The Seagram Spirits And Wine Group (Seagram) has today announced that it has signed a letter of intent to enter into an equity partnership with leading knowledge management and procurement specialist, TAG Worldwide, a subsidiary of The Adplates Group. TAG Worldwide is the provider of an innovative digital brand asset management application delivered via the internet.

This alliance builds on the development and management of flexible, integrated on-line ‘Brand Know How#; sites for brands within Seagram#;s prestigious spirits and wine portfolio. Together with Seagram, TAG Worldwide will leverage this experience, and develop and market the accumulated wealth of intellectual property to further on-line knowledge management and global marketing procurement opportunities. The functionality for integrated on-line brand management will also be offered to other customers around the world. Further terms were not disclosed.

The technology combines the digital storage and distribution of brand assets, from advertising and marketing materials to brand communication guidelines and sharing of best practice, with the ability to manage the global delivery and procurement of these materials on-line. The application makes use of proprietary technology to ensure that the format delivered is consistent with local color standards and brand values.

Tony Rodriguez, The Seagram Spirits And Wine Group Chief eBusiness Officer, commented, "Seagram is driving hard to surface, evaluate and develop eBusiness initiatives that offer significant potential in maximizing brand value and delivering cost-savings for our global spirits and wine business. Our investment in integrated on-line brand management, and particularly our relationship with TAG Worldwide, follows closely on the heels of our investment in, the global business-to-business e-marketplace for the food, beverage and consumer products industry."

Mr Rodriguez added, "Seagram is building significant momentum and expertise in the e-marketplace, and these two initiatives demonstrate our commitment to using the very latest in innovation and technology to generate greater value for our own employees, as well as our customers, distributors, suppliers and consumers."

Steve Parish, TAG Worldwide CEO, said, " TAG Worldwide is delighted to be joining with Seagram, one of the world#;s leading brand owners in the global drinks industry, in this procurement and asset management initiative. This a great example of a brand owner leveraging the opportunities that present themselves in the e-conomy and reaping the rewards, not just in making that marketing dollar go further, but ensuring consistency, control, quality and true timely delivery."

Vernon Tickel, Chairman of The Adplates Group, said, "Seagram#;s input has proved invaluable in developing this world beating knowledge management solution. ‘KnowHow#; is the knowledge management solution which helps global corporations to manage the marketing of brands by integrating on-line all the information related to a brand, and then communicating this to all involved in the marketing of the brand in a fast and effective way. This toolbox is a two-way street which brings consistency of brand execution and image right down to the micro market level."

The Seagram Spirits And Wine Group has global responsibility for all production, brand management and marketing, sales and distribution of Seagram#;s beverage alcohol brands throughout more than 190 countries and territories. The Group produces and markets such brands as Chivas Regal, Royal Salute and The Glenlivet Scotch Whiskies, Crown Royal and Seagram#;s V.O. Canadian Whiskies, Captain Morgan Rum, Seagram#;s 7 Crown American Whiskey, Four Roses Bourbon, Don Julio Tequila, Seagram#;s Extra Dry Gin, Martell Cognacs, Sandeman Ports and Sherries, and Sterling Vineyards Wines. The Group distributes ABSOLUT VODKA (owned by V&S Vin & Sprit AB) in the U.S. and major international markets and Mumm and Perrier-Jouët Champagnes in international markets.

TAG Worldwide is a privately held eBusiness operation, born out of a 30-year-old bricks and mortar business, which specializes in asset management, global advertising creative execution and production. TAG Worldwide has leveraged this heritage of asset management and collaboration with some of the world#;s leading brand owners and advertising agencies to develop a knowledge management solution which delivers measurable results. With offices in the U.S., U.K. and Scandinavia, TAG Worldwide is part of the new breed of companies that does not recognize any borders, operating a 24/7/365 enterprise.