Liqueur Legend Hiram Walker(R) Dusts off Three Classic Lines with Packaging Refresh and Select Ingredient Reformulations; Hiram Walker Brand Positioned for Growth by Driving Customer Profits through Extensive Sampling and Educational Programs.

WALKERVILLE, Ontario -- A spirits legend is about to get a major make-over. Hiram Walker(R) liqueurs today announces a fresh, new look for the schnapps, brandy and cocktail mixers lines to bring this brand into the 21st century. Developed with all-natural ingredients to create a fresh and vibrant cocktail, this liqueur legend quietly sells more than one million cases annually.

Increased programming aimed at on-premise and off-premise accounts will help position this iconic brand for continued growth, which has been part of spirits lore for more than 150 years. The Hiram Walker brand dates back to the pre-Prohibition era when Mr. Walker created and supplied his own whisky to clients through the Detroit River liquor pipeline.

"Consumer sampling, trade education programs and an increased advertising spend will support the Hiram Walker refresh and ultimately drive additional profits for our brand and our trade partners," said Lisa Pfenning, Hiram Walker brand manager. "With the rich history Hiram Walker embodies, we must preserve its true character, authenticity and quality by boosting excitement and interest in this legendary brand."

Hiram Walkers' schnapps, brandy and cocktail ingredient lines now sport a new, contemporary look, including actual photography on the labels to highlight the all-natural flavors used to create the cordials and liqueurs. Hiram Walker is one of a very few manufacturers to utilize only all-natural flavors in its entire cordials and liqueurs line-up. The Hiram Walker logo has also been refreshed to reflect Hiram Walker's rich history and sophisticated style. Finally, the bottle has been redesigned with ridges on the collar, allowing for a better grip and easier pouring. The re-energized Hiram Walker line, including the new logo and packaging design, is being phased in throughout the summer and fall, and will be fully available on retail shelves and back bars across the country by December 2005.

"Hiram Walker brands have become a spirits legend, pioneering numerous distillation and manufacturing processes that are now industry standards. First introduced in 1856, Hiram Walker was one of the first companies to begin placing labels on its bottles," says Lisa Pfenning, Hiram Walker brand manager. "More than 100 hours of bartender and consumer research was conducted before refining our packaging to make certain we were staying true to Hiram Walker's proud history. The result is a unifying look among all of the product lines."

Consumers will first be introduced to Hiram Walker's make-over through a reformulated version of Hiram Walker Sour Apple Schnapps that promises to pucker lips and mix well with other spirits. The new and improved Hiram Walker Sour Apple Schnapps debuted this summer as a co-pack with a 750ml bottle of Stolichnaya(R) vodka, allowing consumers to easily create Stolichnaya and Sour Apple cocktails, including the Apple Smacker.

Hiram Walker will also introduce specialty cocktails in conjunction with Stolichnaya vodka. Featured in on-premise accounts, the cocktails include the Sour Apple Martini, Peppermint Martini and Mint Chip Martini. Promotional materials such as shelf talkers, case cards and bottle-neckers will also be used to drive attention to the brands in off-premise retail locations.

The line of Hiram Walker products consists of thirty-five schnapps flavors, brandies and cocktail ingredients. Hiram Walker schnapps include Peppermint, Peach, Butterscotch, the reformulated Sour Apple and newly introduced Mango. Hiram Walker's Peppermint Schnapps is the category leader, owning 30 percent of the peppermint schnapps category. Its brandies include Coffee, Apricot and Blackberry, which owns 21 percent of the blackberry brandy category. Blue Curacao, Creme de Menthe, Creme de Cacao, Amaretto and Triple Sec round-out the cocktail ingredients line. Hiram Walker's Triple Sec is responsible for 20 percent of total triple sec category sales.

Hiram Walker liqueurs is a brand currently manufactured by Allied Domecq Spirits, North America. In July 2005, Pernod Ricard USA effectively completed the acquisition of Allied Domecq Spirits, North America securing the ownership of the brand along with a number of others across several categories.

About Pernod Ricard USA

Pernod Ricard USA is an American producer and distributor of fine spirits and wine. The company produces Wild Turkey(R) Bourbon, Seagram's Extra Dry Gin(R) and imports other premium brands such as Chivas Regal(R) Scotch whisky, The Glenlivet(R) Single Malt Scotch whisky, Jameson(R) Irish Whiskey, Martell(tm) Cognac, Jacob's Creek(R) and Wyndham Estate(R) wines. The company's broad portfolio of brands also includes Kahlua(R), Malibu(R), Beefeater(R), Mumm(R), Perrier-Jouet(tm), and U.S. distribution rights for Stolichnaya(R) vodka.

*Editor's note: High resolution bottle and logo images are available upon request.