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Diageo Honors America’s Leading Spirits, Wine and Beer Distributors

July 26, 2011


New York, NY - Diageo, the world's leading beverage alcohol company, honored spirits, wine and beer distributors at the Eighth Annual Golden Bar Awards at Lincoln Center in New York City on Thursday night.

Ivan Menezes, President and CEO of Diageo North America said at the event, “Tonight, we honor and commend Diageo’s distributors for their dedication and hard work over the past year.” He continued, “The Golden Bar Awards recognize the best in the industry, and there is no better place than Lincoln Center to celebrate the great performances our distributors have demonstrated over this past year.”

The Golden Bar Awards, the beverage alcohol industry's equivalent of the Academy Awards, celebrates distributors and brokers from across the United States for their excellence in the marketplace and the important role they play in their communities.

Larry Schwartz, Diageo USA President said, “It is Diageo’s strong relationships with our distributors that help drive the success of our companies. Tonight we celebrate and honor the best in this industry and our joint commitment to the business.”

The Golden Bar Awards recognize distributors and brokers for performance across brands including Smirnoff, Captain Morgan, Guinness and Beaulieau Vineyard. Awards are also given for corporate citizenship, innovation and the grand prizes go to the distributors of the year for beer, wine and spirits.

This year, Diageo also recognized several of its agency partners for excellence in marketing, advertising, brand public relations and social responsibility programs. The winners of these awards were voted for and decided by Diageo’s distributor partners for programs which truly engaged consumers and achieved high standards of performance.

In total 45 statuettes, 43 made of 24 carat gold, and 2 made of platinum, were awarded to distributors. Each Golden Bar statuette weighs eight pounds, stands more than a foot tall, and is produced by R.S. Owens, the company that created the Oscar®, presented by the Academy of Motion Picture Arts and Sciences.

Below are the categories and winners for the 2011 Golden Bar Awards:

DISTRIBUTOR OF THE YEAR
Distributor of the Year - Spirits Atlantic Wine & Spirits, a Division of Empire Merchants, LLC, Metro New York
Distributor of the Year - Wine Atlantic Wine & Spirits, a Division of Empire Merchants, LLC, Metro New York
Distributor of the Year - Beer Glazer’s of Texas

IN MARKET EXCELLENCE
Winning in Retail Award United Liquors LLC, A Division of Martignetti Companies, of Massachusetts
Multicultural Excellence Award Atlantic Wine & Spirits, a Division of Empire Merchants, LLC, Metro New York
On Premise Excellence Award Coastal Wine & Spirits of Florida
President’s Award Atlantic Wine & Spirits, a Division of Empire Merchants, LLC, Metro New York
Coastal Wine & Spirits of Florida
Glazer’s of Texas
Reliable Churchill of Maryland
United Liquors LLC, A Division of Martignetti Companies, of Massachusetts
United Distributors of Delaware
Washington Wholesale - District of Columbia

SPIRITS
Spirits Excellence Award - Smirnoff Alliance Beverage of Arizona
Spirits Excellence Award - Johnnie Walker Pacific Wine & Spirits of California
Spirits Excellence Award - Baileys Wirtz Beverage of Illinois
Spirits Excellence Award - Captain Morgan Southern Wine & Spirits of Indiana
Spirits Excellence Award - Jose Cuervo Wirtz Beverage of Illinois
Spirits Excellence Award - Tanqueray Empire Spirits North/Regent Division - Upstate New York
Spirits Excellence Award - Crown Royal Glazer’s of Texas and Southern Wine & Spirits of Nevada
Spirits Excellence Award - Ketel One Pacific Wine & Spirits of California and Southern Wine & Spirits of Indiana
Reserve Brands Execution Award Atlantic Wine & Spirits, a Division of Empire Merchants, LLC, Metro New York
Control State Excellence Award Glazer’s of Ohio
Advancing Responsible Drinking Award - Glazer’s of Ohio
Wine & Spirits

BEER
Beer Excellence Award - Guinness Andrews Distributing of North Texas
Beer Excellence Award - Smithwick’s Premium Distributing of Virginia
Beer Excellence Award - Red Stripe City Beverage of Illinois
Beer Excellence Award - PABs DET Distributing of Tennessee
Three Year Consistency Award - Beer Premium Distributing of Virginia
Advancing Responsible Drinking Award - Beer Harbor Distributing of California

WINE
Wines Excellence Award - Sterling Vineyards Pacific Wine & Spirits of California
Wines Excellence Award - Beaulieu Vineyard Odom-Southern Distributors of Oregon
Wines Excellence Award - Chalone Vineyard United Distributors of Massachusetts
Wines Excellence Award - Acacia Vineyard United Distributors of Delaware
Wines Excellence Award - Rosenblum Cellars Glazer’s of Louisiana

INNOVATION
Innovation Launch Award - Spirits Coastal Wine & Spirits of Florida
Innovation Launch Award - Wine Phillips Wine and Spirits / Johnson Brothers
Innovation Launch Award - Beer & PABs J&L Ventures of Georgia

MARKETING
Best Beer / PAB Marketing Platform BBDO and Colangelo for Guinness – ‘Only for the Bold’ St. Patrick’s Day and March Madness
Best Spirits / Wine Marketing Platform Spike for Captain Morgan Bracketmaster
Best Spirits Advertising The Blue Flame Agency for the launch of Ciroc Flavors

SOCIAL RESPONSIBILITY
Best Social Responsibility Platform Taylor Strategy for the Crown Royal ‘Your Name Here’ SR Program


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