations](https://www.trendhunter.com/trends/malivoire-wine.md)