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SENDING OUT AN S.O.S. FOR GULF OIL SPILL

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Abita Beer Launches New Charitable Fund with support of Louisiana Seafood Marketing Board

FOR IMMEDIATE RELEASE
June 23, 2010

CONTACT:
BETH HARRIS - 985-809-1975

(New Orleans, LA) – On Wednesday, June 23 the Abita Brewing Company, with the support of the Louisiana Seafood Promotion & Marketing Board, announced the launch of a charitable fund and a nation-wide fundraising effort to assist those impacted by the oil spill disaster.

“We feel compelled as one of Louisiana’s most cherished brands to help our neighbors and coastal families as they struggle to survive,” stated David Blossman, President of Abita Brewing Company. “That is why we are committing our time, talent and resources to help our fellow citizens through this disaster.”

SOS - A Charitable Fund 100% of Proceeds Raised Go To Charity

Working with the Louisiana Seafood Promotion & Marketing Board (LSPMB), Abita Beer announced that it has established ‘SOS – A Charitable Fund’ that will assist with the rescue and restoration of the environment, industry and individuals fighting to survive this disastrous oil spill.

The fund, to be administered by the Northshore Community Foundation, has pledged that 100% of all money raised will go to charity. In addition, the Louisiana Seafood Marketing Board will play an important role in advising where the money can do the most good. An advisory committee is expected to be established as the donation process and grant procedures are finalized.

“What is important in the donation process is clarity, speed and purpose,” commented Ewell Smith, Executive Director of the Louisiana Seafood Marketing Board. “Needs will change and priorities will shift as time goes on. We are very proud to be a partner with Abita in making sure that money raised is spent wisely and effectively.”

Abita SOS, A Charitable Pilsner

The centerpiece of the fundraising effort is a new charitable beer created by Abita. The brew, called SOS – A Charitable Pilsner, will generate 75¢ for every bottle sold. In addition, related retail merchandise (hat, tee shirt, lapel pin, decal and car magnet) will be sold and 100% of the net proceeds will also go to the SOS Fund.

“Abita SOS is a message in a bottle. It is a distress signal we’re sending out all across the 41 states where Abita is sold. It is going to raise awareness and money,” continued Blossman.

The 22-ounce brew bears hand drawn iconic images of all the aspects that make the Gulf of Mexico so unique. Illustrations like those of pelicans, fish, shrimp and fishing boats are arranged in the pattern of the timeless distress symbol: S-O-S. Marsh grass and a symbolic pair of white “shrimp boots” also are highlighted in the beautiful design.

Abita began brewing SOS several weeks ago and now ages in holding tanks as it finishes the brewing process. It is expected to hit the markets in mid July. The beer is an unfiltered Weizen Pils made with Pilsner and Wheat malts. It is hopped and dry hopped with Sterling and German Perle hops. It has a brilliant gold color, a sweet malt flavor and a pleasant bitterness and aroma. The brew is 7% alcohol by volume.

Abita SOS merchandise is available for purchase immediately at a special website created for the fund, SOS.abita.com. Online donations can also be made directly to the fund.

Abita’s History of Charitable Brews

This is not Abita Beers’s first charitable brew. In the aftermath of Hurricane Katrina, Abita Beer launched Restoration Pale Ale along with a related line of merchandise. With the support of Abita customers the effort raised over half a million dollars for hurricane relief. Last year, Abita Beer launched Abbey Ale, with designated proceeds benefiting the St. Joseph’s Abbey in Covington.

“Restoration Pale Ale raised over half a million dollars for hurricane recovery. That money was raised by everyday people speaking out and making small contributions one beer, one t-shirt, one purchase at a time,” continued Blossman. “Now, just a few years later, we’re calling on our fans to stand up and help one more time.”

Post Your Own S.O.S.

An innovative new website has been created to support the charitable efforts of Abita and the LSPMB and to spread the word about the Gulf Coast crisis. At SOS.abita.com consumers can discover additional ways to help the region recover from the oil spill disaster. They also have the unique opportunity to “post an SOS” of their own within an interactive on-line coastal scene that doubles as a fully integrated social media site.

Consumers choose from a shrimp boat, crab, fish or pelican to represent their post and then write a short message that will be displayed along with their animated character within the interactive coastal scene. Posters can also opt to share their messages of hope, inspiration or frustration about the oil spill with their Twitter and Facebook accounts and tell the world about what is happening along the Gulf Coast.

### To arrange interviews & more information contact:

Beth Harris Innovative Advertising 403 N. Columbia Covington, LA 70433 985-809-1975 office 985-630-3278 cell This email address is being protected from spambots. You need JavaScript enabled to view it.

Download high-resolution images:

http://www.abita.com/downloads/bottle.zip
http://www.abita.com/downloads/hat.zip
http://www.abita.com/downloads/shirt_layered.zip
http://www.abita.com/downloads/shirt.zip
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