Purity Vodka Appoints American Top Name as new Chief Executive Officer

NEW YORK, April 27, 2011 - The world's most awarded ultra premium vodka, Purity Vodka,
announced today that it has recruited Andy Glaser from Moët Hennessy as its
new Chief Executive Officer. Mr. Glaser will be based in New York and has
extensive experience in successful brand development in the U.S. market
having led marketing for Heineken and most recently business operations at
Hennessy Cognac. Glaser will be responsible for developing the Purity brand
and increasing its distribution, initially in the US, and is expected to take
control over the brand's global operations within 12 months.

Purity Vodka comes to life in small batches at the 13th
century castle Ellinge, just north of Malmö in southern Sweden and is
marketed as an ultra premium vodka. Its geographical expansion has progressed
rapidly over the past 18 months and Purity Vodka is now available in more
than 20 markets, including China, Spain, Portugal, Switzerland, Germany,
France, Taiwan, Britain, Sweden, Georgia and Kazakhstan.

Purity Vodka is also available on the US market, in New York,
California, Nevada and Georgia where continued focus lies on developing sales
and marketing in top class on-premise venues. In New York, Purity Vodka is
sold at exclusive hotels and restaurants including The Mandarin Oriental, The
Peninsula, Le Cirque, Serafina, Benoit, and The Soho Grand, and The Four
Seasons Restaurant to name a few. Also, it is sold in well known venues
worldwide such as The Ritz in London, The Dry Martini in Barcelona and in The
M1NT Club in Shanghai.

"We are delighted that Andy has chosen to join Purity Vodka at
a very exciting time. It says a lot about its potential and our long term
commitment to our brand", says Göran Bernhoff, Chairman. "We are confident
that Andy will be able to make Purity Vodka an important player in the small,
but fast growing ultra premium vodka segment in the US, as well as in Europe
and Asia."

A duel US/British citizen, Glaser gained his Masters in
Marketing from the University of the West of England and served as an Officer
in the Royal Marine Commandos. Moving to the US in 1996, Glaser was
responsible at Heineken USA for leading the development and national launch
of Heineken Premium Light in 2006, the company's most successful
brand-extension. Since 2008, he has worked for Moët Hennessy, as Sr. Vice
President, overseeing all US marketing and business for Hennessy Cognac, the
company's flagship brand and the largest and most valuable Cognac brand in
the world.

'It is a great honor to now be entrusted to lead the world's
most awarded ultra premium vodka in the next critical phase of its growth.
Having had the privilege to lead several of the world's greatest brands, it
is very stimulating to now develop Purity Vodka to realize its full potential
in the vision of its creator Thomas Kuuttanen," says Andy Glaser. "Vodka
continues to enjoy very healthy growth but is undergoing transformation.
Small is beautiful again to post recessionary spirit consumers who are
increasingly seeking smaller hand crafted brands with a great story. The time
for a brand of exquisite quality such as Purity has never been better."

Andy Glaser will take over as Chief Executive Officer of US
operations on June 1, 2011.

About Purity Vodka

Since 2002 Purity Vodka has won Gold Medals and Master titles
in the most prestigious international spirit competitions, such as: The
International Wine & Spirit Competition, England, The San Francisco World
Spirits Competition, USA, The Destillata, Austria, and The Sommelier's
Trophy, Sweden.

In 2009 and 2010, Purity Vodka won the Vodka Masters and the
Travel Retail Masters in Cannes. Among 116 entrants that were blind tested by
two separate juries, each consisting of four of the world's most recognized
vodka specialists, it was last year awarded the highest honor (Masters) in
both the Super Premium Vodka and the Vodka categories.

Purity Vodka comes to life in small batches at the 13th
century Ellinge Castle in the southwestern part of Sweden. The proprietary
pot still, made of copper and gold, produces a unique spirit, which is so
refined that no filtration is necessary.

Purity Vodka is the result of a lifelong quest to redefine the
vodka concept. After a decade of refining the recipe, The Swedish Master
Blender Thomas Kuuttanen has succeeded in producing Purity Vodka, which today
is the world's most awarded ultra-premium vodka.

Purity Vodka AB is an independent and privately held vodka manufacturing
and marketing company located in Malmo, Sweden. Purity Vodka is imported into
the U.S. by MWH Importers in New York. The retail price of Purity Vodka is
approximately $35 - $40 per 750 ml bottle. For more information, please visit
www.purityvodka.com/. For high resolution images, please visit
www.purityvodka.com/1/1.0.1.0/9/1/

    For more information, please contact:

    Göran Bernhoff, Chairman Purity Vodka AB, g.bernhoff@purityvodka.com
    Office: +46-40-204764, Mobile: +46-705-800530

    Helena Wiklund, Communications Purity Vodka, h.wiklund@purityvodka.com
    Office: +46-40-204761, Mobile: +46-708-674443

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