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SEAGRAM KICKS OFF TWO CLASSIC AMERICAN FAVORITE FLAVORS: SEAGRAM'S LEMONADE SPLASH AND SEAGRAM'S SUNFROST TEA COOLERS

 SEAGRAM KICKS OFF TWO CLASSIC AMERICAN FAVORITE FLAVORS:
 SEAGRAM'S LEMONADE SPLASH AND SEAGRAM'S SUNFROST TEA COOLERS
 NEW YORK, April 7 /PRNewswire/ -- Seagram again redefines the cooler category by introducing two new timeless flavors: Seagram's Lemonade Splash Cooler and Seagram's Sunfrost Tea Cooler. Both new flavors will premier in late April, Seagram Company Ltd. (NYSE: VO) announced today.
 "We are responding to consumer demands for lighter, less sweet, refreshing alcohol beverages," says Ed Barden, senior product manager for Seagram's Coolers. The Seagram Beverage Company, which markets Seagram's Coolers, said that the non-alcohol ready-to-drink iced tea category represents $400 million in annual retail sales and is growing at double-digit rates. Non-alcohol lemonade represents an equally strong opportunity. Major lemonade manufacturers experienced a leap in volume in 1990 of as much as 20 percent.
 "The introduction of Seagram's Lemonade Splash Cooler and Seagram's Sunfrost Tea Cooler makes available to cooler consumers two classic American flavors that are ageless. They open up numerous new occasions for usage," says Barden. "For instance, Seagram's Sunfrost Tea Coolers go well with food. In comparison, non-alcohol iced tea represents 20 percent of all beverages consumed with meals." He added that lemon-based drinks have gained a niche in the trend toward "light" beverages.
 With the addition of these two new flavors, Seagram's Coolers line expands to 14 of the best-tasting flavors to be found in any beverage. Seagram's Coolers Original Wild Berries represents the industry's best selling flavor.
 The Cool Classics, Seagram's Lemonade Splash Cooler and Seagram's Sunfrost Tea Cooler, will be supported by a $10 million investment in marketing.
 Seagram's Lemonade Splash Cooler and Seagram's Sunfrost Tea Cooler, will gain maximum TV exposure during May when commercials built around the theme "Magic Moments" will be broadcast at prime time, late night, late fringe and daytime. Seagram's two new Cool Classics will also run during broadcasts of the Summer Olympics later this year.
 In addition to the television advertising campaign, a major radio campaign will also be launched in 25 key U.S. cities.
 A planned consumer rebate program will drive initial trial of 4-packs of Seagram's Cool Classics. On-premise sales will be supported by flexible bar promotion kits and attractive and innovative POS consumer materials.
 The Seagram Beverage Company, a division of The Seagram Beverage Group, is responsible for the development, production and marketing of Seagram's Coolers in the United States. The company also produces and sells in selected U.S. markets TAOS, a new low-alcohol refreshment beverage featuring sparkling spring water. It also manufactures and markets a full line of Seagram's Mixers, which includes Ginger Ale, Tonic Water, Collins Mixer, Club Soda, Seltzer and a variety of other mixers.
 The Seagram Company Ltd. is a leading global producer and marketer of distilled spirits, wines, fruit juices, coolers, and mixers, and sells its brands in more than 150 countries. Subsidiaries and affiliates in 30 countries comprise the largest distribution system in the spirits and wine industry. Seagram manages its worldwide beverage operations through two major business units -- The Seagram Spirits And Wine Group and The Seagram Beverage Group.
 -0- 4/7/92
 /CONTACT: Chris Tofalli of Seagram, 212-572-1118/
 (VO) CO: Seagram Company Ltd. ST: New York IN: FOD SU: PDT


TS -- NY030 -- 5823 04/07/92 12:04 EDT
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Publication:PR Newswire
Date:Apr 7, 1992
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