GREAT DISTILLATIONS.COM

SPIRITED PRESS RELEASES

VINTAGE DATED APRIL 5, 2008


INTRODUCING ZUIDAM GIN AND GENEVER: NEW DUO OF GINS LANDS FROM HOLLAND
Two new ultra-premium gins from Holland have landed on these shores and are shaking up the gin world. Zuidam Dry Gin and Zuidam Genever Gin to the silky, complex taste and elegant packaging of the newest entries in the gin game.

Zuidam (pronounced Zoo-dam) Dry Gin and Zuidam Genever Gin are crafted by a father and son distilling team. This artisanal producer is located just 90 minutes from bustling Amsterdam. Fred van Zuidam, formerly the master distiller at DeKuyper and his 33 year old son, Patrick van Zuidam, use traditional methods and the finest natural ingredients to create a clean, fresh, delicious gin of unparalleled quality.

DISTINCTIVELY DIFFERENT DISTILLATION METHOD

Zuidam Dry Gin (suggested retail price $30/750 ml; $35/1L) contains nine botanicals: Juniper berries and iris root from Italy, coriander from Morocco, angelica root, fresh sweet oranges and lemons from Spain, real whole bean vanilla from Madagascar, licorice root from India, cardamom pods from Ceylon. Unlike other gins, which add all the botanicals simultaneously, Zuidam distills each ingredient or botanical separately and then marries the nine different distillates together according to their secret recipe. “Flavors peak at different temperatures and if you throw everything together in the still, you end up with a dominance of juniper and a gin that is out of balance,” explains Patrick van Zuidam. “By distilling separately, we get the purest flavors from all our ingredients. We are the only gin that I am aware of that uses vanilla—and we use only pure vanilla beans—not extracts. It is by far our most expensive ingredient. The vanilla knits the flavors together it makes a smoother gin that is more ‘one’”.

After the individual distillations, the final blend is created having undergone a total of 14 distillations (5 for the base spirit and 9 individual distillations for each botanical. The gin is then aged 3 months before bottling. The nose is clean with fresh citrus and earthy juniper notes and a beguiling hint of spice and vanilla. Its layered flavors make it a perfect martini gin, yet the balance of flavors allows it to mix admirably with the fresh fruit flavors favored by today’s cutting edge bar chefs.

“For the Zuidam Genever Gin, we start with a whiskey-like base, and add the botanicals in one distillation,” explains Patrick van Zuidam. “For our Genever we use juniper, licorice root, vanilla, aniseed and marjoram. Zuidam Genever is more refined than most Genevers. It is elegant and provides a very different gin taste that is decidedly sweeter, yet still refreshing, with a malty undertone. Unlike some Genevers, Zuidam Genever Gin is crystal clear.”

Both Zuidam Gins come in sleek, sophisticated bottles that add prestige to any back bar. The heavy glass bottle, modern graphics and splash of color are contemporary and inviting.

Third Coast Importing exclusively imports Zuidam Dry Gin and Zuidam Genever Gin.


FORTUNE BRANDS RECEIVES REGULATORY CLEARANCE TO COMPLETE PURCHASE OF MAKER’S MARK
Fast-Growing Bourbon Brand to Join Company’s Enhanced Spirits & Wine Portfolio

Lincolnshire, IL, September 30, 2005 – Fortune Brands, Inc. (NYSE: FO) today announced that the U.S. Federal Trade Commission has terminated the waiting period to review the company’s proposed acquisition of the Maker’s Mark bourbon brand. The FTC’s action clears the way for Fortune Brands to unconditionally complete the purchase of Maker’s Mark and its related facilities, including the distillery in Loretto, Kentucky.
Maker’s Mark is among the more than 20 spirits and wine brands included in Fortune Brands’ previously announced transaction with Pernod Ricard. While Fortune Brands closed the transaction for the acquisition of the brands on July 26th following Pernod Ricard’s acquisition of Allied Domecq, the purchase of Maker’s Mark remained subject to regulatory review in the U.S.
“As one of the most respected and fastest growing brands in the spirits industry, Maker’s Mark will be a high-impact addition to our newly-enhanced spirits and wine portfolio,” said Fortune Brands chairman and CEO Norm Wesley.
“Maker’s Mark continues to experience double-digit growth year after year. We see continued momentum for the brand and excellent international growth opportunities. Along with Jim Beam, Knob Creek and our other Small Batch bourbons, Maker’s Mark gives us an all-star bourbon lineup with leadership positions at all premium tiers.” Annual sales of Maker’s Mark exceed 500,000 9-liter cases.
“We’re excited to bring seven generations of Beam family heritage together with the great bourbon-making heritage began by the Samuels family in Kentucky more than 200 years ago,” said Tom Flocco, president of Jim Beam Brands Worldwide, the spirits and wine business of Fortune Brands. “From its one-of-a-kind recipe that includes limestone spring water and locally grown red winter wheat to its meticulous craftsmanship and distinguishing red wax seal, Maker’s Mark is unique in every way. In fact, when the Maker’s Mark recipe was perfected in 1958, the brand launched the modern bourbon era with its distinctive taste profile. Like Jim Beam, Maker’s Mark is steeped in family tradition, and we’re looking forward to supporting Bill Samuels, Jr.’s efforts to preserve the brand’s heritage and build on its market success.”
The company’s new spirits and wine brands – which also include Sauza tequila, Courvoisier cognac, Canadian Club whisky, Laphroaig single-malt Scotch, Clos du Bois wines and several leading national brands – place it among the top four spirits companies in the world and will more than double Fortune Brands’ sales of spirits and wine. The company expects to complete the purchase of Maker’s Mark in the near future.

APPLETON ESTATE JAMAICA RUM RECEIVES 2005 ADAMS GROWTH BRAND AWARD
Appleton Estate Jamaica Rum announced it has received a 2005 Adams Growth Brand Award, an award given by the Adams Beverage Group to brands that reach a minimum of 100,000 cases and enjoy double-digit percent growth during each of the last three years within the U.S.

Comparing the 12-month period January to December 2003 to 2004, Appleton has grown at a 18.9% rate now recording over 140,000 in 9-Liter depletions in the U.S.

“Appleton V/X is helping to shape the premium rum category, one of the fastest growing spirits categories,” said Chuck Shive, National Brand Manager, Appleton Jamaica Rums. “We are honored to receive this recognition, a testament to the sales effort of our distributor and broker partners, as well as the growing consumer desire for a better tasting premium rum.”

The brand continues several marketing initiatives, including music activities with smooth jazz artist Jimmy Sommers through “An Evening Escape” and “Jimmy Jams Jamaica,” a national advertising campaign, among others.

Appleton V/X Jamaica Rum, a member of the Appleton Jamaica Rum family – Jamaica’s leading premium-aged rum, is a refined, stylish rum whose mix-ability and versatility fits today’s spirit drinker’s lifestyle.
Appleton V/Xis available nationwide and the 750ml bottle has a suggested retail price of $16.99.
The Appleton Jamaica Rum family includes Appleton Estate V/X Jamaica Rum, Appleton Special Jamaica Rum, Appleton White Jamaica Rum, Appleton Extra Jamaica Rum and Appleton 21 Year Old Jamaica Rum. Appleton Jamaica Rum is one of the fine spirits distributed and marketed by Brown-Forman Corporation, a diversified producer and marketer of fine quality consumer products, including Jack Daniel's, Canadian Mist, Southern Comfort, Finlandia Vodka, Fetzer and Bolla Wines, Korbel California Champagnes, Lenox, Dansk, and Gorham tableware and giftware, and Hartmann Luggage.
Please be as mature as our Estate Rums. Drink responsibly.


SIGNATORY SCOTCH

The company was founded in 1988. It is a family owned and managed company, being one of only three true independent bottlers. They always like to draw a distinction between the independent companies who bottle their own products, and the independent companies whose products are bottled under contract. The other fully independent botttlers are: Gordon & MacPhail and Wm. Cadenhead.
The name of Signatory derived from the fact that their initial intention was to find someone famous to sign the labels for bottles produced from one single cask. The first cask we purchased was a cask of 1968 Glenlivet, which was sold long before we could find a famous person.
Until April 1992, when they moved to their current premises in Newhaven (Edinburgh), they operated from a bonded warehouse in Leith. Leith was once a well known port for importing wine from France. As this industry declined, many of the whisky companies began to occupy the old warehouses for cask storage purposes. In recent years, this has also declined, with the larger companies moving to the west of Edinburgh, where transport links are better.
In April 1992, as the company began to grow, they moved to much larger premises. Here, they were granted a licence to bottle their own products on site. They set-up a small line bottling system, primarily geared towards the bottling of single casks. Although the actual bottling of whisky is semi-automated, the emphasis is very much a hands-on operation, with hand labeling and packing of products. To add to the exclusivity of their bottlings, they often declare the cask number, date of distillation,and date of bottling on our labels. In addition,each bottle is individually hand numbered.
It is their aim, as an independent bottler to offer a range of whiskies, some of which are not bottled by the proprietor of a particular distillery, and some at different ages/strengths to those offered as distillery bottlings. The majority of their bottlings are the product of single casks, with the malt whisky enthusiast being given the opportunity to sample the subtle differences which occur with each different cask.
Signatory (has) own(ed) Edradour, the smallest distillery from Scotland, since July 22, 2002
(c) 2005 whisky-distilleries.info


EDRADOUR DISTILLERY
For the purposes of whisky distilling, Scotland is divided into a number of regions. These are the Lowlands, Highlands (including Speyside, a sub-region of the Highlands), Islay (the Western Isles) and Campbeltown. It is from the Highlands, one of the most breathtakingly beautiful regions in Britain, that Edradour hails.
At Edradour we hold the proud distinction of being the smallest distillery in Scotland. We are also the last original 'farm' distillery in Perthshire. You'll find Edradour nestling in a pocket glen in the hills above Pitlochry in the Southern Highlands.
The Edradour Distillery
Looking at the distillery from the breath-taking surrounding landscapes, it is not unlike stepping back into a scene from Brigadoon. It was built in the early nineteenth century, and seems hardly to have changed in the last 170 years. Observing the cluster of whitewashed buildings with red doors, one visitor felt it was 'as if some little Victorian lass had grown tired of playing beside the burn and had left her toy houses there to gladden the landscape'.
On the inside, precious little has changed either. There's the same wooden equipment which is used to mash and ferment the whisky in the same time-honoured ways. There are the smallest copper stills in Scotland - the smallest permissible by law. Our Morton refrigerator used in the distilling process was new-fangled in its day, of course, but is now the only working model of its kind left in the industry.
Edradour is the smallest whisky distillery in Scotland; possibly the smallest legal distillery of any kind in the World. Edradour without automation, using skills handed down through generations.
It takes the man-power of just three men to produce Edradour - three men whose expertise and attention to detail produces the most unique malt whisky in the world. John Reid and his two assistants, the men of Edradour Distillery, hand-craft, using skills handed down over the generations, follow the standards of those who have gone before. John Reid, David Ramsbottom and James Kennedy continue to produce the finest single malt whisky available.
Edradour Distillery, Pitlochry, Perthshire PH16 5JP
(c) 2005 Edradour Distilleries


JIM BEAM BRANDS & STARBUCKS LAUNCH STARBUCKS COFFEE LIQUEUR
Test Market Phase Confirms Strong Consumer Demand.
Jim Beam Brands Co., a unit of Fortune Brands (NYSE: FO), and Starbucks Coffee Company (Nasdaq: SBUX) announces the national launch of Starbucks(tm) Coffee Liqueur. The mixable and versatile liqueur is the first of its kind to feature 100 percent Starbucks(r) coffee, which is then blended with the finest spirits.
This announcement follows a successful test market phase conducted in Denver and Austin, Texas, during which Starbucks(tm) Coffee Liqueur generated strong consumer demand at licensed establishments, such as restaurants, bars, and retail outlets where premium distilled spirits are sold.
"Extending our brand into new channels outside of Starbucks stores is part of our long-term growth strategy," said Jim Donald, Starbucks chief executive officer designate. "The test market phase of this new product rollout confirmed what we already knew - Starbucks(r) coffee lovers want this product."
In fact, research from Starbucks indicates that nearly 50 percent of its loyal patrons already consume coffee liqueurs, and its customers are nine times more likely than the national average to drink a coffee liqueur. Liqueurs flavored with coffee, or often mixed with coffee, represent a substantial segment of the $4-5 billion U.S. cordial-and-liqueur market. A 750ml bottle of Starbucks(tm) Coffee Liqueur will retail at an average price of $22.99, which varies by market. The product also is available in 1L and 50ml sizes.
Starbucks entered into a development and distribution agreement with Jim Beam Brands Co., the spirits-industry leader in flavor innovation and new-product development, to develop, manufacture and market Starbucks(tm) Coffee Liqueur. A leading worldwide marketer and distributor of distilled spirits, Jim Beam Brands Co. is positioning this product beyond the traditional cordial profile. The mixable qualities of Starbucks(tm) Coffee Liqueur make it a key ingredient in mixed drinks and martinis, while creating a variety of new usage occasions.
"Based on the positive feedback from our accounts and consumers in the test markets, we are very excited about the prospects for Starbucks(tm) Coffee Liqueur," said Thomas J. Flocco, president and CEO of Jim Beam Brands Worldwide. "The product demonstrated the potential to gain market share while expanding the cordials and liqueurs category, and initial orders indicate we're well on our way to meeting our initial goals."
According to distributors and retailers in the test markets, Starbucks(tm) Coffee Liqueur is one of the most innovative products to hit the spirits market in some time.
"Starbucks(tm) Coffee Liqueur has been well received by our customers," said David Jabour, owner of Twin Liquors in Austin, Texas. "We knew this liqueur would perform well, based on Jim Beam Brands' history of developing innovative and great tasting new products, but consumers are buying Starbucks(tm) Coffee Liqueur because they trust that with Starbucks, they will get a premium, high-quality product."
Starbucks has a proven track record of creating successful coffee-related products. In 1995, the company teamed with Dreyer's Grand Ice Cream to introduce Starbucks(r) Coffee Ice Cream. In 1996, Starbucks, through a joint venture with Pepsi-Cola Company, introduced bottled Starbucks Frappuccino(r) coffee drink. To date, each of Starbucks(r) coffee innovations, including Starbucks DoubleShot(r) espresso drink, remain the No. 1 products in their respective categories.
Jim Beam Brands Co. has a history of developing and marketing premium products and forming winning partnerships. Reflecting its commitment to innovation, the Company created the small batch bourbon category, led by fast-growing Knob Creek(r), the world's No. 1 ultra-premium bourbon; revolutionized the cordial category with the introduction of the fast-growing DeKuyper(r) Pucker(r) line of schnapps; and successfully extended the Jim Beam brand with the introduction of fast-growing super-premium Jim Beam(r) Black. Through innovative joint ventures, including its Future Brands distribution alliance with The Absolut Spirits Company, Jim Beam Brands Co. has established itself as a partner of choice for leading global brands.
Starbucks(tm) Coffee Liqueur will be distributed byFuture Brands LLC, which drives the second highest case volume in America. Starbucks(tm) Coffee Liqueur is a low-proof spirit intended for adults of legal purchase age who choose to drink responsibly and are seeking a premium-quality cocktail.
For more information on Starbucks(tm) Coffee Liqueur, please visit www.starbucks.com/coffeeliqueur.
(c)2005 Fielding & Jones, Ltd., Cincinnati.

ABSOLUT BOUYED BY US GROWTH MARKET
Sweden’s Absolut vodka has consolidated its position as the world’s third-largest international spirit brand with a 5 per cent increase in shipments in 2004 – buoyed in particular by an excellent performance in its most important market, the US, Chris Jones reports.
The vodka, owned by the V&S group, shipped 8.5 million nine-litre cases to 126 markets in 2004, its ninth successive year of growth. The steady improvement came on the back of a particularly good performance in the US, the biggest market for the brand with sales of 4.6 million cases in 2004. Part of this 3.4 per cent increase came from the launch of a new super-premium vodka brand, Level, which the company claimed “reached the highest volume ever of a super-premium vodka in its first year on the American market”.
In its first 10 months on the US market, Level recorded sales to retailers of 97,000 cases. The brand is also available in Sweden.
“We are pleased that the US market reached the aggressive goals we set for it. Our subsidiary, The Absolut Spirits Company, and our American partner, FutureBrands, are making the most of the momentum Absolut has on the US market,” said Bengt Baron, CEO of V&S Group.
Shipments to the rest of the world grew by 14 per cent in 2004, with Germany and the UK – the brand’s fourth and eighth-largest markets with sales of 211,000 and 157,000 cases respectively – leading the growth. In eastern and central Europe, Poland and Russia are the key markets, with the former posting sales of 161,000 cases in 2004.
As well as Level, Absolut benefited from additional volumes due to the launch of two other new products in 2004. Absolut Raspberri, the sixth flavour variant of the vodka which also includes lemon, mandarin, blackcurrant, vanilla and pepper, was launched in the US, Sweden and other markets in May. Absolut Cut, a premixed version of the vodka produced in association with brewing giant InBev, was launched in Canada and the UK in April, offering one of the few major branded vodka alternatives to runaway market leader, Smirnoff Ice.
Although many analysts are predicting that the glory days of flavoured alcoholic beverages (FABs) are now over, with the limited number of markets in which they are sold already at saturation point, Absolut remains confident that it will be able to steal market share from longer established brands.
“The market for pre-mixed drinks has developed at a rapid pace in the last few years and, with consumer preferences evolving, there is an opportunity for a more sophisticated product,” said Baron at the time of the brand’s launch in April 2004. “We see Absolut Cut as the next generation of pre-mixed drinks, ready to change the segment in the same way as Absolut Vodka did to the vodka segment in 1979.”
The drink is certainly pitched as a more upmarket product than many of its main rivals – it is much less sweet than many FABs, blending the vodka with spring water as well as flavours (hence the ‘Cut’) – and its premium price should reinforce this position, but Absolut has undoubtedly taken a gamble in launching a premixed brand at such a relatively late stage in the development of the market.
A report by market analysts Datamonitor released last year suggested that FABs were perhaps on the way out, after sales growth dropped to 6.3 per cent in 2003 compared to 19.3 per cent just two years earlier.
Datamonitor research also suggested that the ‘girly’ image of many FABs would be the main cause of their downfall – something which Absolut will hope to avoid with its brand which is a lot less sweet than many rivals, giving it a broader appeal.
The strength of the Absolut brand also counts for a lot, with Datamonitor predicting that only the strongest and most recognisable products likely to survive the inevitable cull as consumption levels stabilise or even drop.
(c) 2005 BeverageWorld.Com

JIM BEAM BRANDS CO. LAUNCHES DRINK SMART® WEBSITE
Website a major step toward company’s goal to make responsible alcohol consumption second nature to legal purchase age adults
Deerfield, Ill. – Dec. 16, 2004 – As part of its ongoing commitment to promote responsible alcohol consumption, Jim Beam Brands Co. has launched www.drinksmart.com, a web-based resource that provides information necessary to make responsible decisions concerning alcohol. The website is another major milestone in Jim Beam Brands’ ongoing efforts to make responsible alcohol consumption second nature to legal purchase age adults.
“At Jim Beam Brands, we go beyond providing information and preaching responsibility. Our goal is to eliminate irresponsible drinking behaviors including underage drinking, excessive consumption by adults and drunk driving,” said Tom Flocco, president and chief executive officer, Jim Beam Brands Worldwide, Inc. “Through our drink smart initiatives, we aim to make responsible alcohol consumption by adults as natural as looking both ways before crossing the street. As the holidays approach, it’s fitting to remind consumers about the importance of personal responsibility and to introduce them to our drink smart principles on our new website.
”The drink smart website, which can also be accessed through the individual Jim Beam Brands product websites, arms consumers with practical facts and tools needed to understand blood alcohol concentration, what constitutes a “standard” drink serving, and how to be a responsible host. drink smart teaches that it is illegal to drink in the United States before age 21 or to drive drunk. The drink smart website also directs consumers to the websites of the Distilled Spirits Council of the United States (DISCUS) and The Century Council, where consumers can find additional information on responsible consumption including the “5 Tips for Hosting Responsible Cocktail Parties” guide and the “Blood Alcohol Educator”. Through www.drinksmart.com, consumers can request a copy of a pocket-sized brochure highlighting the six drink smart ideas to share with their family and friends.
As a leading member of DISCUS, Jim Beam Brands voluntarily adheres to the Code of Responsible Practices for Beverage Alcohol Advertising and Marketing and abides by its own, more strict marketing code. In compliance with these codes, all Jim Beam Brands communication materials are directed only towards legal purchase age adults and display the drink smart icon prominently. Jim Beam Brands also actively supports The Century Council, a national not-for-profit organization that is making significant strides in the fight to eliminate underage drinking and drunk driving.
In addition, Jim Beam Brands incorporates drink smart into its brand programming. For example, Jim Beam’s partnership with The Michael Andretti Foundation funds education programs, like The Century Council’s Alcohol 101 Plus, which teach college students to make safe and responsible decisions about alcohol. Through The Michael Andretti Foundation, Jim Beam has donated responsible drinking materials—stressing that it is illegal to drink in the United States before age 21—to nearly 20 colleges and universities in various Indy Racing League IndyCar Series race markets across the country.
The Jim Beam Brands drink smart campaign began in 1995 and remains integral to achieving the company-wide goal to make responsible alcohol consumption second nature to legal purchase age adults who choose to drink.
About Jim Beam Brands Co.
Jim Beam Brands Co. is an operating company of Jim Beam Brands Worldwide, Inc., an international distilled spirits and fine wines company that manufactures and markets more than 80 brands in 160 countries. Jim Beam Brands Worldwide, Inc. has leadership positions in bourbon, with Jim Beam® and Jim Beam Black®, the number one selling bourbon worldwide; Knob Creek® bourbon and The Small Batch Bourbon Collection®; and cordials, with DeKuyper®, the number one cordial line in the United States. In addition to spirits, the Jim Beam Brands Worldwide, Inc. portfolio includes Geyser Peak® and Canyon Road®. A joint venture between Jim Beam Brands Co. and The Absolut Spirits Company, Incorporated, called Future Brands LLC, provides sales and distribution services in the United States for the company's spirits brands. Jim Beam Brands Worldwide, Inc. is part of Fortune Brands, Inc. (NYSE:FO), the consumer products company.


NASCAR OKS SPIRITS BRANDING

Peter Cressy, President of the Distilled Spirits Council, made the following statement today in response to NASCAR’s announcement on spirits brand sponsorships:
“This is a positive step forward which recognizes the distilled spirits industry’s sterling track record of social responsibility.
As NASCAR officials stated, a key factor in their decision to include spirits sponsorships was the spirits industry’s longstanding commitment to social responsibility. Through the award-winning programs of The Century Council, America’s leading distillers’ not-for-profit organization, the spirits industry is a leader in the fight against drunk driving and underage drinking.
For those spirits brands that choose to become NASCAR sponsors, this marketing opportunity will provide a new platform to communicate to adult consumers while extending the reach of our social responsibility messages.
The fact is NASCAR has accepted other alcohol sponsors for the last 25 years. Alcohol is alcohol. Today’s announcement rationalizes NASCAR’s guidelines.
Under NASCAR’s policy, only spirits companies that agree to adhere to the Distilled Spirits Council’s 70-year-old Code of Responsible Practices, regardless of whether they are members of the Distilled Spirits Council, may become NASCAR sponsors.
NASCAR demographics fit well within the Distilled Spirits Council’s Code. According to NASCAR, 95% of those who attend NASCAR are 21 years of age and over; 88% percent of those who watch NASCAR on TV are 21 years of age and over; and the average age of a NASCAR fan is 38 years of age.
Motor sports sponsorships are not new for spirits companies. Spirits brands are sponsors in other racing circuits including the Indy Racing League® IndyCar® Series and International Race of Champions (IROC).

Distilled Spirits Council is the trade association representing producers andmarketers of distilled spirits sold in the United States.
Website: http://www.distilledspirits.org.


ABSINTH & SWITZERLAND
Long absent, absinthe to become legal in its native Switzerland
by Elaine Sciolino, New York Times
For three years Claude-Alain Bugnon has competed with his wife for space in the unfinished concrete basement of their home here, she to do laundry, he to make absinthe.
Armed with plastic containers of dried herbs, tubs of pharmaceutical ethanol, a homemade still and a secret recipe from a friend's grandmother, Bugnon has used his skills as an oil refinery technician to produce the powerful herbal elixir long blamed for driving people mad.
In January a new law takes effect in Switzerland aimed at rehabilitating the reputation of absinthe, whose distillation, distribution and sale were banned after an absinthe-besotted factory worker killed his wife and two children nearly a century ago.
The new law will allow Bugnon and dozens of other underground absinthe makers to "come out," as one Swiss newspaper put it, seek amnesty and produce absinthe legally.
"Absinthe is good for your health, and I drink it almost every day," said Bugnon, filling glasses with his still illegal beverage. "My kids are growing up with its smell. Of course, I still have to be a bit careful. Until the end of the year I could be denounced by an enemy and turned in."
For Swiss distillers like Bugnon, the goal is to produce top-quality, high-octane, government-approved absinthe produced from Artemisia absinthium, or wormwood, a plant native to the Val-de-Travers, the region in western Switzerland where the drink was invented.
If all goes well, the distillers hope to obtain an official governmental appellation declaring that the region produces the only real absinthe in the world. That will secure for them the exclusive right to use the name absinthe -- just as the Champagne region of France is the only region in the world by law to produce champagne.
The new law also will help the Swiss cash in on the rising global market for absinthe, which can be bought easily, and often illegally, over the Internet. There are Internet sites offering absinthe recipes and sources for wormwood seed.
In addition to prodigious amounts of alcohol, absinthe contains thujone, a toxic chemical found in wormwood that was used to treat stomach ailments as far back as ancient times but can cause tremors, hallucinations, paralysis and brain damage in large enough doses.
Absinthe with a low level of thujone is already sold legally in a number of other countries, including Canada, Germany, New Zealand, Austria, Japan, Sweden, Italy and Britain, but not the United States. The Netherlands lifted its ban on absinthe sales last July.
Nicknamed "the Green Fairy," "the green curse of France" and "the milk of the Jura," absinthe was associated with the writers, painters, prostitutes and anarchists of the belle epoque. Oscar Wilde claimed to have seen tulips growing from the bare tile floor of a bar where he had been drinking absinthe. Henri de Toulouse-Lautrec mixed it with cognac instead of water and called it the "Earthquake."
Its seductive powers have been featured in a flurry of films in recent years, from "Moulin Rouge," in which a song is dedicated to the drink, to "From Hell," in which Johnny Depp plays a troubled, absinthe-drinking police inspector.
Bugnon is still tinkering with the right mix of herbs (among them fennel, coriander, mint and anise) for a substance that will have 53 percent alcohol content and turn creamy and slightly bluish when diluted with water. It will also contain 30 to 35 milligrams per liter of thujone, substantially less than the concoctions of a century ago.
Bugnon has received a small metal license plate from the Swiss government that has been soldered to his still. An Italian illustrator has designed an elegant green label. A German importer wants to take his product abroad.
Even though Bugnon has proven is that it does not take much to make a great absinthe, he faces formidable competition.
Two miles away in the village of Motiers is the headquarters of the Blackmint Distillery, owned by Yves Kuebler, a former electrical technician whose great-grandfather was a regional absinthe producer.
Four years ago, the absinthe ban was eased to allow Kuebler to legally distill and sell, locally and abroad, an "Extract of Absinthe," a liqueur with 45 percent alcohol content and 10 milligrams of thujone per liter. Together with the local agriculture department, he helped persuade local farmers to cultivate wormwood again so that he could produce an authentic regional absinthe.
He has already begun to package $35 boxed Christmas gift packages with half-liter bottles of absinthe, two monogrammed glasses and a perforated spoon in the shape of an wormwood leaf for those who like to filter their drink through a sugar cube.
He now plans to make a new, more powerful absinthe that he says will have "a more elegant, refined taste than the one I'm making now. It's like the difference between toilet water and a fine perfume."
There is even stiffer competition a few miles away across the French border in the village of Pontarlier, where French production began after France relaxed its ban on the drink in 1988, allowing producers to make a drink with less than 10 milligrams of thujone per liter.
Absinthe, after all, was first produced commercially in 1797 by Henri- Louis Pernod, a Frenchman whose father-in-law bought the recipe from its inventor, Pierre Ordinaire, a French doctor living in Couvet.
Complicating the market outlook, Spain, Portugal and the Czech Republic have never banned absinthe production, although their absinthes are much rougher than Swiss and French brands.
Not everyone in the Val-de-Travers is sanguine about legalization in Switzerland. For Pierre Andre Delachaux, a high school teacher and author of several books on absinthe, the move will destroy the mystique that came with the ban.
"I want to preserve the myth that comes with keeping absinthe forbidden and clandestine," said Delachaux, who is also the curator of a small museum in Motiers with a special absinthe section.
"The myth is the thrill of breaking the law and not getting caught," he said. "The myth is offering as much money as you can and maybe still not finding what you're looking for. Next year you'll find absinthe in all the supermarkets. We're going to have the absinthe of the bazaar."
(c) 2004 New York Times

LVMH ACQUIRES GLENMORANGIE
Glenmorangie, one of Scotland’s best-known single malt Scotch whisky producers, has ended its two-month search for a buyer. The new owner of the company will be Moet Hennessy Louis Vuitton (LVMH), the French luxury goods group, which beat off competition from compatriot Pernod Ricard with a £300 million offer.
The battle for control of Glenmorangie began back in August when then company’s leading shareholders, the McDonald family, announced that they wanted to sell their stake in the firm.
With such a strong brand and a growing business - Glenmorangie overtook Glenfiddich last year to become the biggest-selling malt whisky in the UK with volumes in excess of 2 million cases – there was inevitably a lot of interest in the company, whose brands also include Glen Moray and Ardbeg single malts and blends The Bailie Nicol Jarvie, James Martin's and Highland Queen, although LVMH and Pernod soon emerged as the front runners.
Pernod was perhaps a surprise bidder, given its already substantial holdings in the Scotch whisky sector, but it argued that most of its business was in the premium blended market (where it owns market leader Chivas Regal) and not in single malts (where it owns the relatively small Glenlivet brand), and that the addition of Glenmorangie’s brands would not lead to any significant competition concerns.
Ultimately, it was the price tag which proved too much for Pernod Ricard, which announced yesterday that it was withdrawing from the bidding, even though initial estimates had valued Glenmorangie at around the £300 million mark.
The successful offer was in fact a 6 per cent premium to Glenmorangie’s current market capitalisation of £282 million.
LVMH, whose drinks brands include some of the most prestigious names in the drinks industry such as Dom Perignon, Veuve Cliquot, Hennessy and Chateau D’Yquem, will now add a first Scotch whisky brand to its upmarket portfolio, moving it closer towards the business model adopted by most of the leading companies, which are building strong brands in most segments of the alcoholic drinks market.
But while Pernod – or indeed any other company with an existing Scotch business - would probably have integrated the Glenmorangie distilleries within its existing operations, creating cost synergies, LVMH will run its new whisky company as a stand-alone subsidiary, arguing (correctly enough) that the current management had done an excellent job at developing the business and were likely to continue doing so.
The challenge for LVMH now will be to replicate Glenmorangie’s strong domestic position on the international stage. “The Glenmorangie brand has been successfully built into one of the leading Scotch malt whiskies in the UK, but has a small share of export markets,” the company said in a statement.
“Moet Hennessy has specific skills and experience in the marketing of luxury wines and spirits brands, and a strong track record, and we believe that Glenmorangie has potential to grow faster and more profitably within Moet Hennessy than as a stand-alone company.”
All of which does not bode well for the future of Glenmorangie’s current distribution agreements with Bacardi Martini, the rum maker which was also thought to be interested in acquiring the whisky maker.
Bacardi Martini distributes Glenmorangie in Germany, Spain, the Netherlands, Austria, Switzerland, France, Italy, Belgium and Portugal, as well as the UK, and also distributes Ardbeg in Germany, Switzerland and the Netherlands, but could find itself stripped of the rights if LVMH decides to push Glenmorangie’s brands through its own channels.
But Europe, in fact, is probably less important than the US, the biggest single export market for Scotch whisky, with total sales of £329 million there last year, but where Glenmorangie’s brands have a relatively limited presence.

(c) 2004 BeverageDaily.com

HEAVEN HILL DISTILLERIES OPENS HERITAGE CENTER
On October 15 2005, the newest stop on the Kentucky Bourbon Trail was dedicated. The Heaven Hill Distilleries Bourbon Heritage Center, the premier tourism destination in central Kentucky, sits in the middle of Bardstown, the "Bourbon Capital of the World®," on the grounds of Heaven Hill and across the street from 40+ open air rickhouses which house the world's second-largest supply of aging Bourbon.
The architecturally-significant new building incorporates into its design the key natural elements from the Bourbon-making process - such as copper, limestone and white oak - and echoes the form of the open rickhouse. The center is dedicated to the history of Bourbon and its dramatic effect on the growth of the Commonwealth of Kentucky, as well as its legacy as "America's Native Spirit" as declared by a 1964 Act of Congress.

Highlights inside the Heaven Hill Bourbon Heritage Center include:
* A series of interactive and educational exhibits that demonstrate the Bourbon-making process and Bourbon history, including information on Evan Williams, Kentucky's first distiller, Elijah Craig - "the father of Bourbon" - and other Bourbon pioneers whose names are immortalized in some of Heaven Hill's most famous Bourbon brands.
• The Evan Williams Theater will show "A Portrait of Heaven Hill," a short informative film on the history of Bourbon, the Bourbon-making process, and Heaven Hill Distilleries. The theater, located at one end of the Center, accommodates 75 in traditional theater-style seating.
• A highlight of the Center is the one-of-a-kind barrel-shaped "Taste of Heaven" tasting room, which seats 22. The dramatic space gives visitors (21 and older) a unique environment in which guided samplings of the company's world-renowned whiskeys will be conducted.
• Eye-catching display items such as old advertisements, photographs, and even a sample of the very first "white dog" (new, unaged Bourbon) that was distilled at Heaven Hill.
• One wall re-creating a rickhouse, complete with various Heaven Hill Bourbon - branded barrels stacked up to the ceiling. The company's milestone barrel heads, beginning with the first barrel filled, are also on display on this wall.
• The center's gift shop will have Kentucky crafts, branded merchandise and a special bottling of Evan Williams Master Distillers' Select Bourbon available for purchase and customized personalization.
The official opening of the Bourbon Heritage Center was held Friday, October 15 from 6:30 p.m. to 8:30 p.m. Officials from Bardstown, Nelson County, the state of Kentucky and the Bourbon industry were on hand to take part in the dedication of the building. Addressing the event was Kentucky Department of Travel Commissioner Randy Fiveash, whose agency administers state tourism and travel. A proclamation from Governor Ernie Fletcher declaring October 15, 2004 as Heaven Hill Distilleries Bourbon Heritage Center Day in the Commonwealth of Kentucky will also be presented.
"The creation of the Bourbon Heritage Center has been a work in progress for many years, and it's gratifying to see it finally come to life exactly the way we had envisioned it," said Harry J. Shapira, executive vice president, Heaven Hill Distilleries, who personally oversaw the design and construction of the Center. "We think it's really come together well, and we're excited that it will undoubtedly be one of the premier tourism destinations in central Kentucky for many years to come."
"We have always done a brisk tour business, often welcoming nearly 10,000 guests a year to our facility," said Shapira. "Our adjacency to My Old Kentucky Home State Park, as well as our support of the Heaven Hill Distilleries Trolley, has meant we have always had a broad and consistent base of visitors. We feel strongly that the new Bourbon Heritage Center will augment both the number of people visiting the distillery and Bardstown, as well as their overall impression of the city, county and region."
Guests can visit Heaven Hill's new Bourbon Heritage Center at 1311 Gilkey Run Road in Bardstown. Hours of operation are 10:00 a.m. to 5:00 p.m. Tuesday through Saturday; 12:00 p.m. to 4:00 p.m. on Sundays; last tour starts one hour before closing, the center is closed on Mondays. For more information, call 502-337-1000 or visit www.bourbonheritagecenter.com.
Founded in 1934, Heaven Hill is the nation's largest independent, family-owned marketer and producer of distilled spirits products. Aging in its facilities is the second largest holding of Kentucky whiskey in the world. Heaven Hill's diversified portfolio includes: the full line of The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; Hpnotiq; Whaler's Rums; Burnett's Gin and Vodka; Dubonnet Aperitif; Scotch Whiskies; Irish Whiskeys; Canadian Whiskies; vodka; gins; rums; tequilas; cognacs; liqueurs; cordials; and dessert wines.
Heaven Hill is based in Bardstown, Ky.
For more information, visit www.heaven-hill.com.


INTRODUCING CHINACO® ANNIVERSARY AÑEJO TEQUILA
Master Distiller and Third Generation Tequila Distiller, German Gonzalez,
Debuts Chinaco Añejo Tequila In Celebration of 30 Years

Deerfield, Illinois — October 12, 2004 — To commemorate 30 years of handcrafting the world’s premier ultra-premium tequilas, Master Distiller German Gonzalez unveils Chinaco Anniversary Añejo Tequila. Part of the famed ultra-premium Chinaco tequila collection, the Chinaco Anniversary Añejo was specially crafted to celebrate three generations of family distilling tradition and to recognize German’s grandfather, a famous Chinaco warrior for whom the Distillery was named. A rare tequila, this anniversary expression reflects the rich character of the Distillery. It is a luxury sipping tequila for the true connoisseur.
Chinaco Anniversary Añejo represents the pride of the family-owned distillery. It was specially set aside more than seven years ago to celebrate this milestone. Aged more than twice as long the family’s traditional Añejo, this expression combines the perfect balance of fruit, floral, oak and butterscotch flavors. Dominated by an earthy agave aroma, Chinaco 30th Anniversary Añejo Tequila delivers a long and lightly sweet agave and caramel finish. Each limited-edition bottle is hand numbered and signed by Gonzalez. Packaged in a one-of-a-kind, handmade box featuring Mexican Emperor Maximillian in full Chinaco battle dress, Chinaco Anniversary Añejo reflects both the rich history of Mexico and the Gonzalez family pride.
“Rich in flavor and character, this bottle marks a milestone for my family and for tequila,” said Gonzalez. “The Chinaco Anniversary Añejo should be sipped and treasured like the finest cognac.”
Only 900 bottles of Chinaco Anniversary Añejo Tequila will be available in the United States. With a suggested retail price of $325, the Chinaco 30th Anniversary Añejo Tequila will be available on a limited basis nationwide at fine retail stores and on-premise establishments.
Part of the award-winning Chinaco Tequila portfolio including Chinaco® Blanco, Chinaco® Reposado and Chinaco® Añejo, the Chinaco brand is credited with being the first ultra-premium tequila in the United States. Debuting in the United States in the late 1980s, Chinaco began changing perceptions of tequila. Today, the Chinaco Anniversary Añejo Tequila is a welcome edition to the growing popularity of ultra-premium tequilas in the United States. It is a remarkable testament to the ultra-premium characteristics of the Chinaco brand.
About German Gonzalez
German Gonzalez, master distiller Chinaco tequila, and his three brothers proudly carry on the family’s renowned tequila-making traditions. Founded in 1973 by German’s father the late Guillermo Gonzalez, the Chinaco La Gonzalena Distillery is located in the rich northern region of Mexico where the family’s tequila is handcrafted under the watchful eye of Master Distiller German Gonzalez. Named after his great-grandfather, a famed Chinaco warrior, German takes great pride in safeguarding his family’s distilling traditions. Under German’s direction, Chinaco continues to win over new admirers and has earned a hard-fought place among tequila’s elite. Chinaco is handcrafted from 100% blue agaves to create a one-of-a-kind experience.


JIM BEAM HONORS A WHISKEY LEGEND
The legendary whiskey maker who became the public face of the boutique bourbon movement in the 1990s now has his face on a bottle.
Jim Beam Brands has released 3,000 bottles of Booker's Bourbon (about $50) with a label bearing the likeness of Frederick Booker Noe II, who died in February 2004 at 74 after more than 50 years in the business.
Booker Noe, as he as known, was Jim Beam's grandson and a sixth-generation Beam family distiller. In 1988, he created Booker's Bourbon, considered the first upscale small-batch bourbon.
The uncut, unfiltered, high-powered whiskey sparked a renaissance in hand-crafted bourbons and helped reverse the spirit's long sales decline. Noe, who boasted a down-home persona, made promotional appearances and became an icon for whiskey buffs.
"Dad would probably have said it was way too much to put his face on a bottle. He just liked to do his thing, make his bourbon," says his son, Fred Booker Noe III. "But it's a nice memorial."


2 FINGERS TEQUILA NEW LABELS
TWO FINGERS TEQUILA UNVEILS NEW LABELS FOR SILVER AND GOLD VARIETIES
Popular Tequila upgrades familiar black bottle with distinctive, colorful designs
BARDSTOWN, KY—Heaven Hill Distilleries, Inc., importers of Two Fingers Tequila, has announced a packaging redesign for a brand which is traditionally one of the category’s top performers. The redesign is intended to enhance the shelf presence and more clearly communicate the quality of Two Fingers, made from blue agave plants grown in the mountainous Los Altos region of the Mexican state of Jalisco. And with the Tequila category bouncing back from a tumultuous period which saw demand outpace supply, the enhancements to the Two Fingers package should position the brand well to take advantage of this growth.
Produced in Mexico by that nation’s largest family-run distillery, and imported by Heaven Hill, America’s largest independent family-owned spirits supplier, Two Fingers has long been an established and popular brand in the United States. Available in both silver and gold varieties in 200 ml, 375 ml, 750 ml, 1.0 liter and 1.75 liter sizes, Two Fingers has consistently experienced double-digit percentage increases in sales since Heaven Hill acquired the brand.
The packaging upgrade, which will continue to use the tall, opaque black bottle that has become so familiar to Tequila consumers, adds a more sophisticated and contemporary flair to the brand, giving it a better presence on the shelf or on the back bar. The new label uses a colorful foil substrate, with stylized illustrative renderings of Mexican motifs around the traditional Two Fingers logotype. The new labels also allow easier differentiation between silver and gold varieties, through the use of silver-blue and gold-orange foil, respectively. “Loyal Two Fingers consumers will recognize the black bottle and logotype, and should welcome the enhanced packaging, while new users, attracted by the more contemporary label and the approachable price point, will be motivated to try the brand,” noted Susan Wahl, Heaven Hill Marketing Manager. “As a long time category leader with much equity built up in the name, logo and bottle, we believe the label upgrade will help keep Two Fingers Tequila visible and in demand among today’s consumers.”
Supporting the new Two Fingers Tequila look will be retail POS including a case card, floor bin and shelf talkers that pick up on the redesign, reproducing the new package with the tag line “Do It With Two Fingers.” The launch of the new packaging is also being supported by margarita salt or shot glass on-packs, where legal.
Founded in 1935, Heaven Hill Distilleries, Inc. is the nation’s largest independent, family-owned marketer and producer of distilled spirits products. Aging in its facilities is the second largest holding of Kentucky whiskey in the world. Heaven Hill's diversified portfolio includes: the full line of The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; Hpnotiq Liqueur; 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. Heaven Hill is based in Bardstown, Ky.


RIDGMONT RESERVE 1792 LAUNCHED
RIDGEMONT RESERVE 1792 CELEBRATES ITS KENTUCKY HERITAGE
Bourbon, which has been the pride the of Kentucky for more than 200 years, is enjoying a renaissance in restaurants, lounges, bars and homes from coast to coast.
Within the past decade, interest in super-premium bourbon has skyrocketed, capturing the attention and the taste buds of a growing number of young, urban Americans and long-time bourbon aficionados.
Ridgemont Reserve 1792 is a small-batch bourbon whiskey with all the characteristics and flavor of classic bourbon -- with an added twist. Crafted for Barton Brands Ltd. by master distiller Greg Davis, who brings years of involvement in creating high-quality bourbon recipes, Ridgemont Reserve 1792 is aged eight years in new, charred white oak barrels for a fuller-bodied taste and a deep, caramel color. Made with traditional Kentucky bourbon ingredients of corn, rye and malted barley, Ridgemont Reserve 1792 uses a higher amount of rye and malted barley to bring added dimension to the bourbon’s distinct flavor.
“Ridgemont Reserve 1792 celebrates what’s great about Kentucky and what’s great about bourbon, from the design of the bottle to its rich, smooth taste,” said Greg Davis, master distiller for Barton Brands Ltd. “This is a high-quality, eight year-old, small-batch bourbon, but it’s accessible to anyone who enjoys traditional spirits. It’s worthy of the best occasions, but it’s equally suited to toasting a night out with friends.”
Bourbon’s Booming Success
In the 70s, bourbon’s popularity was in decline. However, consumer interest in “brown” spirits began to grow with the introduction of super-premium, small-batch bourbons in the early 90s. Appealing to an emerging group of upscale bourbon aficionados, the demand for small-batch bourbons, such as Ridgemont Reserve 1792, is enjoying a resurgence in popularity not only in bourbon’s home state of Kentucky – but also across the country.
Bourbon is an American creation and in no other place is it more a part of the culture and the economy than in Kentucky. In the 1920s, Kentucky boasted more than 200 bourbon distilleries. That number shrank to 60 in the 1960s and then to just eight in the 90s. For that reason, Barton Brands Ltd. opted to dedicate their new super-premium bourbon to their Kentucky roots.
Ridgemont Reserve 1792 is named for the year the commonwealth of Kentucky entered the Union.
Ridgemont Reserve 1792 is available at liquor stores, select bars and in the collection of cities that make up America’s “Bourbon Belt.” For more information on Barton Brands Ltd. and their products, please visit www.bartonbrands.com.
Barton Brands, Ltd., a Constellation Brands Company, is a major producer and importer of alcoholic beverages, based in Chicago. Barton Brands is the nation's third-largest distilled spirits company. With strong national and regional price/value brands and premium brands in select growth categories, Barton Brands is an industry leader.


MOUNT VERNON DISTILLING MUSEUM
NEW DISTILLING MUSEUM AT MOUNT VERNON TO BE GATEWAY TO AMERICAN WHISKEY TRAILsm
The Distilled Spirits Council in cooperation with Historic Mount Vernon announced September 28, 2004, the creation of a new distilling museum at George Washington’s Distillery, which will become the gateway to the American Whiskey Trailsm, a new national cultural heritage and tourism initiative showcasing historic sites and museums in 5 states related to whiskey and distilling.
What: Creation of a new national distilling museum at George Washington’s distillery site at Historic Mount Vernon. The museum will serve as the gateway to the American Whiskey Trailsm, a new national whiskey tourism initiative featuring two Virginia landmarks: Mount Vernon and Gadsby’s Tavern.
Where: George Washington’s Distillery at Mount Vernon (Location: Washington’s Gristmill and Distillery Site, ½ mile east of the intersection of Routes 1 and 235 in Mount Vernon; or from the GW Parkway: 5514 Mount Vernon Memorial Highway (behind the Gristmill), Alexandria, VA (2.5 miles west of Mount Vernon's Main Gate on SR 235 South)
CONTACTS:
Distilled Spirits Council 202-682-8840
Historic Mount Vernon 703-799-8607


BUFFALO TRACE OPENS THE GEORGE T. STAGG GALLERY
Over 200 years in the making! Buffalo Trace, the oldest continually operating distillery in the country, has a new addition highlighting its rich history. The George T. Stagg Gallery will feature historic photos, rare artifacts and other displays focusing on bourbon history and production.
Visitors can look forward to seeing such artifacts as: Prohibition era “medicinal whiskey” packaging, historic photos of construction, floods and production, old barrel stencils, rare bottles and more.
The George T. Stagg Gallery will be open to the public, free of charge, six days a week during normal visitor hours. Along with the Gallery, the Buffalo Trace Gift Shop has also been expanded. The Gift Shop now has a larger selection of Buffalo Trace merchandise as well as expanded restrooms to accommodate the growing number of visitors to the distillery.
“We are really excited to be able to offer our visitors such a fascinating look at the history of bourbon while they are here touring the distillery,” said Nancy Gum, Visitor Center Manager. “It is our hope that the Gallery along with the Gift shop will attract first-time visitors as well as encourage old friends to come back and see what’s new at the Trace.”
About Buffalo Trace
Buffalo Trace Distillery is a family-owned operation based in Franklin County, Kentucky. The distillery's rich distilling tradition dates back to 1787 and has included such legends as E. H. Taylor, Jr., Albert B. Blanton, Orville Schupp, Elmer T. Lee, and Gary Gayheart. Buffalo Trace is a fully operational distillery producing bourbon and vodka on site, and was recently named to the National Historic Register.
For more information, please visit www.buffalotrace.com.


MIKE MILLER WELCOMES YOU TO BARDSTOWN KENTUCKY & THE LAND OF BOURBON
Ah, Bourbon - America’s only native spirit represents a community of people and places steeped in tradition. Prior to prohibition America boasted hundreds of distilleries producing a multitude of various sorts of whiskey, however a change drinking habits globally but especially in this country after prohibition led to a demise in the consumption and thus production of American whiskey.
Fortunately, over the course of the last decade or so, we have seen a massive resurgence of interest in American whiskey and a significant rise in consumption globally and the reintroduction of lost brands and the development of new, dynamic, modern American whiskies. There has not been a more interesting time to be involved in American whiskey making - and drinking, since the turn of the century.
Another real bright spot in today's American whiskey industry has been the availability of the people behind the brands, to the consumer - not only can you enjoy a fine glass of Elmer T. Lee bourbon, but you can meet him at Bourbonfest and get a feel for the personality in the bottle - I don’t know of another spirit sector where this is more true. With personalities like the incomparable, and sadly late Booker Noe and the current legacy of friendly Freddy Noe, Maker’s Mark’s gleaming Bill Samuel’s, Wild Turkey’s fantastic Jimmy Russell, the expertise of Heaven Hill’s Parker Beam and son Craig Beam, Barton’s race calling Bill Friel and the youngest master distiller in the industry Greg Davis, the brilliance of Julian and Preston Van Winkle, the gentlemanly Lincoln Henderson of Brown Forman, Jack Daniels' stoic Jimmy Bedford, Four Roses astute Jim Rutledge, and of course Buffalo Trace’s Elmer T. Lee and Gary Gayheart, it’s no wonder people travel from all corners of the globe to experience
American whiskey at Bourbonfest.
There really is no other spirit in the world where the distillers are so apparent and this is just the tip of the icecube, the community of people surrounding the American whiskey industry is unparalleled.
Certainly, this is largely due to the proximity of the distilleries in a relatively small part of the country, but there is true camaraderie amongst these people. Even though they are each others competition, they exist as one in many ways, as represented primarily by the unity of the Kentucky Distillers Association and a truly good natured business environment.
As I write this I have just returned from my visit Bardstown, Kentucky - the home base of Bourbon whiskey, the location of the Oscar Getz Museum of Whiskey History and the center of The Kentucky Bourbon Festival. This is the greatest and largest gathering of Bourbon producers and enthusiasts anywhere in the world - An unparalleled opportunity to sample every whiskey the industry has to offer while interacting with the community that makes it happen and experience the global reach Bourbon has achieved, with its growing popularity in Asia, Europe and Australia.
I relished the ability to visit each distillery, interact with the fermenting mash and taste the Bourbon right from the barrel.
But what I am looking forward to the most is the ability to visit with the Bourbon world's unusual personalities, have a drink with them and share in the lives that exist in those bottles of whiskey.
Cheers!
Mike Miller
Delilah’s, 2771 N. Lincoln, Chicago, USA


BACARDI ACQUIRES GREY GOOSE
Bacardi, the family-owned distiller, yesterday announced an agreement to buy Grey Goose vodka, one of the drinks industry's recent success stories, for an undisclosed sum, thought to be about $2bn.
Nurtured by Sidney Frank Importing, an independent US company, Grey Goose disproved the notion that only deep-pocketed multinationals have the resources and know-how to develop successful premium brands.
It is thought that Diageo, the world's biggest distiller, tried to gatecrash the talks between the two but a definitive agreement was announced yesterday.
The deal will allow Bacardi to fill a gap in its existing portfolio of drinks, - which ranges from Bacardi rum to Bombay Sapphire gin. It already sells Eristoff vodka, a standard brand in continental Europe, as well as Türi, an upmarket vodka, but neither has enjoyed Grey Goose's success.
Distilled and bottled in Cognac, France, Grey Goose is sold mainly in the US at about $27-$28 a bottle, making it a "super-premium brand".
Bacardi said that its volumes were growing by more than 20 per cent a year but did not disclose specific performance information.
The company suffered a 21 per cent drop in net profits in its last fiscal year because of negative factors ranging from a decline in "ready-to-drink" cocktails such as Bacardi Breezer and destocking in the US and Mexico. Sales rose 7 per cent, however, to a record $3.3bn, aided by dollar weakness.
Yesterday, Javier Ferrán, Bacardi president and chief executive, said Grey Goose had been at the top of its shopping list, particularly since it did not have to buy weaker "tail" brands as part of the deal: "We really wanted to buy a brand without a tail attached to it."
He said it was the longer-term intention to roll out Grey Goose in more countries, although the market for super-premium vodka is small outside the US.
He said both sides agreed not to disclose the purchase price. However, when details emerge, Bacardi may face claims that it is paying a lot, though Grey Goose is a strategic addition.
Sidney Frank, chairman and chief executive of Sydney Frank Importing, said in a statement that "one cannot avoid having mixed feelings on the sale of such a great brand" but added that he thought "the people at Bacardi understand brand-building and this will ensure the development of the full potential of Grey Goose".
(c) 2004 Financial Times