ENHANCED RETAIL, CONSUMER SUPPORT NEW FOR EVAN WILLIAMS SINGLE BARREL VINTAGE IN 2002

[jbutler]

FOR RELEASE: March 12, 2002

CONTACT: Larry Kass Joshua Hafer

Heaven Hill Distilleries Keller Crescent Co.

(502) 348-3921 (812) 426-7609

lkass@heaven-hill.com jhafer@kellercrescent.com

ENHANCED RETAIL, CONSUMER SUPPORT NEW FOR

EVAN WILLIAMS SINGLE BARREL VINTAGE IN 2002

BARDSTOWN, (Ky.) - Heaven Hill Distilleries, Inc. is rolling out enhanced retail and consumer support for one of the hottest super-premium brands in the Bourbon market. Evan Williams Single Barrel Vintage Bourbon features new national consumer advertising and new retail point-of-sale.

Enhanced for 2002, Evan Williams Single Barrel Vintage marketing efforts will now include national exposure through a new advertising campaign in Playboy, The Wall St. Journal, and Malt Advocate. The new campaign will highlight the vintage-dated brand's unique selling point with the new "Dated Material…Open Immediately" ad theme. Beginning with the March issue, Evan Williams Single Barrel will be prominently featured in Playboy throughout the spring and during the fall/holiday Bourbon-selling season with quarter-page floating "island" ads. To boost fall/holiday-selling support, Evan Williams Single Barrel Vintage advertising will include a fractional flight in The Wall St. Journal. The brand will also be supported with regular insertions in each quarterly issue of Malt Advocate.

"The popularity of the super-premium Bourbon category is having a remarkable effect on advertising and marketing in the spirits industry," said Larry Kass, group marketing manager, Heaven Hill Distilleries, Inc. "Today's more educated consumers have more world-class Bourbons to choose from than ever. We are confident our unique selling point - vintage-dating - and our advertising lifts us above the fray. Of course, being a three-time 'Whiskey of the Year' winner helps, too."

Evan Williams Single Barrel Vintage will be supported at retail via a new case card, shelf talkers and wood pedestal displays. The small-sized case cards encourage consumers to "Discover the only Vintage-Dated Single Barrel Bourbon." Shelf talkers celebrate the three time "Whiskey of the Year's" tremendous critical accolades. Finally, handsome wood pedestals with engraved brand identifiers help the Single Barrel standout from the shelf or the back bar.

The Evan Williams Single Barrel Vintage Bourbon Full Barrel Program offers retailers a truly unique display. With the Full Barrel Program retailers receive an actual numbered and dated barrel and each bottle of Bourbon that was poured from it. Retailers can use the barrel at the end of an aisle or as a large display with each of the 30 to 40 cases, depending on the "angel's share" of the particular barrel. Included with the barrel is a personalized certificate of ownership noting the barrel number and case yield signed by Heaven Hill Master Distiller Parker Beam. The distinctive display creates a customized, powerful floor display that captures the attention of Bourbon lovers.

The Evan Williams Single Barrel Vintage Bourbon Personalized Label program is an ideal way for retailers to delight enthusiastic Bourbon customers. The personalized label is a value-added service that retailers can offer to regular customers and those looking for unique gifts. When a consumer purchases a new bottle they simply fill out a tear-off order form available on counter cards or shelf talkers, and return them to Heaven Hill. They can receive up to three personalized labels to affix to their bottles. Company or club logos are available with multi-case purchases.

Founded in 1935, Heaven Hill is the nation's largest independent, family-owned marketer and producer of distilled spirits products. It is the second largest holder of

Bourbon whiskey in the world. Heaven Hill's diversified portfolio includes: the full line of The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; the recently acquired Whaler's Rums; Burnett's Gin and Vodka; Dubonnet Aperitif; Scotches; Irish Whiskeys; Canadian Whiskies; vodka; gins; rums; tequilas; cognacs; liqueurs; cordials; and dessert wines. Heaven Hill is based in Bardstown, Ky.

###

Cheers,

Jim Butler

Straightbourbon.com