Why Do You Hate Valentine's Day?; 27% of Americans believe Valentine's Day Is a Fake Holiday Engineered by Card Companies and Florists

"Valentine's Day is one of the most annoying and cliche holidaysof the year, seducing people into thinking the way to someone's heartis through material things," said Amarula National Brand Manager,Meghan Murray. "In fact, nearly one-third (27%) of Americanscomplained Valentine's Day is simply a fake holiday engineered by cardcompanies and florists."

This is your opportunity to speak out against the injustices ofValentine's Day. Fourteen entries will be chosen based on creativityand uniqueness from which one lucky winner will receive a trip for twofor a two-night, three-day stay in Chicago, including airfare, hotelaccommodations and $500 cash ($3,000 value). Chicago is home to theSt. Valentine's Day Massacre, during which Al Capone and his crewattempted to take out George "Bugs" Moran. Unfortunately for Capone(but lucky for Moran!), Bugs escaped harm because he was running late.(See, sometimes being chronically late is a good thing.)

Knowing that many people are bummed out by Valentine's Day,Amarula sponsored the Not So Sweethearts Survey(1) to get the realscoop:

-- More than half (51%) of Americans would not be upset if their significant other skipped Valentine's Day this year.

-- Nearly half (46%) of Americans think "Roses or chocolate are too generic to really show someone you care about them."

-- 3 out of 4 (76%) of Americans stress out about various Valentine's gift-giving pitfalls such as "Buying something for my significant other to wear and having it be the wrong size." Nearly half (46%) feel that "candy and flowers are soooo boring but they don't know what else to get."

Consumers have until Feb. 4 to submit their reason or story aboutwhy they hate Valentine's Day. Each submission must include an Amarulacocktail recipe. Entries may be sent in atwww.amarulacream.com/valentinescontest or mailed to AmarulaValentine's Day Contest, Attn: Sean Wachsman, 850 Dixie Highway,Louisville, KY 40210. This contest is only open to U.S. residents 21years or older. Void in California and where prohibited. See OfficialRules at www.amarulacream.com/valentinescontest.

Amarula Cream Liqueur is a delicious blend of oak-aged marulafruit spirit and nature's freshest cream giving hints of chocolate,caramel and butterscotch flavors. A 750ml bottle of Amarula has asuggested retail price of $23. For more information about AmarulaCream Liqueur, please visit www.amarula.com.

Amarula is a rare find. Appreciate it accordingly. Amarula CreamLiqueur, 17% ABV, is one of the fine spirits marketed and distributedby Brown-Forman Corporation, a diversified producer and marketer offine quality consumer products, including Jack Daniel's, CanadianMist, Southern Comfort, Finlandia Vodka, Fetzer and Bolla Wines,Korbel California Champagnes, and Hartmann Luggage.

(1) The Not So Sweethearts Survey was conducted by Kelton Researchinterviewing 1,000 U.S. residents 21 years of age and older. Resultsof any sample are subject to sampling variation. In this particularstudy, the chances are 95 in 100 that a survey result does not vary,plus or minus, by more than 3.1 percentage points from the result thatwould be obtained if interviews had been conducted with all persons inthe universe represented by the sample.