FOR RELEASE:            January 16, 2004

BARDSTOWN, (Ky.) - Building on one of the most successful distilled spirits product launches in the industry, Heaven Hill Distilleries has introduced a full line of bottle sizes for HPNOTIQ Liqueur.  The distinctive blue bottle is now available in complementary 1.75 L, 1 L, 200 ml and 50 ml sizes, along with the currently available 375 ml and 750 ml, which will enhance shelf presence and consumer variety. 

The new sizes for HPNOTIQ mirror the stylish 750 ml frosted glass bottle - a key brand equity that embodies its sophisticated attitude.  Each size will also feature the shrink-wrapped HPNOTIQ logoed capsule seal, cork closure and unique applied labeling.  The new size varieties for HPNOTIQ will enhance consumer appeal and augment retail and on-premise sale opportunities. 

"The availability of HPNOTIQ across a range of size offerings will provide the brand with more facings and broad price appeal at retail," said Justin Ames, HPNOTIQ Brand Manager for Heaven Hill Distilleries, Inc.  "As everyone in the industry knows, the 750 ml and 375 ml sizes have performed exceptionally well at retail and on-premise.  The new full line is a reflection of that remarkable success and will further establish HPNOTIQ as a category of one."

The new sizes also provide greater visibility for HPNOTIQ on the shelf.  Additionally, a display carton for counter sales will be included with the 50 ml sizes.  All new sizes are currently available, except for the 1.75 L which will hit shelves in March 2004.

HPNOTIQ's popularity has grown tremendously over the past year.  Called "the drink of celebrities" by NBC, the imported brand has become a must-have accessory at Fashion Weeks Coast to Coast, the Grammy's, the American Music Awards, Emmys and the Oscars.  As a result of this broad exposure, and the taste and color appeal among consumers and bartenders, the brand has grown exponentially. 

"The new sizes are another step forward in what has become a tremendous success story," said Ames.  "We are confident the new sizes will perform very well and continue the growth and awareness of HPNOTIQ."

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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