FOR IMMEDIATE RELEASE
January 23, 2004

SOUTHERN COMFORT Teas Spice It Up
New Flavored Teas Provide the Taste of Comfort

Louisville, KY - Southern Comfort® is taking tea to the next level with the introduction of a new line of flavored teas. First Colony Coffee & Tea Company introduced four varieties of Southern Comfort Tea at the Fancy Food Show on January 18, 2004, in San Francisco, California.

"The Southern Comfort flavored teas combine two great traditions into one great tasting beverage," said Janna Markle, AVP Director of Brand Licensing, Southern Comfort. "Rolling out a line of teas under the Southern Comfort brand name reinforces the heritage and the brand philosophy of being comfortable enough to connect with friends."

Southern Comfort liqueur has multiple flavor notes including fruits, spices, and whiskey. The four flavors of tea reflect these unique flavor notes and the brand's southern roots and are non-alcoholic.

Southern Comfort Original and Original Decaf - Fresh and fruity Oriental black tea.
Southern Comfort Peach Delight - Combines Oriental black tea with the natural essence of peach.
Southern Comfort Cherry Crème: Combines Oriental black tea with the natural essences of cherry and creamy vanilla.
Southern Comfort Orange Social: Combines Oriental black tea with the essence of sweet orange.

The teas are best served hot or as a refreshing ice tea drink.

"The tea will be available in specialty retail stores that sell fine coffees, on specialty food online Web sites, and by gourmet food catalogs," said Charlie Cortellini, president First Colony Coffee & Tea. "The Southern Comfort teas are perfect for socializing with friends on a hot day or for adding to a special-occasion gift basket."

Southern Comfort Teas are available in 1.54 oz tins containing 25 individual tea bags. Southern Comfort Original Tea Decaf is available in a 1.46 oz tin containing 25 individual tea bags. The suggested retail price is $3.95 per tin.

Southern Comfort also has a flavored gourmet coffee, distributed by First Colony Coffee & Tea Company, in 6 oz and 2 oz sizes.

First Colony Coffee & Tea Company, a Southern Comfort licensee, will manufacture and distribute the tea. They have been a licensee of Jack Daniel's and Southern Comfort for more than five years.

About Southern Comfort Liqueur

Southern Comfort was founded in 1874 by bartender M.W. Heron in New Orleans, Louisiana. Today, more than 26 million bottles of Southern Comfort are sold annually in 65 countries around the world. It is enjoyed straight, on the rocks, or mixed with juices or colas. Southern Comfort is produced and marketed by Brown-Forman Corporation, Louisville, Kentucky.

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