Form of Performance Award Notice and Terms and Conditions for 2009-2011 awards



 Exhibit 10.1 
 NOTICE OF PERFORMANCE STOCK AWARD 
 February 23, 2009 
 Company: «Company» 
 Minimum Performance Award (2009 - 2011
Period): 0 Shares* 
 Target Performance Award (2009 - 2011 Period): _____ Shares 
 Maximum Performance Award (2009 - 2011 Period): _____ Shares** 
 Date of Grant: February 23, 2009 
 PERSONAL AND CONFIDENTIAL 
 (Name and Address) 
 Dear (Salutation): 
 We are pleased to inform you that, as a key employee of
the company referred to above, you have been granted a performance award by the Compensation and Stock Option Committee of the Board of Directors under the Fortune Brands, Inc. 2007 Long-Term Incentive Plan (the “Plan”). 
 The award is granted under and governed by the Plan and the February 2009 Performance Stock Award Terms and Conditions (the “Terms”). Your performance award
will be comprised of shares of Common Stock of Fortune Brands, Inc. 
 Your award is based on the achievement by Fortune Brands and its consolidated
subsidiaries of certain performance goals established by the Fortune Brands Board of Directors Compensation and Stock Option Committee. Goals are set for each year in the three-year performance period, and are based on return on invested capital and
earnings per share performance. The target goals for 2009 are set forth in the attached Matrix. The minimum and maximum goals for 2009 are also set forth in the attached Matrix. 
  

	*	Minimum performance goals for performance period must be exceeded in order for performance award to be paid. 

  

	**	Maximum performance goals for performance period must be met in order for maximum performance award to be paid. 








 For your information, we have attached to this notice the following documents: (1) the Terms, (2) the Plan, and
(3) the Matrix. You should review these documents carefully in order to fully understand how your award operates and your rights as an award recipient. 
 Under the terms of the Plan, you do not need to sign and return, or otherwise acknowledge your receiving, this notice. If you have any questions about your award, please contact Barb Brisinte, Benefits & Compensation
Analyst, at (847) 484-4212. 
  

	
	 Sincerely yours,
  
 FORTUNE BRANDS, INC.

	
	  
	Vice President - Human Resources








 FEBRUARY 2009 
 PERFORMANCE STOCK AWARD 
 TERMS AND CONDITIONS 
 You have been granted a performance stock award under the Fortune Brands, Inc. 2007 Long-Term Incentive Plan (the “Plan”). 
 The date of the grant, the minimum performance award, the target performance award and the maximum performance award are listed at the top of your Notice of Performance
Stock Award. The average per share targets and the minimum and maximum average return on invested capital and earnings per share targets are established by the Fortune Brands Board of Directors’ Compensation and Stock Option Committee (the
“Committee”) on an annual basis for each year in the performance period. The 2009 performance targets are set forth in the Matrix attached to your Notice of Performance Stock Award. You will be notified in subsequent years of the annual
targets for 2010 and 2011. 
 1. Number of Shares Payable Pursuant to Award. Subject to the provisions of paragraphs 5 through 13
below, the number of shares of Common Stock of Fortune Brands, Inc. (“Fortune”) payable to you pursuant to your award shall be determined as follows: 
 (a) If the Average Return on Invested Capital and Cumulative Earnings Per Share (as determined pursuant to paragraph 2) of Fortune and its
consolidated subsidiaries (the “Company”) for the performance period equals the minimum goals for each year of the three-year performance period as established by the Committee, the number of shares payable to you will be your minimum
performance award set forth on the Notice of Performance Stock Award. 
 (b) If the Average Return on Invested Capital and
Cumulative Earnings Per Share (as determined pursuant to paragraph 2) of the Company for each year of the three-year performance period equals or exceeds the maximum goal for that performance period as set forth in the attached Matrix, the number of
shares payable to you will be your maximum performance award set forth on the Notice of Performance Stock Award. 
 (c) If the
Average Return on Invested Capital and Cumulative Earnings Per Share (as determined pursuant to paragraph 2) of the Company for the performance period exceeds the minimum goals for some or all of the years in the performance period, but is less than
the maximum goals for some or all of the years in the performance period, the number of shares payable to you will be interpolated between the goals established for each year in the performance period. 
  

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 (d) No shares shall be payable for any performance period if the Average Return on
Invested Capital and Cumulative Earnings Per Share (as determined pursuant to paragraph 2) for the performance period is less than the minimum goals for each year within the performance period. 
 Subject to the provisions of paragraphs 5 through 13, the shares of Common Stock of Fortune payable to you pursuant to this performance award with
respect to any performance period shall be paid by Fortune as soon as practicable after the end of that performance period and after the Committee certifies attainment of the performance goals. 
 2. Determination of Net Income, Return on Invested Capital and Cumulative Earnings Per Share. “Return on Invested Capital” for any
performance period means Net Income during the performance period divided by average invested capital for the same period. Net Income, Return on Invested Capital and Earnings Per Share shall be adjusted to eliminate non-recurring income or expense
items and significant items not considered in determining the initial performance measures; such adjustments may include, but are not limited to, restructuring and restructuring related charges; the impact of actual foreign exchange rates varying
from planned foreign exchange rates; significant share repurchase activity; significant nonrecurring income tax credits or charges; and the impact of significant acquisitions and divestitures of businesses. 
 3. Dividend Equivalents. Subject to the provisions of paragraphs 5, 6, 7, 9, 11, 12 and 13, with respect to the performance period you shall be
paid, on the date of payment of any shares with respect to the performance period pursuant to paragraph 1, a cash Dividend Equivalent that is equal to the amount of the cash dividends that would have been declared on that number of shares actually
paid to you if such shares had been issued and outstanding on any record date for the payment of any cash dividends on Common Stock of Fortune during the performance period and prior to the date of payment of such shares. Such Dividend Equivalent
shall be paid, subject to paragraph 16, on the date of payment of such shares pursuant to paragraph 1. Payment of any Dividend Equivalent shall be made by delivery to you of a check of Fortune in the amount of such Dividend Equivalent or in such
other manner as is determined by the Committee. 
 4. Transferability of Award. This performance award shall not be transferable by
you otherwise than by will or by the laws of descent and distribution. 
 5. Termination of Employment for Death, Disability, Retirement
or Elimination of Position. If your employment by the Company terminates during any performance period by reason of your death, disability, retirement under a retirement plan of the Company (or retirement after age 55 and 5 years of service) or
the elimination of your position, you will be entitled to receive as soon as practicable after the end of that performance period and after the Committee certifies that performance goals have been attained for that performance period, a payment of
the number of shares of Common Stock, if any, that would otherwise be payable pursuant to paragraph 1. Also in the event of such a termination of employment, you will be paid, on the date of payment of any shares paid pursuant to the preceding
sentence, Dividend Equivalents pursuant to paragraph 3, and you will not be entitled to be credited with or to receive any other Dividend Equivalents. 
  

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 6. Termination of Employment for Other Reasons. Except as otherwise provided in paragraphs 9
through 13 below, if your employment by the Company terminates during a performance period other than by reason of your death, disability, retirement under a retirement plan of the Company (or retirement after age 55 and 5 years of service) or the
elimination of your position, you will not be entitled to any payment of shares pursuant to paragraph 1 with respect to that performance period and will not be entitled to receive payment pursuant to paragraph 3 of any Dividend Equivalent.

 7. Forfeiture of Award for Detrimental Activity. If you engage in detrimental activity at any time (whether before or after
termination of your employment), you will not be entitled to any payment of shares or Dividend Equivalents hereunder and you will forfeit all rights with respect to these payments. For purposes of this paragraph 7, “detrimental activity”
means willful, reckless or grossly negligent activity that is determined by the Committee to be detrimental to or destructive of the business or property of the Company. Any such determination of the Committee shall be final and binding for all
purposes. Notwithstanding the foregoing, no payment under the Plan shall be forfeited or become not payable by virtue of this paragraph 7 on or after the date of a Change in Control (as defined in the Plan). 
 8. Stock Exchange Listing; Fractional Shares. Fortune shall not be obligated to deliver any shares until they have been listed (or authorized for
listing upon official notice of issuance) upon each stock exchange upon which are listed outstanding shares of the same class as that of the shares subject to the award and until there has been compliance with such laws or regulations as Fortune may
deem applicable. Fortune agrees to use its best efforts to effect such listing and compliance. No fractional shares (or any cash payment in lieu thereof) will be delivered and the number of shares to be delivered will be rounded up or down to the
nearest whole share. 
 9. Transfer of Employment; Leave of Absence. For the purposes of this Agreement, (a) a transfer of your
employment from Fortune to a subsidiary or vice versa, or from one subsidiary to another, without an intervening period, shall not be deemed a termination of employment, and (b) if you are granted in writing a leave of absence, you shall be
deemed to have remained in the employ of Fortune or a subsidiary during such leave of absence. 
 10. Investment Representations.
Prior to each issuance of shares of Common Stock payable hereunder, you shall make such representations as may be required that such shares are to be held for investment purposes and not with a view to or for resale or distribution except in
compliance with the Securities Act of 1933, as amended (the “Securities Act”), and shall, if required by the Committee, give a written undertaking to Fortune in form and substance satisfactory to the Committee that you will not publicly
offer or sell or otherwise distribute such shares other than (a) in the manner and to the 

  

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extent permitted by Rule 144 promulgated by the Securities and Exchange Commission under the Securities Act, (b) pursuant to any other exemption from
the registration provisions of the Securities Act or (c) pursuant to an effective registration statement under the Securities Act. 
 11. Adjustments. (a) In the event of any merger, consolidation, stock or other non-cash dividend, extraordinary cash dividend, split-up, spin-off, combination or exchange of shares, reorganization or recapitalization or change
in capitalization, changes in accounting, tax or legal rules, or any other similar corporate event, the number and kind of shares that are covered by your award (including, in the case of any such event other than an extraordinary cash dividend, the
number of shares in respect of which Dividend Equivalents may be credited and paid pursuant to paragraph 3) immediately prior to such event may be proportionately and appropriately adjusted. 
 (b) Adjustments (which may be increases or decreases) may be made by the Committee in the Average Return on Invested Capital and Cumulative Earnings Per
Share targets to take into account changes in law and accounting and tax rules and to make such adjustments as the Committee deems necessary or appropriate to reflect the inclusion or exclusion of the impact of extraordinary or unusual items, events
or circumstances, including, without limitation, acquisitions or divestitures by or other material changes in the Company, provided that no adjustment shall be made which would result in an increase in your compensation if your compensation is
subject to the limitation on deductibility under Section 162(m) of the Internal Revenue Code, as amended, or any successor provision, for the year with respect to which the adjustment occurs. The Committee also may adjust the performance goals
and measurements applicable to Performance Awards and thereby reduce the amount to be received by any Participant pursuant to such Awards if and to the extent that the Committee deems it appropriate, provided that no such reduction shall be made on
or after the date of a Change in Control (as defined the Plan). 
 (c) The determination of the Committee as to the terms of any adjustment
made pursuant to this paragraph 11 shall be binding and conclusive upon you and any other person or persons who are at any time entitled to receipt of any payment pursuant to the award. 
 12. Change in Control of Fortune. Notwithstanding any other provision hereof, in the event that your employment is terminated on or after a Change
in Control (as defined in the Plan) (i) by the Company other than for just cause (as defined in the Plan) or (ii) by you because you in good faith believe that as a result of the Change in Control you are unable effectively to discharge
your duties or the duties of the position you occupied immediately prior to the Change in Control or because of a diminution in your aggregate annual compensation or in your aggregate benefits below that in effect immediately prior to the Change in
Control, your award shall become nonforfeitable and shall be paid out on the date your employment is so terminated (x) as if each performance period hereunder had been completed or satisfied and as if the Average Return on Invested Capital and
Cumulative Earnings Per Share for the Company for each performance period were sufficient to enable a 

  

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payment to you pursuant to paragraph 1(c) of the number of shares that is equal to the target performance award set forth herein with respect to that
performance period, but (y) pro-rated for the portion of the performance period that elapsed prior to the termination of employment. Also in the event of such a termination of your employment, you will be entitled to receive payment pursuant to
paragraph 3 of any Dividend Equivalent that would have been declared, in respect of the shares you receive, during the performance period and prior to the date of payment of such shares, but will not be entitled to be credited with or to receive any
other Dividend Equivalents. 
 13. Divestiture; Termination of Plan. (a) In the event that your principal employer is a
subsidiary of Fortune that ceases to be such, then your employment shall be deemed to be terminated for all purposes hereof as of the date on which your principal employer ceases to be a subsidiary of Fortune (called the Divestiture Date) and your
award shall become nonforfeitable and shall be paid out on the Divestiture Date (x) as if the performance period hereunder had been completed or satisfied and as if the Average Return on Invested Capital and Cumulative Earnings Per Share for
the Company for that performance period were sufficient to enable a payment to you pursuant to paragraph 1(c) of the number of shares that is equal to target performance award set forth herein with respect to the performance period, but
(y) pro-rated for the portion of the performance period that elapsed prior to the Divestiture Date, all as determined by the Committee. Also in the event of such a deemed termination of employment, you will be entitled to receive payment
pursuant to paragraph 3 of any Dividend Equivalent that would have been declared, in respect of the shares you receive, during the performance period and prior to the Divestiture Date, but will not be entitled to be credited with or to receive any
other Dividend Equivalents. 
 (b) In the event of a termination of the Plan, then your employment shall be deemed to be terminated for all
purposes under the Plan as of the date of termination of the Plan and the provisions of paragraph 13(a) will apply to your award with the same effect as if the date of termination of the Plan were a Divestiture Date. 
 14. Accountants’ Letter. As soon as practicable after the end of each performance period, a letter shall be obtained from the independent
certified public accountants who have performed procedures to assist in evaluating compliance with the calculation of the Average Return on Invested Capital and Cumulative Earning Per Share of the Company for the performance period. 
 15. Stockholder Rights. Neither you nor any other person shall have any rights of a stockholder as to shares until such shares shall have been
recorded on Fortune’s official stockholder records as having been issued or transferred. 
 16. Tax Withholding. Upon any payment
to you of shares of Common Stock hereunder or upon any payment to you of any Dividend Equivalents hereunder, Federal income and other tax withholding (and state and local income tax withholding, if applicable) may be required by the Company in
respect of taxes on income realized by you. 

  

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The Company may withhold such required amounts from your future paychecks or from, if applicable, such Dividend Equivalents or may require that you deliver
to the Company the amounts to be withheld. In addition, upon any payment to you of shares hereunder, you may pay any Federal income and other tax withholding (and any state and local income tax withholding, if applicable) by electing either to have
the Company withhold a portion of the shares of Common Stock otherwise deliverable to you, or to deliver other shares of Common Stock owned by you, in either case having a fair market value (on the date that the amount of tax you have elected to
have withheld is to be determined) of the amount to be withheld, provided that the election shall be irrevocable and shall be subject to such rules as the Committee may adopt. 
 17. Governing Law. This agreement and the award provided for hereunder shall be governed by and construed in accordance with the laws of the State
of Illinois. 
  

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