Knob Creek Signs Poker Players

5 April 2005

DEERFIELD, Illinois – (PRESS RELEASE) -- Knob Creek(R), the number-one selling ultra-premium bourbon in the United States, announced today it has signed a year-long agreement with professional poker players, Howard Lederer and Erick Lindgren. As part of the Knob Creek drink smart(R), play smart campaign, which incorporates Jim Beam Brands' corporate drink smart philosophy, these high-profile high rollers will represent Knob Creek at the 2005 World Poker Tour and World Series of Poker tournaments.

"Lederer and Lindgren are masters of their craft," said Larry Plawsky, senior director, super premium brands, Jim Beam Brands Co., in announcing the partnership. "We're thrilled to sponsor these professionals and to celebrate the spirit of two American classics, Texas Hold' Em Poker and Knob Creek."

"More than 50 million adult consumers of legal-purchase-age play poker and 12 million more watch it on television," added Plawsky. "As one of the first major consumer brands to endorse poker professionals, we are thrilled to be getting in on the ground floor."

Lederer and Lindgren -- "Team Knob Creek" -- will represent Knob Creek Bourbon and the drink smart, play smart program in professional poker tournaments as part of the brand's national marketing campaign.

"This is an important sponsorship for Erick and me, as well as for the whole sport of poker," said Howard Lederer, two-time World Poker Tour winner. "Having a well-known brand like Knob Creek endorse us adds credibility to our growing sport. I believe Texas Hold 'Em Poker and Knob Creek Bourbon make a winning pair."

Added Erick Lindgren, 2004 World Poker Tour Player of the Year, "When Knob Creek asked me to represent them, I was very enthusiastic. It's a terrific opportunity to leverage our sport in the national arena."

Aged nine years with sweet vanilla flavors, Knob Creek is the flagship super-premium Small Batch Bourbon of Jim Beam Brands Co. drink smart is part of the Jim Beam Brands corporate-wide commitment to make responsible alcohol consumption second nature for legal-purchase-age adults. For more information on the brands, visit http://knobcreek.com and http://drinksmart.com .

Jim Beam Brands Co. is an operating company of Jim Beam Brands Worldwide, Inc., an international distilled spirits and fine wines company that manufactures and markets more than 80 brands in 160 countries. Jim Beam Brands Worldwide, Inc. has leadership positions in bourbon, with Jim Beam(R) and Jim Beam(R) Black, the number-one-selling bourbon worldwide; Knob Creek bourbon and The Small Batch Bourbon Collection(R); and cordials, with DeKuyper(R), the number one cordial line in the United States. In addition to spirits, the Jim Beam Brands Worldwide, Inc. portfolio includes Geyser Peak(R) and Canyon Road(R). A joint venture between Jim Beam Brands Co. and The Absolut Spirits Company, Incorporated, called Future Brands LLC, provides sales and distribution services in the United States for the company's spirits and wine brands. Jim Beam Brands Worldwide, Inc. is part of Fortune Brands, Inc. (NYSE: FO), the consumer products company.


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