Celtic Crossing Liqueur
May 23, 2007, New York, NY – Castle Brands Inc. (AMEX: ROX) today announced its "Get Connected" campaign for Celtic Crossing Liqueur, its honey-flavored liqueur from Ireland.
The campaign's new and colorful "Get Connected" theme has many implicationsóconnect with friends, cocktails, bars, communities, or the Celtic brand in general. The concept for the campaign is based on the hundreds of unsolicited letters Castle Brands receives each year from consumers all over the world. Each consumer "connected" with Celtic Crossing Liqueur somewhere and is seeking to reconnect with it.
As the brand recognizes the importance of the devotion of their loyal consumers, the newly launched website, www.celticcrossingliqueur.com, invites consumers to tell their stories of how they originally "connected" with Celtic and will publish these consumer tales. Similarly, the new site offers bartenders the opportunity to introduce themselves on the site and share their favorite Celtic cocktail. Also, as part of the new marketing campaign, Celtic Crossing will feature select bartenders in its trade advertisements. In general, the new campaign "connects" Celtic to its fans and its fans to each other.
"The unique feature of Celtic Crossing is its mass appeal. Unlike other liqueurs whose flavors are often strong and are sometimes an acquired taste, Celtic's soft, subtle honey flavor crosses demographics. Its taste appeals to the shot drinker as well as the mature, sophisticated consumer. It crosses gender, equally enjoyed by men and women. Its versatility makes it suitable to drink on the rocks or in cocktails," said Roseann Sessa, Vice President Marketing and Public Relations for Castle Brands Inc.
Castle Brands hopes the new campaign, as well as chosen sponsored events, will pave the road for greater brand awareness. For instance, Celtic Crossing Liqueur has signed on to be the spirits sponsor for the KVMR Celtic Festival in Green Valley, CA in September. The festival, which is in its 11th year and attracts 10,000 people, will feature Celtic Crossing Liqueur as the spirit of choice.
More about Celtic Crossing Liqueur
When you blend Irish whiskey, French cognac and a hint of honey, you get an extraordinary liqueur called Celtic Crossing. Celtic can be enjoyed neat, on the rocks or combined in many ways to achieve a degree of deliciously sublime mixability. When you combine Celtic Crossing with people, music, laughter and conversation, you get an extraordinary liqueur that seems to enhance everything it mixes withódelivering a taste you'll never get tired of. Celtic Crossing Liqueur, 30% ABV. SRP $24.
More about Castle Brands Inc.
Castle Brands is an emerging developer and international marketer of premium branded spirits within four growing categories of the spirits industry: vodka, rum, whiskey and liqueurs/cordials. Castle Brands' portfolio includes Boru® Vodka, Gosling's Rum®, Sea Wynde® Rum, Knappogue Castle Whiskey®, Clontarf® Irish Whiskey, Jefferson's™ and Jefferson's Reserve® Bourbon, Sam Houston® Bourbon, Celtic Crossing® Liqueur, Pallini® Limoncello™, Raspicello™ and Peachcello™ and Brady's® Irish Cream.
Safe Harbor StatementAll statements in this press release that are not historical are forward-looking statements within the meaning of Section 21E of the Securities Exchange Act of 1934. Such forward-looking statements may be identified by words such as "believe", "intend," "expect", "may", "could", "would", "will", "should", "plan", "project", "contemplate", "anticipate", or similar statements. Because these statements reflect Castle Brands' current views concerning future events, these forward-looking statements are subject to risks and uncertainties. Castle Brands' actual results could differ materially from those anticipated in these forward-looking statements as a result of many factors, including, but not limited to, demand for its products and services, its ability to compete effectively, its ability to increase revenue from its newer products and services and the other factors described under the caption "Risk Factors" in Castle Brands' Annual Report on Form 10-K for the year ended March 31, 2006 filed with the Securities and Exchange Commission. Castle Brands undertakes no obligation to update publicly any forward-looking statements contained in this press release.
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