FOR RELEASE: June 23, 2004
IMAGES: See link at bottom of e-mail
TORONTO-- HPNOTIQ, the aqua blue drink sensation owned by Heaven Hill Distilleries, Inc., was recently given the "Elsie" award, which recognizes the best new distilled spirits product launch in the Canadian province of Ontario. HPNOTIQ and the provincial agent, Diamond Estates Wines and Spirits, were recognized for reaching first year target sales in less than 3 months by the Liquor Control Board of Ontario (LCBO), the world's largest single purchaser of wines and spirits.
HPNOTIQ, dubbed "the drink of choice of celebrities" by WNBC-TV, has taken the spirits world by storm and is one of the most in-demand products among a broad range of consumers. An alluring combination of triple-distilled vodka, fine Cognac and proprietary tropical fruit juices, HPNOTIQ is a recent winner of an Impact Databank "Hot Brands" award, an Adams "Growth Brands" award, and designation as one of Drinks International's "DI Dozen" most important worldwide spirit brands. The brand launch in Ontario is part of Heaven Hill's ongoing international rollout of HPNOTIQ, building on the unprecedented domestic sales success of the brand.
In announcing the Elsie award, the LCBO cited the success of the brand launch--despite being available in only 50 stores initially and despite being launched during the traditionally difficult run-up period to the Christmas holiday season. "Our success with HPNOTIQ can be attributed to both our brand team here in Ontario and to the support we have received from the brand owners, Heaven Hill, and is a clear testament to the strength of the brand across a broad range of market segments," said Diamond Estates president and CEO Murray Marshall. "When you consider our competition for the Elsie came from the launches of the new Smirnoff Twist flavors, the new Bacardi Rum flavors and Absolut Vanilla, it is particularly gratifying to be recognized by our most important customer. It is also clear proof that we can compete against the biggest brands in the market and win."
"We congratulate and applaud the Diamond Estates team for their great efforts on HPNOTIQ," offered Max L. Shapira, president of Heaven Hill, America's largest independent family-owned spirits producer. "The Elsie award is another example of the incredible appeal of HPNOTIQ to a varied audience, from the urban demographic of New York to the more mainstream audience represented in Ontario. The reception in Ontario is indicative of the remarkable success we are seeing in the many international markets we are now opening to HPNOTIQ and bodes very well for the future of the brand. We are very pleased that with the help of Diamond Estates we have made this brand launch a huge success, especially considering the size of the spirits market represented by the LCBO. "
Founded in 1935, Heaven Hill Distilleries, Inc. (www.heaven-hill.com) 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.
Created in 2000, Diamond Estates (www.diamondwines.com) owns two award-winning Canadian wineries, Lakeview Cellars and Birchwood Estates as well as representing a wide range of wine and spirit brands from around the world. In addition to HPNOTIQ and Whaler's Rum from Heaven Hill Distilleries, they also represent the Dr. McGillicuddy schnapps line, the award winning Australian wines from Peter Lehmann, Kumala wines from South Africa, Giovello and Lungarotti wines from Italy, Kope Ports as well as a number of other fine wine and spirit brands.
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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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