New 80 Calorie Zero Carb ALIVE a first in Canada



    CALGARY, May 26 /CNW/ - Weight and health conscious consumers wishing to
indulge this summer will have a new ultra-low calorie, zero-carbohydrate
vodka-based drink to add to their beach side cooler.
    The new ALIVE product is the first ready-to-drink liquor beverage to both
achieve zero carbs and overcome the 100 calories per serving barrier.
    "Compared to even the lowest calorie "light" versions of our competitors'
products, we are the only product in the category that has been able to
combine an ultra-low 80 calories with zero carbs," explained Craig Cooper,
president of Independent Distillers Canada. "And unlike many of the
competitive products in the category, we were able to decrease the calories
and carbs while maintaining an alcohol content of five percent."
    They were also able to maintain the crisp, refreshing taste of a
traditionally sweetened beverage by adding sucralose instead of aspartame.
    "We chose to sweeten with sucralose because it is a real sugar
derivative, unlike aspartame," said Cooper. "This allowed us to avoid the
health concerns surrounding aspartame and that funny aftertaste that consumers
complain about with that artificial sweetener."
    Plus, using a naturally-derived sweetener contributed to Independent
Distillers Canada's goal - to provide a Cooler that was a truly healthier
ready-to-drink alternative for its customers.
    And this goal extended beyond watching calories and carbs.
    They believe ALIVE is the first gluten free, sucralose-sweetened, 80
calorie ready-to-drink liquor beverage to ever hit the Canadian market, added
Cooper.
    ALIVE is available in three crisp, refreshing flavours: grapefruit, lemon
lime and mixed berry. Already in stores in Western Canada, the ALIVE products
there are demonstrating huge appeal to both women and men because of the
crisp, not-too-sweet taste profile.
    "Personally speaking, this is one of the most exciting, break-through
products I've ever been involved with bringing to market," says Cooper.
    For more information & product facts please visit the news section on our
website at www.independentdistillers.ca

    Independent Distillers Canada is the Canadian distribution arm of
Independent Distillers Group, founded in Auckland, New Zealand in 1987.
Independent Distillers Group has successfully been at the forefront of
innovation and development of Ready to Drink liquor beverages in both New
Zealand and Australia where it is a dominant player in the market. The
Independent Distillers Group manufactures and distributes alcoholic beverages
to export markets worldwide.
    In 2001, Independent Distillers Canada was established as a fully owned
subsidiary and now operates in all provinces across Canada. Core products
include Vodka Mudshakes, the Shotz range, Woodstock Bourbon & Alive low-cal
coolers. IDC is in bold expansion mode to become a major contender in the
Canadian RTD category.



    
                                 ALIVE Facts

    ALIVE Fast Facts

    -   Only 80 calories per 300 mL serving (per can)
    -   Zero carbohydrates
    -   Sweetened with sucralose
    -   Gluten free
    -   Comes in 4-packs
    -   Available in Lemon Lime, Grapefruit, and Mixed Berry
    -   First RTD beverage to achieve both ultra-low calories and zero carbs
        and be gluten free
    -   Innovative packaging utilizing our quick chill slim-line can

    Industry Fast Facts

    -   Ready-to-drink (RTD) products are relatively new to the liquor trade
        and include a broad spectrum of beverage types. Either, beer/malt or
        spirits-based, they first started appearing on shelves across Canada
        in the late 1980's on the heals of the popularity of wine coolers
        which had entered the liquor market earlier that decade.

    -   ALIVE beverages fall within the spirits-based group of RTD's, and
        more specifically are positioned to compete within the LIGHT ready-
        to-drink category (beverages touting fewer calories, less alcohol
        content and/or fewer carbohydrates). Competitors in this area include
        Smirnoff Ice Light, Mike's Light Lemonade (Mike's Hard Lemonade) and
        Woody's 99 (just launched).

    -   LIGHT RTD's now hold 2.1 percent of the of the spirit-based RTD
        group, a market share that is projected to increase as the consumer
        trend toward low-calorie, low-fat, and low-carb consumable products
        continues to cross over from mainstream grocery brands. ALIVE,
        offering low calories, zero carbs and zero gluten is well positioned
        to capitalize on its category growth.

    How Alive Measures Up to the Competition

    Mikes Light Hard Lemonade         100 cal     4 carb            4.1% alc
    Smirnoff Ice Light                100 cal     1 carb              5% alc
    Woody's 99                         99 cal     1 carb            4.7% alc
    Alive                              80 cal     0 carb              5% alc
    

    Sucralose

    Sucralose is made from sugar through a patented, multi-step process. It
is used around the world as an ingredient in processed foods and beverages and
in tabletop sweeteners, and has an excellent safety profile. (source: the
International Food Information Council, ific.org, June 2004)

    
    Alive distribution dates for Canada

    In stores by   Province               Flavours available
    May 1          BC, AB, SK             Lemon Lime, Grapefruit, Mixed Berry
    May 1          Manitoba               Grapefruit
    Mid July       Newfoundland           Lemon Lime, Grapefruit
    May 1          New Brunswick          Lemon Lime, Grapefruit, Mixed Berry
    May 1          Ontario                Lemon Lime, Grapefruit
    

    About Independent Distillers Canada

    ALIVE is distributed across Canada by Independent Distillers Canada (IDC)
Ltd, a fully owned subsidiary of Independent Distillers Group, of Aukland, New
Zealand. IDC was established in 2001 and now operates in all provinces across
Canada. Core products include Vodka Mudshakes, the Shotz range, Woodstock
Bourbon & Alive low-cal coolers. IDC is in bold expansion mode to become a
major contender in the Canadian RTD category.
    Founded in Auckland, New Zealand in 1987, Independent Distillers Group
has successfully been at the forefront of innovation and development of Ready
to Drink liquor beverages in both New Zealand and Australia where it is a
dominant player in the market. The Independent Distillers Group manufactures
and distributes alcoholic beverages to export markets worldwide.

    
    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/
    





For further information:

For further information: Jean Richer, Eastern Canada Regional Sales
Manager, Independent Distillers Canada, p. (905) 267-3804, c. (416) 994-5245,
jeanr@idcanada.net; Curtis Golomb, Western Canada Regional Sales Manager,
Independent Distillers Canada, p. (403) 259-7127, c. (403) 966-7783,
curtisg@idcanada.net; Craig Cooper, President, Independent Distillers Canada,
p. (403) 259-7134, c. (403) 710-2903, craigc@idcanada.net; Suzanne Bach, Trade
Marketing Manager, Independent Distillers Canada, p. (403) 259-7130, c. (403)
860-3720, suzanneb@idcanada.net, www.independentdistillers.ca

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INDEPENDENT DISTILLERS CANADA

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