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SAZERAC COMPANY, INC. IS ASSIGNED MARKETING RIGHTS TO TWO OF THE WORLD'S TOP-SELLING BOURBON WHISKEYS: 'ANCIENT AGE' AND 'BLANTON'S'

 SAZERAC COMPANY, INC. IS ASSIGNED MARKETING RIGHTS TO TWO OF THE


WORLD'S TOP-SELLING BOURBON WHISKEYS: 'ANCIENT AGE' AND 'BLANTON'S'
 NEW ORLEANS, Oct. 8 /PRNewswire/ -- Sazerac Company, Inc., the tenth largest independent supplier of distilled spirits in the U.S., announced today at meetings held in Kyoto, Japan, that it has been assigned exclusive rights to distribute 'Ancient Age' Bourbon (with the exception of Japan), as well as exclusive U.S. distribution rights to 'Blanton's' Bourbon. Both distribution assignments result from a long-term marketing partnership entered into on Oct. 1, 1992 between New Orleans- headquartered Sazerac and Kyoto, Japan-based Takara Shuzo Co., Ltd.
 'Ancient Age' is one of the five top-selling bourbon whiskeys in the U.S. and the tenth largest selling bourbon internationally, 'Blanton's', accenting its single-barrel bottling process, has rapidly become the largest selling super-premium priced Bourbon in the U.S. and around the world.
 Sazerac's President and CEO, Peter Bordeaux, states that the marketing partnership is essential a strategic alliance. Emphasizing that the 'Ancient Age' and 'Blanton's' agencies will increase Sazerac's revenues by an estimated 40 percent annually, Mr. Bordeaux adds: "At a time when bourbon whiskey is gaining favor with consumers worldwide, Sazerac is gaining distribution rights for two of the world's most renowned brands -- 'Ancient Age' and 'Blanton's', and also to such other super-premium, single-barren Bourbons as 'Rock Hill Farms,' 'Hancock's Reserve,' and 'Elmer T. Lee.' In marketing terms this equates to an exceptional opportunity to win an increased share of the expanding market for quality bourbon, as well as to add to our existing bourbon portfolio which includes such brands as 'Eagle Rare' and 'Benchmark.'"
 Takara, one of Japan's leading beverage alcohol producers and importers, is the exclusive owner of all worldwide rights and trademarks associated with 'Ancient Age' and 'Blanton's,' and imports both brands for distribution in Japan. Founded almost 70 years ago, Takara is publicly owned and in recent years has expanded into foodstuffs biomedicals. Its total sales are in excess of $1 billion.
 Privately held Sazerac, founded in the early 1850s, produces or imports a product portfolio that spans virtually every category of distilled spirits and encompasses over 70 separate brands. Having grown from a regional to an international force in the distilled spirits industry, Sazerac today exports to over 30 nations. Since 1980, Sazerac's sales in dollar and case volume has increased by over 400 percent.
 -0- 10/8/92
 /CONTACT: Lory E. Roston, president of Lory Roston Associates, 212-877-8590, for Sazerac Company, Inc./ CO: Sazerac Company, Inc. ST: Louisiana IN: FOD SU:


AH -- NY059 -- 7878 10/08/92 12:56 EDT
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Publication:PR Newswire
Date:Oct 8, 1992
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