Heaven Hill Distilleries, Inc. Acquires Trademark and Worldwide Distribution Rights for Hpnotiq Liqueur; Adds Ultra-Hot ``Drink of Celebrities'' to Growing Brand Portfolio.

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BARDSTOWN, Ky.--(BUSINESS WIRE)--Jan. 6, 2003

Heaven Hill Distilleries, Inc., Bardstown, KY has announced a definitive agreement to acquire trademark rights from Global Perspectives, Inc. and worldwide distribution rights from Wingard, Inc. to Hpnotiq, the rapidly growing imported blue French Liqueur. Introduced initially 18 months ago in the Northeast, Hpnotiq became an instant success with a broad cross-section of consumers and is now the hottest drink from the style bars of The Hamptons to the hip hop clubs of the City. Hpnotiq is an alluring proprietary blend of the finest French Cognac, premium vodka and natural tropical fruit juices that stands apart from any other spirit by virtue of its icy aqua blue color and uniquely-shaped frosted bottle. Consumed over ice or in a variety of appetizing mixed drinks such as the "Hpnotini" and the "Incredible Hulk," Hpnotiq is also being featured nationally in diverse media outlets, from MTV music videos to Gourmet Magazine.

After developing a large and loyal consumer following in the New York metro area through intensive viral marketing and memorable on-premise events featuring Team Hpnotiq, the brand has become, in the words of Entertainment Weekly, "...the sexy-in-the-city new bevvy currently filling the glasses of celebs like Kobe Bryant, Kelis and Jimmy Fallon. The liqueur...even got a shout-out from Lil' Kim on Last Call with Carson Daly." It has also been the featured drink at numerous celebrity events in New York, Washington D.C. and Los Angeles.

Hpnotiq has been gradually spreading to the other regions of the country since its initial remarkable success in the Northeast, with the same high level of consumer acceptance and enthusiasm. Heaven Hill, producers and marketers of such well-known spirit brands as Evan Williams Bourbon, Christian Brothers Brandy and Whaler's Rum, will be expanding distribution through its national and international network of customers.

"We are tremendously excited about the opportunity to continue the groundswell that is Hpnotiq and to expand distribution through our stature as the country's largest independent family-owned distilled spirits company," stated Heaven Hill president Max L. Shapira. "Our initial charge will be to substantially enhance marketing support in current core markets, and to continue to replicate the Hpnotiq formula in new untapped markets."

Hpnotiq sells for an average retail price of $24.95 for a 750 ml bottle and is flying off retail shelves and back bars so quickly that operators have faced challenges keeping sufficient stocks, further building the consumer mystique. "We feel, having developed and nurtured the brand to its current position as the hottest new drink in New York and other major metro markets, that this agreement with Heaven Hill provides the distribution and marketing clout to make Hpnotiq the next national drink sensation," noted James Goldstein, president of Wingard, Inc., based in Great Neck, NY. "With the level of buzz and exposure that Hpnotiq already enjoys, this agreement with Heaven Hill means the infrastructure is now in place to take Hpnotiq to the next level, both nationally and internationally."

Raphael Yakoby, president of Global Perspectives, Inc., and brand founder and owner of the Hpnotiq trademark, added "We've developed an outstanding product and brand concept, and we are confident that Hpnotiq's exciting growth will continue under Heaven Hill's ownership."

Founded in 1935, Heaven Hill is the nation's largest independent, family-owned marketer and producer of distilled spirits products. Heaven Hill's diversified portfolio includes: the full line of The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; Whaler's Rum; Burnett's Gin and Vodka; Dubonnet Aperitif; Scotch Whiskies; Irish Whiskeys; Canadian Whiskies; vodka; gins; rums; tequilas; cognacs; liqueurs; cordials; and dessert wines. Aging in its facilities is the second largest holding of Kentucky whiskey in the world. Heaven Hill is based in Bardstown, Ky.

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