VICE Launch Event Review
By Wendi Marchioni

"What a night to remember!" Allan Schmidt, President of Vineland Estates Winery, declared to a room full of VICE drinkers that the recession was officially over (as reported in the day’s news). July 30, 2009 marked a new turn for Canada’s economy, and oh yeah... the launch of the world’s first ONE-POUR VODKA ICE WINE MARTINI!

Allan and his partner, Jim Degasperis, were proud to share their new creation with the world. They invited a room full of media and press personalities to sip and share their VICES in a private space located at Yorkville’s One Restaurant. Beautiful, eloquent ladies dressed in sexy VICE t-shirts prepared the martinis behind a square white bar in the centre of the room. An impressive ice sculpture housed a row of illuminated bottles behind the bar. Everyone was mingling and enjoying the martinis that were garnished with frozen grapes and served in custom VICE glasses. One Restaurant served delicious bite-sized treats – including mini hamburgers, tuna sashimi, and chicken skewers – that beautifully complemented the sweet drink. There were even delectable VICE truffles on display, prepared by a local shop called Chocolate Concepts. Our taste buds were in heaven!

iYellow was happy to partner with Vineland to honour what we feel will become a historic moment as well as a truly amazing beverage that is now the first in a new category. We had the pleasure of welcoming guests as they arrived and definitely indulged in some VICES of our own. Ange was busy chatting with local wine critics and connoisseurs, as well as hosting short interviews that were videotaped by online TV network LeGourmet.TV . (Look out for the video coming soon to both their website and the VICE microsite!)

VICE is available to order through Vineland. Contact Kristen Pizale or Check out for more information. Vice is expected to come to an LCBO near you this fall so stay tuned!

Click here to seee all the event photos on Flickr>>

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