Heavenhill

First-ever Pumpkin Pie Cream Liqueur is 2011 Double Gold Medal Winner

BARDSTOWN, Ky. – Fulton’s Harvest Pumpkin Pie Cream Liqueur is available for fall 2011 nationally. The lush, creamy all-natural liqueur is the first-ever pumpkin pie cream liqueur and is immediately reminiscent of homemade pumpkin pie complete with the flavors rich vanilla, brown sugar and spices. It is best served chilled or on ice, as well as in coffee and in a variety of cream-based cocktails.

Launched originally in limited markets, the seasonal item is available at retail from September through November. The package for the product features pumpkins and spices and reflects the vivid colors of autumn. The product is a direct result of keen seasonal interest in pumpkin flavors and scents.  

“The first year of sales was remarkable,” said Brittany Blevins, Brand Manager for Fulton’s Harvest. “The flavor profile and personality of the product really touched people. As a result, we broadened the product’s availability. Consumers just cannot get enough of it.”

Point of sale items for Fulton’s Harvest communicate the product’s pumpkin spirit and seasonal appeal with “Pumpkin and Spice and Everything Nice” on retail display materials.  

Fulton’s Harvest Pumpkin Pie Cream Liqueur is available from September through November in 750ml at 12.5% alc/vol.  The product will retail for $9.99.  Fulton’s Harvest is the industry’s first and leading pumpkin pie cream liqueur and features a smooth creamy taste that is instantly reminiscent of homemade pumpkin pie.

Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heavenhill.com) is the nation’s largest independent, family-owned and operated spirits producer and marketer and the world’s second-largest holder of Kentucky Bourbon. Heaven Hill’s diversified portfolio of brands includes Evan Williams Bourbon; Burnett’s Vodkas and Gin; HPNOTIQ and HPNOTIQ Harmonie Liqueurs; Admiral Nelson’s and Blackheart Rums; The Christian Brothers Brandies; PAMA Pomegranate Liqueur; Lunazul Tequila and Rittenhouse Rye Whisky.

Heaven Hill reminds you to “Think Wisely. Drink Wisely.”

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CONTACT:

Josh Hafer
Corporate Communications Manager
(502) 413-0219
jhafer@heavenhill.com

BARDSTOWN, KY – Heaven Hill Distilleries, Inc., the nation’s largest family owned and operated distilled spirits company, today announced it has acquired the worldwide rights to the Admiral Nelson family of rums from Luxco, Inc.  The Admiral Nelson brand is the spirits industry’s fastest growing spiced rum, and is the second largest selling spiced rum in the United States.

“We are most excited to add Admiral Nelson to our Heaven Hill spirits portfolio,” said Max L. Shapira, president of Heaven Hill.  “Admiral Nelson is a very strong brand that is experiencing phenomenal growth in a rapidly expanding segment of the rum category.  Its five year growth has outpaced both the overall spirits industry and the rum category specifically, and it has won multiple Impact Hot Brand Awards and Beverage Information Group Growth Brand Awards.  We believe our sales and distribution capabilities will further build on this success in the coming years.”

The Admiral Nelson family of rums is comprised of the flagship Admiral Nelson Spiced Rum, Admiral Nelson’s 101 Proof Spiced Rum, Coconut, Raspberry, Vanilla and the recently-introduced Cherry flavor.   The world’s top spirits critics and tasters also recognize the quality of the Admiral Nelson brand, having awarded it multiple medals at the San Francisco World Spirits Competition and “Best in Show Platinum Award” at the World Beverage Competition.  

According to multiple industry sources, Admiral Nelson is the number five selling overall rum brand in the United States and the second largest brand in the very popular spiced rum segment.  In awarding Admiral Nelson its fifth straight “Hot Brand Award”, Impact Newsletter cited the brand’s “25% volume boost to 675,000 cases” in 2010.
Donn Lux, President and Chief Executive Officer at St. Louis-based Luxco, Inc., stated that “We at Luxco have been proud to launch and develop the Admiral Nelson brand and take it to its current position as the nation’s number two spiced rum.  I commend our sales force for an incredible job in doing so and thank all of our distributor and retail partners for their collective efforts in building this wonderful brand.  It fits squarely into Heaven Hill’s spirits portfolio and we are sure they will continue the brand’s meteoric rise.  I congratulate Max and his team and wish them all the best in taking Admiral Nelson to the next level.”

Luxco was advised by J.P. Morgan Securities LLC on the sale.  The parties expect the transaction to close by July 31, 2011 following customary approvals.

About Heaven Hill Distilleries, Inc.
Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heavenhill.com) is the nation’s largest independent, family-owned and operated spirits producer and marketer and the world’s second-largest holder of Kentucky Bourbon. Heaven Hill’s diversified portfolio of brands includes The Christian Brothers Brandies; Evan Williams and Elijah Craig Kentucky Straight Bourbon Whiskeys; Burnett’s Vodkas and Gin; Hpnotiq Liqueur; PAMA Pomegranate Liqueur; Lunazul and Two Fingers Tequilas, and Dubonnet Aperitif.

About Luxco, Inc.
Luxco, based in St. Louis, MO., produces, markets and sells beverage alcohol products and builds brands for distributors and retailers. Luxco bottles, imports and exports its portfolio of branded wine and spirits, which include Pearl Vodka, Juarez Tequila, Arrow Cordials and other well-recognized brands.  For more information about the company, visit www.luxco.com or call 314-772-2626.

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CONTACT:
Larry Kass
Director of Corporate Communications
Heaven Hill Distilleries, Inc.
502-413-0220
lkass@heavenhill.com

“Sacrifice Nothing” Tag Line Underscores Quality and Value of Rapidly Growing Tequila Brand

BARDSTOWN, KY – Heaven Hill Distilleries, Inc., the nation’s largest independent family-owned and operated spirits producer and marketer, along with joint venture partner Tierra de Agaves, are launching a new marketing and print advertising campaign in top consumer magazines for Lunazul 100% Agave Tequila. Utilizing a message of “Totally Agave…Totally Smooth.  Sacrifice Nothing.”, the advertising and point of sale underscores the fact that enjoying the quality of Lunazul involves no compromise.  

While its pedigree and taste profile are top-tier, Lunazul revolutionized the Tequila category upon its launch in 2008 by offering high quality 100% agave Blanco and Reposado Tequila at a price point just above the mixto category leader.  Today, Lunazul has created a new sub-segment of high quality/high value 100% agave Tequilas. Since its release, Lunazul has garnered 3 consecutive “Rising Star” Growth Brand Awards from the Beverage Information Group. Lunazul Tequilas have also received broad critical acclaim and top awards at the San Francisco World Spirits Competition and the New York Spirits Awards.

After 2+ years of record-setting sales growth through trade education and distribution efforts, the new “Sacrifice Nothing” campaign represents the first major consumer advertising effort for Lunazul, and will deliver the desired Tequila demographic through placements in top men’s publications such as Maxim, Rolling Stone, Sports Illustrated and Playboy.  The campaign will run from April through September, generating over 330,000,000 gross impressions, and will also be supported by an array of attention-getting retail and on-premise point of sale that all reflect the new campaign theme and graphics.  

Lunazul is estate-grown, small-batch Tequila distilled and bottled at Tierra de Agaves’ state-of-the-art facilities in Jalisco, Mexico.  The vertical integration of source materials, distillation and bottling ensures consistence of taste and quality, backed by the legacy of eight generations of the Beckmann family, former co-owners of Cuervo Tequila.  Tierra de Agaves is one of the few Tequila distilleries that actually own the land on which the agave is grown and harvested, carefully selected from the 4,000 acres of Weber Blue Agave plants that the Beckmann family and their past generations have controlled since 1758.

The new marketing and print advertising campaign comes on the heels of the release of Lunazul Añejo, launching at retail in April.  The Añejo is aged for 18 months in charred white oak barrels and will sell for an average retail price of $21.99, just two dollars above the price of the Blanco and Reposado varieties.  The Tequila category continues to grow and by adding Añejo to the existing Blanco and Reposado varieties, the truly full line allows Lunazul to play in the most connoisseur-driven segment of the 100% agave Tequila market.    

“The new consumer campaign, we believe, speaks in a relevant and believable way to our core target audience of discerning yet practical Tequila consumers,” contends Heaven Hill senior brand manager Reid Hafer.  “The message of 100% Agave and smooth taste, combined with the remarkable price point, truly means the Lunazul buyer will sacrifice nothing for the best.  Lunazul has succeeded so quickly and so notably without a strong direct-to-consumer voice, so we feel consistent and impactful advertising in the top men’s publications should really have an exponential effect on sales.  And with the Añejo just launching, it promises to be a great spring and summer for Lunazul.”   

Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heavenhill.com) is the nation’s largest independent, family-owned and operated spirits producer and marketer and the world’s second-largest holder of Kentucky Bourbon. Heaven Hill’s diversified portfolio of brands includes The Christian Brothers Brandies; Evan Williams and Elijah Craig Kentucky Straight Bourbon Whiskeys; Burnett’s Vodkas and Gin; Hpnotiq Liqueur; PAMA Pomegranate Liqueur; Lunazul and Two Fingers Tequilas, and Dubonnet Aperitif.

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CONTACT:
Larry Kass
Director of Corporate Communications
Heaven Hill Distilleries, Inc.
502-413-0220
lkass@heavenhill.com

Company’s Nearly $5 Million Investment Necessitated by Remarkable Growth in the Bourbon Category and Heaven Hill’s Brand Portfolio
 
BARDSTOWN, Ky. – Heaven Hill Distilleries, Inc., the nation’s largest independent family-owned distilled spirits producer and the world’s second-largest holder of aging Kentucky Straight Bourbon Whiskey, today welcomed Kentucky Governor Steve Beshear to the company’s Bardstown headquarters to help dedicate the newly constructed Rickhouse “J”.  The new whiskey aging warehouse is part of a nearly $5 million expansion to the company’s Bourbon barrel storage capacity, already the second greatest in the world at 900,000 barrels.  

Heaven Hill, producers of such renowned American Whiskey brands as Evan Williams Bourbon—the second largest selling Bourbon brand in the US and the world—Elijah Craig Bourbon, Old Fitzgerald Bourbon, Rittenhouse Rye and Bernheim Original Straight Wheat Whiskey, required the additional barrel storage to accommodate the growth in the company’s sales and whiskey production. For the first time in 2010, Heaven Hill produced more barrels of American Whiskey and Bourbon than any other American distiller.   With 49 warehouses in Nelson and Jefferson Counties already filled to the capacity with aging whiskey, the company met the need for additional barrel storage facilities with the construction of two new rickhouses, increasing the company’s barrel storage capacity by an additional 40,000 barrels.

Heaven Hill just recently filled the company’s 6 millionth barrel of fine Kentucky Bourbon in December, thereby becoming only the second continuously operating distillery in the country to do so.  

In helping Heaven Hill President Max L. Shapira cut the ribbon and roll in the first 53 gallon, 500 pound barrel, Governor Beshear noted that “Kentucky is internationally known for its rich heritage in the Bourbon industry and this latest expansion at Heaven Hill further enhances that reputation.  The Commonwealth is pleased to partner with one of its signature industries to make these investments possible.”  The Kentucky Economic Development Finance Authority had previously approved Heaven Hill Distilleries for tax benefits through the Kentucky Enterprise Initiative Act, which allows approved companies to recoup state sales and use tax on building and construction materials.  

Heaven Hill President Shapira stated that the company “is extremely pleased to be dedicating our new rickhouses, not only because of the growth in our Bourbon and American Whiskey business that has necessitated this expansion, but also because of the positive impact this has on Bardstown, Nelson County and the Commonwealth.”

Beshear and Shapira were joined by local and state dignitaries, as well as executives from the family-owned company and Heaven Hill’s 7th generation Master Distiller, Craig Beam, for the ceremony.  The new warehouse, along with Rickhouse “I” that was completed in December, will be filled in short order to accommodate the demands for Heaven Hill’s products, and will join 18 other rickhouses at the company’s Bardstown facilities and another 29 rickhouses throughout Nelson and Jefferson Counties.
 
Guests gathered at the Heaven Hill’s award-winning visitor’s center, the Bourbon Heritage Center, and were shuttled out to the warehouse site for the dedication aboard the Heaven Hill Trolley, which is a well-known sight year round throughout Bardstown as it carries riders to all the area’s major attractions.  

Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heavenhill.com) is the nation’s largest independent, family-owned and operated spirits producer and marketer and the world’s second-largest holder of Kentucky Bourbon. Heaven Hill’s diversified portfolio of brands includes The Christian Brothers Brandies; Evan Williams and Elijah Craig Kentucky Straight Bourbon Whiskeys; Burnett’s Vodkas and Gin; Hpnotiq Liqueur; PAMA Pomegranate Liqueur; Lunazul and Two Fingers Tequilas, and Dubonnet Aperitif.

Heaven Hill reminds you to “Think Wisely. Drink Wisely.”

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CONTACT:
Larry Kass
Director of Corporate Communications
Heaven Hill Distilleries
(502) 413-0220
lkass@heaven-hill.com