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Rio sports largest spirits ad

LAS VEGAS, Nevada -- (PRESS RELEASE) -- Jim Beam, along with the RIO All-Suite Hotel & Casino are teaming up to unveil the world's largest distilled spirits advertisement, measuring 32,000 square feet and 40 stories -- roughly 400 feet tall -- on the side of the iconic RIO All-Suite Hotel & Casino. The ad celebrates the recent Senate Resolution establishing September 2007 as National Bourbon Heritage Month, and precedes the opening of the 16th annual Kentucky Bourbon Festival in Bardstown, Ky. next week. The declaration also calls for consumers who enjoy bourbon to do so responsibly and in moderation.

"This ad is the perfect way to kick off National Bourbon Heritage Month," said Frederick "Fred" Booker Noe III, seventh-generation Jim Beam distiller and bourbon ambassador. "It's a groundbreaking moment for bourbon, with the U.S. Senate's recognition of bourbon's unique place in American history," said Noe. "This is a fun way to bring a little bit of Bourbonfest out West in a big way. We're looking forward to sharing and celebrating the traditions and heritage behind bourbon all month long."

Even before the Senate honored the 200-plus years of bourbon production in America, the U.S. Congress in 1964 proclaimed bourbon to be "America's Native Spirit," making it the only spirit distinctive to the United States. "This ad reinforces Jim Beam's ongoing commitment to the history and tradition of bourbon," commented Kevin Cooke, regional vice president for Beam Global Wine & Spirits, Inc. "And Las Vegas has the highest per capita distilled spirits consumption in the country so it's the ideal place to celebrate the only distilled spirit that's native to America - bourbon."

Throughout September, the RIO All-Suite Hotel & Casino will celebrate America's native spirit by offering exclusive Jim Beam(R) bourbon-inspired entrees and signature cocktails in its bars and restaurants. Special dishes will include Filet of Buffalo marinated in a Jim Beam demiglace sauce at the VooDoo Steak & Lounge, and Cowboy Rib-Eye with Jim Beam(R) BBQ Sauce at the All American Bar and Grill. In addition, the Jim Beam Heritage Trailer will be on-site, featuring historical displays and exclusive Jim Beam Racing videos and racing memorabilia from Jim Beam Racing drivers Robby Gordon of NASCAR(R) and Michael Andretti of the Indy Racing League(R).

"Jim Beam may be the largest 'guest' we've ever hosted at our hotel!" said Michael Weaver, Vice President of Marketing of the RIO All-Suite Hotel & Casino. "We're happy to be a part of the Jim Beam celebration of National Bourbon Heritage Month. We know our customers will be treated to a once-in-a- lifetime experience."

The larger-than-life ad features an oversized bottle of Jim Beam Bourbon and reaffirms that Jim Beam has been true to its recipe for more than 200 years with the phrase: "Not available in pomegranate." The ad will remain wrapped around the Rio through November of 2007.

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