EFFEN Vodka Announces Sponsorship of Team Leader Special IndyCar; Indianapolis 500 Effort Promises to Pour on Speed and Excitement at Storied Brickyard.

CHICAGO -- EFFEN Vodka, favored by bartenders and vodka aficionados since the brand's introduction in 2003, will create a new legion of fans through its sponsorship of the smooth, sophisticated EFFEN Vodka Team Leader Special in its qualifying effort for the greatest spectacle in racing - the Indianapolis 500.

Piloted by Indianapolis 500 veteran Stephan Gregoire, the EFFEN Vodka Team Leader Special will take a smooth and fast approach to every turn at the 2.5-mile oval, not surprising since EFFEN Vodka's name is Dutch slang for "smooth."

"IndyCar racing is known as the fusion of design and technology, where the fans appreciate a high level of sophistication," said Jon Deitelbaum, president and chief executive officer of Planet 10 Spirits, owner of EFFEN Vodka. "EFFEN Vodka brings the same panache to vodka, and this opportunity allows us to present the brand to a group of technically savvy race fans who appreciate the sensibility and functional designs found in IndyCar racing."

The lines and styling of the EFFEN Vodka bottle are intentionally clear, streamlined and simple. This is reflected in the livery of the EFFEN Vodka Team Leader Special, which carries the look of the bottle with a sophisticated, monochromatic paint and graphics treatment.

When Deitelbaum - a lifelong race fan - was approached with the opportunity to be part of the Team Leader Motorsports effort in the 90th edition of the Indy 500, it was clearly an ideal combination of technology and design - and a perfect match for the EFFEN Vodka brand.

"To be a part of the Kent Baker/Greg Beck team which has fielded 15 Indianapolis 500 appearances between them, and then to bring a competitive driver like Stephan Gregoire on board, makes this an exciting opportunity for EFFEN Vodka," added Deitelbaum. "While this will be a competitive year, we plan to use all of the resources available to raise the bar and race in the 500."

The Planet 10 Spirits team, comprised of former nightclub marketers and other industry insiders, wanted to build a vodka brand for bartenders. The bottle's shape, size, color and texture were all directed by industry experts. It was bartenders who requested a rubber sleeve, to make the bottle easier to grip and keep the liquid inside colder, longer. At the heart of EFFEN Vodka are premium ingredients from Northern Holland crafted by experienced master distillers to give it a balanced and silky smooth taste.

Since it first appeared on bars in 2003, EFFEN Vodka has enjoyed 100 percent growth every year. Yet even as a relatively small company, EFFEN Vodka is involved in events that are woven into the fabric of popular culture. Beyond the Indianapolis 500, EFFEN Vodka has a presence with the "Everyone Wins at the Oscars(R)" nominee gift bags, is a sponsor of the Rolling Stones VIP Lounge and Virgin Megastores, and can be seen on the runway and at the after-parties at IMG Fashion Weeks in New York and Los Angeles.

"There are many parallels in our business with the Planet 10 Spirits team. We have an experienced driver in Stephan Gregoire, and an experienced team, including Greg Beck, Co-owner and Director of Racing, who also fields a NASCAR Busch Series team," explained Team Leader Motorsports owner Kent Baker. "Jon has assembled similar expertise in his own organization, which is why we felt this partnership was a good fit and would yield results on the track."

EFFEN Vodka is available at liquor stores and select supermarkets and drug stores in all 50 states, and retails for approximately $27.99 a bottle. To learn more about EFFEN Vodka, visit EFFENvodka.com.

For high resolution photography of the EFFEN Vodka Team Leader Special, visit www.EFFENVODKAINDYCARIMAGES.com.

About Barton Brands 

Barton Brands, Ltd., a Constellation Brands Company, is a major producer and importer of alcoholic beverages, based in Chicago. Barton Brands is the nation's third-largest distilled spirits company. With strong national and regional price/value brands and premium brands in select growth categories, Barton Brands is an industry leader.

About Planet 10 Spirits

Founded in Chicago in 2002, Planet 10 Spirits created EFFEN Vodka and is the new luxury brand incubator for Barton Brands, Ltd. Planet 10's vision is to be the ultimate catalyst for fun, celebration, socializing and entertainment.

About EFFEN Vodka

Based on a centuries-old Dutch recipe, EFFEN Vodka was fine-tuned with the help of industry insiders to create an ultra-premium spirit in a sleek, functional bottle. The first brand to combine hand-crafted, small-batch vodka with contemporary design aesthetics, EFFEN Vodka proved to be a top-to-bottom revolution in taste and design. EFFEN Vodka features a clean crisp citrus entry with subtle vanilla notes, a distinct sweetness on the palate and a very smooth balanced finish while EFFEN Black Cherry Vodka is the only ultra-premium vodka to combine natural Black Cherry and Vanilla flavors in one presentation. EFFEN Vodka, a Dutch term meaning smooth, is distilled in Holland at significantly lower temperatures than other vodkas. This is what gives EFFEN Vodka its smooth taste without a harsh "bite" on the palate.

Please Enjoy EFFEN Vodka Responsibly. 40% Alc./Vol (80 proof) 100% Neutral Spirits distilled from wheat grain. EFFEN Vodka is imported by Planet 10 Spirits LLC, Chicago, IL.