New campaign to target upscale consumer with "IT'S HPNOTIQ." tagline

For Release: May 4, 2004

Image: See link at bottom of release

BARDSTOWN, Ky. - Hpnotiq is redefining style and substance with the new "It's Hpnotiq." ad campaign.  Already the hottest new product in the distilled spirits business, Hpnotiq will reach a new level with the introduction of a national advertising campaign in May.

"The remarkable introduction and success of Hpnotiq is the result of an extraordinary product and package, combined with a multi-faceted grassroots marketing effort nationwide, that has laid the foundation for this new strategic initiative," said Justin Ames, senior marketing manager for Hpnotiq, a product of Heaven Hill Distilleries, Inc.  "The move to the next level for Hpnotiq will build on the established foundation of success.  As the brand's popularity continues to build, the unique ad campaign will mark the beginning of a focused effort to broaden the exposure of the brand at both retail and on-premise."

The new advertising campaign employs stylish and arresting optical art that leaps from the page with extraordinary three dimensional designs.  The optical illusions are rendered in HPNOTIQ aqua blue against a white background with the "IT'S HPNOTIQ." tagline and stylish blue bottle below.

The new campaign will initially appear in June issues of Architectural Digest, W Magazine, and Variety V Life and will be expanded with placements in Vanity Fair, Wine Spectator, and Wine Enthusiast.  Additionally, the brand is using regional placements in major metropolitan society publications such as Gotham, LA Confidential, Ski Magazine, Hampton Style, and

"The minimalist style of the campaign combines the elegance and sophistication that are characteristic of HPNOTIQ consumers and the upscale image of the product," said Ames.  "These qualities define the HPNOTIQ lifestyle.  We are confident this ad campaign is an extension of those characteristics.  Our extensive testing and research has certainly supported that assertion."

HPNOTIQ is an exquisite blend of super-premium Vodka, natural tropical fruit juices and a touch of Cognac.  Packaged in a striking frosted champagne-style bottle, HPNOTIQ is called by NBC-TV "the drink of choice of celebrities".  HPNOTIQ has been featured recently at the Oscars, Grammys, Fashion Week NY and LA, and the Country Music Awards.  Its critically acclaimed taste, mixability and striking aqua blue color have made HPNOTIQ a favorite of mixologists and spirits critics from Gary Regan to Dale DeGroff.

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 learn more about Heaven Hill Distilleries, Inc., please 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

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