Courvoisier(R) Cognac Inspires Luxury Men's Fragrance Products

23/10/2006 - 11:05

Beam Global Spirits & Wine Inc., a unit of Fortune Brands
(NYSE:FO), today announces that its flagship cognac brand
Courvoisier(R) will become the world's first luxury spirit brand to
enter the high-end fragrance market through the launch of
Courvoisier(TM) L'edition Imperiale. The gentlemen's fragrance line
debuts today at the Tax Free World Association Exhibition (TFWE) in
Cannes, France.

Developed by Kraft International Marketing, Inc., a licensing,
distribution and marketing firm with twenty years experience and
proven success in upscale fragrances, the collection will feature two
classes of the fragrance offering; an eau de parfum and an eau de
toilette variety. Both will be available for purchase worldwide at
high-end retail locations starting in the spring of 2007.

"The unique luxury qualities associated with Courvoisier(R)
translate flawlessly into the upscale fragrance arena, reinforcing its
image as a desirable and opulent brand," said Larry Plawsky, global
vice president of marketing for Beam Global Spirits & Wine.

Courvoisier(TM) L'edition Imperiale targets 25-35 year old males
who are ambitious, determined and desire to succeed. These individuals
tend to be fashion conscious and believe that authentic premium
brands, such as Courvoisier(R), are a symbol of success. While loyal
Courvoisier(R) cognac consumers are expected to be positively
pre-disposed towards Courvoisier(TM) L'edition Imperiale, the
fragrance will appeal to and attract fine fragrance connoisseurs
everywhere.

"The launch of Courvoisier L'edition Imperiale makes perfect
business sense," stated Larry Plawsky, global vice president of
marketing, Beam Global Spirits & Wine. "The Courvoisier brand connects
two luxury consumer lifestyle categories in a relevant and compelling
way and provides Courvoisier(R) consumers with an opportunity to
indulge in another high-quality and opulent Courvoisier(R) product. We
are excited about the potential for Courvoisier L'edition Imperiale
and have high hopes for its success when it launches in Courvoisier's
core global markets in the spring of 2007."

Product Details

Courvoisier(TM) L'edition Imperiale is a fragrance inspired by the
fashion and wealth of the Imperial Court of Napoleon, and developed
using fine, natural raw materials.

-- Fragrance notes: Courvoisier L'edition Imperiale is not a
cognac-flavored fragrance. Top notes for Courvoisier(TM)
L'edition Imperiale are cardamom, mandarin, tagette and
coriander. Mid notes include atlas cedarwood, smoked tea,
royal calla lily and violet, while the dry down contains
vetiver, fir balsam, leather and warm amber. Holding true to
the brand's 200 plus years of heritage, all Courvoisier
fragrances are produced in France.

-- Packaging: Courvoisier(TM) L'edition Imperiale will feature
elegant packaging. The cap and shoulder of the bottle is made
using zamac, a high-end molded metal, while the rectangular
shaped glass bottle will have a slight belly on profile and
will be grooved to add the essence of hand-cut crystal. The
simple yet rich outer packaging conveys an air of excellence
contained within.

-- Pricing: Courvoisier(TM) L'edition Imperiale eau de parfum
will retail for more than $100 USD per 75ml bottle while the
eau de toilette will retail for slightly lower than $100 USD
per 75ml bottle. Both concentrations of the fragrance will
also be available in 125ml bottles.

"We are very proud of the fragrance we've produced," stated Paul
Baron, vice president, marketing and brand development, Kraft
International Marketing. "A great deal of artistry and craftsmanship
has gone into developing Courvoisier(TM) L'edition Imperiale. We have
incorporated some of the finest natural raw materials to deliver one
of the most exclusive fragrances on the market.

Courvoisier(TM) L'edition Imperiale will be available to consumers
at select upscale department stores with duty-free locations to follow
in key global markets such as Europe, namely the UK where Courvoisier
is the #1 selling cognac, Asia, and North America, where Courvoisier
is the #3 selling cognac in the US. The global launch will be
supported with advertising, in-store promotions and trade show
presence.

About Beam Global Spirits & Wine

Beam Global Spirits & Wine, Inc. is the fourth largest spirits
company in the world. With nine of the world's top-100 premium spirits
in its portfolio, the company's brands hold global and national
leadership positions in key categories, including Jim Beam(R) bourbon;
Canadian Club(R) Canadian whisky; Courvoisier(R) cognac; Laphroaig(R)
Scotch; Sauza(R) tequila; Larios(R) gin; Whisky DYC(R); Teacher's(R)
Scotch; and DeKuyper(R) cordials. The portfolio also includes Maker's
Mark(R) bourbon, Knob Creek(R) bourbon and The Small Batch Bourbon
Collection(R), and Starbucks(TM) Liqueurs. Beam Wine Estates is a
top-five super-premium wine company in the U.S., featuring Clos du
Bois(R), the number two super-premium U.S. wine brand, and the
award-winning Geyser Peak(R) wines. Beam Global Spirits & Wine, Inc.
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 and the company's sales and distribution
partners, please visit www.beamglobal.com.

About Kraft International Marketing

Kraft International Marketing is a long established privately-held
US Corporation, involved in the worldwide marketing, logistics and
distribution of prestige brand-name fragrances since 1983. In recent
years, Kraft has expanded it's knowledge base and skill set by
creating an in-house licensing and brand development staff dedicated
to the creation of luxury beauty products. Kraft, determined in
providing maximum customer satisfaction, has consolidated its role as
master distributor to focus wholly on in-house brands via licensed
partnerships. Through its experience, Kraft has maintained an
extensive network of contacts and customer relations whom service key
local and duty free channels in over 60 markets worldwide. Having
played a key role in the International & Duty Free launches of brands
such as Liz Claiborne(R), Gianni Versace(R) and Calvin Klein(R), as
well as, the US Launches of brands such as Oilily(R), Diesel(R) &
Romeo Gigli(R) -Kraft International is positioned to not only know the
needs of these markets, but has the expertise and know-how to meet the
changing demands of each market. Fluent in eight languages, member to
all key global beauty conferences and a long standing track record in
the industry, Kraft is set to leverage its command of global beauty
distribution towards its wholly owned and growing, premium brand
portfolio.

Courvoisier(R) Cognac, 40% alc./vol.