Latest display tool for red-hot blue brand will further spur sales and impulse purchases

FOR RELEASE: April 23, 2004

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BARDSTOWN, KY--Heaven Hill Distilleries, Inc., producers of HPNOTIQ, has unveiled a new permanent display rack to facilitate the merchandising of one of the spirits industry's hottest brands.  HPNOTIQ, a recent winner of both an Impact Databank "Hot Brands" award and an Adams "Growth Brands" award, has taken the spirits world by storm and is one of the most in-demand products among a broad range of consumers.  In response to retailers' need for a "centerpiece" display around which to promote HPNOTIQ, Heaven Hill has designed the permanent display rack to hold 6 to 9 cases of any bottle size, including the newest 1.75 liter size.

An alluring combination of triple-distilled vodka, fine Cognac and proprietary tropical fruit juices, HPNOTIQ has taken the cocktail world by storm. "The new permanent display has an elegant, contemporary design which complements HPNOTIQ's packaging and stunning blue color," noted Justin Ames, HPNOTIQ marketing manager for Heaven Hill.  "HPNOTIQ is now commanding so much floor space and merchandising emphasis that we had to offer a highly impactful display piece as elegant and sophisticated as the brand." 

The new brushed steel and frosted blue rack is accessible and readable from all sides with the stylish dimensional brand logotype on both the front and back headers.  It is also very easy to put up--the silver frame arrives fully assembled and the three frosted blue logoed shelves simply drop in place.  The display can serve as an attention-grabbing solo display or can be surrounded by additional HPNOTIQ case stackings to create the centerpiece for a mass display of the brand NBC-TV called "the drink of choice of celebrities."  

"We wanted a premium display piece that would have staying power and would be unique and stylish, befitting the brand," asserted Ames.  "We feel this new permanent rack will allow retailers and consumers to benefit even more from the remarkable popularity of HPNOTIQ."

Founded in 1934, 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. To learn more about Heaven Hill Distilleries, Inc., please visit www.heaven-hill.com.

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