Beam Global Spirits & Wine, the premium spirits business of Fortune Brands (NYSE: FO) announced it has acquired the EFFEN Vodka brand from the Sazerac Company, Inc.  EFFEN, named after the Dutch word for smooth, is a super-premium brand produced in Holland with a patented distillation process.

“EFFEN Vodka is an excellent fit with our brand portfolio, and we’re excited to put our sales and distribution muscle behind it to accelerate the brand’s growth,” said Matt Shattock, president and chief executive officer of Beam Global Spirits & Wine. “EFFEN has built a strong following in select markets, and we believe our sales and marketing organizations can help expand distribution and build excitement for EFFEN in many more markets in the U.S. and around the world.”

With annual net sales of approximately $10 million, EFFEN’s distribution is currently concentrated in Chicago, Southern California and major Florida markets.  The EFFEN product line includes EFFEN Vodka, EFFEN Black Cherry Vodka and limited edition EFFEN Raspberry Vodka.

As part of the transaction for EFFEN, Beam Global has sold the Old Taylor whiskey brand and inventory to Sazerac.  Other terms of the proposed transaction were not disclosed.

Beam Global hosted more than 60 New York bartenders on June 12 at Yankee Stadium to celebrate the launch of Red Stag by Jim Beam. The bartenders enjoyed Red Stag cocktails in the new Jim Beam Suite Lounge at Yankee Stadium, toured Monument Park, and watched the Yankees defeat the Mets in the bottom of the ninth.

In attendance was seventh-generation Jim Beam family distiller Fred Noe, master mixologist Bobby “G” Gleason, and Whiskey Professor Bernie Lubbers. Also, Yankees legend Richard “Goose” Gossage stopped by the suite party and was given a signed bottle from Fred Noe and enjoyed Red Stag on the rocks.

“The ‘Subway Series’ was the perfect way to bring New York bartenders together to introduce Red Stag and highlight our presence at the new Yankee stadium,” said Jason Medvegy, Beam Global Spirits & Wine state manager, New York and Connecticut. “It was a great night in the Bronx, with great company, an exciting game and creative Red Stag cocktails.”

Bartenders enjoyed Red Stag cocktails and competed in a cocktail challenge using Red Stag, a Kentucky Straight Bourbon Whiskey infused with natural black cherry flavor. They were challenged to create a signature Red Stag cocktail, with the chance to have their drink placed on the menu at the Jim Beam Lounge in Yankee Stadium. Fred Noe, Bobby G, and Bernie Lubbers made up the judge’s panel, critiquing the cocktails on creativity, innovation and taste.

The winning cocktail, Red Hot-Hattan, was crafted by The Cocktail Guru, Jonathan Pogash, bartender and cocktail consultant:

Red Hot-Hattan
- 1 1/2 parts Red Stag
- 1/2 parts sweet vermouth
- 1/2 parts Hot Damn Burst
- 2 dashes angostura bitters
Stir well with ice and strain into cocktail glass. Garnish with lemon peel.

Before watching the first game of the “Subway Series,” guests toured parts of the new stadium including the Jim Beam Suite and Lounge. The Jim Beam premium seats are located directly behind home plate in nine sections of the Terrace Level. The section accommodates 1,300 fans in cushioned seats with padded backs and offers stunning views of Yankee Stadium. Jim Beam Suite ticket holders have exclusive access to the Jim Beam Lounge – a branded bar that is indoors and has exclusive food and beverage offerings, high-definition televisions and private restrooms.

The New York Spirits Awards today announced the spirited winners of its inaugural event.  Over 250 brands from all over the world entered the debut event which was held on June 14 and 15 at the Javits Center in the heart of Manhattan.

The distinguished judging panel, led by Jack Robertiello of Drinks Ink, was composed of members of the on and off-sale community.  In a blind tasting, the judges scored each brand on a 100-point system.  The NYSA awarded honors at three levels.  The Best of Show award was given to the brand with the highest score.  The FDR Award, named for the US President credited with the repeal of Prohibition, was awarded to the highest scoring brand in each category.  And the Best of Class honor was given to the top scoring 20% of brands in each category.

In an unusual turn of events, the Best of Show award resulted in a tie.  Two extraordinary brands will share this honor for 2009.  The superb quality of Bache-Gabrielsen Hors d’Age Cognac and Tequila Corrido Extra Anejo proved unbeatable.

Termination of The century council’s Participation in MADD’s campoign to Eliminate Drunk Driving

MADD remains hopeful that The Century Council might fully embrace the Compaign to Eliminate Drunk Driving and therefore, we welcome further discussion that might lead to this outcome. However, given the findings of MADD’s review, MADD is not able to engage in such discussions while The Century Council proclaims to be MADD’s partner in the Campaign as it undertakes initiatives that undermine the Campaign’s objectives, works to establish a national agenda that undermines the goals of the Campaign, and undertakes initiatives, whether intentional or not, that condone underage drinking and undermine the 21 Minimum Legal Drinking Age.

International Cachaça Day was started by Sociedade  Brasileira da Cachaça, a Brasilian government organization. It was created to  commemorate June 12th, 1744: the day when Portugal, then the colonial  authority in Brasil, outlawed the production and selling of cachaça. The  spirit, which is so deeply rooted in the history of Brasil, is now becoming a  major part of the US mixology scene. (Source: Cabana Cachaça)

Caipirinha Recipe

Southern Comfort is launching two premium pre-mixed, ready-to-serve cocktails – Southern Comfort Hurricane Cocktail and Southern Comfort Sweet Tea Cocktail.  The products will be on retail shelves nationally in mid-June, just in time for the July 4 holiday.

“We are launching these ready-to-serve cocktails to answer the demand for pre-mixed solutions as consumers spend more time entertaining at home,” said Campbell Brown, Vice President, Director Southern Comfort Americas. “Whether it’s for an indoor or outdoor party, for a big or small group of friends, these cocktails take the hassle out of mixing cocktails all night.  They’re simple and delicious.  All people have to do is grab a glass of ice, pour and enjoy.”

According to Nielsen, the premium ready-to-serve category is growing over 72% compared to 3.4% for the overall ready-to-serve category.

Both flavors capitalize on Southern Comfort’s origins.  The Hurricane is an iconic cocktail that shares a long tradition with Southern Comfort, and brings a little piece of New Orleans and Mardi Gras to any occasion. Hurricanes can be daunting to make at home because of the many ingredients and recipe variations.  The Southern Comfort Hurricane Cocktail is as delicious to drink, but much easier to make, than the original party blend.

Interestingly enough, sweet tea originated at the 1904 World’s Fair in St. Louis…the same fair where New Orleans bartender M.W. Heron won a gold medal for his Southern Comfort.  The mix of the lighter taste of sweet tea with Southern Comfort delivers an extraordinary drinking experience for any at-home entertaining experience.

The Southern Comfort Ready-To-Serve Cocktails are only available in the U.S. in a 1.75L size with a suggested retail price of $19.99.

Pernod Ricard USA announces that Lauren Simkin, a veteran of the U.S. fine wine industry, has been appointed General Manager, Pernod Ricard USA Wines & Champagnes.   Ms. Simkin will lead the development of the company’s portfolio in the U.S., reporting to Paul Duffy, Chairman and CEO, Pernod Ricard USA.

Before joining Pernod Ricard in 2007, Lauren held a series of progressively responsible sales and marketing management positions at Seagram and Southern Wine & Spirits. Said Duffy: “I am confident that Lauren’s strong experience, coupled with her successful track record at Pernod Ricard USA, will position our wines and champagnes business for continued success.”

Pernod Ricard USA also announces the reorganization of the Wines & Champagnes division to further strengthen its Route to Market. Effective July 1, 2009, the revamped team will include three geographic divisions and an Off-Premise National Accounts unit.  As part of the reorganization, the following positions have been created, reporting to Ms. Simkin:  four Division Wine Directors, a Director of Sales Strategy (responsible for developing Trade Marketing programs); and a Vice President, Marketing – Wines & Champagnes.

The following senior level personnel moves result from the reorganization:

David Bonathan is promoted to West Division Wine Director, and John Romes, is promoted to Central Division Wine Director. The other Division Wine Directors and the Vice President, Marketing are expected to be appointed shortly.

Joe Kelly, currently Division Wine Manager, Northeast, has been named Director of Sales Strategy.

“Our goal is to increase the competitiveness of Pernod Ricard USA in the Wines and Champagnes business. This new organization and the appointment of Lauren will help make this happen,” Duffy said. (Source: Pernod Ricard USA)

Milan, 8 April 2009 - Gruppo Campari announces it has signed an agreement to acquire Wild Turkey from Pernod Ricard, marking the largest acquisition in Campari’s history and cementing its position as a leading company in the US and international premium spirits markets. The acquired business includes the Wild Turkey brands, American Honey liqueur, distillery facilities in Kentucky, USA, and aged liquid and finished product inventory.

The total purchase price for the acquisition is US$ 575 million (or € 433 million at current exchange rate), corresponding to 9.7 times the historic CAAP (Contribution after  advertising and Promotion expenses) and 12 times the expected EBITDA in the first 12 months following the deal’s closing. The transaction, subject to antitrust approvals, is expected to close prior to June 30, 2009 and the consideration will be paid for in cash.

Following this acquisition, the weight of the Group’s business outside Italy is expected to increase to almost two-thirds of its sales. Bob Kunze-Concewitz, Chief Executive Officer: “With Wild Turkey Campari adds a brand of strategic relevance to its portfolio and further enhances its premium offering. This acquisition is another key step in the building of a leading player in the global spirits industry. It is a unique opportunity to enter the attractive bourbon whiskey category and exploit its growth potential through a global and leading brand. The transaction demonstrates our commitment, in line with our strategy, of continuing growth in the profitable US spirits market. In addition, Campari expands its presence in key international markets such as Australia, where the acquisition provides the foundation for establishing its own distribution platform, and Japan.”

This deal is the fourth acquisition concluded by Campari in the USA, after SKYY Vodka (2002), Cabo Wabo (2007) and X-Rated (2007). With Wild Turkey, the total investment by Campari in US acquisitions amounts to USD 1.1 billion (€ 0.9 billion). Together with the Company’s long term approach to business, this underlines its solidity, extremely robust cash flow generation as well as a strong capital structure.

Wild Turkey is a global brand with a total volume above 800,000 nine-liter cases sold in over 60 markets. The US is the brand’s largest market, accounting for almost one-half of the brand’s sales;
Australia and Japan are respectively its second and third largest markets. The brand enjoys a successful track record of continuous growth in its category in key geographic markets. The American straight whiskey is a dynamic spirits category, with a premium and super premium offering driving the growth in the US as well as in the international markets.

In addition, the acquisition brings Wild Turkey American Honey, a honey and bourbon based liqueur, a successful new entry into the premium US cordial category and a substantial growth opportunity.

Wild Turkey has a unique brand image built around values of authenticity, distinctive flavour and taste, and genuine and uncompromising brand positioning. These characteristics enable it to be positioned in the premium segment globally. Wild Turkey has all the attributes - authenticity, premiumness, heritage - to successfully exploit its category and market growth potential.

The transaction will be financed through credit facilities underwritten by four major banks: Bank of America, BNP Paribas, Calyon and Intesa San Paolo. Legal advisors are Morrison & Foerster on the transaction and Allen & Overy on the funding.

For the past 22 years, the Early Times Mint Julep has proudly served as the “Official Drink of the Kentucky Derby®.”  In celebration of this, Early Times Kentucky Whisky continues its tradition with the release of the 2009 commemorative Kentucky Derby bottle.

In recognition of its “Official Drink of the Kentucky Derby” designation, Early Times commissioned renowned equine artist Celeste Susany to create an original oil painting of an actual scene at Churchill Downs® for its 2009 Derby bottle. 2009 marks Celeste’s 10th anniversary of painting the artwork for the Early Times Mint Julep commemorative bottle. Entitled “Dueling Towards Destiny”, this year’s painting depicts two powerhouse horses in stride racing towards the finish line with the Derby crowd and famed Twin Spires in the background.

During this year’s Derby week, more than 140,000 Early Times Mint Juleps are expected to be served at Churchill Downs. Over the past 22 years, more than 2.5 million Early Times Mint Juleps have been served between Kentucky Oaks® and Derby Days at Churchill Downs. This year’s Derby will take place May 2, 2009 in Louisville, Kentucky.

Launching in April 2009, the newly labeled one-liter pre-mix bottle will be available in limited quantities throughout the United States for a suggested retail price of $14.99.

About the Artist:
Celeste Susany was born in eastern Ohio in 1952. She spent a large portion of her life around horses in Santa Anita, Hollywood Park, and Del Mar, California. She received her degree from the Art Center College of Design in Los Angeles. Susany received recognition as a top American artist in the book Racing in Art, by John Fairley, published in 1990. She produced artwork in 1989, 1990, and 1996 for the Kentucky Derby.

Capturing the adrenaline-filled world of horse racing through the eyes of a jockey, Woodford Reserve, an award-winning small-batch bourbon, is honoring the country’s favorite horse race with the release of its limited edition 2009 Kentucky Derby bottle featuring artwork by retired jockey Tom Chapman.

“Much as we try, it’s impossible to express in words the intensity of racing from a jockey’s perspective,” said artist Tom Chapman. “My goal is to capture it with a paint brush and canvas, often using unique angles and vibrant colors to set the tone. But no painting can truly capture the vibrancy and intensity of the Kentucky Derby.”

Chapman’s vibrant, colorful image captures the excitement and intensity of the Kentucky Derby as two jockeys in brightly-colored silks concentrate on the race with the historic Twin Spires of Churchill Downs in the background. The artist’s signature adorns the neck band of the bottle, and an attached tag bears information about the artist and product. The limited edition liter-size bottle will be available beginning in early April throughout the nation in 38 states.

Woodford Reserve Bourbon is the “Official Bourbon of Kentucky Derby 135” and has served as the official bourbon for the past eleven years. It also sponsors a Grade I race, the Woodford Reserve Turf Classic, which is run on Derby Day, May 2, 2009, and has become one of thoroughbred racing’s premier events.