Exclusive 1890 Vintage Bottle of Cherry Heering(R) With Original Royal Arms as Purveyors to the Imperial Russian Courts Revealed

To Be Auctioned at Sotheby's in New York

NEW YORK, December 2, 2010 - Cherry Heering (cherryheering.com) has plans to release a rare
vintage for the first time in history at an exclusive auction at Sotheby's in
New York. Considered the original cherry liqueur and purveyor to the Imperial
Russian Court, Cherry Heering has been produced since 1818.

The rare vintage bottle can be found and bid on online at Charitybuzz.com
lot # 253504
(www.charitybuzz.com/auctions/diffabepresent/catalog_items/253504) from
now until December 6th at 12 pm EST. The bottle will also be made available
to the public via a live auction at the New York branch of the international
auction house, Sotheby's, on the evening of December 6th. The exact value of
the rare blend is currently unknown, but is estimated to be worth more than
$100,000.

The 1890 vintage was discovered in the Heering cellars in Denmark where
it had been perfectly aged since production more than 120 years ago. Only a
few bottles were found, all perfectly preserved in original casks, hand
packed in wooden casings, and exquisitely marked with the original Royal Arms
as purveyors to The Royal Danish and Imperial Russian courts as well as his
Royal Highness, the Prince of Wales.

To explore the vintage's quality, a tasting was organized in May at The
Campbell Apartment in New York with some of the industry's top experts. The
panel included Jorgen Tilander, owner of the Cherry Heering brand; Jackson
Cannon, famed New England mixologist; Akiko Katayama; former Iron Chef Judge
and renowned international author; and Tony Abu Ganim, a pioneer in the
spirit world. The vintage rating was based on five factors including: mouth
feel, stretch on the palate, degree of sweetness, post resonance, and overall
balance.

"This vintage is really well kept, providing notes of chocolate and cigar
- as if they really rolled everything into the whole spirit," noted panelist
Ganim. "I was eager to see how long it can be aged and still maintain a
refined taste. It is deep, more rounded, more impactful - this is my
favorite."

To everyone's delight the blend was in immaculate condition, prompting
the Sotheby's auction. All proceeds will benefit the charity organization
DIFFA (www.diffa.org), Design Industries Foundation Fighting Aids.
Fashion has been the communication platform for the Cherry Heering brand for
quite some time, and this is an opportunity for them to give back.

About Cherry Heering(R)

Cherry Heering lays claim to being one of the best all-time classic and
quality tasting brands. The liqueur, purveyor to H.M. Queen Margrethe II of
Denmark and H.M. Queen Elizabeth II of the U.K., is the original cherry
brandy found in classic cocktails including the Singapore Sling and the Blood
& Sand. Cherry Heering, a product of Denmark, is one of the world's first
brands to reach a global market. It has traveled the globe on a victorious
course, gaining a foothold even in the most remote areas. Today, you will
find Cherry Heering in more than 100 markets worldwide. Since its launch in
1818, Cherry Heering's original recipe has been upheld without any artificial
ingredients, colors, or flavors.

Caroline Grundstrom, caroline at heering.com, +46-70-738-62-48