Canadian Club Celebrates 150 Years With The Unveiling Of The Oldest Canadian Whisky On The Market



    Limited Edition 30 Year Old Honours Brand History

    WALKERVILLE, ON, Sept. 25 /CNW/ - It's not every year an iconic Canadian
brand turns 150 years old, which is why 2008 marks a special time for Canadian
Club Whisky, and along with it, whisky aficionados around the world.
    Canadian Club this year celebrates its sesquicentennial anniversary in
grand style with the unveiling of an exquisite, specially crafted 30-Year-Old
whisky - the oldest Canadian whisky available in the category, and a first
ever for Canadian Club.
    "There is no bigger event on our calendar this year than to celebrate
150 years of existence with our oldest and rarest bottling," said Franco
Timpano, Senior Brand Manager at Maxxium Canada, which markets and distributes
the world famous whisky. "We are delighted to offer this first-ever 30 Year
Old and stake our claim as Canada's best rye whisky for the next 150 years as
well!"
    Canadian Club's unique pre-barrel blending process, coupled with 30 years
of aging, has created a superb product with a rich and smooth taste. It is the
oldest rye whisky available to consumers, incorporating the company's
time-tested recipe for success: proper aging, consistent quality and
pre-barrel blending.

    
    From Patience Comes Perfection
    ------------------------------
    
    Back in 1858, in an era dominated by poor-quality, unaged spirits,
Canadian Club was the only whisky that insisted on aging its spirits between
five and seven years in white oak barrels. The end result was a smoothness
that made it easy, once tasted, for anyone to separate the Real McCoy from the
pretenders.
    The Canadian Club 30 Year Old is generously aged in white oak barrels,
resulting in an extraordinary whisky that belies the senses. The pre-barrel
blending process, meanwhile, marries a rich blend of whiskies before aging
begins for a unique approach that results in a final product that is smooth
and balanced like no other whisky on the market. Evidently, the same patience
that began 150 years ago is still found in every bottle of Canadian Club sold
today.
    Canadian Club 30YO, meant to be savoured one exceptional sip at a time,
is an elegant spirit, with luscious oak character, enhanced by delicate hints
of dried fruit and subtle spice. Its colour is rich, antique gold, and the
texture is velvety, complementing the lingering finish with an unsurpassed
natural smoothness.
    The 30YO arrives in a handsomely crafted collectors' box, lined with
black satin, featuring gold etching and a beautiful wax seal. The 30YO bottle
is 40% alcohol by volume, and will retail for approximately $180.00.
    To commemorate Canadian Club's 150th anniversary, limited quantities of
the 30YO will be made available to consumers until the end of 2008, or while
supplies last. The brand plans to celebrate its 150 years with a major event
in Windsor, Ontario, in September.

    
    About Maxxium Canada
    --------------------
    
    Maxxium Canada is the Canadian division of Maxxium Worldwide BV, a global
spirits and wine distribution group operating in over 35 countries and
covering more than 60 worldwide markets. Maxxium's portfolio includes some of
the most well-known premium brands: Sauza Tequila, ABSOLUT Vodka, Level Vodka,
Rémy Martin Fine Champagne Cognac, Cointreau liqueur, Canadian Club Whisky,
The Macallan and Highland Park Single Malt Scotch Whiskeys, Alberta Premium
Whisky, Bols Liqueurs, and various wines such as Clos du Bois, Cono Sur and
KWV. Maxxium's head office is in Amsterdam, The Netherlands. For more
information, visit www.maxxium.com.

    
    About Beam Global Spirits & Wine:
    ---------------------------------
    
    Inspiring conversations around the world, Beam Global Spirits & Wine,
Inc., is building brands people want to talk about. Consumers from all corners
of the globe call for our brands, including Jim Beam(R) Bourbon, Sauza(R)
Tequila, Canadian Club(R) Whisky, Courvoisier(R) Cognac, Maker's Mark(R)
Bourbon, Laphroaig(R) Scotch Whisky, Teacher's(R) Scotch Whisky, Knob Creek(R)
Bourbon, Starbucks(TM) Liquors, Beam Global Spirits & Wine is part of Fortune
Brands, Inc. (NYSE:  FO), a leading consumer brands company with annual sales
exceeding $8 billion. For more information on Beam Global Spirits & Wine, its
brands, and its commitment to social responsibility, please visit
www.beamglobal.com and www.drinksmart.com.





For further information:

For further information: and campaign images, or to set up an interview
with Maxxium Canada's Franco Timpano, please contact: Paul-Mark Rendon, LexPR
Canada, (416) 542-9140, ext. 3365, pmrendon@lexpr.com

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