Industry News 1/30/2009

Jim Beam® Bourbon Makes Waves with Mavericks

Jim Beam® Bourbon Makes Waves with Mavericks
#1 Bourbon Maker Champions Surfers with “The Stuff Inside”

Beam Global Spirits & Wine, Inc. [Fortune Brands, Inc. (NYSE:FO)], a global leader in premium spirits, and Jim Beam® Bourbon, the world’s number one selling Bourbon, are partnering with Mavericks Surf Ventures, Inc. (Mavericks) for The 2009 Mavericks Surf Contest. While Jim Beam has been involved in the Australian surfing scene for several years, this is the first time the brand is making waves in the U.S. market as a primary sponsor of The Mavericks Surf Contest®.

In addition to sponsoring The Mavericks Surf Contest, Jim Beam will also introduce the “Jim Beam Jersey” to this year’s surfing lineup – a distinctive jersey to be worn by the 2008 Mavericks Champion, Greg Long, as he battles to defend his title. Ten-thousand custom-labels have been created and will be gifted to each surfing contestant and given away to legal-purchase age consumers during local promotions. The specialty label supports protection of coastal environments, with up to $5,000 being donated to Save The Waves Coalition®, a non-profit organization dedicated to preserving the world's surf spots and their surrounding environments.

“Through our partnership with Mavericks, we are honored to participate in this surfing showcase for world-class competitors to demonstrate their ‘Stuff Inside,’” said Paige Guzman, whiskey category leader, Beam Global Spirits & Wine, Inc. “For the past two centuries, Jim Beam has achieved success through its tireless commitment to quality and true character. We’ve stayed true to what matters most to us – ‘The Stuff Inside’ – which inspires these athletes.”

“We’re stoked that Jim Beam stepped up and we’re back for another year,” said contest director Jeff Clark, the Half Moon Bay surfer who pioneered Mavericks in the mid-1970s. “With support from Jim Beam we are able to preserve our contest for another year and our waves for much longer thanks to their contribution to Save The Waves.”

The Mavericks Surf Contest®, which will be held at Half Moon Bay in California and is known for attracting the world’s most adventurous and competitive surfers, has begun its official waiting period and has entrants on 24-hour notice to arrive for the event. The contest could occur any time through March 31, 2009, depending on wave and wind conditions. The Mavericks Surf Contest will be webcast live via, and FLO TV and will also air on a large screen at AT&T Park in San Francisco, CA. For more information on The Mavericks Surf Contest, visit