Bulleit Frontier Whiskey Kicks Off Glass Recycling, 'Don't Trash Glass,' at Kentucky Distillery

Building on the partnership's success in its first year, Bulleit brings Diageo's bar and restaurant glass recycling initiative to its home state.

LOUISVILLE, Ky., April 29, 2024  Today, Bulleit Frontier Whiskey announces the launch of the first phase of the successful 'Don't Trash Glass' program in Kentucky. 'Don't Trash Glass' is a bar, restaurant and local business glass recycling program in collaboration with the Glass Packaging Institute and GlassKing Recovery & Recycling to collect used glass bottles and improve regional recycling rates.

As a brand that relies on natural resources to produce quality whiskeys, Bulleit is dedicated to becoming 'sustainable by design.' This means pioneering sustainable practices in every facet of the business to help restore and replenish the resources that go into its whiskeys. The phase one expansion of 'Don't Trash Glass' into Bulleit's home state of Kentucky will further this commitment, especially as Kentucky has one of the lowest glass recycling rates in the nation, 15%*, well below the overall 31.3% national average recycling rate in America**.

"At Bulleit, we're always looking for innovative ways to improve both our production, and whiskey offerings," said Jenika Newsum, Brand Manager at Bulleit. "We owe the success of the first iteration of 'Don't Trash Glass' in Chicago to the amazing bars, restaurants and local business communities who share our common goal of reducing our environmental impact, and we're thrilled to bring this program home to Kentucky to make a difference in our local communities."

The 'Don't Trash Glass' program has collected 2.2 million pounds of glass in Illinois, and is set to continue to grow in popularity as it expands through Kentucky. Local businesses interested in enrolling in 'Don't Trash Glass' can find more information here.

"'Don't Trash Glass' is an exciting partnership that has shown a promising first year of impact to improve regional glass collection and advance circularity across our customer value chain in the Chicagoland area," said Jayant Kairam, Vice President, Society for Diageo North America. "We believe that working collectively with local businesses and the hospitality sector will generate lasting solutions that support communities and advance our sustainable by design goals. It is why we are extremely excited about expanding our partnership and taking the program to Kentucky."

Beyond introducing 'Don't Trash Glass' to this key state, since 2019, Diageo has invested nearly $290 million in Kentucky, and its operations support over 1,700 jobs in the state across the distribution, retail and hospitality sectors.

To kick off this program, and in celebration of Earth Month, visitors are encouraged to bring their glass bottles to the Bulleit Distilling Co. Glass Recycling Center from Wednesdays to Saturdays from 10:00am to 5:00pm, and on Sundays from 11:30am to 5:00pm. The Glass Recycling Center is located at the front entrance of the Visitor's Center. Participants can take a photo of themselves recycling their glass bottles and post it to their public Instagram accounts to be entered to win two general admission tickets to the Bourbon & Beyond Festival from September 21-22, 2024 in Louisville. The social media program will run from April 22, 2024 at 12:01am ET, to June 30, 2024 at 11:59pm ET. You must follow and tag @bulleit and use the hashtag #BulleitxDontTrashGlassGiveaway to enter***.

Sustainability at Bulleit Frontier Whiskey

Bulleit's dedication to becoming 'sustainable by design' includes innovating in grain sourcing, production, and packaging. With the design of its Bulleit American Single Malt, Bulleit showcases a sustainably-minded evolution of its trademark bottle with a striking and unique green hue, crafted with post-consumer recycled glass.

Bulleit also brings its 'sustainable-by-design' commitment to life in its distilleries. In 2017, Bulleit opened its state-of-the-art distillery in Shelbyville, KY, with a focus on sustainable practices, including natural habitat protection, water conservation, and local ingredient sourcing. Later, in 2021, Bulleit began production at Diageo's first carbon-neutral distillery, located in Lebanon, KY. Designed with sustainability at its core, the distillery operates using 100% renewable energy, and is built to ensure that fossil fuels are not used during production. Bulleit also continues its partnership with nonprofit American Forests to plant and restore 2.5 million white oak trees by 2026. Replenishing this natural resource is necessary for the ongoing creation of whiskey barrels, to age Bulleit Frontier Whiskey.

Recently, the U.S. Department of Energy (DOE) Office of Clean Energy Demonstrations (OCED) selected Diageo North America to begin award negotiations of up to $75 million in funds to support the electrification of two production sites – including the Shelbyville, Kentucky production site, with the goal of making it carbon neutral by 2026.

Society 2030: Spirit of Progress

'Don't Trash Glass' signifies a larger shift from Diageo to improve circularity and reduce waste by increasing recycled content in its packaging. These efforts are key pillars of Diageo's approach to sustainability, outlined in its ten-year action plan: 'Society 2030: Spirit of Progress.'

*According to a 2023 "50 States of Recycling" report
**Per U.S. Environmental Protection Agency (EPA) statistics
***NO PURCHASE NECESSARY. Must be a U.S. resident, 21+ to enter. DO NOT SHARE PHOTO WITH PERSONS WITH ANYONE UNDER LEGAL DRINKING AGE. Winner selected at random. Winner's guest must be 21+. Alcohol not part of prize. Subject to Official Rules available @bulleit via link in bio. {Not sponsored by Instagram.} Sponsor: Diageo Americas, Inc., New York, NY. Please Drink Responsibly. The Bulleit Distilling Co., Louisville, KY

About Bulleit Frontier Whiskey
Bulleit, founded in 1987, is one of the fastest-growing whiskeys in America. The brand attributes that growth to bartenders and cultural partners who have adopted it as their own. The Bulleit Frontier Whiskey portfolio is distilled and aged in the Bulleit family tradition, using a distinctive high rye recipe, which gives them a bold, spicy, yet distinctively smooth taste. The award-winning Kentucky whiskey most recently won a Double Gold medal for Bulleit 10-Year Old and Gold Medals for Bulleit Bourbon and Bulleit Rye at the 2021 San Francisco World Spirits Competition. In 2017, Bulleit celebrated its 30th anniversary with the opening of a new, state-of-the-art distillery located in Shelbyville, KY. Constructed with a focus on sustainable practices including natural habitat protection, water conservation and local ingredient sourcing. In 2019, a Visitor's Centre at the Bulleit Distilling Co. in Shelbyville opened to share our modern, technological, and sustainable approach to making great whiskey. In 2021, Diageo opened its first carbon-neutral whiskey distillery in Lebanon, KY with Bulleit being the first and leading brand being produced at the site. supplementing existing production at the Bulleit Distilling Co. For more information, visit www.bulleit.com or follow @Bulleit on Instagram.

About 'Don't Trash Glass'
Don't Trash Glass™ is a glass bottle and container recycling program for bars, restaurants and local businesses collected separately from waste and other recyclables. Founded by Glass King Recycling and Recovery in 2018 in Phoenix, Arizona, the program has grown thanks to partners with the Glass Packaging Institute, Glass Recycling Foundation, Diageo along with other companies that are part of the glass recycling value chain. Learn more at gpi.org/dont-trash-glass-program.

About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

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Wild Turkey® Bourbon Announces Third Annual 101 Bold Nights Concert Series Featuring Warren Zeiders

Beginning on May 29 in Charlotte, NC, the award-winning country singer will headline a series of three exclusive US concerts hosted by Wild Turkey in partnership with iHeartMedia

LAWRENCEBURG, Ky., April 25, 2024  Wild Turkey® Bourbon today announced Warren Zeiders as the headliner for its third annual 101 Bold Nights concert series, an initiative that aims to elevate bold voices in the music industry by spotlighting artists who share the brand's commitment to community, creativity and conviction. As part of the partnership, Zeiders – who recently won his first CMT Music Award – will perform at a series of three concerts hosted by Wild Turkey, in partnership with iHeartMedia, to benefit Spaceflight Records, a nonprofit record label that helps empower emerging artists and music professionals to trust their spirit and advance their careers. The first of three US shows will take place in Charlotte, NC on May 29. Zeiders and Wild Turkey will also be elevating several of the singer's existing tour stops throughout the year with exclusive and intimate fan experiences, beginning with an event in Fort Worth, Texas on May 10.

"I'm excited to team up with Wild Turkey to support those who go after their dreams," Zeiders says. "Beyond the notes and words, music is all about bringing people together and finding your crew. The songwriters and fans all have so many stories and ideas, and I'm happy to partner with Wild Turkey to continue to help bring everyone together."

Zeiders embodies the idea behind Wild Turkey's global campaign and platform, "Trust Your Spirit" – that music-making, much like Wild Turkey's iconic bourbon-making process, is most authentic when artists trust their instincts and do things their own way. He was a star collegiate athlete when he released his debut single "Ride the Lightning," which launched his career overnight. His distinctive, high-energy music is powered by a steady supply of grit, rooted in bold country storytelling and heartland twang. He is one of country music's rising stars; his debut album, "Pretty Little Poison," catapulted him into mainstream culture, with the lead single earning him the 2024 CMT Music Award for Breakthrough Male Video of the Year. Zeiders is currently in the midst of his "Pretty Little Poison" 2024 headlining tour, and he will be supporting Jelly Roll's Beautifully Broken US arena tour beginning this summer.

Through this year's 101 Bold Nights initiative, Wild Turkey will be donating $100,000 to charity partner Spaceflight Records, an Austin, TX-based nonprofit organization that helps develop, promote and advance the careers of musicians and recording artists while making representation, access and economic equality a priority. By partnering with Spaceflight Records, Wild Turkey continues to support emerging musical artists who have demonstrated a passion for telling bold stories through their craft.

"We launched 101 Bold Nights as a way to tell the bold stories of artists that share Wild Turkey's trailblazing spirit, and through this concert series, we're also able to support emerging musicians who are committed to following their passions," said Andrea Sengara, Vice President of Marketing, Campari America. "The idea was inspired by the steadfast dedication and conviction of the people who built Wild Turkey and its legacy – that same passion and commitment exists across all industries, and we're excited to celebrate it with this initiative. It's been an honor to partner with musicians, such as Warren Zeiders, who authentically embody Wild Turkey's bold spirit."

Fans and music lovers ages 21+ can join Wild Turkey and iHeartMedia for a performance from Zeiders at the first 2024 101 Bold Nights concert in Charlotte, NC on Wednesday, May 29. Fans can enter Wild Turkey and iHeartMedia's sweepstakes to win tickets to the show by visiting news.iheart.com/101boldnights/.

Separately, fans can enter for the opportunity to join Wild Turkey for an exclusive and intimate fan experience with Zeiders on May 10 in Fort Worth, Texas, where Zeiders will later be performing as part of his "Pretty Little Poison" tour. More information and entry instructions can be found at iheartradio.com/boldpass.

Additional 101 Bold Nights concerts will be held in Los Angeles and Austin later this year, and Wild Turkey will be curating fan experiences at several more of Zeiders' existing 2024 tour stops in select markets. For more information on events, dates and venues, fans can visit the Wild Turkey website to sign up for the brand's community newsletter, or can follow along on Instagram (@wildturkey). Wild Turkey encourages fans to never compromise and enjoy responsibly.

ABOUT WILD TURKEY

The distillery for Wild Turkey Bourbon is located in Kentucky, situated on a deep limestone shelf on the Kentucky River. The shelf acts as a natural filter and provides the distillery with crystal clear water, vital to making such a high-quality product. Wild Turkey features the legendary father and son Master Distilling team of Jimmy and Eddie Russell, who have over 100 years of collective experience working at the Wild Turkey distillery. The famous Wild Turkey brand name first came about back in 1940 when distillery executive Thomas McCarthy took a few warehouse samples on a wild turkey hunting trip with a group of friends. The following year, his friends asked him for "some of that wild turkey whiskey" and the brand was born. Wild Turkey is distilled and put into new oak barrels at a much lower ABV than most bourbons. This results in a much richer flavor, as less is cooked out during the production process. Ageing in the highest quality new American oak barrels with the heaviest char available (the Number 4 "alligator" char) imparts a smooth flavor and deep amber color to the whiskey. The barrels are filled at the distillery in Lawrenceburg, Kentucky. Website: wildturkeybourbon.com

ABOUT WARREN ZEIDERS

Warner Records artist Warren Zeiders has quickly become one of Nashville's newest headliners. Since exploding onto the music scene in 2022, Zeiders has garnered more than 2 billion audio streams globally, 1.4 billion views on TikTok, more than 6 million monthly Spotify listeners and a combined 6 million social followers. In 2022, his 717 Tapes: The Album notably collected all of Zeiders' critically acclaimed 717 Tapes singles, EP tracks and a few new songs in a single package, including "Up To No Good" and "One Hell of An Angel," propelling him to the next chapter of his career and cementing the 717 Tapes legacy. Zeiders received RIAA Platinum Certification for his breakthrough single, "Ride The Lightning." In August 2023, he released his debut album Pretty Little Poison. The album's title track earned Zeiders his first No. 1 single on country radio, reaching No. 1 status on Mediabase's Country Chart and Billboard's Country Airplay Chart. The track has earned 300 million+ global streams, peaked at No. 19 on Billboard's Hot 100 Chart and earned Zeiders his second RIAA Platinum Certification. Earlier this month, he won the CMT Award for Breakthrough Male Video Of The Year. This year, in addition to his headline tour, he is opening for Jelly Roll.

ABOUT CAMPARI GROUP/CAMPARI AMERICA

Campari Group is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spreading across Global, Regional and Local priorities. The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. Campari Group has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas. Campari Group is headquartered in Sesto San Giovanni, Italy, and owns 22 plants worldwide with its own distribution network in 23 countries. The shares of the parent company, Davide Campari-Milano N.V. (Reuters CPRI.MI - Bloomberg CPR IM), have been listed on the Italian Stock Exchange since 2001.

Campari America LLC is a wholly owned subsidiary of Davide Campari-Milano N.V. Campari America has built a portfolio unrivaled in its quality, innovation and style, making it a top choice among distributors, retailers and consumers. Campari America manages Campari Group's portfolio in the US with such leading brands as SKYY® Vodka, SKYY Infusions®, Grand Marnier®, Campari®, Aperol®, Wild Turkey® Kentucky Straight Bourbon, American Honey®, Russell's Reserve®, The Glen Grant® Single Malt Scotch Whisky, Forty Creek® Canadian Whisky, BULLDOG® Gin, Cabo Wabo® Tequila, Espolón® Tequila, Montelobos® Mezcal, Ancho Reyes® Chile Liqueur, Appleton® Estate Rum, Wray & Nephew® Rum, Coruba® Rum, Ouzo 12®, X-Rated® Fusion Liqueur®, Frangelico®, Cynar®, Averna®, Braulio®, Cinzano®, Mondoro® and Jean-Marc XO Vodka®.

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CHATTANOOGA WHISKEY RELEASES FOUNDER'S 12th ANNIVERSARY BLEND

Annual Release is a Blend of the Past, Present, & Future, Formulated by Founder Tim Piersant

CHATTANOOGA, Tenn., April 23, 2024 -- Chattanooga Whiskey today announced its latest offering, the Founder's 12th Anniversary Blend. Curated annually by Founder Tim Piersant, this special edition whiskey pays homage to Chattanooga Whiskey's past, present, and future. Scheduled for release at the Chattanooga Whiskey Experimental Distillery on April 26, 2024, following a launch celebration at a ticketed event the night before, this commemorative blend will be available for purchase both in-store and online at Seelbachs.com in May.

Chattanooga Whiskey – led by Piersant's vision to become the best craft whiskey in Tennessee – has become well known for its trailblazing spirit, inventive style, and prolific range of whiskey expressions. Starting in 2011, Piersant and team challenged the laws and won the right to distill whiskey in Chattanooga for the first time in 100 years. Today, the Chattanooga Whiskey Experimental Distillery is the only standalone experimental distillery in the country - still driving the company's commitment to experimentation and pushing the boundaries of craft whiskey. The release of the Founder's Blend serves as a testament to this journey and the distillery's ongoing commitment to quality, complexity, and authenticity.

"Our annual Founder's release began as a passion project for myself and our amazing team of talented distillers to commemorate and reflect on where we started, where we are now, and where we are going," said Piersant. "The 12th Anniversary Blend leans most heavily on our solid foundation of Barrel 91 (the present), with a moderately heavy influence of Infinity (the future), and a lighter influence of 1816 (the past).  I believe these percentages appropriately represent how we are inspired by our past, present, and future."

About the Blend - Whiskeys of The Past, Present, and Future

Chattanooga Whiskey's Riverfront Distillery is home to their one-of-a-kind Solera Room, which completed installation shortly before the company's 10th anniversary. Built to symbolize Chattanooga Whiskey's past, present, and future, this room enshrines three custom charred oak solera barrels – each of which contain whiskeys of vastly different styles and wide-ranging origin stories. Each year to commemorate their anniversary, Piersant evaluates the whiskey within each solera barrel, trialing various blends to highlight the best of each recipe. After each year's blend is complete, the distilling team refills each tank with newly mature barrels, where they will quietly marry until the following year. This version of the time-honored solera blending process allows the Founder's Blend to evolve from year-to-year, and gives each release its own unique flavor profile, and – due to the complex solera blending process – can never be replicated again.

This year's blend is comprised of:

• 1816 (12%): Representing the company's storied "Past," 1816 is the smallest of the company's three solera barrels, and holds their original founding recipe, originally launched in 2012. Now a relic of the Chattanooga Whiskey story, 1816 was Chattanooga's first whiskey since Prohibition, and worked alongside the company's Vote Whiskey campaign to help change century-old prohibition laws for dozens of counties across Tennessee. Aged between four and six years, this traditional high rye bourbon contributes a classic woody, lightly spicy bourbon character to the blend.
• Barrel 91 (60%): Signifying the company's "Present," the largest of the three solera barrels is filled with Chattanooga Whiskey's signature Tennessee High Malt recipe: "Barrel 91." Born from their Experimental Distillery's 91st barrel created, this recipe was developed over two years of experimentation and is built on a foundation of three specialty roasted and toasted malted grains. Pulling richness and depth from every step of the process, this solera component brings a classic high malt depth and complexity to the blend.
• Infinity Barrel (28%): Symbolizing the company's "Future," the ornately designed Infinity solera barrel is filled with an innovative blend of malt and rye malt whiskeys from both their Experimental and Riverfront Distilleries. This year's blend welcomes six new mash bills to the barrel, including the subtle addition of a cherrywood smoked "Danko" rye malt whiskey. Aged between three and seven years, this evolving blend of innovative recipes brings a dynamic array of dark fruit and spice flavors to the final whiskey.

"Tasted on their own, the whiskey from each solera barrel is wildly different from the other," said Grant McCracken, Founding Distiller and CPO. "From the traditional essence of '1816,' to the high-malt heritage of '91,' to the expressive and ever-changing 'Infinity,' each barrel not only showcases the range of styles inherent to whiskey making, but also provides a range of options for blending."

Founder's Anniversary Blend is a recurring release and changes every year to highlight each solera's ever-evolving impact to the final blend. This year's release boasts notes of blackberry cobbler, candied ginger, cream soda, red velvet cake, and oatmeal raisin cookie.

Availability: Founder's 12th Anniversary Blend will be available at the Chattanooga Whiskey Experimental Distillery on April 26, 2024, and on shelves in select states (AL, FL, GA, IL, IN, KY, LA, SC, TN, TX, and WI) in the following weeks at $59.99 for a 750ml bottle. Limited quantities will also be available online at Seelbachs.com for shipping to select states in May. Visit http://www.chattanoogawhiskey.com.

About Chattanooga Whiskey:
Starting in 2011, Chattanooga Whiskey challenged the laws and won the right to distill whiskey in Chattanooga for the first time in 100 years. The Chattanooga Whiskey Experimental Distillery, the only standalone experimental distillery in the country, hosts over 50,000 visitors per year and serves as a hub of innovation and creativity to push the boundaries of craft whiskey. The Riverfront Distillery is the production home to Chattanooga Whiskey's signature expressions, Chattanooga Whiskey 91, Cask 111 and 99 Rye, as well as their Bottled in Bond Vintage Series and Barrel Finishing Series.

Independently owned and operated, Chattanooga Whiskey is committed to making whiskey that emphasizes quality, complexity, and authenticity through their one-of-a-kind Tennessee High Malt style. Most recently, Chattanooga Whiskey was named Icons of Whisky - Craft Producer of the Year (both America & Global) at Whisky Magazine's 2023 World Whiskies Awards.

Chattanooga Whiskey: http://www.chattanoogawhiskey.com

Experimental Distillery 1439 Market Street, Chattanooga, TN

Riverfront Distillery 890 Riverfront Parkway, Chattanooga, TN

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Jack Daniel's Country Cocktails Launching Hard Tea in Limited States

A Delicious New Twist on a Southern Tradition to Roll Out in Limited States Just in Time for Spring

SAN ANTONIO, TX  April 18, 2024 - Jack Daniel's Country Cocktails is synonymous with delivering amazing-tasting beverages with Southern sophistication and established tradition. This spring, Jack Daniel's Country Cocktails announces the launch of its new hard tea, a nod to its Southern heritage, yet designed to meet the needs of the modern drinker.

Jack Daniel's Country Cocktails Hard Tea perfectly combines black tea, ripe, true-to-fruit flavor, and a balanced, sweet finish. Jack Daniel's Country Cocktails Hard Tea will debut in four flavors, Original, Peach, Raspberry, and Blackberry, giving drinkers a bold and refreshing quality experience for those who know what tea is all about. Each flavor is perfect for sipping on the porch paired with a good conversation.

"We are excited about our launch of Jack Daniel's Country Cocktails Hard Tea entering the fast-growing hard tea category. Through our partnership with Brown-Forman and the iconic Jack Daniel's brand, we've developed a new twist on the beverage that pays homage to its traditional southern roots," says Keith Cunningham, VP of Partnerships - Pabst. "All four of our great flavors each shine in their own way. It'll be hard to choose a favorite, but every flavor is guaranteed to deliver a smooth, bright and refreshing experience for consumers."

Customers will be able to try all four flavors of Jack Daniel's Country Cocktails Hard Tea in a convenient 12oz can twelve-pack that will be carried in retail and convenience stores in thirteen states at launch, including CA, TX, ID, AL, GA, SC, NC, TN, KY, IL, MI, WI, and PA; with the Original & Peach offered in 16oz and 23.5oz single serve cans in those limited states.

About Jack Daniel's Country Cocktails
Jack Daniel's Country Cocktails are premium malt beverages from the Jack Daniel's Family of Brands. Jack Daniel's Country Cocktails was introduced in May 1992. Jack Daniel's Country Cocktails and their respective flavor names are registered trademarks. © 2024 Jack Daniel's. Jack Daniel Beverage Co., Louisville, Ky. Flavored Malt Beverage. For more information, please visit www.countrycocktails.com.

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ANGEL'S ENVY® DEBUTS "WORTH THE ENVY" CAMPAIGN, INSPIRING OTHERS TO REVERE TRADITION, EMBRACE PROGRESS, AND REIMAGINE THE EXPECTED

The National Campaign Builds on the Multi-Award Winning Brand's Mission to Craft The Future of Bourbon and Break Stereotypes

HAMILTON, Bermuda, April 18, 2024  ANGEL'S ENVY^®, the global brand that produces finished whiskeys at their Louisville-based distillery, announces its new campaign, "Worth The Envy." Launching across the U.S., the TV, digital, social, and multimedia campaign launches to motivate people everywhere to raise the bar. As a brand at the forefront of the whiskey industry, ANGEL'S ENVY is on a mission to transcend and reimagine the category by breaking out of the traditional norms.

Inspired by the brand's name and origin story, ANGEL'S ENVY's "Worth The Envy" campaign redefines envy as a virtue. It positions envy as a positive; a catalyst to create enviable moments in their lives as a source of influence to reimagine what people expect from bourbon and to challenge the category standard.

"At ANGEL'S ENVY, we pride ourselves in our innovative nature and origin. We were one of the first distillers ever to bring secondary finishing to the bourbon industry at a time when it was considered a somewhat radical and visionary concept," said Maria Dao, North America Marketing Director, ANGEL'S ENVY. "Worth the Envy strives to bend how people think about bourbon."

"Worth The Envy" premieres with a 30-second spot that takes viewers on a thrilling "pursuit of envy" through a diverse cast of characters and unexpected locations. A bottle of ANGEL'S ENVY Kentucky Straight Bourbon Finished in Port Wine Barrels is the hero, guiding the crowd around a vibrant hotel hallway, through an intimate loft space, and a chic pool party. The spot culminates at a sunset beach soiree, where the bottle and a cocktail are sitting heroically on the table before being picked up, leaving the audience guessing where ANGEL'S ENVY will take them next.

"When we think of bourbon, it's typically driven by moody and isolating environments, limited cocktail offerings, and enjoyed primarily by aficionados," said Bruno Luglio, Executive Creative Director at Sid Lee, the brand's creative agency of record. "By embracing ANGEL'S ENVY's rule-bending ethos, we were inspired to create a campaign that's as exciting, inclusive, and progressive as ANGEL'S ENVY itself -- and captured an opportunity to flip perceptions of envy - and bourbon - and reimagine it as a motivation to raise the bar."

The new campaign will air the 30-second spot and cut down 15-second spots on NBC Sports and The Golf Channel, and on premium streaming services Hulu and Peacock.

For more information on ANGEL'S ENVY's "Worth The Envy" campaign, visit https://angelsenvy.com or on Instagram (@angelsenvy). Please drink responsibly.

Spark Plug Cocktail Recipe
Mix up a delicious twist on the classic Espresso Martini Cocktail with ANGEL'S ENVY, as seen in the spot:

• 1 ½ parts ANGEL'S ENVY Kentucky Straight Bourbon Finished in Port Wine Barrels
• 1 part Vanilla Liqueur
• 2 parts Espresso

Add all ingredients into a shaker tin. Shake vigorously and strain into a coupe glass. Garnish with three coffee beans or grated cinnamon.

ABOUT ANGEL'S ENVY
ANGEL'S ENVY is a global brand that produces finished whiskeys at their Louisville, Kentucky-based distillery. Founded in 2010, ANGEL'S ENVY was among the first American whiskey producers to employ a secondary finishing process broadly across its portfolio. Today, each of its award-winning whiskeys are finished in hand-selected barrels to add a distinct layer of flavor and complexity, and the ANGEL'S ENVY team continues to produce several highly acclaimed core offerings – a Kentucky Straight Bourbon Finished in Port Wine Barrels and a Rye Whiskey Finished in Caribbean Rum Casks – as well as a variety of innovative, special releases.

ANGEL'S ENVY opened the doors to its Brand Home at 500 East Main Street in 2016, making it the first full-production whiskey distillery in downtown Louisville. In June 2022, ANGEL'S ENVY completed an $8.2 million expansion to its Brand Home, doubling annual guest capacity.

ANGEL'S ENVY is available in all 50 U.S. states and several international markets, and it is produced by Louisville Distilling Company, a subsidiary of Bacardi Limited.

HEAVEN CAN WAIT. ENJOY RESPONSIBLY.
©2024. ANGEL'S ENVY, ITS TRADE DRESS AND THE ANGEL WINGS LOGO ARE TRADEMARKS. BOTTLED BY LOUISVILLE DISTILLING COMPANY, LOUISVILLE, KY. KENTUCKY STRAIGHT BOURBON WHISKEY FINISHED IN PORT WINE BARRELS – 43.3% ALC. BY VOL.

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Fireball Burns Traditions for Horse Racing's Biggest Event with Pair of Custom Hats

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To celebrate the limited relaunch of Small Batch Dragon Reserve, Fireball jockeys for front runner position by bucking bourbon and setting fire to tired race day traditions

LOUISVILLE, Ky., April 16, 2024 - Traditional fascinators and minty cocktails: out. Hot Lids and Fireball: in. Fireball, the #1 shot brand in the U.S., is set to gallop into this year's classic horse racing events with bespoke, fiery hats dubbed 'Hot Lids' guaranteed to bring a dash of cinnamon spice to the typical race day experience.

For decades spring's most famous horse racing events have been synonymous with mint juleps, but this year Fireball is flipping the script. For the first time ever Fireball fans can purchase a Hot Lid Hat exclusively engineered to not only match the traditional race attire, but also secretly stash their favorite fiery spirit inside. The announcement coincides with the re-launch of Fireball's Small Batch Dragon Reserve, aka Fireball Cinnamon Whisky rested in premium charred oak for a sophisticated whisky-shooting experience that tastes eerily similar to classic Fireball.

"Fireball thrives by injecting fun where it has otherwise been missing, and famed events like a certain iconic upcoming horse race provide the perfect opportunity to bring that spirit to life," said Danny Suich, Global Brand Director for Fireball. "For 149 years (give or take), people have worn the same outrageous hats and drank the same boring drinks… until now. With Hot Lids, Fireball lovers can embrace their rebellious side by setting fire to old traditions and enjoying their favorite cinnamon whisky at the track or at watch parties across the country."

Fireball's vibrant, red "Hot Lids" will be available for purchase via FireballWhisky.com starting April 19 at 10:00AM EST for $24.99 each - the suggested retail price of a bottle of Small Batch Dragon Reserve. Hot Lids ensure that fans can rock the perfect shade of red while adding a dash of mischief to the race-watching experience. Two unique styles will be available:

• A ridiculously oversized large top-hat style boasting bold red, gold and black colors inspired by Small Batch Dragon Reserve's bottle design, gigantic feathers, exotic flowers, and custom ribbon. This style is also big enough to hold an entire 750mL bottle of Fireball Small Batch Dragon Reserve, if someone was so inclined. 
• A more "traditional" and ornate style featuring fancy embellishments including unique florals, elaborate plumage, and elegant bows in the classic Fireball shade of red. Most importantly, this style offers secret compartments to discreetly hold the most necessary of companions: multiple Fireball 50mL shooters.

Visit FireballWhisky.com to learn more about Fireball Hot Lids, and stay up to date on all things Fireball by following @FireballWhisky on Instagram and Facebook.

About Fireball
Imagine standing face-to-face with a fire-breathing dragon who just ate a barrel of spicy cinnamon…that's Fireball Whisky. Tracing its roots all the way to Canada, Fireball is known to ignite any occasion – from a round of golf, to happy hour and everything in-between. Made using natural cinnamon flavor, Fireball is best enjoyed straight up as an ice-cold shot. Guaranteed to taste like heaven and burn like hell – what happens next is up to you. For more information, visit https://www.fireballwhisky.com.

Please Drink Responsibly. Whisky with Natural Cinnamon Flavor. 33%/Alc/Vol. Produced by Sazerac Company, Louisville, KY

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CROWN ROYAL JOINS 2X ACM ENTERTAINER OF THE YEAR NOMINEE KANE BROWN AS THE OFFICIAL WHISKY OF THE 'IN THE AIR' TOUR

The Award-Winning Whisky Brand Announces the That Deserves a Crown With Kane Brown Contest In Support of Veterans

NEW YORK, April 16, 2024- Just in time for the warmer months, Crown Royal has partnered with award-winning, multi-platinum country music artist, Kane Brown, as the official whisky of Brown's In The Air Tour. The brand is joining the current ACM Entertainer of the Year Nominee across the country as part of this exclusive sponsorship, bringing its award-winning whisky and Purple Bag Project to several tour stops. Not only will Brown and Crown Royal be serving up delicious cocktails, but together have officially announced the "That Deserves a Crown with Kane Brown" contest. † The brand is inviting country music and whisky fans 21+ to nominate a veteran for a chance to win the ultimate concert experience at Brown's final tour stop in Arlington, Texas on September 14, 2024. This once-in a lifetime opportunity will be a celebration of country music and the true heroes of America who deserve a Crown – military veterans. Visit SummerSessions.CrownRoyal.com through August 15, 2024, for details and official contest rules. For every valid nomination, Crown Royal will donate $1 to the nonprofit organization, CreatiVets, to support their mission to help wounded veterans heal through music and the arts. ‡

Crown Royal has been deeply intertwined within the fabric of country music. The brand's connection to country music can be traced to its robust programming in western culture over the years. From Crown Royal's partnership with the CMA Awards and its presence at the iconic RodeoHouston to collaborations with country music's biggest rising stars, like Kane Brown. Brown and Crown Royal partnered in 2020 to remix his number one single "Homesick" alongside veteran singer-songwriters, the single was designed to give back to veterans. Kane has continued to be recognized for his talent, he's been nominated twice for Entertainer of the Year at the ACMS as well as an ACM Video of the Year winner for his game-changing video, "Worldwide Beautiful".

As a category, whisky, like country music, is a staple in American culture. Whisky and Crown Royal specifically, are cemented as a staple of this rich tapestry of country music, both sharing key themes tied to traditions, social gatherings and individualism. This renewed partnership with Kane Brown is a continuation of the brand's commitment to celebrating the richness of American Western culture.

"What's better than country music and whisky? Crown is my go-to whisky on and off tour," said Brown. "It means a lot to me to partner with a brand that shares the same values as my fans and I. It's incredible to see how my music can bring people together to celebrate while also honoring the best among us, the military community. I'm excited to support CreatiVets and lend the 'In the Air' stage to give a spotlight to those who truly deserve a crown, veterans!"

Crown Royal has a deep tradition of giving back. For over a decade, the brand has been dedicated to creating programs that inspire exceptional generosity within our communities. This summer at several "In the Air" tour stops, country music fans 21+ will have a chance to participate in the Purple Bag Project. The Purple Bag Project is an initiative designed in partnership with Packages From Home, that turns donated Crown Royal bags into care packages for active serving military around the world. Through partnerships with organizations like Packages From Home and CreatiVets, the brand has supported over 1 million servicemen and women.

"Our ties to country music are ingrained in our brand identity. We've always made it a priority to support artists in this space, which makes reunion with Kane so special," said Hadley Schafer, VP, Crown Royal. "With millions of Americans listening and embracing the growth of western culture, working with Kane on this tour was a natural fit. We're excited to celebrate the ever-evolving country music genre alongside our support of the military community."

This past weekend, Crown Royal and Brown kicked off the "That Deserves a Crown with Kane Brown" contest with a celebration in Chicago, IL. Veteran members from CreatiVets and local tastemakers were treated to an exclusive backstage experience in the Crown Lounge. Ahead of the show, guests enjoyed the country star's signature cocktail, Kane Brown's Royal Ranch Water.

"Music and the arts have the power to bring people together, so I am thrilled to partner once again with Crown Royal to share the mission of CreatiVets through country music," said Richard Casper, founder of CreatiVets. "CreatiVets was originally founded in Chicago so to be back where everything started to kick off this contest with my dear friend Kane is an incredible feeling."

Crown Royal reminds everyone 21+ that living generously is not about what you have, but about what you give. No matter how you celebrate, please drink responsibly.

†Contest also referred to as Crown Royal Summer Sessions Contest.

‡Creativets (1123 12th Ave S, Unit B, Nashville, Tennessee 37203; https://creativets.org; 615.512.5535). Maximum donation: $50,000. No tax deduction or charitable benefit for entrant.

NO PURCHASE NECESSARY. Nominator and nominee must be legal U.S. residents, 21 years or older. Contest began 3/15/2024 and ends 8/15/2024. No self-nominations. One nomination per nominator. Nominator must obtain veteran's consent beforehand. Winners selected based on judging panel's review of veterans' accomplishments. Nominee and nominator must be able to attend prize concert on 9/14/2024. See Rules at website for full details, including prize restrictions and content requirements for nomination. Sponsored by Diageo Americas, Inc., New York, NY. The Crown Royal Company, New York, NY. Please Drink Responsibly. Not sponsored/endorsed by U.S. military or government.

About Crown Royal
Crown Royal Canadian Whisky is the number-one selling Canadian whisky brand in the world and has a tradition as long and distinctive as its taste. Specially blended to commemorate a grand tour of Canada made by King George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal's smooth and elegant flavor was an exceptionally generous gift fit for royalty. Its gift-worthy presentation reflects its regal origins – it is considered the epitome of Canadian whisky. For more information, visit crownroyal.com. Crown Royal encourages all consumers to please enjoy responsibly.

About Diageo North America
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

About CreatiVets
CreatiVets' is a 501(c)(3) non-profit organization whose mission is to provide wounded veterans struggling with post-traumatic stress and traumatic brain injury with opportunities to use art, music, and creative writing to heal their unseen wounds of war. Their goal is to empower veterans with tools they can use for the rest of their lives and enable them to see their own capacity for success in an arena outside the battlefield. Learn more at creativets.org.

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BALCONES DISTILLING SEES "WHISKY FROM A NEW PERSPECTIVE" IN LATEST CAMPAIGN

In the brand's first major marketing push since joining DIAGEO in 2022, the award-winning Texas distillery highlights its unique whisky-making approach in new campaign

WACO, Texas, April 15, 2024  Today Balcones Distilling unveils its new campaign, titled "Whisky from a New Perspective", inspired by the distillery team's artistic and fresh approach to whisky-making.

Based in Waco, Texas, the Balcones distillery is forged on a fault line where two opposing land masses meet, fueling an energy and creative heat that drives a continuous journey of experimentation and innovation for Balcones.

Led by a distilling team that has backgrounds in art, music, writing, and a head distiller who is a master in both whisky and ceramics, Balcones credits the brand's success to keeping creativity at its core, along with the ability to tune into the natural world around them, to create original, expressive whiskies that reflect the volatile climate of Texas.

Launching April 15, 2024, in Texas, California, Colorado, New York, Florida and Illinois, the digital-first campaign is a testament to DIAGEO'S belief in the future of Balcones and its leadership in the burgeoning category of American Single Malt Whisky.

"In a world where people often wait for trends and culture to influence them, the Balcones team invites us to see creative possibilities where others don't," said Frank Dudley, brand director of Disruptive Whiskies at DIAGEO North America. "They listen to the rhythm of Texas, they're diligent about every detail, and they don't let external trends control them. This approach has made Balcones a pioneer in the Texas whisky revolution and a leader in the American Single Malt category."

The campaign creative highlights the unique process Balcones uses to make their whisky, including custom copper pot stills and custom barrels, and illustrates how its distilling team views whisky-making in the heart of Texas.

"The purpose of this new campaign is to introduce Balcones whiskies to even more consumers and show them what sets Balcones apart in the whisky space, especially in the booming American Single Malt category," said Dudley.

Made in partnership with creative agency Sidecar, the campaign features digital and social advertising, as well as organic social content, and will be supplemented with PR and experiential activations.

"Balcones sees whisky, and so much more, from a new perspective," said Liz Klesath, managing partner at Sidecar. "It's rare to see a distillery based in Texas making single malts, so we opted for an artful campaign to highlight the creativity taking place in the often-misconceived Waco, Texas. The 'Whisky from a New Perspective' campaign kicks off the newest chapter for Balcones—showcasing their continued innovative approach to making whisky."

To learn more about Balcones, visit BalconesDistilling.com.

About Balcones Distilling 
Balcones Distilling pioneered a new landscape for whisky by combining centuries of single malt distilling tradition with the unique flavors of Texas. Synonymous with quality and innovation, Balcones Distilling is an award-winning distillery that is changing the state of whisky through its high-quality ingredients and unique processes to create layers of flavor in every expression.

Creator of the original Texas whisky, Balcones Distilling distills all of its beloved spirits inside the historic Texas Fireproof Storage Company building in downtown Waco. Guests can visit the distillery for tours, tastings and events to discover the new state of whisky with Balcones. Visit BalconesDistilling.com for more information.

About Diageo North America 
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

About Sidecar
Sidecar is an independent, award-winning creative agency specializing in the drinks industry. Headquartered in New York with a network from London to LA, Sidecar stays on the pulse of global drinks culture to craft strategic brand stories and transform them into creative that cuts through. By building dynamic visual identities, engaging experiences, and fully integrated campaigns, Sidecar is on a mission to turn heads and fill glasses for some of the world's best drinks brands.

The drinks industry demands a specialist approach. At Sidecar, drinks are all we do. Learn more at SidecarDrinks.com and @sidecar.drinks.

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Coachbuilt Whisky Announces Partnership with Williams Racing

Williams Racing and Coachbuilt Whisky, a premium blended whisky co-founded by 2009 F1 World Champion and Williams Racing Brand Ambassador Jenson Button, today announce a dynamic licensing partnership.

This collaboration brings together two innovators in their respective domains, merging the expertise of Williams Racing in motorsport engineering with the passion for precision and craftsmanship embodied by Coachbuilt.

The alliance will see a number of limited-edition whiskies produced that pay homage to Williams Racing’s rich heritage and reflect the team’s current journey to return to the front of the grid. It will also celebrate the long and prosperous relationship between Williams and Jenson which began in 2000 when the team provided him with his breakthrough opportunity in Formula 1.

Beyond the special editions, the licensing partnership will see the core Coachbuilt edition poured at Williams events and in the paddock, in addition to merchandise lines and other activations.

Paul Asencio, Chief Revenue Officer of Williams Racing: “We look forward to working alongside Coachbuilt Whisky to create a range of products and experiences that honour the legacy of the Williams Racing. Coachbuilt have really hit the ground running in the whisky sector in the short space of time since their launch and it’s an exciting moment to be able to further our relationship with our Brand

Ambassador Jenson Button.”
Jenson Button, Co-Founder of Coachbuilt Whisky and Williams Racing Brand Ambassador: “We launched Coachbuilt in 2021 and, as with any business, you launch with plans and grand aspirations which you strive to achieve. To be partnering with Williams Racing as we celebrate only our third birthday is quite extraordinary and I couldn't be prouder. To work with a team so rich in heritage and one that has so many milestone moments means so much and we're excited to embark on a partnership which will see us create liquids to honour some of the most special moments in Williams Racing's history.”
Ends

About Williams Racing 
For almost 50 years, Williams Racing has been at the forefront of one of the fastest sports on the planet, being one of the top three most successful teams in history competing in the FIA Formula 1 World Championship. With an almost unrivalled heritage of engineering and racing F1 cars and unforgettable eras that demonstrate it is a force to be reckoned with, the British squad boasts 16 F1
World Championship titles to its name. Since its foundation in 1977 by the eminent, late Sir Frank Williams and engineering pioneer Sir Patrick Head, the team has won nine Constructors’ Championships, in association with Cosworth, Honda and Renault. Its roll call of drivers is legendary, with its seven Drivers’ Championship trophies being lifted by true icons of the sport: Alan Jones, Keke
Rosberg, Nelson Piquet, Nigel Mansell, Alain Prost, Damon Hill and Jacques Villeneuve. The team has made history before and is out to make it again with a long-term mission to evolve and return to the front of the grid.

About Coachbuilt Whisky

Williams Grand Prix Engineering Limited, registered in England. CO REG No 1297497. Registered address Grove, Wantage, Oxfordshire, OX12 0DQ.
Inspired by the historic art of automotive coachbuilding - where a custom-made body is seamlessly merged with a specific chassis - Coachbuilt creates a bespoke and distinctive blended Scotch whisky, where each element complements the other. Our mission is to celebrate and elevate the art of blended Scotch whisky with an emphasis on precision, craftsmanship, and attention to detail. Using liquid from all five regions of Scotch Whisky, Coachbuilt embodies flavours from every corner of Scotland. Each and every component is of the utmost importance, and piecing them together takes extreme skill and craftsmanship.

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Bulleit Frontier Whiskey 12-Year-Old Rye returns after five years

irst released in 2019, Bulleit has brought back the award-winning expression as the Rye whiskey category continues to grow

LOUISVILLE, Ky., April 11, 2024- After five years, a 2019 San Francisco World Spirits Competition Gold Medal, and a clamor of requests from bartenders and fans alike, Bulleit Frontier Whiskey is announcing the return of its 12-Year-Old American Straight Rye Whiskey.

Bulleit Rye 12-Year-Old is a limited-availability extension of Bulleit Rye Whiskey, America's #1 selling rye whiskey¹. The 12-Year-Old uses the same mash bill as the flagship Rye:  95% rye and 5% malted barley- one of the highest rye percentages on the market. Aged and matured to perfection in new charred American white oak barrels for a minimum of 12 years, this 2024 release incorporates whiskey from barrels aged up to 17 years in the blend. The result is a smooth, aged taste as before, but with nuanced differences from the 2019 release. On the nose, we get light, fruity, woody-oaky, floral, and vanilla-spice notes. Bottled at 92 proof (46% ABV), on the palate it is semi-sweet, clean, and crisp. The finish is enjoyable with a slight-woody vanilla spice taste.

Jesse Damashek, Senior Vice President of Whiskies & Liqueurs at Diageo commented: "Consumers and bartenders alike prefer rye's unique spicy flavor profile which adds a distinctiveness to classic cocktails. At Bulleit, we are proud to have been able to contribute to this fast-growing category ever since we launched our first rye expression in 2011.

In bringing back the Rye 12-Year-Old we are responding to the demands from whiskey lovers for more premium expressions in the rye category. Our first release in 2019 performed exceptionally in the on and off trade. What we've created with this 2024 release continues our long tradition of striving to satisfy the growing appetite for bold, distinctive, and delicious premium whiskey."

Bulleit Master Blender Andrew MacKay added: "This Bulleit Rye 12-Year-Old release remains true to the rye whiskies we've crafted before. The rye spicy character shines through the age of the whiskies and balances with those mature, elevated, and well-rounded flavors that originate from hand-selected barrels up to 17 years old. I do think it is best enjoyed neat or possibly with a single ice cube – which opens up some fruity character."

Bulleit Rye 12-Year-Old is available nationally (except for Maine) wherever fine spirits are sold, with a manufacturer's suggested retail price of $54.99 for a 750ml bottle. The whiskey is packaged in the iconic Bulleit bottle, with a new all-green label that prominently features the 12-year-old age statement.

No matter where or how you decide to enjoy Bulleit Rye 12-Year-Old, Bulleit reminds consumers 21+ to please remember to taste and serve responsibly.

About Bulleit Frontier Whiskey
Bulleit, founded in 1987, is one of the fastest-growing whiskeys in America. The brand attributes that growth to bartenders and cultural partners who have adopted it as their own. The Bulleit Frontier Whiskey portfolio is distilled and aged in the Bulleit family tradition, using a distinctive high rye recipe, which gives them a bold, spicy, yet distinctively smooth taste. The award-winning Kentucky whiskey most recently won a Double Gold medal for Bulleit 10-Year Old and Gold Medals for Bulleit Bourbon and Bulleit Rye at the 2021 San Francisco World Spirits Competition. In 2017, Bulleit celebrated its 30th anniversary with the opening of a new, state-of-the-art distillery located in Shelbyville, KY. Constructed with a focus on sustainable practices including natural habitat protection, water conservation and local ingredient sourcing. In 2019, a Visitor's Centre at the Bulleit Distilling Co. in Shelbyville opened to share our modern, technological, and sustainable approach to making great whiskey. In 2021, Diageo opened its first carbon-neutral whiskey distillery in Lebanon, KY with Bulleit being the first and leading brand being produced at the site. supplementing existing production at the Bulleit Distilling Co. For more information, visit www.bulleit.com or follow @Bulleit on Instagram.

About Diageo
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world. For more information about Diageo, their people, brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

¹ Source: Nielsen Data - Rye Segment Analysis 3.23.24

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OVERHOLT™, THE LONGEST-STANDING AMERICAN WHISKEY BRAND, LAUNCHES A. OVERHOLT STRAIGHT RYE WHISKEY, REVITALIZING OVERHOLT'S ORIGINAL PENNSYLVANIA MONONGAHELA MASH WITH A CONTEMPORARY APPROACH

A. Overholt pays homage to its heritage with a fully balanced, robust and complex American rye available nationwide today

CLERMONT, Ky., April 10, 2024-- Today, Overholt™, the longest-standing American whiskey brand maintained continuously since 1810, announced its newest release, A. Overholt shepherding the newest evolution of Pennsylvania Rye imbued with heritage and legacy. Reintroducing consumers to one of the first styles of American whiskey, Overholt™ is reclaiming its stature as one of the most iconic rye whiskey brands by redefining the breadth and future of rye. A. Overholt uses the same mashbill Overholt™ founder, Abraham Overholt used in 1810 – 80% rye grain and 20% soft malted barley – creating a fully warm yet deep spice, similar to rye whiskey from the 1800's.

A. Overholt shepherds the newest evolution of Pennsylvania Rye imbued with heritage and legacy.

Since inception, Overholt™ has forged forward through every era, including being one of the only spirits brands to survive prohibition, with the same clarity and tenacity Abraham Overholt had when crafting in 1810. Today, Freddie Noe, 8^th Generation Master Distiller of the Fred B. Noe Distillery at The James B. Beam Distilling Co. champions the legacy, propelling the brand forward through the rebirth of this whiskey's iconic legacy liquid, A. Overholt - Pennsylvania born, Kentucky made.

"With over 200 years of exceptional craftmanship, Overholt™ is engrained in American history with its industrial roots and as a spirit that has set the industry standard since inception," said Freddie Noe. "The newest launch of A. Overholt is the result of highly crafted whiskey, informed and inspired by generational expertise, and I'm honored to steward this brand forward while paying homage to its past and our shared commitment to American whiskey innovation."

The Overholt™ brand is known as A Keystone of American Rye Whiskey because of the shared qualities between Abe and The Keystone State itself: hard work, steely grit, big ideas, firm conviction, and its long-standing industrious spirit. It's this conviction that drove Abraham Overholt forward – through wars, prohibition, cultural strife, and plenty of double shifts. Its indomitable spirit has remained resilient despite various changes in ownership and production throughout the years, including a change in hands to Abraham's own grandson, American industrialist Henry Clay Frick. Today, the Pennsylvania-born whiskey of the Industrial Revolution is produced in Clermont, Kentucky at the James B. Beam Distilling Co., where the rich tradition of American production lives on.

A. Overholt joins the ranks of this beloved, and trade favorite portfolio currently consisting of Old Overholt 4YO, Old Overholt 4YO Bottled in Bond, and Old Overholt Extra Aged Cask Strength. Enjoy A. Overholt neat or on the rocks or in a cocktail such as the Perfect Manhattan or Scofflaw to experience the boldness and versatility of the newest expression. A. Overholt will be available nationwide across the U.S., in-store and find a bottle near you on OverholtRye.com bottle locator, beginning April 2024. For real-time information about A. Overholt follow along on Instagram @BeamDistilling and www.beamdistilling.com.

A. OVERHOLT STRAIGHT RYE WHISKEY | 47.5% ABV | SRP: $39.99

• COLOR - Clover Honey
• AROMA - Caramel, subtle layers of sandalwood and caraway
• TASTE - Brown butter, honeysuckle, clove, seasoned oak
• FINISH - Pleasant, Lingering notes of warm rich baking spice

About Overholt™
Overholt™ is one of the longest-standing US whiskey brands in American history. Originally created in West Overton, Pennsylvania and established in 1810 by its namesake Abraham Overholt, the brand pays homage with its new A. Overholt Monongahela Mash - our first foray back to our roots with a Pennsylvania Style-inspired classic rye. As A Keystone of American Whiskey, its tenacious spirit has remained resilient throughout history's changing landscape and consumer tastes with an unbroken chain of ownership and sale since its inception. Today, the Pennsylvania-born whiskey that's existed for more than two centuries is produced in Clermont, Kentucky at the James B. Beam Distilling Co., where its rich tradition of American production lives on.

About Beam Suntory
As a world leader in premium spirits, Beam Suntory inspires the brilliance of life by delivering great consumer experiences through its world-class portfolio of brands.  Known for its craftsmanship of premium whiskies, including Jim Beam®, Maker's Mark®, Basil Hayden® and Knob Creek® bourbons; Japanese whiskies, including Yamazaki®, Hakushu®, Hibiki® and Toki™; and leading Scotch brands including Teacher's, Laphroaig® and Bowmore®, Beam Suntory also produces leading brands such as Courvoisier® cognac, Tres Generaciones®, El Tesoro® and Hornitos® tequila, Roku™ and Sipsmith® gin, Canadian Club® whisky, and is a world leader in ready-to-drink cocktails, with brands like -196 and On The Rocks™ Premium Cocktails.

A global company with approximately 6,000 employees in more than 30 countries, one of Beam Suntory's core values is Growing for Good and through its Proof Positive sustainability strategy, the company has committed to ambitious goals and investments to promote environmental sustainability in its operations, ensure the company has a positive impact on the communities where employees live and work, and programs to educate and inform consumers to make the right personal choices about drinking. Headquartered in New York City, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.

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Lux Row Distillers Introduces Ezra Brooks 99 Port Wine Cask Finish

Award-winning brand extends its portfolio with unique new variant

ST. LOUIS , April 9, 2024 Lux Row Distillers announced the latest addition to the Ezra Brooks brand family: Ezra Brooks 99 Port Wine Cask Finish. Finished in port casks from Portugal for six months, Ezra Brooks 99 Port Wine Cask Finish delivers the great spicy ryed bourbon taste and smooth finish Ezra Brooks is known for in its already bold 99 proof bourbon, with additional flavor notes. The new variant will start shipping to retailers later this month at a suggested retail price of $34.99 per 750 ml bottle.

With a mash bill of 78% corn, 10% rye and 12% malt, Ezra Brooks 99 Port Wine Cask Finish is distilled using the highest quality ingredients, aged the old-fashioned way and bottled at 99 proof (49.5% ABV). Distinctive packaging features prominent callouts and a special label color highlighting the port cask finish.

"We created Ezra Brooks 99 Port Wine Cask Finish for bourbon fans looking for an elevated taste profile and unique flavor option," said Eric Winter, Ezra Brooks brand manager. "Lux Row Master Distiller John Rempe was intrigued by the juxtaposition of ryed bourbon's spicy flavor profile and the sweeter, dark fruit notes often found in port wines."

"This special finish brings notes of vanilla, tobacco and leather together on the nose, and sweet fruitiness and dark chocolate on the palate," said Rempe. "We're excited to share this special new variety with consumers as the first in a planned series of annual finishes for the Ezra Brooks 99 family."

About Luxco
Founded in St. Louis in 1958 by the Lux Family, Luxco is a leading producer, supplier, importer and bottler of beverage alcohol products. Our mission is to meet the needs and exceed the expectations of consumers, associates and business partners. Merged with MGP Ingredients, Inc. in 2021 (Nasdaq: MGPI), Luxco operates as MGP's Brands Division and manages all MGP/Luxco brands. This extensive and award-winning spirits portfolio includes well-known brands from four distilleries: Bardstown, Kentucky-based Lux Row Distillers, home of Ezra Brooks, Rebel, Blood Oath, David Nicholson and Daviess County; Lebanon, Kentucky-based Limestone Branch Distillery, maker of Yellowstone Kentucky Straight Bourbon Whiskey, Minor Case Straight Rye Whiskey and Bowling & Burch Gin; Jalisco, Mexico-based Destiladora Gonzalez Lux, producer of 100% agave tequilas, El Mayor, Exotico and Dos Primos; and Ross & Squibb Distillery in Lawrenceburg, Indiana, where Remus Straight Bourbon Whiskey and Rossville Union Straight Rye Whiskey are produced. The innovative and high-quality brand portfolio also includes Penelope Bourbon, Everclear Grain Alcohol, Pearl Vodka, Saint Brendan's Irish Cream, The Quiet Man Irish Whiskey, Green Hat Gin and other well-recognized brands. For more information about the company and its brands, visit luxco.com.

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Seagram's Escapes Searches for 50 Refreshers Party Hosts in 15 States to Launch New Line

NEW: Seagram's Refreshers Featuring Sweetened Cane Sugar and Real Fruit Juice for the Win to Liven Up the Party!

ROCHESTER, N.Y., April 9, 2024-- Seagram's Escapes introduces Refreshers, a delicious new line of flavored malt beverages sweetened with cane sugar and real fruit juice. Available now in four different tropical flavors, Refreshers offers the perfect balance of refreshment and flavor to satisfy everyone at your party or backyard get together. To introduce the new Refreshers line, Seagram's Escapes is looking for 50 of the best party ambassadors across the country to taste and experience the new drink first with their friends. Make your way to seagramsescapes.com/refreshersparty to apply* to be a Refreshers Tasting Party host. Qualifying ambassadors will receive a Refreshers-themed party planning kit, a gift card for samples of the product and $50 when you upload photos of your Refreshers Tasting Party.

"Refreshers is the perfect party drink because it's made with real ingredients, tastes great and comes in four delicious flavors, so there is an option for everyone," said Jaime Polisoto, Seagram's Escapes brand director. "So, if you love having people over, make sure you apply to participate for a chance to receive a party planning kit and two packs of Refreshers on us!"

Seagram's Escapes Searches for 50 Refreshers Party Hosts in 15 States to Launch New Line

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About Seagram's Refreshers
Seagram's Refreshers debut in a tropical series and will initially be available in 15 states across the U.S. With 5% alcohol by volume, Seagram's Refreshers are the ideal choice for at-home party hosting!

Seagram's Refreshers flavors include Strawberry Acai, Pineapple Cherry, Mango Orange, and Kiwi Lime. The lineup comes in a 12-pack slim 12 oz. can variety pack and a 24-pack club variety. Strawberry Acai will also be offered in 7.5 oz cans, while a larger 23.5 oz. option will be available year-round at convenience stores. Select varieties are available in a 6-pack of 11.2 oz bottles. For a limited time, consumers can go online @seagramsescapes.com to get a $5 rebate with purchase of the 12-can variety packs. 

Seagram's Refreshers are now at retailers in 15 states: Delaware, Florida, Georgia, Illinois, Maryland, Michigan, New Jersey, New York, North Carolina, Ohio, Pennsylvania, South Carolina, Texas, Virginia, and Wisconsin.

About Seagram's Escapes: Seagram's Escapes, known for its premium malt beverage with natural flavors and certified colors, was introduced in 1985 and is headquartered in Rochester, New York. Currently holding the position as the #4 traditional flavored malt beverage brand in the United States, Seagram's Escapes is owned by FIFCO USA.

Stay connected with Seagram's Escapes on Instagram, Twitter, Facebook & Pinterest. Always Drink Responsibly. ©2023 The Seagram Beverage Company, www.seagramsescapes.com. The Seagram Beverage Company is owned by FIFCO USA. For more information, please go to: https://www.fifcousa.com.

*Subject to terms and conditions

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Rabbit Hole Distillery Unveils Founder's Collection Limited-Release Mizunara

Award-Winning Craft Distillery Releases Rarest Whiskey Yet: 15-Year-Old Kentucky Straight Bourbon Finished In Japanese Oak

LOUISVILLE, Ky., April 9, 2024  Rabbit Hole Distillery today announced the second release of Mizunara, a remarkable 15-year-old Kentucky straight bourbon whiskey finished in the world's most elusive barrels crafted from Japanese Mizunara Oak. Mizunara is the latest addition to the brand's highly coveted Founder's Collection.

Mizunara Oak – the white oak that grows on Hokkaido, the northernmost island of Japan – has a long and storied history. "Mizu" translates to water while "nara" translates to oak. It takes between 200 and 500 years for this elusive tree to reach maturity and only then can the most skilled master coopers turn this porous and delicate wood into barrels fit for aging fine whiskey. For this limited release, Rabbit Hole Distillery Founder and Kentucky Bourbon Hall of Fame Whiskey Maker, Kaveh Zamanian, selected a handful of 15-year-old whiskey barrels from his own personal collection and finished them in these special Japanese Mizunara Oak barrels, revealing a remarkable, one-of-a-kind whiskey.

Rabbit Hole's Founder's Collection is a platform under which Zamanian and team develop unique expressions that showcase his creativity and commitment to the artistry of whiskey making. Released bi-annually, each limited-edition, cask-strength offering stands as a testament to Rabbit Hole Distillery's ethos: "No Shortcuts. No Compromise. Nothing Left To Chance."

"For years, I've been fascinated by the terroir and traditions of fine whiskey making. When I finally got my hands on a handful of elusive casks from a small family-owned cooperage in Japan, I knew I wanted to create something special to honor the mystique and beauty of Hokkaido's oak trees. When crafting Mizunara, I chose barrels from my personal collection of Kentucky straight bourbon – each aged to perfection for 15 years – and finished them in casks made of the finest Japanese Mizunara Oak for more than 11 months," said Zamanian. "This special edition whiskey exemplifies the innovation and creativity that goes into each of our Founder's Collection releases, and we're proud to share this masterpiece with collectors who favor one-of-a-kind whiskeys."

Each sip of Mizunara greets you with a nose of nutmeg, allspice, walnut and leather, balanced by notes of mint, honey, wood and orange, before filling your palate with a sophisticated mix of earthy and confectionery flavors. Tobacco and oak linger as hints of custard, banana and cinnamon give way to floral notes, then fade into dark cherry and a lingering chocolate finish. The limited-edition bottle and box – individually numbered for authenticity – are works of art themselves. The bottle features an impressive heavy gold cork, while the linen-patterned gift box is designed to display the deep mahogany liquid in its full grandeur.

Mizunara was first released in 2021. Today, only 2,200 bottles of Mizunara are available for purchase at Rabbit Hole Distillery and in select markets nationwide. A limited quantity of bottles is also available for purchase online through Rabbit Hole Distillery's website, www.rabbitholedistillery.com.

The 750 mL bottle has a suggested retail price of $1,500.00 and is 51.9% ABV (103.8 proof). Must be 21 or older to purchase. For more information about Rabbit Hole Distillery, visit www.rabbitholedistillery.com and follow along on social media @rabbithole.

About Rabbit Hole Distillery
Rabbit Hole was born to blow the cobwebs off the American whiskey category and pierce through the conformity that had kept it stuck in the 19th century. Rabbit Hole's Founder and Whiskey Maker, Kaveh Zamanian, left a 20+ year career as a clinical psychologist to pursue his long-standing passion for fine spirits. With a mission to transform the ordinary into the extraordinary, he set course to develop one-of-a-kind expressions of American whiskey. Through its signature core offerings – Cavehill Four Grain Triple Malt Kentucky Straight Bourbon, Boxergrail Kentucky Straight Rye Whiskey, Dareringer Kentucky Straight Bourbon Whiskey Finished in PX Sherry Casks, and Heigold High Rye Double Malt Kentucky Straight Bourbon – along with its innovative Founder's Collection series, stands as the best example of innovation and craft distillation in the country. This distinction is highlighted by its use of truly singular mash bills, signature malted grains, and custom-made, hand-selected, toasted & charred barrels. The state-of-the art distillery is a cathedral to the art and science of whiskey making and is located in the Nulu neighborhood in heart of downtown Louisville. Designed as a true craft distillery designed to scale, it produces 27,000 barrels every year. Since opening in 2018, it has been heralded as the "Architectural Icon" of the Kentucky Bourbon Trail and was recently named "World's Leading Bourbon Distillery Tour" by the World Travel Awards. In 2022, Kaveh was inducted into the Kentucky Bourbon Hall of Fame's 20th anniversary class, cementing his place among industry pioneers and visionaries. For more information, visit rabbitholedistillery.com.

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