Sauza(R) Tequila Delivers ''Fresh and Unexpected'' New Packaging and Marketing Campaign

Sauza(R) Blanco and Sauza(R) Gold Tequilas Appeal to Women with
New Brand Experiences, Drink Formats, Occasions and Packaging
DEERFIELD, Ill.--(Business Wire)--
Beam Global Spirits & Wine, Inc. a unit of Fortune Brands, Inc.
(NYSE:FO), and Sauza(R) Tequila, today announced the launch of "Expect
Fresh," the new marketing campaign for Sauza(R) Blanco and Sauza(R)
Gold. The "Expect Fresh" campaign challenges the standard tequila
category through an emphasis on refreshment, mixability and fresh
drinking experiences intended to add invigorating accompaniments to
the ubiquitous and standard tequila shot. To complement the new
campaign, Sauza Gold and Sauza Blanco have refreshed their existing
packaging with sleek bottle designs that maintain the heritage and
quality of this respected brand. In addition, Sauza will refresh its
ready-to-drink margarita mix with new recipes and a new flavor. The
"Expect Fresh" campaign will be supported with trade advertising, on-
and off-premise events and point-of-sale items.

The "fresh and unexpected" positioning will challenge consumer
expectations of tequila and deliver a refreshing change from the same
old tequila experiences via a focus on taste and quality. To educate
bartenders and consumers, Sauza is introducing three new ways to enjoy
tequila. The Sauza Blanco Vineyard Shot encourages consumers to take a
bite of a grape releasing the juices followed by a cold shot of Sauza
Blanco. Sauza Blanco Mexican Melon requires infusing fresh watermelon
in Sauza Blanco Tequila for at least 24 hours, serving it in
refreshing slices at parties and events. Finally, the Sauza Gold Holy
Mole blends a traditional Mexican favorite, bittersweet chocolate,
with a shot of Sauza Gold Tequila, which fuses unexpectedly with the
caramel undertones of the chocolate.

An Unexpected Tequila Consumer Target: Women

The new positioning for Sauza Gold and Blanco is all about
delivering "fresh and unexpected" experiences, an important strategy
for the brand as it aims to stand out from the crowd and appeal to
women with its refreshing taste and mixability. "Sauza is focused on
doing things a little differently in this category and we're really
excited to introduce our new packaging and 'unexpected' drinking
experiences to consumers," said Mara Melamed, associate brand manager,
Sauza Tequila. "We want to inject the Fresh Experience in all our
activities and give consumers a new way to think about tequila by
teaching them that they can enjoy Sauza in unexpected ways," Melamed
continued. "As one of the leading tequilas on the market, Sauza
continues to drive innovation and stand out from the pack. We believe
the 'Expect Fresh' campaign will resonate with consumers, especially
with women who are looking for a refreshing way to enjoy tequila."

Sauza will bring to life its "Expect Fresh" positioning through an
integrated and strategic presence at outdoor festivals and on- and
off-premise sampling events. A specialized Sauza Fresh Market will
provide sampling opportunities with fresh fruit and feature the new
drinking formats as well as fresh ways to consume tequila including
citrus-shaped shots from lemon and lime squeeze bottles and other
materials featuring the "Expect Fresh" messaging.

In addition, Sauza will relaunch its ready-to-drink offering,
Sauza(R) Pre-Mix Margarita, with new packaging and new flavors to
provide a "fresh" alternative for home entertaining and ensure
relevant offerings for every tequila occasion. Sauza has reformulated
its lime and strawberry margarita mix flavors and will launch a new
flavor, mango.

The new Sauza Blanco and Gold labels were developed to
specifically fit within the "Expect Fresh" positioning which is at the
core of the brand. The labels are clean and crisp, with the
watermarked image of an agave plant in the background. The Blanco
label is a light blue and features the distinctive Sauza logo, and the
Gold label is similar with gold undertones. Chicago-based design firm
Akimbo led all packaging re-design efforts.

The launch will be supported by trade advertising beginning in May
2008. A variety of on- and off-premise point of sale items are
available including bar posters, table tents, cold shot machines,
display enhancers, shelf talkers, case cards, wearables and back bar
pieces. Fresh Market elements including fruit crates, tequila
squeezers, fruit slicers and condensation coasters will be available.

About Sauza(R) Tequila

Sauza(R) Tequila is one of the oldest tequilas in Mexico and one
of the most popular in its homeland. Sauza(R) is the #2 premium
tequila in the world. Through its popularity in its native Mexico,
Sauza(R) 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(R) Bourbon, Sauza(R) Tequila, Canadian Club(R) Whisky,
Courvoisier(R) Cognac, Maker's Mark(R) Bourbon, Laphroaig(R) Scotch
Whisky, Larios(R) Gin, Whisky DYC(R), Teacher's(R) Scotch Whisky,
DeKuyper(R) Cordials and Liqueurs, Knob Creek(R) Bourbon and
Starbucks(TM) Liqueurs. 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.

Drink Responsibly.

Sauza(R) Tequila, 40% alc./vol. (C)2008 Sauza Tequila Import
Company, Deerfield, IL

Beam Global Spirits & Wine, Inc.
Aaron Brost, 847-948-8888
Aaron.Brost@beamglobal.com
or
Qorvis Communications
Nicole Chardavoyne, 202-683-3102
nchardavoyne@qorvis.com

Copyright Business Wire 2008