New Chocolate Liqueur Tempts You to "Drink What You Crave(TM)"

DEERFIELD, IL--(Marketwire - Oct 9, 2012) - Today, Beam Inc. (NYSE: BEAM) announces the nationwide launch of John DeKuyper & Sons™ Crave Chocolate Liqueurs featuring three tempting flavors -- Chocolate Cherry, Chocolate Mint and Chocolate Chili. Inspired by the universal desire for decadent and indulgent experiences, this exceptional, premium line of chocolate liqueurs offers a unique cocktail option just in time for the festive fall and holiday season.

Capturing the luscious taste of chocolate and pairing it with three distinct flavors, JDK & Sons™ Crave balances chocolate with natural flavors to create a delicious liqueur:

• Crave Chocolate Cherry Liqueur delivers a smooth, rich tasting experience similar to that of the classic cherry cordial. The taste of sweet cherries takes center stage and is complimented by hints of cocoa. It leaves a sweet finish on the palate with notes of fruit, vanilla and bittersweet chocolate.
• Crave Chocolate Mint Liqueur is ideal for peppermint lovers. The experience begins with the tastes of sweet chocolate and vanilla, which gradually introduces peppermint to the palate and finishes with an intriguing and pleasant cooling effect.
• Crave Chocolate Chili Liqueur offers a delicious and surprising twist with its hint of heat. The sweet flavor of milk chocolate, which is enhanced with notes of vanilla and caramel, slowly gives way to the tingly warmth of chili peppers and offers the perfect balance of sweetness with a subtle kick.

"Launching just in time for the holiday entertaining season, JDK & Sons™ Crave Chocolate Liqueurs provide chocolate lovers and cocktail enthusiasts alike with a new way to delight their senses during one of the most indulgent times of the year," said Gary Ross, Director of Cordials and Rums for Beam Inc. "Whether treating yourself to a decadent cocktail or looking to create a memorable experience at your next holiday party, each distinctive flavor delivers the rich taste of chocolate paired with a unique flavor for an enticing way to satisfy your cravings."

JDK & Sons™ Crave is equally enjoyable when served over ice or as a distinctive addition to any cocktail:

Crave Cherry Macaroon Martini
1 part JDK & Sons™ Crave Chocolate Cherry Liqueur
1 part Cruzan® Coconut Rum
Splash of Soda

Method: Shake all ingredients (except soda) with ice. Strain into a martini glass and top with a splash of soda. Garnish with a Maraschino cherry.

Crave Luscious Mint Russian
1 part JDK & Sons™ Crave Chocolate Mint Liqueur
1 part EFFEN® Vodka
Splash of Milk

Method: Build ingredients over ice in an old fashioned glass. Add a splash of milk to make it even more luscious.

Crave Grown-Up Chili Hot Chocolate
2-3 parts JDK & Sons™ Crave Chocolate Chili Liqueur
Hot Chocolate

Method: Pour Liqueur in a warmed coffee mug and add hot chocolate to taste. Top with whipped cream.

JDK & Sons™ Crave launches nationwide in October 2012 with a suggested retail price of $17.99 per 750 mL bottle for JDK & Sons™ Crave Chocolate Cherry Liqueur, Crave Chocolate Mint Liqueur and Crave Chocolate Chili Liqueur. Cocktail recipes and additional information can be found at http://www.dekuyperusa.com/crave.

About DeKuyper Cordials & Liqueurs

DeKuyper is the #1-selling line of domestic cordials featuring nearly 60 mixable and versatile flavors of cordials, liqueurs, crèmes, brandies and schnapps. Some DeKuyper flavors have inspired the creation of cocktails and are now synonymous with those drinks. For example, in the mid-80s DeKuyper® Peachtree® Schnapps inspired the creation of the Fuzzy Navel, and in the mid-90s DeKuyper® Pucker® Sour Apple Schnapps inspired the creation of the Appletini. DeKuyper was founded in Holland in 1695 by Johannes DeKuyper & Son and has been the brand to turn to for fresh and original liqueurs for more than 300 years.

About Beam Inc.

As one of the world's leading premium spirits companies, Beam is Crafting the Spirits that Stir
the World. Consumers from all corners of the globe call for the company's brands, including
Jim Beam Bourbon, Maker's Mark Bourbon, Sauza Tequila, Pinnacle Vodka, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, Laphroaig Scotch Whisky, Kilbeggan Irish Whiskey, EFFEN Vodka, Pucker Flavored Vodka, Larios Gin, Whisky DYC, DeKuyper Cordials, and Skinnygirl Cocktails. Beam is focused on delivering superior performance with its unique combination of scale with agility and a strategy of Creating Famous Brands, Building Winning Markets and Fueling Our Growth. Beam and its 3,200 passionate associates worldwide generated 2011 sales of $2.8 billion, volume of 34 million 9-liter cases and some of the industry's fastest growing innovations.

Headquartered in Deerfield, Illinois, Beam is traded on the New York Stock Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and the MSCI World Index. For more information on Beam, its brands, and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com.

drink smart®
DeKuyper Cordials & Liqueurs, 15-50% Alc./Vol. ©2012 John DeKuyper & Sons; Clemont, KY.