Diageo Canada granted agency rights for Grand Marnier and other Marnier-Lapostolle Group brands



    TORONTO, March 27 /CNW/ - Marnier-Lapostolle Group has chosen for the
first time ever a single national agent for its brands in Canada. Under the
agreement, Diageo Canada will add the leading luxury brand Grand Marnier(R) to
its portfolio of international brands.
    Marnier-Lapostolle Group, a family-owned company created in 1827 is the
maker of the world famous ultra-premium orange and cognac liqueur Grand
Marnier. A range of high-end versions complements the Grand Marnier line: the
Cuvée Louis-Alexandre, the Cuvée du Centenaire and the Cuvée du
Cent-Cinquantenaire, all made with higher quality of aged cognacs. Beyond
Grand Marnier, Marnier-Lapostolle Group has more recently developed a high end
natural vanilla and cognac liqueur NAVAN. In the ultra-premium wine category,
its Loire-based Château de Sancerre and its Chilean made Casa-Lapostolle will
also be part of the Diageo portfolio.
    "We are pleased to be working with these leading, world-class luxury
brands," says John Kennedy, President, Diageo Canada. "This is a strong
addition to our luxury brands portfolio and is a good strategic fit for our
reserve brand strategy, with great potential for long term growth."
    "We felt that we had now reached a point for the national execution for
our programs where we had to align ourselves with a coast to coast agent with
a solid portfolio of premium and super premium spirits and wines. We felt that
Diageo Canada share with us this culture for growing brand value and
excellence in execution," said Emmanuel Cargill, COO Marnier-Lapostolle North
America.
    "We would like however to express our gratitude to our local agents who
have accompanied us with dedication for many years. We built a good and
mutually beneficial relationship but we had to accept the challenges of a
competitive market and rethink our access to the Canadian consumers," said
Jean Christophe Terzaghi, Country Director for Marnier-Lapostolle in Canada.
    This new arrangement is specific to Canada, a key market for
Marnier-Lapostolle, its second largest in the world. Diageo will take agency
over in all but one province starting July 1, 2008; Alberta will be coming on
board in July 2009.
    "This is a win win for both companies with our shared focus of growth and
luxury brand opportunities," adds Kennedy. "We are confident that these brands
will continue to grow, develop and benefit from our sales, distribution and
execution expertise, benefiting everyone involved."

    About Diageo

    Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with
an outstanding collection of beverage alcohol brands across spirits, wine and
beer. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys,
Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling
Vineyards wines.
    Diageo is a global company, trading in some 180 countries around the
world. The company is listed on both the New York Stock Exchange (DEO) and the
London Stock Exchange (DGE). For more information about Diageo, its people,
brands, and performance, visit us at http://www.diageo.com.
    Celebrating life, every day, everywhere, responsibly.

    About Marnier-Lapostolle Group

    In 1827, Jean-Baptiste Lapostolle founded a distillery in
Neauphle-le-Château, near Paris. In 1880, Louis-Alexandre Marnier Lapostolle,
the son-in-law of Eugène Lapostolle, son of the founder, created the famous
Grand Marnier liqueur, a blend of cognac and tropical oranges. Today, the
company is run by 5th and 6th generation members of the Marnier Lapostolle
family, including Jacques Marnier Lapostolle, the current Chairman of the
Board. With 90% of its production sold outside of France in over 150
countries, Grand Marnier has been the leading French liqueur in export sales
for over 25 years. According to the magazine "Impact", Grand Marnier is among
the top 100 major international brands of premium spirits and the third
highest selling brand of liqueur worldwide (based on retail sales). A bottle
of Grand Marnier is sold every 2 seconds around the world. Additional
information is at www.grandmarnier.com.





For further information:

For further information: Alanna Stone, Diageo Canada, (416) 626-2000
ext. 6662, alanna.stone@diageo.com; Anne Caron Van Laer, Grand Marnier, +011
33 1 42 66 43 11, caron.a@grandmarnier.tm.fr


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