FOR RELEASE:        January 15, 2003

BARDSTOWN, Ky. - Beginning in spring 2004, Evan Williams seven-year-old Kentucky Straight Bourbon Whiskey has introduced the "Land-A-Legend" promotion, featuring legendary fisherman Bill Dance.  Participants will be directed to evanwilliams.com for entry into the contest, which begins January 15. 

The Evan Williams "Land-A-Legend" sweepstakes invites consumers to vie for the fishing adventure of a lifetime, as first place winners will be awarded an all-expense-paid two-day fishing trip for two with Bill Dance, host of TNN's "Bill Dance Outdoors."  25 second place prizes and 100 third place prizes will be awarded, as well.

"In all proprietary and syndicated research on Bourbon drinkers, freshwater fishing is consistently a top five activity," said Susan Wahl, Evan Williams brand manager for Heaven Hill Distilleries, Inc.  "Our partnership with Bill Dance presents us with a tremendous opportunity to reach our core consumer and attract a new following among fishing enthusiasts."

To support the sweepstakes, Evan Williams is utilizing retail POS and online advertising.  Retail POS will feature tearpad entry forms on shelf talkers and case cards.  Additionally, banner ads on Popular Mechanics Online and Field & Stream Online will drive consumers to evanwilliams.com to access the sweepstakes online.

As part of its ongoing national advertising schedule, Evan Williams will promote the sweepstakes throughout the beginning of 2004 with four-color, full-page ads from the Evan Williams "Before/After" campaign.  The full-page ads will be accompanied by a 1/3 page sweepstakes ad on the opposite page featuring Bill Dance.

"29.1 million adults freshwater fish every year and one of every ten who fish is a Bourbon drinker," said Wahl.  "This critical mass of Bourbon drinkers enables Evan Williams to begin associations in the fishing arena that include sponsorships of the Bassmasters Federation.  We plan to develop those relationships in the coming years to nurture brand awareness and expand our existing consumer base."

Evan Williams, aged 7 years and bottled at 43% alcohol by volume or 86 proof, is available nationally in 1.75 liter, 1 liter, 750ml, 375ml, 200ml, 100ml and 50ml sizes.  The brand recently underwent a packaging upgrade, with a more contemporary face label that emphasizes the unparalleled seven years of aging, and just introduced a companion proprietary 1.75 liter bottle design.

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.

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