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Liqueurs

Hpnotiq Unveils New Packaging

March 20, 2009


Bardstown, Ky. – Hpnotiq Liqueur will launch a new package design this spring.  The new design is an evolution for the brand which coincides with a new “Girls Night Out” marketing program.

The bottle evolution is a clean, sophisticated presentation of the brand name and ingredients. It is highlighted by the iconic Hpnotiq swirl – a key strategic asset of the brand. The back of the bottle now also provides suggestions for use and an expanded variety of additional cocktail suggestions. The brand maintains many of its key equities including the frosted blue ACL-decorated glass and premium capsule. The update will be made across all product sizes and does not affect the formula for the product.

“Hpnotiq has enjoyed wonderful growth since we acquired it in 2003,” said Justin Ames, Senior Brand Manager. “We took this opportunity to evolve our marketing direction and the product design.  As a result, we have highlighted the most identifiable characteristics without compromising key equities. ”

The new package coincides with the launch of a new marketing program for Hpnotiq.  This spring, Hpnotiq Liqueur will feature a new marketing concept targeting “Girls Night Out” nationwide.  The program is designed to position Hpnotiq as the drink of choice for a fabulous night on the town.  The “Girls Night Out” concept will feature an on- and off-premise marketing mix with support elements delivered via high-energy promotions, POS and print, online and radio advertising.

Hpnotiq, the fourth-largest selling imported liqueur, is the aqua blue liqueur with a refreshing blend of natural exotic fruit juices, super premium Vodka and a touch of Cognac.  The brand’s celebrated launch in 2003 signaled the emergence of the popular fusion liqueur market.

Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heaven-hill.com) is the nation's largest independent, family-owned and operated spirits producer and marketer and the world's second-largest holder of Kentucky Bourbon. Heaven Hill's diversified portfolio of brands includes The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; Hpnotiq Liqueur; Whaler's Rum; Burnett's Gin and Vodkas; Dubonnet Aperitif; PAMA Pomegranate Liqueur; Água Luca Brazilian Rum Cachaça and Lunazul Tequila.

Heaven Hill reminds you to “Think Wisely. Drink Wisely.”

CONTACT:
Josh Hafer
Corporate Communications Manager
Heaven Hill Distilleries, Inc.
(502) 413-0219
jhafer@heavenhill.com


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