Liquid Living Magazine


CRUZAN BRINGS SPIRIT OF ISLANDS TO LIFE WITH NEW DESIGN AND OWNERSHIP

Beam Global Spirits & Wine Welcomes Cruzan® Rum To Award-Winning Portfolio

Deerfield, Ill. – November 17, 2008 Beam Global Spirits & Wine, Inc. [Fortune Brands, Inc. (NYSE:FO)], a global leader in premium spirits, is proud to announce the addition of Cruzan® Rum, the fifth-largest and fastest-growing rum brand in the United States, into the Beam Global family.  This 250 year-old brand joins the Beam Global portfolio with a fresh logo and sleek bottle shape reflective of the Cruzan craftsmanship, premium quality and rich family tradition.

The Cruzan portfolio consists of a light rum, several dark rums and a single barrel, which have been produced on the island of St. Croix in the U.S. Virgin Islands since 1760.  Additionally, there are ten flavored rums infused with extracts, such as vanilla, coconut, mango and raspberry.  The new bottle design, consistent across the entire Cruzan portfolio, reflects the liveliness and vibrancy of the Caribbean islands along with the award winning liquid inside the bottle.  The Cruzan crest is an iconic symbol on St. Croix that connects consumers to the cultural soul of the island while also embodying the family brand.  The bottles of flavored rum will now be frosted and merge the old packaging with a more premium image.

“The time-honored traditions used to craft Cruzan have been passed down from generation to generation since 1760,” stated Christopher Peddy, category general manager for Cognac and Tequila, Beam Global Spirits & Wine, Inc.  “Our commitment to quality is seen throughout the entire rum-making process, which uses all-natural ingredients.  The new Cruzan packaging reflects our high standards for Cruzan and our commitment to award-winning rums.”

Eight generations of the Nelthropp family have perfected the delicate balancing, blending and aging of the rum.  Cruzan is considered to be one of the “cleanest” rums on the market based on the brand’s distinctive distillation process.  Cruzan mixes high quality molasses with tropical rainwater, which, through fermentation, is turned into alcohol.  The liquid is then run through a five-column distillation process that removes any unwanted elements before being stored away in handcrafted oak barrels to age.  This creates distinctive tasting rum – smooth, clean and full-bodied. 

“Through the acquisition of Cruzan Rum, Beam Global now has the benefit of a complete rum portfolio consisting of mixable and flavored rums,” Peddy continued.  “With 38,000 barrels currently aging, we anticipate growth and development for this brand under Beam Global.”

The new labels for Cruzan® Estate Light Rum Two Years, Cruzan® Estate Dark Rum Two Years, Cruzan® 151 Rum and Cruzan® Black Strap Rum have already hit retailers, while the new packaging for Cruzan® Single Barrel Estate Rum will be available later this month.  The flavored rums will debut their new faces in February 2009. 

The brand sold approximately 750,000 cases of premium rum worldwide in 2007 and grew by 23 percent last year in the United States, the brand’s largest market.  Cruzan is also sold in the Caribbean, Canada, Spain and the Nordic countries.  Cruzan is available in the United States in 50 ml, 200 ml, 375 ml, 750 ml, 1L and 1.75L bottles .

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® Bourbon, Sauza® Tequila, Canadian Club® Whisky, Courvoisier® Cognac, Maker's Mark® Bourbon, Laphroaig® Scotch Whisky, Cruzan® Rum, Larios® Gin, Whisky DYC®, Teacher's® Scotch Whisky, DeKuyper® Cordials and Liqueurs, Knob Creek® Bourbon and Starbucks™ 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.

© 2008 Beam Global Spirits & Wine, Inc., Deerfield, IL

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