FOR RELEASE: September 16, 2004

IMAGES: See directions at end of release

BARDSTOWN, KY - Heaven Hill Distilleries, the world's second-largest holder of aging Kentucky Bourbon, is helping retailers and on-premise operators alike take advantage of the surging popularity of super-premium Bourbons during the holiday season.

"Research consistently shows that October, November and December are the top three months of the year for Bourbon consumption, when the combination of cooler weather, holiday entertaining and holiday gift-giving motivates consumers to purchase Bourbon," observed Kirstin Jackson, marketing manager for Heaven Hill. "Our much-acclaimed portfolio of Bourbons and supporting point of sale materials ensure that retailers and on-premise operators alike can get in on this profitable action."  Included in the Heaven Hill line-up are Bourbon superstars such as:

Evan Williams Single Barrel 1994 Vintage

What better gift for the discerning American whiskey enthusiast than the world's only vintage-dated Single Barrel Bourbon and four-time "Whiskey of the Year" winner?

To further create awareness of the 1994 vintage and educate consumers about the brand's critical acclaim, a holiday flight of consumer advertising is scheduled to run in publications that reach the specialty whiskey enthusiast, such as The Wall Street Journal, Cigar Aficionado and Malt Advocate.  Once the consumer enters a retail account, special Evan Williams Single Barrel Vintage POS--including a small size case card for stackings and shelf pieces-- and value added packaging will help make the sale.  A gift set for the holiday season, featuring a 750ml of the super-premium Bourbon and an engraved silver mint julep cup that bears the brand's logo, will enhance display opportunities among the trade and perceived value among consumers.

Elijah Craig 12-year-old Small Batch Bourbon

As the original Small Batch Bourbon named after the "Father of Bourbon", Elijah Craig 12-year-old Kentucky Straight Bourbon Whiskey has paved the way for the growth of super-premium Bourbons.  Elijah Craig 12-Year-Old was recently awarded Whisky Magazine's "Best of the Best Premium Bourbon" Award--for the second time!  The brand was also recently awarded a 93 rating/Gold Medal from the Beverage Testing Institute, as well as garnering a Gold Medal at the San Francisco World Spirits Competition. 

Just in time for the holidays, Elijah Craig is available with themed point-of-sale for decorative floor displays and elegant gift-giving solutions.  Elijah Craig's distinctive "wood grain" gift carton, available only during the holiday season, enhances the presentation and makes it easy to give the Bourbon as a gift. When displayed under the decorative "'Tis the Season for a Dozen Good Reasons" case card, at the remarkable average retail price of $17.00, consumers will know they have found the best place for holiday Bourbon purchases.

Elijah Craig 12-year-old is supported through additional point-of-sale including shelf talkers and wood pedestals which draw additional attention to the brand's value and sophistication at the shelf.  The 750 ml extra-aged, super-premium Elijah Craig 12-year-old expression is available in a decanter style, cork-finished bottle.

Elijah Craig 18-year-old Single Barrel Bourbon Whiskey

Elijah Craig Single Barrel Bourbon is the perfect gift for the Bourbon lover who thinks he/she has everything.  As an 18-year-old Bourbon, Elijah Craig Single Barrel is the most aged Single Barrel available in the world.  The 18-year-old is presented in a stunning cork-finished flask-style 750 ml size with an oval gift carton and is supported by point-of-sale that includes a shelf talker which recreates the distinctive design etched on to the Elijah Craig bottle.  Another shelf talker helps consumers choose the best by offering a rave review of Elijah Craig 18-year-old from F. Paul Pacult's The Spirit Journal.

Fighting Cock Kentucky Straight Bourbon Whiskey

As far as this bird is concerned, take everything you know about Bourbon's sophistication, maturity, and tradition and shove it into the hen house.  Super-premium Fighting Cock Bourbon has bold holiday point-of-sale that reflects the brand's irreverent personality and fierce edge. 

This six-year-old, 103-proof specialty Bourbon is, as the holiday case cards says, "What to get a bad boy for the holidays."  Featuring a real fighting cock in a Santa hat to look consumers in the eye, the case card commands consumer's attention and is a powerful selling tool.  When used with the freestanding bin, it offers a colorful alternative to the typical floor display.  Additionally, Fighting Cock is available in a one-of-a-kind gift carton.  The award winning "Cock-in-a-box" carton, replete with air holes, is always a hit for the holiday season and a complete departure from Bourbon tradition.

Very Special Old Fitzgerald 12-year-old Kentucky Straight Bourbon Whiskey

Aged 12 years and bottled at 90-proof, Very Special Old Fitzgerald is a distinctive "wheated" whiskey for discriminating Bourbon customers willing to pay a little more for a unique Small Batch Bourbon.  Holiday shoppers looking for Bourbon with a special heritage and taste need look no further than Very Special Old Fitz, a brand whose roots go back to the 1870s, and one of the most recognized names in the category. 

By substituting wheat for rye, Very Special Old Fitzgerald delivers a superbly different character than most super-premium Bourbons.  Very Special Old Fitzgerald is a unique Bourbon with a complex nose and taste and has been lauded by many writers and critics as one of the world's great Bourbons.  POS for the shelf reprints praise from experts such as Jim Murray ("The taste has enormous complexity...stunning,") and Gary and Mardee Regan, who call it "a whiskey that shows off the whiskey-maker's craft."   It can also be a great choice for holiday gift giving or toasting special friends. The 12-Year-Old Very Special version of Old Fitzgerald is available packaged in a handsome gift carton.

Henry McKenna Bottled-in-Bond Single Barrel Bourbon Whiskey

Also available for the holiday gift giving season is the 10-year-old Bottled-in-Bond Henry McKenna Single Barrel Bourbon.  As the only extra-aged Bottled-in-Bond Single Barrel, Henry McKenna meets the exacting specifications for Bourbons in bond.

Available in a uniquely labeled 750 ml bottling, the Henry McKenna Single Barrel is presented in a distinctive gift carton, which tells of the legacy of young Henry McKenna. The Single Barrel is supported through shelf talkers and display pedestals that showcase the super-premium nature of this historic brand.  Noted spirits writer Jim Murray praised the Henry McKenna Single Barrel as "magnificent stuff from Heaven Hill that really is worth hunting for."

Founded in 1934, 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.

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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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