Courvoisier’s Newest Marque will be Presenting Sponsor of Basketball Legend’s All-Star Comedy Jam T

Corporate and Financial News


Courvoisier, the cognac house of Beam Inc. (NYSE:BEAM), today announced a new partnership with basketball superstar and entrepreneur Shaquille O’Neal’s entertainment and new media company, Shaq Entertainment. Courvoisier’s newest marque, C by Courvoisier, will be the presenting sponsor of the Shaq All-Star Comedy Jam’s nationwide tour throughout 2012 and will work with the tour comedians and the former center and funnyman on a variety of consumer-facing initiatives.

C by Courvoisier boasts a bold and intense flavor profile that showcases the other side of cognac – the perfect complement for the edgy comedy of Shaq’s All-Star Comedy Jam. Throughout the course of the 2012 tour, C by Courvoisier will have a branded on-stage presence during the Comedy Jam shows and will host brand-sponsored VIP after-parties. Additionally, the brand will provide consumers with exclusive access to tour videos on the Courvoisier YouTube channel and Facebook page.

“Courvoisier is excited to support Shaq’s All Star Comedy Jam and work with the comedians and Shaq himself,” said Kim Washington, Senior Director of Courvoisier. “Shaq has always been known for his boldness and intensity – both on and off the court – and these characteristics are the same ones that define C by Courvoisier. Our involvement with the Comedy Jam allows us to introduce consumers – and Shaq fans – to an entirely new Cognac experience.”

“My All-Star Comedy Jam is literally the jam,” said Shaquille O’Neal. “And so is C by Courvoisier - so obviously this makes for a perfect partnership.” Jeff Clanagan, Founder and CEO of Codeblack Entertainment and President of Shaq Entertainment adds, “These two premium brands are coming together to undoubtedly deliver the ultimate live comedy concert experience.”

Shaq’s All-Star Comedy Jam tour will hit more than 20 cities in 2012, including New York, Los Angeles, Chicago and Miami. For tickets and additional information on the tour, please visithttp://www.shaqallstarcomedyjam.com/. C by Courvoisier hit shelves on February 1 nationwide with a suggested retail price of $34.99. For additional information, please visit http://courvoisier.com/us/.

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, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Kilbeggan Irish Whiskey, Laphroaig Scotch Whisky, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, EFFEN Vodka, Pucker Flavored Vodka, Larios Gin, Whisky DYC, DeKuyper Cordials, and Skinnygirl Cocktails. The Beam portfolio includes 10 of the world’s top 100 premium spirits brands and some of the industry’s fastest growing innovations. 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 on volume of 34 million 9-liter cases.

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.


SHAQ ENTERTAINMENT founded by NBA superstar Shaquille O’Neal is a vertically integrated entertainment and new media company primarily engaged in the promotion and management of live urban themed stand up comedy events. Shaq Entertainment has a partnership with AEG to co-promote and produce its live events as well as a partnership with Codeblack Entertainment to produce, film and distribute its properties via Television, DVD, Mobile and Digital outlets.

Enjoy Responsibly

Courvoisier® C Cognac, 40% alc./vol. Courvoisier Import Company, Deerfield, IL USA. Courvoisier and the Napoleon device are trademarks of Courvoisier S.A.S. ©2012 Courvoisier S.A.S. All trademarks are the property of their respective owners.