Allied Domecq Spirits, North America Sponsors Hot New Spike TV Reality Show ''The Club''; Seven Allied Domecq Spirits Brands Integrated into Show.

WESTPORT, Conn. -- Allied Domecq Spirits, North America (NYSE:AED), a marketing-led brands business, is proud to announce the sponsorship of Spike TV's new reality program, The Club. Seven Allied Domecq products, including Canadian Club(R) whisky, Courvoisier(R) cognac, Maker's Mark(R) bourbon, MALIBU(R) flavored rum, Sauza(R) tequilas, Stolichnaya(R) vodkas and WET by Beefeater(TM) gin, are integrated into the show to highlight brand attributes, communicate key trademark messages and generate consumer awareness and excitement.

Just off the world-famous Las Vegas Strip, The Club is set in one the city's few stand-alone, large-scale nightspots. From its opening in August 2003, Vegas insiders predicted the mega club would fail, but the employees are out to prove them wrong. During The Club's 10 one hour-long episodes, the audience watches as owner Ed Williams and secret weapon, LA promoter Allison Melnick work to put the club on the map and stake their claim to a piece of the Las Vegas mystique. The Club is the first look at what really happens behind the scenes and behind the velvet ropes of a popular nightclub, where hopefuls line up night after night for their chance to get inside.

"The sponsorship of The Club is the perfect vehicle for Allied Domecq to showcase our brands' individual essence and character," stated Chris Monaco, Director of Entertainment Marketing for Allied Domecq Spirits, North America. "This is beyond product placement, as our brands are actually integrated into the storylines, so they are portrayed in a natural setting, with consumers interacting with them in a realistic, socially responsible manner."

One episode of The Club featuring MALIBU flavored rum also includes the brand's global spokesperson, Grammy(R)-award winning musician Shaggy. Throughout the program the MALIBU brand's "seriously easy going" message is portrayed as cameras capture the singer poolside as he prepares for his evening concert. In another episode, Courvoisier cognac is subtly woven into the storyline during a guest appearance by the brand's "Arbiter of Good Taste," Fonzworth Bentley. Bentley, who is in Las Vegas for Fight Night, hosts a VIP after-party at the club. Much like during the current "Most Exclusive Courvoisier VSOP Gentlemen's Tour," Bentley is joined by the lovely Courvoisier Bentley Ladies, bringing his sense of luxury, style and good taste to Las Vegas nightlife.

To further drive consumer awareness and fully leverage this sponsorship, Allied Domecq will conduct on- and off-premise activities in ten key metropolitan markets. Viewing parties will be held on-premise with sampling events offering cocktails made using the brand featured in the coinciding episode. Off-premise, multi-case POS materials will be used to tie-in the look and feel of both the Allied Domecq brands and the hip, modern edge of The Club.

"These on- and off-premise promotions are a great way to support our sponsorship of The Club through the line, and as such we have taken the proper precautions to make certain we are reaching our adult target consumers both affectively and responsibly," Monaco added. "As the 'First Choice Supplier', we are always looking for new and innovative ways to market our brands and to help drive sales for our distributors and retailers while adhering to our high social responsibility standards."

Four television commercial spots are owned by Allied Domecq within each episode. Of those, two spots are allocated to brand message, rotating Stolichnaya vodka, Canadian Club whisky and MALIBU flavored rum spots; and two spots focus on social responsibility messages, promoting responsible alcohol consumption (one produced by Allied Domecq, the other provided by The Century Council). Monaco further comments, "It is important that Allied Domecq give an equal share of our commercial inventory to strong social responsibility messages and we are more than pleased to be in a position to present the air time to our partners at The Century Council."

The Club is airing currently on Spike TV on Wednesday nights at 9 pm and is scheduled to run through the end of January. Check local listings for channels and exact times.

About Allied Domecq Spirits & Wine North America

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.

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.