SEAGRAM’S® ENTERS NEW TERRITORY WITH THE LAUNCH OF SEAGRAM’S® SMOOTH BRAZILIAN RUM

Seagram’s, one of the only major U.S. beverage trademarks with products in multiple categories — including the number one selling Seagram’s Gin – announces the launch of Seagram’s Smooth Brazilian Rum. Seagram’s Rum will be available in Seagram’s Smooth Brazilian Rum (white rum) – and two new flavors; Seagram’s Citrus Flavored Rum and Seagram’s Raspberry Flavored Rum. All three offerings have been blended to provide the perfect balance of unparalleled smoothness and the unique, exotic rum character native only to Brazil. Their unique taste profile makes them the perfect base for today’s most popular rum cocktails.

Craig Johnson, Marketing Director for Seagram’s Rum at Pernod Ricard USA, said the brand will be an attractive proposition for the trade. “The Rum category has grown by 10MM cases over the last 10 years, and is forecasted to grow by another 10MM cases in the next decade, offering the Seagram’s trademark a significant opportunity to increase sales and brand awareness.” He added, “Consumers know and trust the Seagram’s name. Seagram’s Gin, which also includes the Seagram’s Twisted Gin and Seagram’s Gin & Juice products, remains the number one selling gin in the U.S. The combination of growth opportunity and respected quality brand name made the decision to enter the rum category a no-brainer.”

Why Brazil? Said Johnson: “We tested concepts from around the world with consumers and the exotic, mysterious qualities that embody Brazil emerged as having the strongest appeal. Brazilian rums are traditionally distilled to create a lighter spirit with citric, lemon notes which is exactly what we were looking for.”

Seagram’s Original Brazilian Rum, Seagram’s Citrus Brazilian Rum and Seagram’s Raspberry Brazilian Rum will launch at retail in May 2009. Seagram’s Original Rum will be available in 1.75L, 1.0L, 750ml, 375ml, 200ml 100ml and 50ml sizes. Seagram’s Citrus Flavored Rum and Seagram’s Raspberry Flavored Rum will be available in 1.75L, 1.0L, 750ml and 50ml sizes. The three rums will be line priced and will retail for a suggested price of $11.99/750ml.

(In Michigan, where our Governor has decided to tax us to death, the suggested retail price will be somewhere in the 5 figure range.)

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