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100 Anos Verde Tequila Launches in the United States

Home > Press > 2007 - 100 Anos Verde Tequila La

Deerfield, Illinois, November 29, 2007 - Beam Global Spirits & Wine, Inc. a unit of Fortune Brands, Inc. (NYSE:FO), and Sauza Tequila, one of the world's largest and fastest growing tequila brands, today announced the U.S. launch of 100 Anos Verde Tequila. 100 Anos Verde is the most recent addition to the 100 Anos family to join the portfolio in the United States. 100 Anos Verde is now available on retail shelves.

Based on the unparalleled success of 100 Anos Reposado and Blanco which have performed well in the United States since their launches, in May 2005 and May 2007 respectively, the brand will now add 100 Anos Verde Tequila to retail shelves. A leader in Mexico, the 100 Anos portfolio is the number one tequila portfolio in volume in the Mexican tequila wholesaler market and number two tequila family in the Mexican retail market (ISCAM + Nielsen, July 2007). The 100 Anos portfolio in the United States, consisting of Reposado and Blanco, has performed strongly experiencing 52 percent year-to-date growth (AC Nielsen + DISCUS, August 2007).

"We are proud to be one of the most respected and treasured tequila brands in Mexico," said Antonio Portillo, brand manager, 100 Anos. "100 Anos has become one of the favorite tequilas of Mexico due to its authenticity and loyalty to the genuine values of the Mexican culture. 100 Anos is a special brand that is being embraced in America by those who enjoyed it in Mexico, bringing a little piece of Mexico into their new homes. We are confident that the addition of this sophisticated 100 Anos variant will position our brand for great success in the United States," continued Portillo.

A 100% blue agave reposado, 100 Anos Verde is geared towards 24-40 year old male tequila aficionados. It is ideal when enjoyed neat, but is also diverse enough to be consumed in high-quality cocktails. Verde has an intense flavor, a bright yellow color with a balanced and light aroma. Similar to the other marques in the 100 Anos portfolio, Verde features a unique handcrafted bottle with rounded edges, decorated to reflect the inherent values of the Mexican culture.

Point-of-sale materials include case cards, posters and shot glass gift packs to drive consumer awareness at off-premise locations. 100 Anos Verde is available nationwide in 375ml, 750ml and 1.75L bottles with a suggested retail price of $21.99, which varies by market.

The tequila category has experienced robust growth in recent years, with an 8.5 percent surge in growth during the 52-week period ending December 16, 2006 (AC Nielsen). The entire Sauza family of tequilas, including 100 Anos, is a key contributor to this growth. Representing one of the most diverse tequila portfolios on the market, Sauza offers a fine selection of premium, super-premium and ultra-premium tequilas perfect for mixing, sipping and straight-up consumption.

About Sauza Tequila

Sauza Tequila is one of the oldest tequilas in Mexico and one of the most popular in its homeland. Sauza is the #2 premium tequila in the world. Through its popularity in its native Mexico, Sauza has reached the esteemed front-runner position as one of the world's fastest-growing tequilas. This high-quality tequila true to its Mexican roots also boasts one of the most diverse families of tequila on the market, with a fine selection of premium, super-premium and ultra-premium tequilas perfect for mixing, sipping and straight-up consumption. Additional information can be found at www.sauzatequila.com

About Beam Global Spirits & Wine:

Inspiring conversations around the world, Beam Global Spirits & Wine, Inc., is building brands people want to talk about. Consumers from all corners of the globe call for our brands, including Jim Beam Bourbon, Sauza Tequila, Canadian Club Whisky, Courvoisier Cognac, Maker's Mark Bourbon, Laphroaig Scotch Whisky, Larios Gin, Whisky DYC, Teacher's Whisky, DeKuyper Liqueurs, Knob Creek Bourbon, Starbucks Liqueurs and Clos du Bois Wines. Beam Global Spirits & Wine is part of Fortune Brands Inc. (NYSE:FO), a leading consumer brands company with annual sales exceeding $8 billion. For more information on Beam Global Spirits & Wine, its brands, and its commitment to social responsibility, please visit www.beamglobal.com/ and www.drinksmart.com.

 
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