Diamond Estates Wines & Spirits Ltd.

Diamond Estates Wines & Spirits Ltd.

April 11, 2007 13:30 ET

Diamond Estates Wines & Spirits Ltd. Announces Consolidation of Niagara Cellars Inc.'s Operations

TORONTO, ONTARIO--(CCNMatthews - April 11, 2007) - Niagara Cellars Inc., the company that owns Niagara wineries EastDell Estates, Lakeview Cellars, Birchwood Estate and Thomas & Vaughan has officially been consolidated under the operating company name Diamond Estates Wines & Spirits Ltd., announced Murray Marshall, President and CEO of Diamond Estates Wines & Spirits Ltd. The consolidation became effective April 1, 2007.

"This move to consolidate Niagara Cellars Inc. under the Diamond Estates name is the first step in a series of exciting announcements we will have in the coming months as we move forward on our national and international growth strategy," said Marshall.

Diamond Estates is a Toronto-headquartered sales and marketing agency that was named '2006 Agency Of The Year' by the LCBO. It serves as the national sales and distribution arm for Niagara Cellars' wine brands.

Since 2005, Diamond Estates has strategically grown its national sales and distribution network to include a merger with a leading East Coast sales and distribution agency, Kriscott Distributors Limited, and Toronto-based national wine agency Brave New Wines which has offices in Calgary and Vancouver and has been responsible for introducing such innovative wine brands as Fat Bastard, MadFish and Angus The Bull.

In December 2005, Niagara Cellars Inc. announced that Canadian acting legend Dan Aykroyd would be making an investment and Aykroyd stated how impressed he was with Diamond Estates' superior ability to launch, market and distribute wines and spirits in the Canadian marketplace The company currently distributes his Patron line of ultra-premium tequila and is working on the development of his new line of wines.

"This consolidation positions Diamond Estates for new and exciting business opportunities while continuing to add even more strength to our existing distribution and marketing channels," Marshall said.

Diamond Estates Wines & Spirits Ltd. represents a range of compelling wine and spirits brands from premium regions around the world. As a result of this consolidation the company now owns Niagara-based wineries Lakeview Cellars, EastDell Estates, Birchwood Estate and Thomas & Vaughan.

For more information, please visit the company's website at www.diamondwines.com.

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