The New Irish Mist and Ancestors

Updated Packaging Marks Marketing Shift Towards New Audience of Cocktail Consumers

TULLAMORE, IRELAND (September 7, 2009) — Irish Mist®, the original Irish whiskey liqueur, unveils a dramatically different new package designed to position the spirit as an accessible mixer and approachable beverage for every social occasion. Moving significantly away from the decanter shaped bottle of the past, the new, taller design takes its inspiration from the Irish whiskey category itself. Starting this month, consumers will find the new packaging in bars and stores alongside the liqueur’s namesake base spirit. A refreshed logo maintains the brand’s Celtic roots while being easier to spot on the back bar and on store shelves.

“In recent years, the liqueur category has undergone enormous changes; liqueurs are no longer just after dinner drinks,” said Paul Caffrey, Brand Manager; Tullamore Dew® and Irish Mist. “The combination of strength, sweetness and smoothness, makes Irish Mist highly accessible as a sipper, shooter or a versatile mixer. This new look brings this already great tasting liqueur from the back bar to the bartender’s well; from the specialty spirits shelf to the whiskey section.”

The updated tagline “Ridiculously Sociable” encapsulates the positioning aimed at attracting a new audience of men and women age 21 to 35. “We want to introduce this unique liqueur to a new breed of consumers,” added Caffrey. “The flavor profile of Irish Mist is ideal for today’s cocktail enthusiast.” A new website and cocktail recipes can be discovered at www.irishmist.com. As splendid as it is on the rocks, Irish Mist’s versatility is evident when cocktail lovers try it mixed with cola and a squeeze of fresh lime.

About Irish Mist

Exceptionally smooth, with a rich, complex flavor, Irish Mist is a blend of Irish whiskey, honey and aromatic spices. It was the first liqueur to be produced in Ireland and is currently the only brand worldwide to have the word “Irish” in its registered trademark. Commercial production began in 1947 at Tullamore, County Offaly. The company’s history dates back to 1829 when the Tullamore Distillery was founded to produce Irish Whiskey.

Irish Mist is available at retailers and fine establishments around the world.

750ml $27.99. Irish Mist is marketed and distributed by Skyy Spirits in the US.

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About Skyy Spirits, LLC

Skyy Spirits, LLC is the US-based wholly owned subsidiary of Gruppo Campari (Reuters CPRI.MI – Bloomberg CPR IM) and the definitive marketer and distributor of super-premium and luxury spirits brands in North America. Launched in 1992 with the introduction of its flagship brand, SKYY® Vodka, Skyy Spirits has grown exponentially, building a portfolio unrivaled in its quality, innovation and style, making it a top choice among distributors, retailers and consumers. Skyy Spirits manages Gruppo Campari’s portfolio in the US of such leading brands as SKYY® Vodka, SKYY90®, SKYY Infusions®, Campari®, Wild Turkey® Straight Kentucky Bourbon, American Honey™, Russell’s Reserve®, Cabo Wabo® Tequila, Ouzo 12®, X-Rated® Fusion Liqueur® and Jean-Marc XO Vodka®. Skyy Spirits is also the exclusive US distributor of Cutty Sark® Scotch Whisky, The Glenrothes® Single Malt Scotch Whisky, Bowmore® Islay Single Malt Scotch Whisky, Auchentoshan® Lowland Single Malt Scotch Whisky, Glen Garioch® Highland Single Malt Scotch Whisky, Flor de Caña® Rum, Carolans Irish Cream®, Tullamore Dew Irish Whiskey®, Irish Mist® Liqueur, Midori® Melon Liqueur, ZEN Green Tea Liqueur TM and The Yamazaki® Single Malt Whisky.

Skyy Spirits was founded and is headquartered in San Francisco, California. More information on the company can be found at www.skyyspirits.com and www.camparigroup.com. Please enjoy Skyy Spirits brands responsibly and in moderation.

Contact: pr@skyy.com