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HPNOTIQ LIQUEUR TO PARTNER WITH JOCKEYS ALEX SOLIS AND JOSE SANTOS DURING KENTUCKY DERBY Nation's hottest distilled spirit leverages historic new opportunity to target upscale demographic
FOR RELEASE: April 30, 2004
CONTACTS:Mark GundersonHPNOTIQ AmbassadorCel: (202) 270-3540 BARDSTOWN, KY--Heaven Hill Distilleries, Inc., producers of HPNOTIQ, has entered into a partnership with thoroughbred jockeys Alex Solis and Jose Santos to wear its HPNOTIQ logo on their silks while aboard Master David and Limehouse, respectively, during Saturday's running of the 130th Kentucky Derby. Following yesterday's district court decision putting aside a Kentucky rule that bars jockeys from wearing advertisements during a race, HPNOTIQ, the aqua blue sensation dubbed "the drink of choice of celebrities" by WNBC-TV, will place its distinctive logotype on the upper pants leg of each jockeys' silks, where it will be visible as the jockeys crouch in the irons. Each rider will also carry a smaller logo on his collar.HPNOTIQ has taken the spirits world by storm and is one of the most in-demand products among a broad range of consumers. An alluring combination of triple-distilled vodka, fine Cognac and proprietary tropical fruit juices, HPNOTIQ is a recent winner of the spirits industry's Impact Databank "Hot Brands" award and Adams "Growth Brands" awards. The move to associate the brand with the growing and affluent demographic of thoroughbred racing is a natural one, further broadening the brand's appeal. Jockey Alex Solis, with 2004 earnings of over $7.8 million on 74 wins, is a former Preakness and Breeder's Cup winner who was also up on Dare To Go in the 1996 Pacific Classic when he ended Cigar's record-tying 16 race win streak. Master David, owned by New York based Georgica Stable, Stephen Mack and Andrew Rosen and trained by hall of famer Bobby Frankel, was the 5th choice in Churchill Downs' Thursday Derby morning line at 12 to 1 odds.Jockey Jose Santos, with 2004 earnings of over $2.3 million on 54 wins, was last year's Kentucky Derby and Preakness winner on Funny Cide. Santos was the 1999 recipient of the George Woolf Memorial Jockey Award from the Jockeys Guild. Limehouse, owned by Dogwood Stable and trained by Todd Pletcher entered the Churchill Downs Thursday Derby Line at 30-1."We are extremely excited about the prospects of being able to expose the HPNOTIQ name to a large and desirable audience, especially in association with jockeys of Mr. Solis' and Mr. Santos' caliber," noted Heaven Hill Distilleries president Max L. Shapira. "The wide coverage of the greatest two minutes in sports, and its strong association with our home base in Kentucky, made this an ideal opportunity for both HPNOTIQ and Heaven Hill."Founded in 1935, Heaven Hill Distilleries, Inc. is a Kentucky-owned company and 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.# # #BACKGROUND: Mark GundersonMark's background includes - Manager of Media for Ways and Means Committee, Manager of Nasdaq Media Relations, Director of Marketing and Partnerships for LMI. Info, as attached:
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