FOR RELEASE:            January 9, 2004                        

Popular Tequila upgrades familiar black bottle with distinctive, colorful designs

BARDSTOWN, KY--Heaven Hill Distilleries, Inc., importers of Two Fingers Tequila, has announced a packaging redesign for a brand which is traditionally one of the category's top performers.  The redesign is intended to enhance the shelf presence and more clearly communicate the quality of Two Fingers, made from blue agave plants grown in the mountainous Los Altos region of the Mexican state of Jalisco.  And with the Tequila category bouncing back from a tumultuous period which saw demand outpace supply, the enhancements to the Two Fingers package should position the brand well to take advantage of this growth.

Produced in Mexico by that nation's largest family-run distillery, and imported by Heaven Hill, America's largest independent family-owned spirits supplier, Two Fingers has long been an established and popular brand in the United States.  Available in both silver and gold varieties in 200 ml, 375 ml, 750 ml, 1.0 liter and 1.75 liter sizes, Two Fingers has consistently experienced double-digit percentage increases in sales since Heaven Hill acquired the brand. 

The packaging upgrade, which will continue to use the tall, opaque black bottle that has become so familiar to Tequila consumers, adds a more sophisticated and contemporary flair to the brand, giving it a better presence on the shelf or on the back bar.  The new label uses a colorful foil substrate, with stylized illustrative renderings of Mexican motifs around the traditional Two Fingers logotype.  The new labels also allow easier differentiation between silver and gold varieties, through the use of silver-blue and gold-orange foil, respectively.   "Loyal Two Fingers consumers will recognize the black bottle and logotype, and should welcome the enhanced packaging, while new users, attracted by the more contemporary label and the approachable price point, will be motivated to try the brand," noted Susan Wahl, marketing manager at Heaven Hill.  "As a long time category leader with much equity built up in the name, logo and bottle, we believe the label upgrade will help keep Two Fingers Tequila visible and in demand among today's consumers."

Supporting the new look will be retail POS including a case card, floor bin and shelf talkers that pick up on the redesign, reproducing the new package with the tag line "Do It With Two Fingers."  The launch of the new packaging, which should be on retail shelves by April, is also being supported by margarita salt or shot glass on-packs, where legal.

Founded in 1935, Heaven Hill Distilleries, Inc. is the nation's largest independent, family-owned marketer and producer of distilled spirits products. Aging in its facilities is the second largest holding of Kentucky whiskey in the world. Heaven Hill's diversified portfolio includes: the full line of The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; Hpnotiq Liqueur; Whaler's Rum; Burnett's Gin and Vodka; Dubonnet Aperitif; Scotch Whiskies; Irish Whiskeys; Canadian Whiskies; vodka; gins; rums; tequilas; cognacs; liqueurs; cordials; and dessert wines. Heaven Hill is based in Bardstown, Ky.

###

To download an image for this press release, please visit the Heaven Hill "Press Room" for media downloads at www.heaven-hill.com.  

Username (case sensitive): Two Fingers

Password (case sensitive): Tequila