Level Vodka Launches National Cause-Marketing Campaign: Cocktails for a Cause

Business Wire, April 14, 2004

Business Editors/Health/Medical Writers

NEW YORK--(BUSINESS WIRE)--April 14, 2004

Marisa Tomei, Gina Gershon, Tara Reid, Tom Cavanagh, Tony Sirico

and Other Celebrities Tend Bar in Support of Project A.L.S.

Level Vodka, the new super-premium vodka from the makers of ABSOLUT, today launched Cocktails for a Cause(TM), a series of fundraising events benefiting Project A.L.S. Project A.L.S. is a non-profit organization dedicated to finding a cure for ALS, amyotrophic lateral sclerosis, also known as Lou Gehrig's disease.

The first Cocktails for a Cause event will take place in New York City tonight, on Wednesday, April 14th, at Marquee. Celebrity bartenders Marisa Tomei, Gina Gershon, Tara Reid, Shannon Elizabeth, Tom Cavanagh, Tony Sirico (Paulie Walnuts of the Sopranos), Steve Schirripa (the Sopranos' Bacala), Ethan Zohn (Survivor) and Rob Morrow will mix signature Level cocktails to raise money for the charity. In addition to Level's own donation, which will be in excess of $100,000, all proceeds from the sale of the Platinum Level Martini, a signature cocktail for the events, will also go to Project A.L.S.

Level comes to the world of luxury vodka with a distinctive image and style. Through a unique combination of two distillation methods, Level achieves a perfect balance of smoothness and character as no other vodka before.

"We're very pleased to be partnering with Project A.L.S. as we launch Level," said Carl Horton, president and chief executive officer, The Absolut Spirits Company. "Cocktails for a Cause enables us to showcase Level, while making a real contribution to this worthy cause."

ALS (amyotrophic lateral sclerosis) is a fatal neuromuscular disease characterized by muscle weakness and a progressive wasting and paralysis of the muscles.

"We are thrilled to partner with The Absolut Spirits Company. Level's Cocktails for a Cause is a fantastic concept with solid and long-term fundraising and awareness-raising potential," said Valerie Estess, a founder of Project A.L.S.

As its name suggests, Level's $50 cocktail, the Platinum Level Martini, is special. It consists of 3 ounces of frozen Level vodka, 3/4 of an ounce of lemon-infused Bianco Vermouth, 1 dash of edible Japanese pearl dust and a spiral lemon twist.

In an effort to further the awareness of the Cocktails for a Cause campaign, a pin shaped as a lemon twist has been developed and will be given to those attending the events and purchasing Platinum Level Martinis. Consumers will be encouraged to wear the pins to show their support in the fight against ALS. In addition, a jewel pin, designed by Donald Huber, will be sold at a silent auction tonight at the event benefiting Project A.L.S. Donald Huber has created elegant and distinctive jewelry inspired by shapes and colors found in nature with purity in form and appearance. The pin has a retail value of $25,000.

Level and Project A.L.S. will be conducting additional Cocktails for a Cause events in Los Angeles, Miami and other locations. By funding and promoting the event, and encouraging donations, Level will help raise much-needed financial support and awareness for this important cause.

In addition to the Cocktails for a Cause events, the launch of Level Vodka is being supported by an advertising campaign that dramatizes Level's exceptional balance and underscores its refined taste. The TV advertising, which first aired on television on April 5th, marks the first time ABSOLUT has used TV to support its products. The launch campaign - funded at more than $10 million - also includes print advertising, public relations, on-premise promotions and a web site - www.levelvodka.com.

Level is now available nationwide and is priced between $28-$30. Level comes in three sizes: 50 ml, 750 ml and 1 liter. It will also be available in a 1-liter size at duty free retail outlets globally in May 2004.

ABOUT THE ABSOLUT SPIRITS COMPANY

The Absolut Spirits Company, Inc. is a Subsidiary of V&S Absolut Spirits, a business area within V&S Group. V&S Absolut Spirits produces and markets the following brands: ABSOLUT, DANZKA Vodka, FRIS Vodka, Level and Plymouth Gin. Absolut is the third largest international spirit in the world and is available in 126 markets. the head office is in Stockholm, Sweden. the Absolut Spirits Company, Inc. imports ABSOLUT, DANZKA Vodka, Level and Plymouth Gin in the US and distributes the brands through futurebrands, a joint venture with Jim Beam Brands.

ABOUT PROJECT A.L.S.

PROJECT A.L.S. raises awareness for ALS (amyotrophic lateral sclerosis, commonly known as Lou Gehrig's disease) and funds the most promising ALS research worldwide. Founded in 1998 by Jenifer Estess, a theater and film producer, project A.L.S. has already funded investigations into cellular therapy, high throughput drug screening, functional genomics and gene therapy - approaches that may well alter the lifestyle of those living with the disease.