FOR RELEASE : August 12, 2003

Rapidly-growing Cognac poised to take advantage of heightened interest in category


BARDSTOWN, KY - Heaven Hill Distilleries, Inc., importers of Ansac Cognac, have announced a packaging redesign for a brand which has grown to become one of the country's leading Cognacs. The redesign is intended to more clearly communicate the quality and heritage of Ansac, made from grapes grown in the Petite Champagne and Fins Bois regions, two of the premier growing areas within the Charente departement of Cognac. And with the Brandy and Cognac category reporting its seventh consecutive year of growth, the enhancements to the Ansac package should position the brand well to take advantage of this heightened interest.

Produced in France by Unicognac, a leading producer of Cognac sold in France , Ansac is now one of the fastest-growing Cognacs on the American market. Available in a VS bottling in 200 ml, 375 ml, 750 ml, 1.0 liter and 1.75 liter sizes and in a VSOP bottling in 200 ml, 375 ml and 750 ml sizes, Ansac has consistently experienced double-digit percentage increases in sales and has firmly established itself as one of the significant growth brands. It is particularly strong in Control States, where it grew 11.2% from 2001 to 2002, making Ansac the number five best selling Cognac brand in these markets.

The packaging upgrade adds a more sophisticated and contemporary flair to the brand, giving it a better presence on the shelf or on the back bar. The new label emphasizes copy and visual cues that today's Cognac consumer looks for-the "VS" or "VSOP" designation, the "Est. 1847" heritage copy, the "Product of France" importation statement-without compromising key graphic equities such as the logotype or the bottle shape. "Loyal Ansac consumers will recognize and welcome the enhanced packaging, while new users, attracted by the new label and the approachable price point, will be motivated to try the brand," noted Reid Massie, marketing manager at Heaven Hill. "After several consecutive years of robust growth, we believe the packaging upgrade will help further establish Ansac as a major entrant in one of the hottest distilled spirits categories."

Supporting the new look will be POS including a handsome shelf talker that picks up on the redesign, reproducing the mounted knight-in-armor and 1847 date from the new face label with the message "A Classic Cognac" below. It also includes a prominent price spot to highlight Ansac's attractive shelf pricing, and features a four color reproduction of the new package, die cut at the top to create more visual interest.

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.