Allied Domecq Increases Marketing Spending and Audience Reach for Holiday Selling Season; New Campaigns for Kahlua, Stolichnaya and Malibu Supported by 20-Percent Jump in Marketing Spend.

WESTPORT, Conn. -- Allied Domecq Spirits, North America (NYSE:AED), a marketing-led brands business, announced today its plans to increase the Company's holiday marketing spending by twenty percent over the previous year, to support the roll-out of brand campaigns for the holidays. The launch of new multi-million dollar television advertising from the world's number-one selling coffee liqueur, Kahlua(R); the introduction of new television advertisements from Malibu(R) Caribbean rum; and the recently announced "Frozen" ads from Stolichnaya(R), are among the campaigns leading Allied Domecq's 2004 holiday marketing efforts. E[acute accent]The holiday sales season, from Thanksgiving through New Years, is a critical time for the spirits industry, representing nearly 50 percent of sales for entire year. E[acute accent]"With a 20 percent lift in spending, Allied Domecq is going to deliver a 30 percent increase in adult consumer impressions," stated Simon Hunt, senior vice president marketing, Allied Domecq Spirits, North America. "We are not only rolling out some of our most-comprehensive marketing campaigns to date, we are doing it in a fashion that is highly targeted and efficient. I am confident our efforts will drive consumer consumption during this important time of the year, delivering volume and profit for our distributor and retail partners." E[acute accent]Just in time for the holidays, Kahlua is launching its largest-ever television campaign aimed at showing millions of Americans how to make every day life less ordinary. Backed by a budget approaching $10 million, the TV spot depicts exotic variations of ordinary events from the lives of Kahlua's target consumers, and culminates with a woman enjoying a splash of Kahlua. The ads kick off in early November, just in time for the holiday selling season, on national cable and local spot TV on shows such as Desperate Housewives, CSI, Trading Spaces, Alias and Nip/Tuck. E[acute accent]Malibu rum will increase its marketing efforts over the holidays with national cable advertising featuring two television spots entitled, "Melon" and "Bus." While the "Bus" spot launched in May 2004 on national cable, "Melon" will debut this holiday season in the US. Both advertisements represent Malibu's "Seriously Easy Going" marketing campaign and demonstrate how Malibu's easygoing spirit can help consumers take a break, loosen up and have fun with friends - a perfect reminder during the hectic holiday season. The spots are scheduled to run on such channels as BET, E!, FX, Spike, Style and USA. E[acute accent]Stolichnaya recently launched its new fully integrated "Frozen" marketing campaign, set to drive more than 445 million consumer impressions through print and radio advertising, as well as innovative promotions. This campaign was developed to actively remind consumers that Stoli(R) genuine Russian vodka is brought to its highest quality and flavor when chilled to the freezing point. Print advertisements will be found in national magazines such as FHM, Maxim and Playboy. In addition, out-of-home ads will appear on billboards, kiosks and bus shelters in major metropolitan markets. Sixty-second radio advertisements will complement the print and outdoor ads in the same major metropolitan markets and will further the concept of going to extremes to enjoy Stoli. E[acute accent]Also helping to drive consumer awareness and purchase decisions off-premise this holiday season, Allied Domecq is offering festive value-added packaging and point-of-purchase displays for Beefeater(R), Canadian Club(R), Carolans(R) Irish Cream, Courvoisier(R), Kahlua(R), Sauza(R), Stolichnaya(R) and WET by Beefeater(tm). All packaging, promotions and displays have been designed to keep Allied Domecq brands top of mind and offer consumers shopping convenience during the hustle-and-bustle of the busy holiday season. E[acute accent]"We are constantly striving to outmaneuver our competition by creatively marketing our fine spirits with highly targeted and impactful activities, both above- and below-the-line. Through our 'First Choice Supplier' philosophy, our $15 million segmentation study and by placing more feet-on-the street, our sales teams are able to fully understand our brands' consumers, enabling us to strategically target with our brand messaging - that is smart marketing," Hunt added.

E[acute accent]About Allied Domecq Spirits & Wine North America

E[acute accent]Allied Domecq Spirits & Wine North America is a division of Allied Domecq PLC (NYSE: AED). Allied Domecq is a marketing-driven brands business that operates globally in spirits and wine and quick service restaurants. Powerful and exciting brands drive profitable growth and strong, consistent cash flows. Leading North American brands include Kahlua(R), Stolichnaya(R) Vodkas, Sauza(R) Tequilas, Beefeater(R), MALIBU(R) flavored rum, Canadian Club(R), Courvoisier(R), Maker's Mark(R), WET by Beefeater(tm), Midori(R), Hiram Walker(R) Liqueurs, Buena Vista(R), William Hill(R) Wines, Clos Du Bois(R), Brancott(R), Atlas Peak(R), Champagne Perrier Jouet(R), Champagne Mumm(R), Dunkin Donuts(R), Baskin Robbins(R) and Togo's(R) restaurants. Enjoy Allied Domecq's brands responsibly and in moderation. E[acute accent]Allied Domecq, North America's vision is to be the "First Choice Supplier" in the hearts and minds of its customers, consumers and employees. For further information on Allied Domecq please visit www.allieddomecqplc.com. For media inquiries in North America, please visit http://press.adsw.com.