Press Releases

HEARTLAND SPIRITS INTRODUCES ITS FIRST READY-TO-CONSUME DISTILLED BASED TEQUILA BEVERAGE
BAD JUANITA'S MEXX MIXX FIRST SPIRIT PACKAGED IN REXAM SLEEK CAN

CHICAGO – July 11, 2006 - Consumers looking for a great tasting alcoholic beverage this summer can enjoy a revolutionary new product: Bad Juanita’s Mexx Mixx. This new product from Heartland Spirits Group is the first spirit-based beverage to be launched in the innovative Rexam SLEEK(TM) 12oz can.

Bad Juanita’s Mexx Mixx is a ready-to-consume tequila beverage, which combines premium imported tequila with sweetened, carbonated grapefruit and lime flavors. And it is distilled – rather than malt-based – making it the only can packaged mixed drink beverage of its kind in the United States.

Targeting active adult consumers who are looking for a pre-packaged social drink, the new beverage is ideal for outdoor activities this summer, whether picnics, camping or backyard barbecues. And because Bad Juanita’s Mexx Mixx is packaged in the Rexam SLEEK can, it delivers the inherent benefits of the aluminium can which include portability, guaranteed freshness, superior carbonation retention and shelf-life, while also keeping the beverage cold longer.

“We’re the first to use real distilled tequila combined with grapefruit flavoring in a pre-packaged Rexam SLEEK Can,” said John Kanetzke, director, marketing and sales, Heartland Spirits Group. “The result is a great-tasting drink, with a unique taste profile, which consumers can take with them wherever they want. And the portability and uniqueness of the Rexam SLEEK Can will really help our beverage stand out on retail shelves.”

Bad Juanita’s Mexx Mixx will be available beginning July 1, throughout the US and internationally. Individual cans will be sold at $1.99, with a 4-pack priced at $6.99.

“We worked closely with the team at Heartland to understand what they wanted to do with their brand and bottom line,” said Harry Barto, president and CEO, Rexam Beverage Can North America. “They wanted to start a new beverage category. And our 12 oz. SLEEK Can is a perfect fit in offering product differentiation, brand building and package economics that make excellent business sense.”

The 12oz Rexam Sleek can is part of the innovative Rexam SLEEK Can family, which also includes 9oz and 10.5oz sizes.

Heartland Spirits Group also worked with Rexam’s Graphic Art and Printing Plate Operation in Elk Grove, IL, to set the color and graphic tolerances for perfect reproduction of the Bad Juanita’s Mexx Mixx brand on aluminium cans. Rexam has the only company-owned, integrated graphic art and printing plate operation, complete with a manufacturing pilot line, to set these standards confidentially with customers, before mass production.

For further information, please contact:
John Kanetzke
jkanetzke@heartlandspirits.com
Director of Sales and Marketing
Heartland Spirits Group
218 Tahlequah Trail
Springboro, OH  45066-3052
Phone: (937) 743-2444
Web: www.heartlandspirits.com