Alize, the Premium Liqueur, Dazzles the Spirits World with 'Alize & Ice' - a $50,000+ Holiday Diamond Give-Away: Alizé Forges Pro-Social Partnership with the Ludacris Foundation in Demonstration of Its Commitment to Giving Back

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Alize, the premium liqueur, today announced plans to kick- off the 2007 holiday season with Alize & ICE - a spectacular diamond jewelry give-away. The multi-platform program incorporates sexy national consumer print, trade print, and online ads; a nationwide point-of-sale and internet driven consumer sweepstakes promotion and signature inter-active elements that include a custom jewelry eBay auction. Additionally, in its ongoing support of grassroots initiatives, Alize has selected the Ludacris Foundation as the recipient of 100% of its eBay auction proceeds or $25,000, whichever is greater.

Alize is experiencing a remarkable resurgence in consumer affinity and our continuous offering of first-to-market creative programs puts the spotlight on us as the 'original' premium liqueur.

    Since launching its newest flavor - Alize Rose - earlier in 2007, the premium spirits brand has been generating significant "buzz" and gaining market share with its key constituents. In a move to keep the momentum going, Alize continues to bring exciting and unique consumer-focused programs to life through its numerous marketing initiatives.

"We wanted to do something extra-special for our loyal consumers this year, and while we always strive to be number one in the category, our goal this time around was to top even ourselves. We pride ourselves on being a modern organization that is evolving and ahead of the trend curve, which is what ultimately drives volume and puts us in a league of our own," says Charles Palombini, president of Alize's parent company Kobrand, Corp. "Additionally, our partnership with the Ludacris Foundation is particularly exciting. As a company, we recognize that everyone stands to benefit when prudent investments are made in the communities that have remained loyal to our brand from the beginning."

Consumers are invited to participate in a national sweepstakes promotion that will award a treasure trove of Alize custom designed diamond jewelry to 12 lucky winners. This holiday season Alize gets into a festive mood by encouraging consumers to "be brilliant." And what better way for them to do that but with their favorite Alize flavor and a chance to shine.

Alize's line of premium French liqueurs, skillfully blended with the essence of passion fruit, is the ideal way to celebrate with friends and family during the holidays. Alize Gold Passion is a unique blend of exotic passion fruit juices, other natural exotic fruit juices and France's finest cognac. Alize Red Passion combines France's finest cognac with the fresh natural ingredients and bright flavors of cranberry, passion fruit and other natural exotic fruits. Alize Wild Passion is a variation on the original blend with the addition of mango and other natural exotic fruit juices. Alize Bleu combines premium French vodka, France's finest cognac, passion fruit, cherry, ginger and other natural exotic fruit juices. Alize Rose combines the flavors of passion fruit juice, roses, strawberry, a hint of lychee and premium French vodka.

Alize holiday gift sets showcasing the brand's new premium and contemporary look are a brilliant way to shine at every holiday gathering and affair. The 750ml gift sets come in five distinct designs, each to reflect the line's five flavor personalities along with signature recipes for suggested holiday cocktails.

The Alize & ICE Consumer Sweepstakes

The Alize & ICE consumer sweepstakes program - supported by a national print campaign and an aggressive internet advertising push under the "be brilliant" tagline - exudes the mystique and sensuality associated with the now, iconic liqueur brand. These eye-catching ads give consumers a "call-to-action" on how to be a part of this unprecedented marketing initiative.

"Alize is more that just a premium liqueur; we are a lifestyle brand that understands the importance of staying relevant with our consumers. The goal of Alize & ICE is to connect with key consumer segments on an emotional and aspirational level consistent with our outstanding quality," says Alize brand director Michelle Murray. "Alize is experiencing a remarkable resurgence in consumer affinity and our continuous offering of first-to-market creative programs puts the spotlight on us as the 'original' premium liqueur."

The Alize & ICE sweepstakes enrollment will be available at the retail level through mail-in entry forms or at any of Alize's 300+ national holiday sampling events, as well as online entry through Alize's web site at: http://www.alize.com. The national sweepstakes program will award two Grand Prizes valued at over $15,000 each and ten Runner-Up Prizes valued at over $3,000 each:

-- One female Grand Prize winner will be awarded an Alize custom-designed white gold tennis necklace bejeweled in spectacular round cut diamonds and a delicate Alize tag at the clasp valued at over $13,000.00.

-- One male Grand Prize winner will be the recipient of a fully "iced-out" custom designed Alize inspired white gold diamond encrusted watch valued in excess of $10,000.00.

-- The royal treatment continues as each Grand Prize winner and a guest will receive their "ice" during a fabulous spring 2008 weekend get-away in New York City and $3,000 in cash.

-- Ten Regional Runners Up - in New Jersey, New York metro, South Florida, Houston, Philadelphia, Chicago, Washington DC, Detroit, Baltimore and Atlanta - will be awarded signature Alize diamond dog-tags and white gold necklaces valued at $2,800 along with a $250 cash prize each.

Alize & The Ludacris Foundation

From October 15 to December 24, 2007, Alize will conduct an eBay auction consisting of fifteen (15) custom jewelry items embellished in diamonds and semi-precious stones reflective of the five Alize flavor personalities. Parent company Kobrand will donate 100% of the auction proceeds or a minimum of $25,000 toward The Ludacris Foundation's community outreach endeavors. TLF is committed to helping youth help themselves (for more information on TLF go to: http://www.theludacrisfoundation.org).

"Being a beneficiary of the Alize on Ice promotional auction is an incredible opportunity for us to fund programs that make a difference in the lives of our young people. Kobrand is a company that cares about giving back to the community. We share a single-minded commitment to keeping the dream alive in our youth and helping them become responsible adults in all aspects of their lives," says Ludacris. "I'm really looking forward to building a strong relationship with a company that understands the value of supporting youth, building strong families and community service," says Roberta Shields, President of the Ludacris Foundation.

For complete contest rules & guidelines and more information on the full line of Alize products and pro-social programs go to: http://www.alize.com.

Alize Gold Passion, Alize Red Passion, Alize Wild Passion, Alize Bleu, and Alize Rose all 16% ABV. Retail value is $24.99 for 750ml and $28.99 for 1 liter.

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Deryck Thompson
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