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Brown-Forman Introduces New French Wine

October 17, 2005, Louisville, KY — Brown-Forman will introduce its new French wine, Gala Rouge, at the International Vintage Poster Fair in New York City on October 21, 2005. In an effort to simplify the American approach to French wines, Gala Rouge captures the essence of vintage poster art by using a familiar image that evokes a sense of style.

“To many Americans, the selection of a French wine is a puzzling and unsettling experience,” explains Laura Simmons, Gala Rouge brand director. “For one thing, the labels are confusing because most Americans aren’t familiar with the various wine producing regions of France.”

To this end, Gala Rouge has a much more simplified approach. Unlike most intimidating and confusing French wine labels, Gala Rouge capitalizes on the familiarity of vintage poster art and breaks away from traditional French wine packaging offering a wine that’s approachable and recognizable.

In an effort to demystify the French wine label, Brown-Forman, with help from packaging firm HKA, commissioned noted Southern California artist Jim Salvati to develop a signature statement for the Gala Rouge label.

“We asked him to create the label with the same look and feel as the vintage posters that are all the rage in homes and bars,” said Simmons. “Additionally, we wanted something fun and whimsical that proclaims that this is a wine with a sense of style that should simply be enjoyed with friends and not taken too seriously.”

Salvati elected to go with a vintage poster art look that depicts a Roaring Twenties flapper perched on a swing wearing black evening gloves and a flowing skirt that’s billowing in movement. The skirt is red for Gala Rouge Pinot Noir and light amber for Gala Rouge Chardonnay, the two available varietals.

The Gala Rouge label art is not just an ordinary wine label — it’s truly a work of art. The label art has been reproduced as a poster art print and is available for purchase. Whether it’s a bottle of Gala Rouge on your table or the framed label on your walls, Gala Rouge brings a sense of style to your home and life.

The choice of varietals — Pinot Noir and Chardonnay — are familiar to French wine consumers as the popular types of wine from the famed Burgundy region of France. Pinot Noir in particular, has recently gained widespread attention due to the popularity created by the movie “Sideways” — with sales growing 24% in the last year.

Gala Rouge Chardonnay and Pinot Noir retails for $9.99 per 750ml bottle and is designed to appeal to wine buyers in the 25 — 40 age group. The wine is currently available in key markets, including the northeastern U.S., Texas, Missouri, Kansas, Nebraska, Louisiana, Tennessee, Illinois, Kentucky, Virginia, North & South Carolina, Georgia, Iowa, and Florida. The wine will be available nationwide beginning January 1, 2006. Gala Rouge is from the Languedoc region and is produced and bottled by Bon Vivant Vineyards of France and imported by Brown-Forman Beverages.

Brown-Forman Wines is a part of Brown-Forman Beverages, Louisville, Kentucky. It markets Korbel Champagnes and produces and markets Fetzer, Sonoma-Cutrer, Bonterra, Mariah, Jekel, One Wines and Virgin Vines from California; and markets Michel Picard and Gala Rouge Wines from France, along with Durbanville Hills from South Africa.

For more information on Gala Rouge, contact Maggie Schneider, Public Relations Manager, Import Wines, Brown-Forman, at 502-774-7140.