America's #2 selling Bourbon uses display POS, advertising to bolster holiday sales.

FOR RELEASE:  September 15, 2004

IMAGES: See directions at end of release

BARDSTOWN, KY--Evan Williams Bourbon, the second-largest selling Kentucky Straight Bourbon Whiskey in the US, is "barreling" into the holiday season on a wave of marketing activity, from holiday-themed display materials to consumer advertising to packaging enhancements.

"Evan Williams is a mainstay in the Bourbon industry," said Kirstin Jackson, marketing manager for Evan Williams at Heaven Hill.  "The brand has all the necessary materials for mass floor stackings, holiday accents and gift-giving that make for a successful holiday season."

Available for the 2004 holiday are seasonal case cards which tangibly depict the benefits of its' seven years of aging by juxtaposing "before aging"--a tiny pine sapling in the snow--alongside "after aging", a mature and fully decorated Christmas tree.  Coupled with the shelf talker and shelf strip, Evan Williams, winner of a Gold Medal at this year's San Francisco World Spirits Competition, remains a great choice for holiday entertaining.  

For gift-giving the Evan Williams gift carton provides a pre-packaged opportunity for consumers.  An ultra-sleek black gift carton reinforces the brand's competitive age advantage.

Finally, in order to motivate the consumer to actively seek out these Evan Williams displays, the award-winning consumer advertising campaign continues with full page ads in key Bourbon user publications such as Playboy, Sports Illustrated, Field & Stream and FHM.  These ads are consistent with other POS materials, again telegraphically reminding consumers that more age is a major benefit and selling point for Bourbon.

"Evan Williams has enjoyed consistent growth as a result of these ongoing marketing strategies," said Jackson.  "Our expectations are for the seasonal and non-seasonal programs to work hand-in-hand to produce exceptional results."

Founded in 1934, 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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