Allied Domecq Signs Fonzworth Bentley to Promote Courvoisier, Steps up Russell Simmons and Phat Farm Association for Spring And Summer.

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WESTPORT, Conn.--(BUSINESS WIRE)--March 23, 2004

Style Virtuoso Bentley to Serve as "Arbiter of Good Taste" for Courvoisier Brand

Allied Domecq Spirits, North America (NYSE:AED), a marketing-led brands business, announced today the expansion of marketing efforts to support one of the world's most-luxurious cognac brands, Courvoisier(R), which dates back to the reign of Napoleon. For spring and summer 2004, Courvoisier will extend its association with Russell Simmons and his Phat Farm brand, while also utilizing the many talents of Fonzworth Bentley to promote the legendary cognac.

Fonzworth Bentley, the alter ego of Derek Watkins, is perhaps best known for his recent work with rap mogul Sean "P. Diddy" Combs. Donning his signature umbrella, Bentley worked with Combs for several years, lending his sense of style and good taste to numerous high profile events, television programs and music videos. An accomplished dancer, comedian and fashion expert, Bentley is well known for his outward personae of being a "gentleman's gentleman."

"Fonzworth is a perfect match for Courvoisier," says Barbara Jackson, Brand Vice President for Courvoisier, Allied Domecq Spirits, North America. "He epitomizes the essence of the Courvoisier brand - sophistication, fashion, luxury, compelling attitude. As the 'Arbiter of Good Taste' for Courvoisier he will introduce consumers to the finer things in life that people in the know aspire to possess."

Bentley will first be seen in Courvoisier marketing programs in late spring. All of the Courvoisier and Bentley programming will target legal drinking age adult consumers and will be featured in on- and off-premise licensed accounts.

"Courvoisier has always been a symbol of good taste and high style," says Bentley. "I am pleased to add the most luxurious cognac in the world to my repertoire, helping to expose consumers to what I consider to be the creme de la creme of fine cognacs."

The Bentley marketing programs will marry closely with Courvoisier's ongoing relationship with style icon Russell Simmons and his Phat Farm brand. Activities in 2004 kicked off with a bang at the Courvoisier and Phat Farm Super Bowl Party in January in Houston. The heat continues in March as Courvoisier and Phat Farm roll out an expanded series of events in the top markets across the country through the end of August.

"The Courvoisier and Phat Farm branded events have been a huge success to date," said Russell Simmons, owner and founder of Phat Farm. "The events create an amazing buzz in each market, drawing consumers and celebrities alike, including Mary J. Blige, Brandy, Cedric the Entertainer, Angie Stone and the Philadelphia Eagles' Donovan McNabb. We look forward to continuing the excitement through this summer."

Courvoisier has been working with Simmons since 2000 on numerous marketing programs targeting the brand's core consumer. The Courvoisier and Phat Farm event calendar will be released soon, along with more information surrounding Fonzworth Bentley marketing activities.

Courvoisier:

Courvoisier is one of the four leading cognac houses in the world and continues to excel in the spirits category with its renowned blends including VS, VSOP, Napoleon, X.O., Initial Extra and Millennium. L'Esprit de Courvoisier is the world's most-exclusive cognac, containing a masterful blend of vintages, including some dating back to the nineteenth century -- the same used to supply the court of Napoleon and Edward VII. Courvoisier reminds consumers to "Sip Responsibly."

About Allied Domecq Spirits & Wine North America

Allied Domecq Spirits & Wine North America is a division of Allied Domecq PLC. 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), Kuya(TM) fusion rum, 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.

Allied Domecq, North America's vision is to be the "First Choice Supplier" in the hearts and minds of its customers, consumers and employees.

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