THE PHOENICIAN, EL TESORO DE DON FELIPE LAUNCH PRIVATE LABEL

Exclusive Eight-Year Expression of El Tesoro® Paradiso Tequila Featured Only at Arizona’s Premier AAA Five Diamond Resort

SCOTTSDALE, Ariz. (March 5, 2009) – The Phoenician has teamed with Beam Global Spirits & Wine, Inc. [Fortune Brands, Inc. (NYSE:FO)], a global leader in premium spirits, and El Tesoro de Don Felipe® Tequila to produce a select offering of El Tesoro® Paradiso, available only to guests and visitors of The Phoenician, Arizona’s premier AAA Five Diamond luxury resort destination.  As the only private label of El Tesoro Paradiso in the world, this exclusive eight-year expression was crafted by third-generation Master Distiller Carlos Camarena.  Thomas “Mac” Gregory, The Phoenician’s food and beverage director, approached Camarena to enhance The Phoenician’s world-leading beverage program with this limited-edition El Tesoro.

Gregory and team chose a cask of the special tequila – double-matured in a cognac and bourbon barrel – late last year.  From that selection, Gregory and Camarena are producing more than 300 bottles of the Paradiso for The Phoenician.  Each 750ml bottle is hand-numbered, bearing The Phoenician name and logo on a gold-embossed and de-bossed label, which leads up to an elegant gold-foil necker-embossed seal.  The El Tesoro Paradiso is currently available resort-wide, serving as the signature spirit in The Phoenician’s premier tequila program.

“In introducing a more progressive and innovative luxury beverage collection, The Phoenician is giving rise to a new cocktail culture,” said Thomas “Mac” Gregory, the resort’s food and beverage director.  “The philosophy is simple:  create both a memorable and personal experience for each and every guest – one that cannot be duplicated.  This is achieved by hand-selecting only the finest spirits from around the globe, including our exclusive El Tesoro Paradiso Tequila.

“We have been honored to work with Carlos Camarena in creating this signature expression,” continued Gregory.  “Our goal is to make The Phoenician the center of the tequila world.  A key element in this success is found in the creation of our own private label of El Tesoro.”

Carlos Camarena, master distiller of El Tesoro, said:  “For more than 70 years, my family has hand-crafted one of the world’s finest tequilas.  I have been pleased to work with The Phoenician and Mac Gregory to create our first-ever private label.  It is because of its role as a world leader in both the hospitality and food and beverage industries that we wanted to partner with The Phoenician to offer this specialty Paradiso.”

El Tesoro is consistently bestowed with honors and accolades from tequila connoisseurs and leading critics in the spirits industry.  For the past four years, the tequila has been honored with double gold and gold medals at the San Francisco World Spirits Competition, and in 2006, El Tesoro Paradiso received the “Top Tequila of Show” honor.  El Tesoro Paradiso was created by Don Felipe Camarena and has a unique flavor due to its aging process in cognac barrels.

Inspiring conversations around the world, Beam Global Spirits & Wine, Inc., is building brands people want to talk about.  Consumers from all corners of the globe call for its brands, including Jim Beam® Bourbon, Sauza® Tequila, Canadian Club® Whisky, Courvoisier® Cognac, Maker’s Mark® Bourbon, Laphroaig® Scotch Whisky, Larios® Gin, Whisky DYC®, Teacher’s® Scotch Whisky, DeKuyper® Cordials and Liqueurs, Knob Creek® Bourbon and Starbucks™ Liqueurs.  Beam Global Spirits & Wine is part of Fortune Brands, Inc. (NYSE:FO), a leading consumer brands company with annual sales exceeding $8 billion.  For more information on Beam Global Spirits & Wine, its brands, and its commitment to social responsibility, please visit www.beamglobal.com andwww.drinksmart.com.

Located at the base of Camelback Mountain, the 250-acre Phoenician offers two exquisite experiences – a 583-room AAA Five Diamond resort hotel and an exclusive Five Diamond boutique hotel, The Canyon Suites — at one magnificent destination.  The property features elegant, residential-style accommodations, distinctive and tantalizing cuisine across a variety of restaurants, 27 holes of championship golf, 11 tennis courts, The Centre for Well-Being spa complex, the Explorers program with activities for all ages and interests, numerous boutique shops and a $25 million art collection.  In addition to these offerings, the stylish 60-room Canyon Suites provides more intimate surroundings and enhanced services, creating an atmosphere of uncompromising comfort.  Both The Phoenician and The Canyon Suites are owned and operated by Starwood Hotels & Resorts Worldwide, Inc., as part of The Luxury Collection.
For additional information, please call (480) 941-8200; (800) 888-8234.

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