FOR RELEASE:            March 23, 2004

IMAGES:                      See end of release (3)

Top selling brandy enhances familiar cathedral bottle with distinctive, contemporary look, supported by new materials and positioning

BARDSTOWN, KY--Heaven Hill Distilleries, Inc., producers of The Christian Brothers Brandies, has announced a packaging upgrade for all sizes of the brand, perennially one of the leading American brandies.  The redesign is intended to enhance the shelf presence, to broaden the appeal to a more contemporary demographic and to more clearly communicate the quality of Christian Brothers, one of the oldest and best selling American spirits, dating back to 1882.  Along with launching the new package, the brand is introducing all new support materials and a revised tag line. 

     Continuing to incorporate the same time-honored pot still production methods used in fine Cognacs, and still aged in hand-selected oak casks, The Christian Brothers are well-known for its rich, flavorful brandies.  And independent third party research has shown that The Christian Brothers has the highest consumer rating in quality and smooth taste versus competitors, as well as the highest conversion rate of new users to loyal customers.  "With this packaging upgrade, the brand is now positioned to deliver even stronger sales," noted Justin Ames, Marketing Manager for Christian Brothers at Heaven Hill.  "Nationwide research just conducted among consumers and competitive users shows that the updated packaging is preferred 2 to 1 across virtually all segments--Christian Brothers consumers, competitive brandy consumers, men, women, young, old, and all market segments."  

     By maintaining the familiar cathedral shaped bottle, Christian Brothers is keeping a key brand equity intact--research also showed preference for and familiarity with the  current glass design.  The new labeling is a departure from the burgundy "velvet" look of the old face label--the new design uses a gloss black background, lending it a more contemporary and upscale feel.  Key label elements--such as the CB grape "wreath" graphic, the "Since 1882" heritage statement, the logotype--are being maintained.  An important addition to the new face label is a "VS Very Smooth" designation graphic, which borrows from the Cognac designation system and lends sophistication and credibility to the product presentation.  A black and gold foil neck wrap and capsule, with repeating copy "Christian Brothers/Very Smooth Brandy", elegantly completes the new package.

     Along with the new packaging comes an updated product positioning and tagline. Designed to expand the brand's reach further to the younger legal age drinker and suggest usage, the  new positioning implies that Christian Brothers plus any occasion equals the perfect occasion, and is translated into the tagline "CB & ...completes whatever you start."  "The new tagline perfectly supports the new strategy and packaging upgrade," asserted Ames.  "It also plays up Christian Brothers' well recognized call name--CB--while allowing a seamless transition into our mainstream, urban, and Hispanic campaigns."

     The full line of new packaging, in 50ml 100ml, 200ml, 375ml, 750ml, 1.0 liter and 1.75 liter sizes, as well as the special 750ml Carry Pack and the round bar liter, will be available in the retail trade in May. The upgraded package launch is supported by a full arsenal of retail POS and sales collateral materials, including items for mass floor displays and shelf displays, redesigned outer shippers and tray packs, and a neckhanger brochure on each 750ml, 1.0 liter and 1.75 liter bottle introducing the new package.  All new materials carry the new package graphics and the new tagline. To help with trade sell in, a trade advertising campaign, as well as an educational sales brochure, will be included in the relaunch program. 

     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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CONTACT:

Larry Kass

Director of Corporate Communications

Heaven Hill Distilleries, Inc.

(502)348-3921

lkass@heaven-hill.com

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