FOR RELEASE:  January 16, 2004                                

IMAGES:  See end of release

Copa De Oro Coffee liqueur Releases new retail POS, Promotions for 2004

BARDSTOWN, (Ky.) - Copa De Oro Coffee Liqueur is offering new point-of-sale materials and a retail promotion for 2004.  The new POS materials help promote Copa De Oro's mixability with recipe suggestions on case cards and shelf talkers.

"Coffee liqueurs continue to be a popular spirit among consumers," said Reid Massie, Heaven Hill Distilleries Brand Manager for Copa De Oro.  "The mixability and quality of Copa De Oro makes it an especially attractive alternative to the category leader.  As a result, we have created a line of marketing materials that promote these product attributes at the retail level.

Imported from Mexico, Copa De Oro utilizes eye-catching point of sale to attract attention to the rich, aromatic flavor of this unique spirit - derived from real Mexican Arabica beans, vanilla and other exotic flavors.  Enjoyed hot or cold, Copa De Oro will attract new consumers with outstanding quality and an attractive price.

The Copa De Oro point-of-sale materials ask consumers to "Perk up their favorite drinks" with this imported coffee liqueur.  Case cards and shelftalkers encourage consumers to add Copa De Oro to their favorite cocktails - the Copa Mudslide, Copa Chino and Copa Black Russian - against a coffee bean background and the unique Copa coffee swirls.  Both shelf talker and case card have recipe tear pads that provide the complete drink recipes for consumers to take home. 

Copa De Oro also offers a shelf strip/bullseye for customized pricing and a branded floor bin for use with the eye-catching case card.

In addition to POS materials, Copa De Oro has a ceramic shot glass on-pack (where legal) for the late-winter months.  The unique ceramic shot glass features the distinctive Copa swirl and is shrink-wrapped to the Copa De Oro bottle. 

"The Copa De Oro on-pack is a great added-value item and should enhance display opportunities," said Massie.  "The distinctive Copa swirl adds a great look to any branded item.  We're sure this will be a high impact item with terrific consumer pull-through.

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.  To learn more about Heaven Hill Distilleries, Inc., visit www.heaven-hill.com. 

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