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

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

PR Newswire

DEERFIELD, Ill., Nov. 20, 2012

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.

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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 and

Media Contacts:

Cliff Berman
Finn Partners for Pinnacle Vodka
(212) 593-5807

Lara Beauregard
Beam Inc.
(847) 444-7073

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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