Evan Williams Bourbon Reaches Core Consumer Through Continuing Sponsorship Of ...

[jbutler]

FOR RELEASE: February 28, 2006

IMAGES: See end of release

Evan WIlliams Bourbon reaches core consumer through continuing sponsorship of bass pro angler jason quinn

Pro Angler known as “King of Bling” to Sport Evan Williams Outfit and Logo Wrapped Ford Excursion® and ProCraft® Bass Boat

BARDSTOWN, Ky. - Evan Williams Kentucky Straight Bourbon Whiskey, the country's second largest selling Bourbon brand, will continue its fishing themed marketing campaign and has extended a title sponsorship with CITGO Bassmaster Elite Series professional angler Jason Quinn for the 2006 and 2007 seasons. Evan Williams has sponsored Quinn since 2004.

Evan Williams will be "luring" in the 25% of all fishing enthusiasts who drink Bourbon (according to Simmons) with a two year sponsorship of Quinn, and will be supporting his team onsite at tournaments with a logoed graphic wrap of his boat and hauling truck. Quinn, who has been on the pro tour for the past four years, has three second place finishes in Bassmaster tournaments, has qualified for the Bassmaster Classic three times and has earned over $265,000 in his career. He will be fishing the 2006 CITGO Bassmaster Elite Series and qualified to fish the 2006 BASS Majors in Arkansas, Texas and North Carolina, where he also guides on Lake Wylie. Quinn is widely known as the "King of Bling" or "Hardware" because of his unique appearance, and can also be seen hosting Classic Patterns on the Outdoor Life Network or on various episodes of ESPN's BASS Tech, Bass Center and Loudmouth Bass.

"Our continuing sponsorship of rising fishing star Jason Quinn will have tremendous appeal to the competitive Bourbon drinker, as well as our core Evan Williams consumer, who index very high for outdoor activities such as swimming, fishing, camping and hiking," noted Heaven Hill Distilleries' Kirstin Jackson, the brand manager for Evan Williams Bourbon. "Jason's tremendous success on the CITGO Bassmaster Elite Series tour, as well as his accessible demeanor and image, will help bring the Evan Williams brand to life for a large and attractive group of Bourbon buyers."

Quinn will also be making promotional appearances on behalf of Evan Williams throughout the fishing season and around the country, and the stunning "Bourbon over ice" graphics wrapping both his ProCraft® bass boat and his Ford Excursion® hauler will create quite a stir wherever he goes, acting as a moving billboard for the top-selling brand.

Evan Williams will continue its attention-getting print advertising campaign during the sponsorship in publications such as Sports Illustrated, Field & Stream and Bassmaster, all of which index very high for Bourbon consumption among readers. The ads continue the award-winning creative approach that highlights Evan Williams' extra aging, using the tagline "the longer you wait the better it gets." This provocative creative approach is also reflected in retail point of sale display materials.

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; PAMA Pomegranate Liqueur; Scotch Whiskies; Canadian Whiskies; vodka; gins; rums; tequilas; cognacs; liqueurs; cordials; and dessert wines. Heaven Hill is based in Bardstown, Ky.

# # #

CONTACT:

Larry Kass

Director of Corporate Communications

Heaven Hill Distilleries, Inc.

(502) 348-3921

lkass@heaven-hill.com