FOR RELEASE:  September 16, 2004

IMAGES: See directions at end of release

Bardstown, Ky. - The annual holiday party season marks the time of the year for egg nog.  So, toast the season with the best-selling Christian Brothers Holiday Nog and the ever-popular Evan Williams Original Southern Egg Nog.

"The dramatic increase in sales over the holiday is an ideal time to capitalize on the ultimate holiday party drinks - Christian Brothers Holiday Nog and Evan Williams Egg Nog," said Max L. Shapira, president, Heaven Hill Distilleries.  "Holiday Nogs always represent the festive and fun nature of the season.  They may also be a life saver for any host looking to put together an easy holiday party."

The seasonal rush for egg nogs begins in earnest as the holiday season begins earlier than ever.  Throughout the holiday party season, 65 percent of consumers will liven up their egg nog by adding spirits.  Retailers can make it easier for customers by offering egg nog with two of the top spirits in the industry already added.

Christian Brothers Holiday Nog is a delicious extension of the top-selling Christian Brothers Brandy line.  Known for rich flavor and a tempting, fruity bouquet, Christian Brothers enriches traditional nog with the creamy, smooth taste that holiday buyers are looking to find.   Retailers can satisfy the customer's search with the best-selling spirited holiday nog on the market. 

To take advantage of this once-a-year profit opportunity, Christian Brothers Holiday Nog uses festive holiday point-of-sale to draw in shoppers.  The POS focuses on the "You've waited all year for the taste" tagline with case cards, shelf talkers and static cold box clings.  Each is easily identifiable with the Christian Brothers name featured prominently.  The materials also remind customers that, "The Brandy's in it."

Evan Williams Original Southern Egg Nog mixes extra-aged seven-year-old Evan Williams Kentucky Straight Bourbon and rich, creamy egg nog.  A true southern-style egg nog, Evan Williams Egg Nog capitalizes on the taste and popularity of Evan Williams, the country's second-largest selling Kentucky Straight Bourbon.

Evan Williams Egg Nog utilizes a "Since you've been good all year" tagline on counter displays, case cards and shelf talkers - rewarding consumers for their good deeds with this popular holiday party item.  The display pieces also remind consumers that the egg nog is "Made with Evan Williams Bourbon."

"The point-of-sale for the Christian Brothers and Evan Williams Holiday Nogs draws consumers to products which are top of mind for a limited window of opportunity," said Shapira.  "They enable retailers to easily merchandise great holiday products and drive initial impulse sales and repeat purchases."

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. Heaven Hill is based in Bardstown, Ky.  Visit www.heaven-hill.com.

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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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