Intrawest and Coca-Cola Announce Long-term Strategic Partnership and Sponsorship Agreement



    
    Pioneering Cooperative Resort Sponsorship Program will see Coca-Cola
    Products Continue as the Official Beverages at 10 of Intrawest's
    Destination Resorts in North America
    

    VANCOUVER and ATLANTA, Oct. 13 /CNW/ - Intrawest and The Coca-Cola
Company today announced that they have entered into a new multi-year strategic
partnership to enhance and expand upon their existing resort sponsorship
program. The scope and breadth of the new agreement builds upon the success of
the current partnership between the two companies.
    Under the terms of the agreement, Coca-Cola North America (CCNA) and its
bottle partners in the United States and Canada will continue to be the
official beverage providers at 10 of Intrawest's destination resorts in North
America. The strategic partnership will ensure that a wide range of beverages,
including Coke(R), Diet Coke(R), Coke Zero and Sprite(R), Minute Maid(R)
juices, Evian(R) and Dasani(R) waters, glacéau enhanced waters and Odwalla
juices continue to be a fun and enjoyable part of a guest's experience when
they visit an Intrawest resort.
    "This agreement with Coca-Cola is among the most significant marketing
partnerships in Intrawest's history," said Bill Jensen, chief executive
officer at Intrawest. "We see the opportunity to showcase the world's most
popular beverages as an extension of our commitment to deliver memorable and
unique experiences for our resort guests, homeowners and our employees. We
look forward to continuing our long and successful partnership."
    CCNA beverages will be served exclusively throughout Intrawest's resorts
at food courts, restaurants, bars and in on-mountain concessionaries.
Beginning in September 2008, the strategic partnership will include the
following Intrawest destination resorts:

    
    - Copper Mountain (Colorado)            - Steamboat Ski Resort (Colorado)
    - Mountain Creek (New Jersey)           - Stratton Mountain (Vermont)
    - Panorama Mountain (British Columbia)  - Mont Tremblant Resort (Quebec)
    - Sandestin Golf and Beach Resort       - Whistler Blackcomb (British
      (Florida)                               Columbia)
    - Snowshoe Mountain (West Virginia)     - Winter Park Resort (Colorado)
    

    "We are thrilled to continue and build on our strategic partnership with
Intrawest," said Sandy Douglas, president, Coca-Cola North America. "Intrawest
is a premier operator of several of the finest ski resorts and experiential
destination resorts in the world. We look forward to providing Intrawest's
resort guests great products from our broad portfolio of beverages to meet
their refreshment needs."
    Both companies place a high priority on promoting nutrition and physical
fitness. A key component of the new partnership will be the co-development of
a variety of joint marketing and sponsorship programs to educate people of all
ages on the allure and beauty of nature and the benefits of leading a healthy
lifestyle.
    In addition, this new strategic partnership will go well beyond a
"typical" marketing relationship as Intrawest and Coca-Cola will work together
to develop and implement industry-leading environmental programs (e.g.,
sustainable packaging and innovative recycling programs) throughout
Intrawest's network of destination resorts.
    "Coca-Cola is the undisputed world-leader in brand management," said Andy
Wirth, executive vice president of sales & marketing and chief marketing
officer at Intrawest. "This strategic partnership will provide a unique
opportunity to join the top global consumer beverage brands with some of the
world's most popular destination resorts. Together we will deliver innovative
sponsorship programs to increase awareness of health, wellness and the
environment for the millions of guests that visit Intrawest's resorts each
year."

    About Intrawest

    Intrawest is a world leader in experiential destination resorts. The
company has interests in ten resorts at North America's most popular mountain
destinations including Whistler Blackcomb, a host venue for the 2010 Olympic
and Paralympic Winter Games. The Intrawest network also includes Canadian
Mountain Holidays, the largest heli-skiing operation in the world, Sandestin
Golf and Beach Resort in Florida and Club Intrawest-a private resort club with
locations throughout North America. In addition, Intrawest develops, markets
and sells real estate at its resorts and at other locations across North
America and in Europe. Intrawest is headquartered in Vancouver, British
Columbia and is a portfolio company owned primarily by private equity funds
managed by affiliates of Fortress Investment Group LLC (NYSE:   FIG). For more
information, visit www.intrawest.com

    About Coca-Cola Foodservice and Hospitality

    Coca-Cola Foodservice and Hospitality serves the restaurant and
hospitality industry as part of The Coca-Cola Company -- the world's largest
beverage company. Along with Coca-Cola(R), recognized as the world's most
valuable brand, the Company markets four of the world's top five nonalcoholic
sparkling brands, including Diet Coke(R), Fanta(R) and Sprite(R), and a wide
range of other beverages, including diet and light beverages, waters, juices
and juice drinks, teas, coffees, energy and sports drinks. Through the world's
largest beverage distribution system, consumers in more than 200 countries
enjoy the Company's beverages at a rate exceeding 1.4 billion servings each
day. For more information about The Coca-Cola Company, please visit our
website at www.thecoca-colacompany.com.





For further information:

For further information: Ian Galbraith, Intrawest Corporate
Communications, at (604) 643-1586 or Ray Crockett, Coca-Cola Media Relations,
at (404) 676-1070

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