Stoli, Logo Channel Create Series Celebrating Authenticity

Stoli, Logo Channel Create Series Celebrating Authenticity

Deal Follows Oct. 29 Premiere of 'BE REAL: Stories from Queer America' Documentary

PURCHASE, N.Y., Oct. 27 /PRNewswire/ -- Stolichnaya(R) genuine Russian Vodka today announced that it has partnered with Logo, the television and broadband channel for the lesbian, gay, bisexual and transgender audience, to produce a TV series celebrating the lives of Lesbian, Gay, Bisexual and Transgender (LGBT) Americans. The series, titled "BE REAL," represents a first-of-its-kind commercial-free series, made possible through a marketing partnership between a corporate sponsor and a national network.

"Our viewers respond to authentic stories about the LGBT experience, and by helping Logo tell those stories, Stoli deepens its bond with our audience," said Brian Graden, president of Logo. "This unique partnership works because the content isn't commercial and because the series' values are consistent with Logo's and Stoli's brands."

The "BE Real" series -- which will be jointly produced by Stolichnaya and Logo for airing in Spring 2007 -- will be promoted during Logo's worldwide broadcast premiere of the documentary, "Stolichnaya presents BE REAL - Stories from Queer America," set for Sunday, Oct. 29 at 9 p.m. The documentary features 6 members of the LGBT community who have made a difference in their communities and conduct their lives in an authentic, positive way.

For Stolichnaya, the film and the upcoming series represent a way to connect with an important segment of an increasingly diverse population. "The notion of 'being real' is a universal human aspiration," says Adam Rosen, Senior Brand Manager for Stolichanaya at Pernod Ricard USA. "We feel that the film and the series will present that message in a fashion that is both creative and culturally relevant to the LGBT community." He added: "Authenticity is the core strength of our brand and what we value most in the people who enjoy our products. To Stoli, no other group better represents the aspect of 'being real' than the LGBT community. They are constantly living their lives being true to themselves."

Stoli's partnership with Logo represents the largest-ever investment by the brand and Pernod Ricard USA, with the LGBT audience. In addition to the expenses associated with the film and series, Stoli will also back them through online user generated content and cross-promotions. In addition, national advertising breaking today will promote the "BE REAL" documentary -- which will air at least ten times through May, 2007 -- and invite consumers to submit their stories about people who stay real to themselves and the LGBT community. "We'll be suggesting that if viewers themselves or someone they know are good examples of staying real, they should visit http://www.logoonline.com/ to submit their stories," Rosen said.

The BE REAL documentary was produced by TVGals, Inc., Emmy-award winning directors/producers, and conceived by Double Platinum LLC. Stolichnaya has hired MY Entertainment to assist with production of the Stoli/Logo BE REAL television series.

CONTACTS:

Jack Shea
Pernod Ricard USA
VP of Corporate Communications
914-848-4787
Jack.Shea@pernod-ricard-usa.com

Steven Fisher
Logo
VP of Communications and Public Affairs
212-654-3035
steven.fisher@logostaff.com

About Stolichnaya

Made from the finest ingredients and created through a rigorous distillation process, Stolichnaya is the world's best-selling Russian vodka. Stoli is the pioneer of flavored vodkas in the United States. Its full line of eight delicious flavors features an infusion process that uses only all- natural fruit and herb essences, not artificial flavors.

About BE REAL

In BE REAL, you'll meet Ross Hayduk, who grew up in a Christian fundamentalist community in the South; Mignon Moore, an African-American lesbian and professor of sociology at Columbia University; Oraia Reid, a survivor of sexual abuse who founded Right Rides, an organization that provides safe, late-night transportation to women and transgenders in the New York City area; David Sexton, who overcame serious illness to create a popular musical celebrating the queer life; Tara "Red" Tremmel, a Chicago-based historian who challenges accepted notions of gender identification and sexuality; Trae Williamson, a Miami businessman whose life of privilege did not protect him from the prejudice and rejection many gays in the business world face. Together they form a mosaic of contemporary gay life that is both entertaining and inspirational.

BE REAL is produced and directed by TVGals, Inc. Emmy Award winners Bobbie Birleffi and Beverly Kopf

Executive Producers: Pernod Ricard USA, Joanne Kletecka, Susan Kilgore, Adam Rosen, Kellyann MacLean

Conceived by Double Platinum LLC
LOGO partnership made possible in part by Good Life Entertainment

About Logo

Logo is the ad-supported network targeting lesbian, gay, bisexual and transgender (LGBT) viewers, launched by MTV Networks, a division of Viacom (NYSE:VIA)(NYSE:VIA.B). The network launched June 30, 2005 with more than one thousand hours of content and has approximately 20 million subscribers across the United States. Logo provides LGBT audiences with a place where they can see themselves and be themselves through a mix of original and acquired entertainment programming that is authentic, smart and inclusive. Logo joins Viacom's roster of popular and highly targeted cable networks which includes MTV, Comedy Central, BET and Spike TV.

About Pernod Ricard USA

Pernod Ricard USA, based in Purchase, N.Y., is a leading producer, importer and marketer of prized spirits and wine brands in the United States and is one of the fastest growing subsidiaries of the world's # 2 spirits company and #4 wine company, Paris, France-based Pernod Ricard, S.A. The completion of Pernod Ricard's acquisition of Allied Domecq in 2005 vaulted Pernod Ricard USA to the forefront of the U.S. spirits market, doubling the company's sales value and market share. The company is now the third largest in the U.S. spirits industry by sales value and the fifth largest by sales volume in the U.S.

Pernod Ricard USA's leading brands include Kahlua(R) Liqueur, Chivas Regal(R) Scotch Whisky, Seagram's Extra Dry Gin(R), Malibu(R) flavored Rum, Stolichnaya(R) Vodkas, Jameson(R) Irish Whiskey, The Glenlivet(R) Single Malt Scotch Whisky, Wild Turkey(R) Bourbon, Beefeater(R) Gin, Hiram Walker(TM) Liqueurs and Martell(TM) Cognac, as well as Jacob's Creek(R) and Brancott Estate(R) wines, Perrier Jouet(R)Champagne, Mumm(R) Champagne and Mumm Napa(TM) wines, and Pernod(R) and Ricard(R) Liquors Enjoy Pernod Ricard's brands responsibly and in moderation.

First Call Analyst:
FCMN Contact:

Source: Pernod Ricard USA

CONTACT: Jack Shea VP of Corporate Communications of Pernod Ricard USA,
+1-914-848-4787, Jack.Shea@pernod-ricard-usa.com; or Steven Fisher, VP of
Communications and Public Affairs of Logo, +1-212-654-3035,
steven.fisher@logostaff.com

Web site: http://www.logoonline.com/

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