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Americas Hottest Stars Surrender to New ABSOLUT APEACH

New York, NY, June 23, 2005 Absolut Vodka recently added the spirit to the celebration of hip hop mogul, Jay Zs second anniversary of his popular 40/40 CLUB in Manhattan. Inside celebrities from the entertainment and sports world attended the star-studded festivities, where ABSOLUT played host to Americas hottest celebrities in exclusive APEACH and LEVEL VODKA VIP rooms. There, guests were among the first in the nation to taste ABSOLUTS newest flavorful addition, APEACH, as well as enjoy ultra premium Level Vodka.

The event held Wednesday, June 22 at 8:00 p.m. at The 40/40 CLUB, located on 25th Street (between Broadway and 6th Avenue), and featured an array of celebrity guests such as Beyonce, Eve, DMC of Run DMC, Jaguar Wright, Jonathan Vilmer, in addition to owner Jay Z.

ABSOLUT APEACH is a must have drink ingredient its sultry, sophisticated and full of energy. When combined with the intoxicating vibe and style of celebrations like The 40/40 CLUBS anniversary extravaganza, we know we have a winning combination to introduce this tasty new flavor, said Matthias Aeppli, Vice President of Marketing for The Absolut Spirits Company, Inc.

ABSOLUT APEACH has a sophisticated aroma with a distinct character of peach and tropical fruit. The complex and full-bodied taste stems from mellow peaches and tropical fruits the aftertaste is long, peachy and smooth. ABSOLUT APEACHs can be enjoyed neat, with ice or in mixed drinks and cocktails, like the APEACH Surrender, which includes 2 parts ABSOLUT APEACH, 3 parts grapefruit or orange juice, and 1 part Grenadine.

The ABSOLUT APEACH packaging is as unique as the spirit it contains. The bottle is dressed in shades of pink, yellow and orange hues inspired by the flesh of a succulent peach, suggesting the unique experience that ABSOLUT APEACH offers complex, sophisticated and exciting the senses in unexpected ways. As with all members of the ABSOLUT VODKA family, ABSOLUT APEACH contains all-natural ingredients and is 80 proof. The new, peach flavored, premium vodka will be available to consumers nationwide in 50ml, 750ml, 1-liter and 1.75 liter bottles.

Level is the first vodka to be produced by combining two distillation methods, which delivers the perfect balance of smoothness and character. This delicate balance of distillation methods achieves Levels refined taste. Balance serves as the brands point of difference and the focal point of the marketing campaign.

ABSOLUT VODKA is a premium vodka and the third largest international spirits brand in the world. ABSOLUT continues to lead the flavored vodka segment with the first and third best selling brands, ABSOLUT CITRON and ABSOLUT MANDRIN, respectively. Since the introduction of ABSOLUT PEPPAR in 1986, its first flavored vodka, the ABSOLUT Family has continued to excite the category with flavors like ABSOLUT MANDRIN, ABSOLUT CITRON, ABSOLUT KURANT, ABSOLUT VANILIATM, ABSOLUT RASPBERRITM and ABSOLUT APEACH. To maintain premium quality all ABSOLUT VODKA is made using a continuous distillation process and created from all natural ingredients in hus, Sweden.

About The Absolut Spirits Company, Inc.

The Absolut Spirits Company, Inc., headquartered in New York, is a subsidiary of V&S Group and operates under the auspices of V&S Absolut Spirits in Stockholm, which produces and markets ABSOLUT VODKA, ABSOLUT CUT, Level Vodka, DANZKA Vodka, FRIS Vodka and Plymouth Gin. The Absolut Spirits Company, Inc. imports ABSOLUT VODKA, Level, DANZKA Vodka and Plymouth Gin in the US and distributes the brands through Future Brands LLC, a joint venture with Jim Beam Brands.

About The 40/40 Club

The 40/40 CLUB, an all American sports bar and lounge owned by hip hop mogul Jay Z and partners Desiree Gonzalez and Juan Perez, (6 West 25th Street between 6th Avenue and Broadway) opened its doors to the public in the Summer of 2003. Created by the three longtime friends, 40/40 is 8,000 square feet of pure sports and entertainment in an opulent lounge setting, providing a unique experience not found elsewhere in New York City.

Christina M. Branson
323.469.8680 ext. 247



absolut APEACHTM. PEACH FLAVORED vodka. 40% alc/vol. ABSOLUT, absolut APEACH country of sweden & logo, ENJOY WITH ABSOLUT RESPONSIBILITY AND absolut bottle design are trademarks owned by v&s vin & sprit ab. 2004 V&S VIN & SPRIT AB. Absolut Spirits Co., NY, NY.

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