February22nd2011

Award-winning small batch Tequila further builds on remarkable sales success and critical acclaim

BARDSTOWN, KY — Heaven Hill Distilleries, Inc., the nation’s largest independent family-owned and operated spirits producer and marketer, along with joint venture partner Tierra de Agaves, announces the April release of Lunazul Añejo 100% Agave Tequila. Bottled at 80 proof and available in a 750ml size, Lunazul Añejo will be aged for 18 months and will launch nationally in most markets at a suggested retail price of $21.99.

The release of Lunazul Añejo follows up on the extraordinary success of Lunazul Reposado and Blanco varieties that have been in the market since 2008. Since its release, Lunazul has the garnered “Rising Star” Growth Brand Award from the Beverage Information Group in both 2009 and 2010. Both varieties have also received broad critical acclaim and top awards at the San Francisco World Spirits Competition and the New York Spirits Awards.

The Lunazul brand is continuing to grow and enjoyed a 37% sales increase over the last year, on an already impressive base. Heaven Hill is confident that the Añejo variety will be well received by consumers and critics much as the Blanco and Reposado have been, and that its strong quality/value proposition will continue to attract new users . While its pedigree and taste profile are top-tier, Lunazul revolutionized the Tequila category upon its launch in 2008 by offering high quality 100% agave Tequila at a price point just above the mixto category leader. Today, Lunazul has created a new sub-segment of high quality/high value 100% agave Tequilas. The Tequila category continues to grow and by adding Añejo to the existing Blanco and Reposado varieties, the truly full line allows Lunazul to play in the most connoisseur-driven segment of the 100% agave Tequila market.

“We are proud to introduce this high-quality 100% agave Añejo Tequila as a worthy successor to the remarkable launches of Lunazul Blanco and Reposado,” stated Heaven Hill senior brand manager Reid Hafer. “Due to the vast agave holdings and efficient vertical integration of Tierra de Agaves, Lunazul’s pricing has been a game-changer in the 100% agave segment. The Añejo gives us a bottling at each different age, all supported by the eight-generation heritage of Tierra de Agaves Distillery.”

Lunazul is estate-grown, small-batch Tequila distilled and bottled at Tierra de Agaves’ state-of-the-art facilities in Jalisco, Mexico. The vertical integration of source materials, distillation and bottling ensures consistence of taste and quality, backed by the legacy of the Beckmann family. Tierra de Agaves is one of the few Tequila distilleries that actually own the land on which the agave is grown and harvested, carefully selected from the 4,000 acres of Weber Blue Agave plants that the Beckmann family and their past generations have controlled since 1758.

Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heavenhill.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 and Elijah Craig Kentucky Straight Bourbon Whiskeys; Burnett’s Vodkas and Gin; Hpnotiq Liqueur; PAMA Pomegranate Liqueur; Lunazul and Two Fingers Tequilas, and Dubonnet Aperitif.

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CONTACT:
Larry Kass
Director of Corporate Communications
Heaven Hill Distilleries, Inc.
502-413-0220
lkass@heavenhill.com