The Intoxicologist

Saturday, May 9, 2009

Seagram's Enters New Territory With the Launch of Seagram's Smooth Brazilian Rum

NEW YORK, May 6 /PRNewswire/ -- Seagram's, one of the only major U.S. beverage trademarks with products in multiple categories -- including the number one selling Seagram's Gin -- announces the launch of Seagram's Smooth Brazilian Rum.

Seagram's Rum will be available in Seagram's Smooth Brazilian Rum (white rum) and two new flavors -- Seagram's Citrus Flavored Rum and Seagram's Raspberry Flavored Rum. All three offerings have been blended to provide the perfect balance of unparalleled smoothness and the unique, exotic rum character native only to Brazil, while their taste profile makes them the perfect base for today's most popular rum cocktails.

"The rum category has grown by 10 million cases over the last 10 years, and is forecasted to grow by another 10 million cases in the next decade, offering the Seagram's trademark a significant opportunity to increase sales and brand awareness," said Craig Johnson, Marketing Director for Seagram's Rum. "In addition, the brand will be an attractive proposition for retail outlets, as consumers know and trust the Seagram's name."

Why Brazil? Said Johnson: "We tested concepts from around the world with consumers and the exotic, mysterious qualities that embody Brazil emerged as having the strongest appeal. Brazilian rums are traditionally distilled to create a lighter spirit with citric, lemon notes, which is exactly what we were looking for."

Seagram's Smooth Brazilian Rum, Seagram's Citrus Brazilian Rum and Seagram's Raspberry Brazilian Rum will launch at retail in May 2009. Seagram's Smooth Brazilian Rum will be available in 1.75L, 1.0L, 750ml, 375ml, 200ml 100ml and 50ml sizes. Seagram's Citrus Flavored Rum and Seagram's Raspberry Flavored Rum will be available in 1.75L, 1.0L, 750ml and 50ml sizes. The three rums will be line priced and will retail for a suggested price of $11.99/750ml.

New Seagram's Brazilian Rum Cocktail Recipes:
Seagram's Rum & Cola
1 part Seagram's Smooth Brazilian Rum
3 parts cola
Pour ingredients into a cocktail glass filled with ice. Garnish with lime wedge.

Seagram's Caipirinha
1 Part Seagram's Smooth Brazilian Rum
1 Tbsp. granulated Sugar
1 Lime
Muddle sugar into lime wedges in an old-fashioned glass. Fill glass with ice cubes. Pour Seagram's Rum into glass. Stir well.

Seagram's Citrus Mojito
2-1/2 parts Seagram's Citrus Flavored Rum
3 mint sprigs
2 lime wedges
1 Tbsp. of sugar
2 splashes of club soda
Muddle mint sprigs with lime wedges and sugar. Add Seagram's Rum and club soda. Garnish with mint sprig.

Seagram's Raspberry Fizz
1 part Seagram's Raspberry Flavored Rum
3 parts club soda
Pour ingredients into a cocktail glass filled with ice. Garnish with raspberries.

About Pernod Ricard USA
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA. In July, 2008, Pernod Ricard completed the acquisition of the iconic ABSOLUT Vodka brand from the V&S Group, and Pernod Ricard USA is now the second-leading company in the U.S. by sales value.

In addition to ABSOLUT, Pernod Ricard USA's leading brands include such prestigious spirits as The Glenlivet Single Malt Scotch Whisky, Chivas Regal Scotch Whisky, Jameson Irish Whiskey, Wild Turkey Bourbon, Seagram's Extra Dry Gin, Beefeater Gin, Plymouth Gin, Martell Cognac, Malibu flavored Rum, Kahlua Liqueur, Hiram Walker Liqueurs, Pernod and Ricard; such superior wines as Jacob's Creek and Brancott Estate; and such exquisite champagnes and sparkling wines as Perrier Jouet Champagne, G.H. Mumm Champagne and Mumm Napa sparkling wines.

The company is based in Purchase, New York, and has roughly 1,000 employees across the country.

Pernod Ricard USA urges all adults to consume its products responsibly and has an active campaign to promote responsible drinking. For more information on this, please visit: www.acceptresponsibility.org.

Seagram's
Sarah Bessette of Pernod Ricard USA
+1-646-746-9076,
sarah.bessette@pernod-ricard-usa.com
www.acceptresponsibility.org
www.seagramsginlive.com

· Pernod Ricard USA Launches Online Video Messages in Support of Accept Responsibility Campaign

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