Courvoisier® Introduces Courvoisiology™

                   Courvoisier® Introduces Courvoisiology™

New Program to Highlight the Unexpected Side of Cognac via Experiential Events

PR Newswire

DEERFIELD, Ill., April 3, 2013

DEERFIELD, Ill., April 3, 2013 /PRNewswire/ --Beam Inc. (NYSE: BEAM) and
Courvoisier®, one of the world's leading cognac houses, have announced the
launch of Courvoisiology™, an experiential platform designed to spotlight the
mixability of cognac and the unexpected occasions in which it can be enjoyed.
The Courvoisiology Lab event series brings to life the brand's newest
campaign, 'Be the Exception,' which highlights Courvoisier's history as a
revolutionary spirit that pushes the boundaries of the cognac category.

"With Courvoisiology we wanted to answer the growing consumer demand for
versatility and demonstrate an entirely new and unexpected side of cognac,"
said Megan Frank, Director of Courvoisier at Beam Inc. "Courvoisiology is
designed to spotlight our revolutionary cognac innovations and the many
unexpected and creative ways they can be enjoyed."

In 2011, Courvoisier revolutionized the cognac category with its introduction
of Courvoisier Rose, a blend of cognac and premium French red wine grapes,
followed in 2012 by C by Courvoisier, produced in small batches and
double-barrel aged, and Courvoisier Gold, a blend of cognac and Moscato wine
from the South of France. The Courvoisiology program will further build upon
these innovative marques by highlighting each in unique cocktails crafted by
some of the nation's top mixologists who have been enlisted by Courvoisier to
act as Courvoisiologists.

The series kicks off in New York with a multi-sensory event that engages
guests on every level: exciting product innovations, cognac-infused hors
d'oeuvres by Roble and Co., featured cocktails expertly crafted by a team of
Courvoisiologists, and experiential touch points that exemplify how
Courvoisier is pushing the boundaries of cognac. The New York event will
culminate in a live performance by R&B star Kelly Rowland.

The New York Lab event will be followed by events in Chicago, Los Angeles and
will conclude in Atlanta this fall. Event details can be found at

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, Skinnygirl Cocktails, Cruzan Rum, Hornitos Tequila, Knob Creek
Bourbon, Laphroaig Scotch Whisky, Kilbeggan Irish Whiskey, Larios Gin, Whisky
DYC and DeKuyper Cordials. 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
3,400 passionate associates worldwide generated 2012 sales of $2.5 billion
(excluding excise taxes), volume of 38 million 9-liter equivalent 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

Enjoy Responsibly

Courvoisier® Cognac and Liqueur, 18-40% alc./vol. Courvoisier Import Company,
Deerfield, IL USA

Courvoisier is a trademark of Courvoisier S.A.S. ©2013 Courvoisier S.A.S.

All trademarks are the property of their respective owners.

Lara Beauregard
Beam Inc.
(847) 444-7073

Damian Irizarry
DKC Public Relations
(212) 981-5229

SOURCE Beam Inc.

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