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SEAGRAM COMPLETES SALE OF TRADEMARK RIGHTS TO SEVEN DISTILLED SPIRITS BRANDS

 SEAGRAM COMPLETES SALE OF TRADEMARK RIGHTS
 TO SEVEN DISTILLED SPIRITS BRANDS
 NEW YORK, Dec. 13 /PRNewswire/ -- Joseph E. Seagram & Sons, Inc. said today that it has completed the previously announced sale of trademark rights to seven Seagram distilled spirits brands to Jim Beam Brands Co.
 Seagram received $372.5 million for the trademark rights to the brands. Beam also purchased from Seagram inventories of finished goods, and Seagram has agreed to supply Beam's whiskey requirements for certain of the brands for a number of years.
 The seven brands sold were Lord Calvert Canadian Whisky, Calvert Extra and Kessler Blended American Whiskeys, Calvert Gin, Wolfschmidt Vodka, Ronrico Rum and the Leroux line of cordials. Seagram retains the trademark rights to the Lord Calvert brand in Scandinavia.
 Joseph E. Seagram & Sons, Inc. is a wholly owned subsidiary of The Seagram Company Ltd.
 Edgar Bronfman, Jr., president and chief operating officer of The Seagram Company Ltd., said in the earlier statement, "The divestiture is consistent with the company's worldwide strategy to focus its efforts and investments upon a portfolio of premium and core brands."
 The Seagram Company Ltd. is a leading worldwide producer and marketer of distilled spirits, wines, fruit juices, coolers and mixers with sales last year of more than $6 billion.
 Seagram's U.S. brand portfolio includes Seagram's 7 Crown Blended Whiskey, Chivas Regal and The Glenlivet Scotch Whiskies, Crown Royal and Seagram's V.O. Canadian Whiskies, Seagram's Extra Dry Gin, Martell Cognacs, Wyborowa Vodka, Myers's Original Dark Jamaican Rum and Captain Morgan Original Spiced Rum.
 -0- 12/13/91
 /CONTACT: Chris Tofalli of Joseph E. Seagram & Sons, 212-572-1118/ CO: Joseph E. Seagram & Sons, Inc. ST: New York IN: FOD SU:


SH-OS -- NY012 -- 2327 12/13/91 11:18 EST
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Publication:PR Newswire
Date:Dec 13, 1991
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