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Chambord® Announces Partnership with Iconic Fashion Designer Betsey Johnson for Kentucky Derby® Festivities

Louisville, KY, March 27, 2011 – Chambord® Liqueur is partnering with iconic fashion designer Betsey Johnson for several of the brand’s Kentucky Derby® activities. As a breast cancer survivor, Johnson has supported Chambord’s breast cancer efforts in the past through the brand’s ‘Pink Your Drink’ program, but this is the first time she’ll be attending the Kentucky Derby.

As part of Chambord’s ongoing effort to raise awareness and funds for the breast cancer cause, it’s sponsoring a variety of Kentucky Derby activities including the Kentucky Oaks Fashion Contest to be held at Churchill Downs which Johnson will judge, a Brunch with Betsey Johnson, and custom Derby-style hats which will be available via an online auction.

“I’m not a gambling woman, but I’d be willing to bet I’ll be gettin’ lucky in Kentucky with Chambord,” said Johnson. “Cheers to horses, hats, and happy, healthy, pink ladies. XOX, Betsey.”

“As an iconic fashion designer, Betsey Johnson is a perfect fit for the style surrounding the Oaks,” said Laura Webb, Chambord brand director. “Additionally, because Johnson is a breast cancer survivor and advocate we are excited to have her support Chambord and all our exciting Derby and Oaks events as part of our ‘Pink Your Drink’ program.”

Brunch with Betsey Johnson
Local women will have the chance to win a custom designed Derby-style hat by Betsey Johnson at the first-ever Brunch with Betsey Johnson.  Everyone in attendance will have the chance to win a one-of-kind hat perfect for Oaks or Derby while getting exclusive style tips to help complete their race day outfit. Brunch with Betsey Johnson will be held Thursday, May 5 from 10am-12pm with a VIP meet-and-greet from 9:30-10am in downtown Louisville. Tickets start at $75. For more information and to purchase tickets visit www.voice-tribune.com or call 502-897-8900.

Derby Hats Created by Betsey Johnson
For those who are interested in owning a one-of-a-kind Derby-style hat designed by Johnson, you’re in luck. One of the hats commissioned by Chambord and designed by Betsey Johnson will be offered via a nationwide online auction with 100% of the proceeds benefitting Johnson’s designated charity, the National Breast Cancer Coalition. The hat will be auctioned off on BiddingforGood.com from April 25 until May 7.
 
Chambord Kentucky Oaks Fashion Contest
Chambord will continue to support breast cancer awareness by sponsoring the Kentucky Oaks Fashion Contest at Churchill Downs, where Betsey Johnson will serve as a judge. Women attending the Oaks are invited to walk the “pink carpet” and showcase their finest Oaks attire – all in the name of fashion and a good cause. For each person who walks the pink carpet, Chambord will donate $10 to the National Breast Cancer Coalition. Last year’s fashion event brought out more than 250 participants, and in turn, Chambord donated $2,500 to breast cancer charity. This year’s winner will receive an all-expense VIP trip for two to Fashion week in NYC. Entrants will be judged on how fashionably they incorporate pink into their ensemble. The contest takes place inside the Aristides Garden between the seventh and eighth races at approximately 2:15 p.m. EST.

About Chambord® Black Raspberry Liqueur:
Chambord® is an infusion of the world’s finest raspberries, blackberries and the exotic flavors of black raspberries, black currant, Madagascar vanilla and cognac. As part of Chambord’s ongoing support of breast cancer through its ‘Pink Your Drink’ program, it’s raised more than $188,000 for breast cancer charities to date.

About Betsey Johnson:
New York designer Betsey Johnson started her label in 1978 and started the Betsey Johnson label, as it is known today. Her commitment to remain true to her one-of-a-kind vision has afforded continued success in the clothing fashion industry for 30 years. Starting in 2004, the Betsey Johnson label expanded as a lifestyle brand with the introduction of intimates, handbags and leather goods, footwear, watches, jewelry, eyewear, swimwear, legwear, outerwear and a fragrance. Today there are over sixty-five Betsey Johnson stores worldwide as well as an established wholesale business in international markets. For store locations or product information, please visit www.betseyjohnson.com.

About Churchill Downs®:
Churchill Downs, the world’s most legendary racetrack, has conducted Thoroughbred racing and presented America’s greatest race, the Kentucky Derby, continuously since 1875. Located in Louisville, the flagship racetrack of Churchill Downs Incorporated (NASDAQ: CHDN) also operates Trackside at Churchill Downs, which offers year-round simulcast wagering at the historic track. Churchill Downs will conduct the 137th running of the Kentucky Derby on May 7, 2011. The track’s 2011 Spring Meet is scheduled for April 30-July 4. Information about Churchill Downs can be found at www.churchilldowns.com.

Please Enjoy Chambord Responsibly.
©2011 Chambord Black Raspberry Liqueur, 16.5% – 23% Alc. By Vol., Imported by Brown-Forman Beverages, Louisville, KY.