Courvoisier and Shaquille O’Neal Challenge Consumers to Bring the Funny in the “C if U Can Make Shaq Laugh” Competition

Corporate and Financial News


Courvoisier®, the cognac house of Beam Inc. (NYSE:BEAM), today announced the launch of the “C if U Can Make Shaq Laugh” competition, challenging consumers to break out their comedy chops and make legendary basketball superstar, sportscaster and entertainer Shaquille O’Neal laugh. The contest supports the launch of C by Courvoisier, an unapologetic new small-batch cognac crafted by Courvoisier’s master blender and double-barrel aged for a smooth and full-bodied flavor. The contest launches today and runs through April 1, 2012.

To kick off the competition, Shaq and C by Courvoisier created a video to encourage entries and build excitement. The video, which stars Shaq himself, can be viewed on Courvoisier’s Facebook® page and YouTube® channel and challenges the consumer to be their funniest self.

“Courvoisier is thrilled to work with Shaq to launch the ‘C if U Can Make Shaq Laugh’ contest,” said Kim Washington, Sr. Director of Courvoisier. “Shaq has been entertaining us for years, and we’re happy to give him the chance to sit back, relax and enjoy the show.”

“I’m looking forward to checking out the comedic talents of C by Courvoisier fans,” said Shaquille O’Neal. “After hanging with the comedians on my comedy tour, it’s going to take a lot to crack me up, so I’m expecting you guys to bring it.”

To enter, consumers are asked to create a brief video where they showcase their best comedic material – stand-up, quirky human tricks, impressions – whatever they think will get Shaq to crack a smile. Three finalists will be selected from the pool of entries and will be flown to meet Shaq in Atlanta on April 27, 2012. There, they will perform their act live for Shaq and a panel of judges who will crown a winner based on the performance that generates the most laughter. The winning act will receive a $5,000 cash prize and the notoriety of making Shaq laugh. Entrants are not required to incorporate C by Courvoisier, but it is encouraged. The contest runs through April 1, 2012. Details and entry instructions can be found at www.facebook.com/courvoisiercognac.

The “C if U Can Make Shaq Laugh” contest and presenting sponsorship of Shaq’s All Star Comedy Jam are part of a partnership between C by Courvoisier and Shaq Entertainment. As the 2012 presenting sponsor of the All Star Comedy Jam, C by Courvoisier will have a branded on-stage presence during the Comedy Jam shows and will host VIP after-parties in major cities across the U.S. Additionally, Courvoisier will provide consumers with exclusive access to tour videos on the Courvoisier YouTube channel and Facebook page.

Shaq’s All-Star Comedy Jam will hit more than 20 cities in 2012, including New York, Chicago and Los Angeles. For tickets and details, please visit shaqallstarcomedyjam.com/.

Produced in small batches and double-barrel aged, C by Courvoisier is specially selected from 50 winegrowers in the Fin Bois Cru. The brand hit shelves on February 1 with a suggested retail price of $34.99. For additional information, please visit www.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. 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.


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. In addition to Shaq’s All-Star Comedy Jam, O’Neal’s entertainment company produces The Comedy Shaq (www.youtube.com/comedyshaq), an online video channel showcasing the best in multi-cultural comedy programming, featuring stand-up comedy, sketch comedy, sitcoms and animation.

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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.