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February 12, 2004                                 

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BARDSTOWN, KY--Burnett's Gin, one of the top domestic gins in the US, is releasing new flow and special market point of sale materials to support the brand at retail.  Heaven Hill Distilleries, Inc., producers of Burnett's Gin, is leveraging the brand's roots, which can be traced to Sir Robert Burnett, the Lord Mayor of London in 1770, with a new positioning line for the brand that appears on all POS--"The gin with the smooth British accent." 

Long one of the top five retail gin brands in the UK market, Burnett's Gin is a true distilled London style dry gin, meaning the flavoring botanicals are distilled together with the spirit, rather than adding flavoring to neutral grain spirits, as is often the case with competitive brands.  With most industry analyses citing between a 1 and 2 percent decline in sales of domestic gins in 2002, Burnett's Gin's consistent growth is even more remarkable.  "Gin, as a white spirit with much flavor, had been expected to experience the growth rates that flavored vodkas and rums currently enjoy," noted Heaven Hill brand manager Reid Massie.  "While imported gins have shown consistent year to year growth, domestics have been softer, declining steadily from 1997 to the present.  In stark contrast to the rest of the domestic competitive set, Burnett's Gin has not experienced any sales decline in that six year period, and is the only brand among the top five domestics that can lay that claim."

Leveraging its English heritage, Burnett's is utilizing its new tagline--"The gin with the smooth British accent"--on all retail materials, including case cards, shelf talkers, shelf strips and bulls eyes.  A special market version of the point of sale, using the same tagline on a metal sign, poster and shelf talker, is also available for targeting urban accounts. "With graphics depicting the familiar green Burnett's bottle and crisp, refreshing Martinis and tall drinks, the retail materials are sure to stop consumers in the aisles," Massie asserts.  "Burnett's high quality and affordable price point will then take care of closing the sale."

Burnett's Gin is available in its well-known emerald green bottle in 1.75 liter, 1.0 liter, 750 ml, 375 ml and 200 ml sizes and is bottled at 40% alcohol by volume.               

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.  For more information, visit www.heaven-hill.com.

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CONTACT:

Larry Kass

Director of Corporate Communications

Heaven Hill Distilleries, Inc.

(502)348-3921

lkass@heaven-hill.com

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

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