Malibu(R) Rum Spikes One Over the Net With Exclusive Beach Volleyball Partnership

Top-Selling Caribbean Rum Named Official Spirits Sponsor of 2009 and 2010 AVP Crocs Tour Seasons

NEW YORK, April 30 /PRNewswire/ -- As the weather heats up, rum cocktails and beach volleyball will play a winning game, as two great summer traditions come together in a tour de force of sand, surf, sunshine and spirits. Today, Malibu(R), the number one selling Caribbean Rum with natural Coconut Flavor, has been named the official spirits sponsor of the AVP Crocs Tour for the 2009 and 2010 seasons.

Featuring more than 150 of the top male and female pro beach volleyball competitors, the 16-venue event series will deliver "amazing athletic contests surrounded by unforgettable beach parties this Spring and Summer," said Jason Hodell, CEO, AVP Pro Beach Volleyball.

"Beach volleyball is not just a sport played by top professional athletes," Hodell said. "It is a lifestyle, and the Malibu brand embodies all that which is associated with the AVP...the beach, the fun atmosphere and that little bit of Southern California that we bring to all our tour stops. We are looking forward to working with Malibu Rum to create some great brand activation activities for all our adult fans nationwide."

As the official and exclusive spirits sponsor, Malibu will be integrated into the nationally televised AVP events that will air on NBC, Universal Sports or cable networks, through visible signage, lifestyle shots from the sponsor village and suite and other on-screen exposure. In addition, the sponsorship includes extensive on-site signage, a Malibu 'Get Your Island On' cabana in the sponsor village where guests (LDA+) can enjoy interactive games, contests, special promotions and sample delicious Malibu cocktails, a full hospitality suite and player "meet and greets." Malibu is supporting the program with local advertising, on-premise bar night activity and retail display programming materials.

"Volleyball and Malibu are a natural partnership, given the evocative nature of both in elevating the summer experience," said Lisa McCann, Senior Brand Manager, Malibu Rum. "We feel this partnership is perfectly aligned with Malibu's vibrant and energetic island spirit and is a fantastic opportunity for the brand to engage and sample consumers in a relevant environment," added McCann.

The schedule of the 2009 AVP Beach Volleyball tour is as follows:

    DATE:        MARKET:              Location:
    March 27-29  Panama City Beach,   Beach (Sharky's)
                  FL
    April 17-19  Riverside, CA        Non-Beach: 3300 Market Street
    May 1-May 3  San Diego, CA        Harrah's Rincon Casino
    May 15-17    Houston, TX          Westside Tennis Center
    May 22-24    Huntington Beach, CA South Side of Huntington Beach Pier 285
    May 29-31    Atlanta, GA          Atlantic Station
    June 19-21   Ocean City, MD       Beach: North side of Ocean City Pier
    July 3-5     Coney Island, NY     21st Street and Surf Ave.
    July 17-19   Manhattan Beach, CA  South Side of Manhattan Beach Pier10
    Aug 7-9      Hermosa Beach, CA    North Side of Hermosa Beach Pier
    Aug 14-16    San Francisco, CA    Pier 30/32, San Francisco
    Aug 21-23    Muskegon, MI         Pere Marquette
    Aug 28-30    Chicago, IL          Oak Street Beach, 1001 N Lakeshore Drive
    Sept 4-6     Cincinnati, OH       Lindner Family Tennis Center
    Sept 17-19   Las Vegas, NV        Mandalay Bay Resort and Casino
    Sept 24-26   Glendale, AZ         Westgate City Center

About Pernod Ricard

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

About AVP, Inc.:

AVP, Inc. is a leading lifestyle sports entertainment company focused on the production, marketing and distribution of professional beach volleyball events worldwide. One of the fastest growing entities in the sports world, the AVP operates two of the industry's most prominent national outdoor touring series, the AVP Pro Beach Volleyball Tour (1983) and the AVP Hot Winter Nights Indoor Tour (launched in 2008). The AVP is set to stage more than 35 events throughout the United States in 2009 and features more than 150 of the top men and women competitors in the sport. AVP athletes won both the women's and men's gold medals at the 2008 Games in Beijing, marking the first gold medal sweep by a single country in the history of Olympic Beach Volleyball. AVP is headquartered in Los Angeles, Calif. For more information, please visit www.avp.com.

    Contact Information:
    Sarah Bessette
    Pernod Ricard USA
    sarah.bessette@pernod-ricard-usa.com
    646-746-9076

SOURCE Pernod Ricard USA



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