Carolans Irish Cream Refreshes Its Unique Irish Characteristics.

WESTPORT, Conn. -- New Packaging, Increased Marketing Support and 'Preferred' Consumer Taste Tests Create a 'New Look...New Wave' for Carolans

Allied Domecq Spirits & Wine, North America (NYSE: AED), a marketing-led brands business, and C&C International, trademark owner of the second-largest Irish cream liqueur brand in the world, are debuting a "new look...new wave" for Carolans Irish Cream, designed to maximize the brand's growth potential. With a 25 percent increase in marketing spend and redesigned packaging, Carolans is reasserting its unique brand attributes - quality of taste and authentic Irish heritage.

The Irish cream category is growing worldwide, with an eight percent increase in case volume over last year, according to the latest AC Nielsen statistics measuring off-premise activity. As the primary growth driver and category growth leader for the past 12 months, Carolans brand consumption has been growing double-digits, according to AC Nielsen and NABCA reports.

"As the challenger brand in the Irish cream category, Carolans is in a unique position to win consumers over with its superior taste profile and authentic Irish heritage," said Mark Marcon, Carolans' Brand Manager, Allied Domecq Spirits, North America. "With a consumer-friendly pricing strategy and a strategic marketing platform to support Carolans, we are confident that our commitment to this brand will prove successful in enhancing Carolans' position in the category."

Designed to appeal to "today's moms," Carolans continues to be the "preferred" Irish cream in double-blind consumer taste tests - Carolans is the only Irish Cream made with honey, rich double cream and aged Irish spirits. "With its rich, smooth taste profile, Carolans offers consumers an indulgent and soothing break from their busy everyday lives, thus our new brand tagline, 'This time, it's for you...,'" commented Marcon.

"Carolans' new packaging and label design have created a 'new look...new wave' for the brand that conveys superior quality and contemporary values," said Alan Lewis, Senior Vice President, C&C International. Packaged in a modern, burgundy and cream bottle with elegant curves and embossed with a Celtic knot motif, Carolans' overall brand image echoes its traditional Irish character. "Breaking away from the traditional Irish cream packaging where there is little distinction, Carolans' new, sophisticated look has been developed through careful U.S. consumer research to ensure that Carolans' Irish heritage, preferred taste, and premium image are communicated directly to the consumer," Lewis continued.

Advance consumer research of the new Carolans brand image has proven overwhelmingly positive: 93% of consumers like the new bottle and see it as an improvement over existing packaging; 79% of consumers say they would purchase Carolans based on the new image and 68% believe the new packaging is of higher quality.

Increased marketing support surrounding the new look for Carolans includes above- and below-the-line activities designed to generate consumer awareness and increase sales. Beginning in September and going through the 2004 holiday season, consumer and trade advertising, truck-side trailer advertising, value-added packaging and point-of-sale materials will be used to support Carolans. Consumer print advertising includes national magazines, such as Family Circle and Woman's Day. Regional advertising will run in Texas, Michigan, Oregon and Washington.

Best served straight-up or chilled on-the-rocks, Carolans also makes for delicious cocktails, such as the Mudslide (Mix equal parts Carolans Irish Cream, Kahlua and Stolichnaya Vodka. Serve in a tall glass over ice). The unique flavor of Carolans also lends itself well to decadent desserts. Visit www.carolans.ie for recipes and sign up to receive a free recipe book in the mail.

About Carolans Irish Cream

Carolans Irish Cream, owned by Cantrell & Cochrane Group, PLC (C&C International), is the second largest cream liqueur brand in the world, selling over 700,000 cases. The United States is the leading market for Carolans, followed by Canada and the United Kingdom. Carolans is produced in Clonmel in County Tipperary, set in Ireland's "Golden Vale" which is among the best natural dairy land in the world - perfect for producing the delicious, rich cream that goes into Carolans. The unique honey flavor and pure cream in Carolans makes it very versatile for use in mixed drink recipes, or simply enjoyed over ice. Carolans Irish Cream liqueur, 17% alc./vol., Imported by Allied Domecq Spirits, USA Westport, CT.

About Allied Domecq Spirits, 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), Carolans Irish Cream , 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. For media inquiries in North America, please visit http://press.adsw.com.