FOR RELEASE:  October 11, 2006

ImAGES: See directions at end of release

BARDSTOWN, Ky. - PAMA Pomegranate Liqueur, the world's first true pomegranate liqueur, will release a full consumer and trade media campaign beginning in November with consumer placements in GQ, InStyle, Vanity Fair and Vogue through October 2007.  The campaign will continue to drive consumer and trade awareness for PAMA Pomegranate Liqueur - one the industries' hottest products.

The ad campaign is designed to capitalize on the overwhelming consumer and trade response to the product's introduction.  Consumer insertions will feature a scent strip, much like perfume ads, with the alluring scent of PAMA in a campaign titled, "Pomegranate Perfected."

"This is a natural step in order to build greater exposure and, of course, support promotional and sales programs in the market," said Reid M. Hafer, PAMA Pomegranate Liqueur Brand Manager. "The total campaign will drive exposure to a circulation in excess of 5,000,000 consumers with each insertion and include value-added promotional opportunities to enhance consumer PR activities."

On the first anniversary of the product's launch, PAMA Pomegranate Liqueur will also feature regional consumer ads in New York style publication Gotham, Miami social magazine Ocean Drive and the social-life based Chicago Scene. 

"It is no coincidence that the consumer ad campaign will begin with the cities that were so important in building the initial buzz of the brand," said Hafer.  "That grassroots knowledge of PAMA in each market is a key equity."

The trade ad campaign will cover publications dedicated to both retail and on-premise spirits business.  Beverage Dynamics, Cheers, Market Watch, Massachusetts Beverage Business and The Beverage Network will each have multiple insertions throughout the end of 2006 and all of 2007. 

In the campaign, a PAMA Martini sits atop a pomegranate set against a background of the PAMA Tree logo in silver.  The recipes will highlight the brand's mixability and great flavor. 

Consumer demand for pomegranate juices, lotions, makeup and other consumer goods has been at an all-time high for quite some time.  PAMA Pomegranate Liqueur delivers to consumers the ultimate expression of pomegranate style, sophistication and flavor. 

Launched in November 2005, PAMA Pomegranate Liqueur offers a highly mixable taste profile that is, at the same time, sweet and tart. The brand appeals to today's trendsetters through the rich history, spirituality and alluring taste of the pomegranate.

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; PAMA Pomegranate Liqueur; Scotch Whiskies; Canadian Whiskies; vodka; gins; rums; tequilas; cognacs; liqueurs; cordials; and dessert wines. Heaven Hill is based in Bardstown, KY.