FOR IMMEDIATE RELEASE
May 20, 2004

HPNOTIQ to Debut at 2004 Licensing Show

LOUISVILLE, KY -- HPNOTIQ, the hottest new product in the spirits business, will make its debut at the 2004 Licensing International Show represented by leading brand licensing agency, IMC Licensing.

An imported aqua blue combination of premium vodka, cognac, and tropical fruit juices in an upscale frosted champagne-style bottle, HPNOTIQ got its start as a status icon of hip-hop culture. Emerging from the East Coast club scene, HPNOTIQ has crossed over into mainstream American nightlife and sales are climbing off the charts. By 2004, HPNOTIQ had become the most successful new product introduction in the history of the distilled spirits industry and most recently won an Impact Hot Brands Award.

Urban and hip-hop figures like Ludacris, R. Kelly, Missy Elliott, Jay-Z, Fabolous and urban culture maven P. Diddy started to define the HPNOTIQ lifestyle in music videos, on stage and in rap lyrics as a measure of status. Quickly HPNOTIQ developed into a must-have and must-be-seen-with accessory.

As HPNOTIQ crossed into the mainstream, it was called the "drink of choice of celebrities" by NBC-TV and featured at the Oscar's, Grammy's, Fashion Week NY and LA, Country Music Awards, and Sundance Film Festival. HPNOTIQ can also be seen in a range of hot movies and television shows.

A new national consumer advertising campaign is just launching that will take the brand to even greater heights. The campaign will appear initially in Architectural Digest, W Magazine, Variety V Life, Vanity Fair, Wine Spectator and Wine Enthusiast. Additionally, the brand is using regional placements in major metropolitan society publications such as Gotham, LA Confidential, Ski Magazine, Hampton Style and Ocean Drive. Ads will also be featured in urban publications Vibe, King and Essence.

IMC is working with HPNOTIQ, owned by Heaven Hill Distilleries, Inc., to leverage the cultural phenomenon of the brand through licensing.

"We are excited to be representing the brand at the Licensing Show and are anxious to start exploring potential licensing opportunities. This brand is at a very exciting point in its evolution and we believe there are several strategic opportunities to license this brand into meaningful categories," reports Cara Bernosky, President of IMC Licensing. Categories IMC Licensing will be exploring include fashion, accessories, fragrances, and upscale barware.

"We feel that HPNOTIQ is well positioned to extend its brand identity into relevant licensing ventures and that IMC with its portfolio of other blue chip consumer packaged goods and spirit brands can help achieve this," says Kate Latts, Director of Marketing Strategy with Heaven Hill Distilleries.

IMC Licensing is exhibiting in booth # 4117.

About Heaven Hill Distilleries

Founded in 1934, Heaven Hill Distilleries, Inc. is the nation's largest independent family-owned marketer and producer of distilled spirits. Heaven Hill's diversified portfolio includes: the full line of The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; HPNOTIQ Liqueur; Whaler's Rum; Burnett's Gin and Vodka; Dubonnet Aperitif; Scotch Whiskies; Irish Whiskeys; Canadian Whiskies; vodka; gins; rums; tequilas; cognacs; liqueurs; cordials; and dessert wines. Heaven Hill is based in Bardstown, KY. Visit www.heaven-hill.com for more information.