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Press release from PR Newswire

Inspired by EFFEN® Vodka, Top Designer Richard Chai Reveals One-Of-A-Kind Look

Wednesday, June 20, 2012

Inspired by EFFEN® Vodka, Top Designer Richard Chai Reveals One-Of-A-Kind Look13:36 EDT Wednesday, June 20, 2012Top Fashion Designer Creates Perfect "Cocktail Accessory" in an Exclusive Gown Inspired by Style-Conscious Super-Premium VodkaDEERFIELD, Ill., June 20, 2012 /PRNewswire/ -- Last night, EFFEN® Vodka unveiled a one-of-a-kind gown created by top American fashion designer, Richard Chai, as part of its yearlong collaboration with the designer. Inspired by EFFEN® Vodka's sleek, handcrafted bottle -- designed by bartenders, for bartenders -- the piece was unveiled during an exclusive media event at the Dream Hotel's Electric Room in New York City.  Chai used the sleek, handcrafted elements of the super-premium EFFEN® Vodka bottle -- including its unique, hand-affixed, latex sleeve -- as his inspiration for the piece, which mixes the soft fluidity of chiffon with satin and structured silk taffeta to bring elements of the bottle to life. "I found the sleek design of the EFFEN® Vodka bottle to be quite inspiring," said Richard Chai. "The bottle's modern colors and the brand's commitment to handcrafted detailing seen through the bottle's sleeve, enabled me to easily conceptualize and create a beautiful gown that embodies the heart of the EFFEN brand while remaining true to my own aesthetic."Also unveiled at last night's private fashion event were accessories designed to complement Chai's gown. Exclusively designed by Flutter by Jill Golden, a high-end jewelry designer, the accessories were also inspired by EFFEN's functional, yet modern design. Golden's hand woven beaded cuff and long, crystal and suede earrings enhance the level of glamour and grace of the gown. To complete the look, Chai also created a clutch made of hand-pleated stain demonstrating the clean lines of the EFFEN® Vodka bottle design.Following last night's event the full one-of-a-kind look will hit the red carpet at an upcoming event and later this year will be auctioned off with proceeds benefitting DIFFA: Design Industries Foundation Fighting AIDS."Design is in EFFEN® Vodka's DNA. We are inspired by design and continue to align ourselves within the design community, in turn inspiring designers with our brand as well," said Kim Washington, Senior Director of Vodkas for Beam Inc. "Working with Richard Chai to develop this piece was a very exciting opportunity for us. His commitment to creating unique, handcrafted collections throughout his career resonates with EFFEN® Vodka's own commitment to thoughtful design, showcased through our unique handcrafted bottle. His EFFEN-inspired dress is no exception as it's easy to see our brand's influence through his creation with its modernity and sophisticated elements."EFFEN® Vodka continues to play an integral role within the design community through a variety of partnerships and sponsorships, including its involvement in DIFFA, New York Fashion Week and Art of Design - EFFEN's unique series of events held throughout the country that bring together the best in local art, fashion and mixology. EFFEN's commitment to design extends across multiple marketing platforms through its latest advertising campaign, "Inspired by Design," which features up-and-coming designers across fashion, furniture and graphic design. For more information on EFFEN® Vodka, please visit http://www.facebook.com/effenvodka.About EFFEN® VodkaEFFEN® Vodka is a Super-Premium vodka whose name means smooth, even and balanced in Dutch.  It is made from 100% premium wheat, which results in a silky, smooth liquid and the best vodka you can buy.  As the only vodka created by bartenders for bartenders, EFFEN offers not only a world-class liquid but a sleek, form-meets-function design featuring a unique, handcrafted, latex sleeve that allows for easy, non-slip handling and insulation to keep the liquid chilled and bartenders' hands warm.  Never mass-produced, the sleeve is carefully hand-affixed to each bottle, further demonstrating EFFEN's commitment to providing a Super-Premium vodka with a handcrafted, modern design.  The EFFEN line includes EFFEN® Vodka, EFFEN® Cucumber Vodka, EFFEN® Black Cherry Vodka and EFFEN® Dutch Raspberry Vodka.  EFFEN is sold worldwide and is available in 50ml, 375ml, 750ml and 1.75L bottles. 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, Pinnacle Vodka, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, Laphroaig Scotch Whisky, Kilbeggan Irish Whiskey, 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.About Richard ChaiRichard Chai is a New York based men's and women's wear designer who launched his namesake brand in September 2004.  Known for it's understated, yet sophisticated elegance his women's line Richard Chai LOVE was elected as a CFDA/Vogue Fashion Fund Awards finalist in 2008.  In June 2008 he launched his eponymous menswear collection with a presentation during Paris Fashion Week.  As with his womenswear, Chai takes an architectural approach with his menswear.  Design signatures such as arced seams, intriguing fabric treatments and eclectic color palettes lend a distinctly modern flair while keeping in tune with the classic heritage of old world tailoring and craftsmanship.  In June 2010, Richard Chai was named Swarovski Menswear Designer of the Year at the 2010 CFDA Fashion Awards and a finalist for GQ/CFDA's Best New Men's Designer in America.  Richard Chai and Richard Chai LOVE continue to showcase the brand's aesthetic of uniform-inspired classics refined with a modern, yet youthful sensibility. EFFEN® Vodka, 100% neutral spirits distilled from wheat grain, 40% alc./vol. (80 proof) and Black Cherry, Dutch Raspberry and Cucumber Flavored Vodkas, Distilled from Grain, 37.5% alc./vol. (75 proof). All trademarks are the property of their respective owners. © 2012 EFFEN Import Company, Deerfield, ILSOURCE EFFEN VodkaFor further information: Dan Cohen, EFFEN Vodka, +1-847-444-7657, Dan.Cohen@beamglobal.com or Victoria Jukofski, DBC PR+New Media, +1-202-292-4565, EFFEN@dbcpr.com