FOR RELEASE:  September 15, 2004

IMAGES: See directions at end of release

BARDSTOWN, Ky. - For complete holiday sales, Christian Brothers Brandy has introduced holiday marketing materials to promote the seasonal rush.  The #1 Brandy in name recognition and quality, according to research, has a new label and fresh point of sale items.

With a stylish new black label that better accents the traditional Christian Brothers cathedral bottle, the brandy has upgraded its look to better reflect the quality and great taste.  So to has the Christian Brothers holiday point of sale been upgraded by integrating the new "CB &..." campaign. The new positioning implies that Christian Brothers plus any occasion equals the perfect occasion.  In this case, CB is perfectly suited to complete any holiday occasion.

"The Christian Brothers Brandy is one of the most recognizable brand names in the distilled spirits industry," said Justin Ames, Christian Brothers Brandy Brand Manager.  "As a holiday gift, CB delivers great taste and quality.  The new holiday marketing materials help illustrate all of these facts and more importantly sell all the essential assets of the product."

The Christian Brothers Brandy makes for a great holiday gift.  A new gift box accenting the Brandy's "Very Smooth" designation below the brand logo helps make a perfect gift.  The wholly redesigned gift box sets an enlarged CB wreath against a jet black background. 

The positioning is found on holiday case cards and shelf talkers with, "CB &... CB completes the holidays".  The two materials present a holiday get-together made complete with Christian Brothers.  The scene is adorned with holiday garland and bells framing the scene and a Christian Brothers bottle.

A holiday pole topper invites consumers to mass floor displays.  The pole topper's centerpiece is a Christian Brothers bottle surrounded by the hallmark wreath.  Topped with "The Christian Brothers" brand logo, the display piece also has the "CB completes the holidays." tagline at the bottom of the display.  Blinking LED lights in several of the wreath's grapes further draw attention to the eye-catching display.

Distilled in the United States since 1882, Christian Brothers is the only American Brandy which uses the same time-honored pot still production method used with fine Cognacs.  This process yields a superb, rich flavor enhanced by years of aging in oak casks.  Christian Brothers is available in VS, VSOP, and XO bottlings, as well as Christian Brothers Amber Cream Liqueur and Christian Brothers Holiday Nog.

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; Scotch Whiskies; Irish Whiskeys; Canadian Whiskies; vodka; gins; rums; tequilas; cognacs; liqueurs; cordials; and dessert wines. Heaven Hill is based in Bardstown, Ky.
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CONTACT:

Larry Kass

Director of Corporate Communications

Heaven Hill Distilleries, Inc.

(502)348-3921

lkass@heaven-hill.com

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