Courvoisier(R) Launches New Advertising Campaign Inspiring Consumers to 'Find Greatness Within'

DEERFIELD, Ill., Oct. 16 /PRNewswire-FirstCall/ -- Beam Global Spirits & Wine, Inc. [Fortune Brands, Inc. (NYSE:FO)], a global leader in premium spirits and wine, and Courvoisier(R) Cognac, one of the world's leading cognac brands, announced the launch of "Find Greatness Within," the brand's first advertising and positioning campaign since 2005. The newly launched Courvoisier(R) Exclusif(TM) and Courvoisier(R) VSOP are the two featured marques of the campaign which premieres in various publications in October and November respectively. In addition to the marques, the campaign features Jermaine "JD" Dupri, renowned producer and founder of So-So Def Records.

The genesis of "Find Greatness Within" is rooted in the time-honored traditions, craftsmanship, exclusive ingredients, and patient passion representing the layers of complexity, which make Courvoisier an iconic brand. To bring this to life, Courvoisier has joined forces with music mogul Jermaine Dupri, who in parallel is successful because of his talent, passion, and tenacity, all of which have made him a successful and revered "self-made man." The synergy of Courvoisier and the "self-made man" challenges consumers to "Find Greatness Within," assuring that Courvoisier provides an unmatched experience. "As a respected leader in the cognac category, Courvoisier is excited to partner with Jermaine, a self-made man who is the ultimate trendsetter, cultural icon and savvy entrepreneur," said Chris Mahoney, senior brand director, Courvoisier Cognac.

The advertisements feature Jermaine Dupri posing with a snifter of Courvoisier(R) VSOP. All the "layers" critical to his success are featured around him as a crest and are depicted in the ad including records, his drum set, music clefs, the skyline of Atlanta -- Dupri's hometown, and basketballs, as he is a passionate basketball fan.

The sidebar reads, "Jermaine Dupri. Artist, Music Mogul, Basketball Fanatic." "Find Greatness Within" is shrouded in this crest-like banner with a bottle of Courvoisier VSOP resting on the edge, and the tagline declares "Layers of subtlety and taste, developed over time. Enjoy Responsibly."

"I understand the personal journey it takes to find greatness within. It takes a certain amount of strength, confidence, and perseverance to succeed and become comfortable with who and what you are," says Dupri. "Like myself, Courvoisier knows that in order to be a supreme, premiere brand, it takes true quality time to perfect its essence and provide a brand that truly emphasizes superiority above all."

Additional executions for Courvoisier VSOP and Courvoisier Exclusif depict elegant bottle shots with the signature "Find Greatness Within" crest. The Jermaine Dupri execution was officially unveiled to media at a private VIP reception hosted by Dupri in Atlanta, Georgia on October 11. The reception featured Courvoisier(R) specialty drinks named after Jermaine Dupri's various achievements. Cocktails included such names as So So Strawberry Lemonade, CV '72, CV Island Tropic and The Don Chi Chitini, made with Courvoisier(R) VSOP.

"Over the last few years, Courvoisier has built a lot of momentum through our brand platform showcasing talented, award-winning artists, and we feel this new campaign will further complement the strong connections we are building with our target consumers," continued Mahoney. "With the growth of the category, particularly in the higher VSOP and XO sub-segments, the essence of this campaign allows us to be more relevant to our consumers in a well-established and competitive category."

About Courvoisier(R)

Courvoisier(R) is one of the four leading cognac houses in the world and continues to excel in the spirits category with its renowned blends including VS, VSOP, Exclusif, Napoleon, X.O., Initial Extra, Millennium and Courvoisier Succession J.S. L'Esprit de Courvoisier is the world's most-exclusive cognac, containing a masterful blend of vintages, including some dating back to the nineteenth century -- the same used to apply to the court of Napoleon and Edward VII. Courvoisier reminds consumers to drink smart(R). For more information about Courvoisier cognac and corporate responsibility visit and

About Beam Global Spirits & Wine

Inspiring conversations around the world, Beam Global Spirits & Wine, Inc., is building brands people want to talk about. Consumers from all corners of the globe call for our brands, including Jim Beam(R) Bourbon, Sauza(R) Tequila, Canadian Club(R) Whisky, Courvoisier(R) Cognac, Maker's Mark(R) Bourbon, Laphroaig(R) Scotch Whisky, Larios(R) Gin, Whisky DYC(R), Teacher's(R) Scotch Whisky, DeKuyper(R) Cordials and Liqueurs, Knob Creek(R) Bourbon, Starbucks(TM) Liqueurs and Clos du Bois(R) Wines. Beam Global Spirits & Wine is part of Fortune Brands, Inc. (NYSE:FO), a leading consumer brands company with annual sales exceeding $8 billion. For more information on Beam Global Spirits & Wine, its brands, and its commitment to social responsibility, please visit and

                              DRINK RESPONSIBLY

Courvoisier(R) Cognac, 40% alc./vol. Courvoisier Import Company, Deerfield, IL
 Courvoisier is a trademark of Courvoisier S.A.S. (C)2007 Courvoisier S.A.S.

Source: Beam Global Spirits & Wine, Inc.

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