Pinnacle® Vodka Building on Rapid Growth and Fun with New Advertising and Marketing Campaign

DEERFIELD, Ill., Nov. 20, 2012 /PRNewswire/ -- Pinnacle® Vodka, one of the fastest-growing spirits brands in the U.S., this week is launching a new advertising and marketing campaign designed to let consumers know "It's More Fun On Top™."  Since its introduction, Pinnacle has continued to change what consumers expect from their premium vodka with innovative never-been-done-before flavors.  In addition to the original unflavored Pinnacle, the brand portfolio includes more than 30 flavors from Pinnacle Whipped and Pinnacle Cake to Pinnacle Tropical Punch.

(Logo: http://photos.prnewswire.com/prnh/20121120/NY17068LOGO )

Communicating Pinnacle Vodka's fun, playful, innovative personality and imported, premium quality, the multi-million dollar 360-degree advertising campaign for "It's More Fun On Top" spans broadcast, print and digital mediums including mobile formats.  The campaign also combines a step change in on- and off-premise promotion, innovative social media-driven consumer engagement and public relations, and reflects a significant increase in brand investment from the previous year. The television commercials for Pinnacle Vodka begin running in primetime this week on cable channels such as E!, Bravo, Discovery Channel and the Food Network through the end of the year and in 2013.

"In the large and growing vodka category, Pinnacle has always looked to be an innovator and not follow the pack," said Beam General Manager Deb Boyda. "We had the chance to create an iconic integrated brand campaign from the ground up – focusing on the fun of the product. While Pinnacle has achieved enormous success in a few short years, with this campaign we intend to take the brand to the next level."

The campaign was created by Ogilvy & Mather Chicago. "In a category full of serious, Pinnacle has the opportunity to lighten the mood," said Lee Newman, President, Ogilvy & Mather Chicago. "This work aims to position Pinnacle as the brand that understands that vodka can be both premium and fun."

Pinnacle Vodka was acquired by Beam Inc. (NYSE: BEAM) in April 2012.  Pinnacle's growth is broad-based across its product line. Pinnacle's classic unflavored vodka was the U.S. market's fastest-growing non-flavored imported vodka in 2011, and Pinnacle has also pioneered the most exciting flavors in the vodka category, including the outstanding success of the Pinnacle line of Whipped dessert-flavored vodkas. 

About Beam Inc.

As one of the world's leading premium spirits companies, Beam is Crafting the Spirits that Stir the World.  Consumers from all corners of the globe call for the company's brands, including Jim Beam Bourbon, Maker's Mark Bourbon, Sauza Tequila, Pinnacle Vodka, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, Laphroaig Scotch Whisky, Kilbeggan Irish Whiskey, EFFEN Vodka, Pucker Flavored Vodka, Larios Gin, Whisky DYC, DeKuyper Cordials, and Skinnygirl Cocktails.  Beam is focused on delivering superior performance with its unique combination of scale with agility and a strategy of Creating Famous Brands, Building Winning Markets and Fueling Our Growth. Beam and its 3,200 passionate associates worldwide generated 2011 sales of $2.8 billion, volume of 34 million 9-liter cases and some of the industry's fastest growing innovations. 

Headquartered in Deerfield, Illinois, Beam is traded on the New York Stock Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and the MSCI World Index.  For more information on Beam, its brands, and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com.

Media Contacts:

Cliff Berman
Finn Partners for Pinnacle Vodka
(212) 593-5807
Cliff@finnpartners.com

Lara Beauregard
Beam Inc.
(847) 444-7073
Lara.Beauregard@beamglobal.com

Pinnacle® Imported Vodka, Distilled from Grain, and Flavored Vodkas, 35%-50% Alc./Vol. ©2012 Portfield Importers, Lewiston, ME

All trademarks are the property of their respective owners.

SOURCE Beam Inc.



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