-----BEGIN PRIVACY-ENHANCED MESSAGE-----
Proc-Type: 2001,MIC-CLEAR
Originator-Name: webmaster@www.sec.gov
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 TWSM7vrzLADbmYQaionwg5sDW3P6oaM5D3tdezXMm7z1T+B+twIDAQAB
MIC-Info: RSA-MD5,RSA,
 BtptehPClxvflkXq/7w9LCdrGUZOLV9IVkk71Y6cd3UcUkupBZQo2EkFH6VRod6c
 ySWqKZVMDMSXc8ZYDthRiQ==

<SEC-DOCUMENT>0001181431-04-037194.txt : 20040728
<SEC-HEADER>0001181431-04-037194.hdr.sgml : 20040728
<ACCEPTANCE-DATETIME>20040727130217
ACCESSION NUMBER:		0001181431-04-037194
CONFORMED SUBMISSION TYPE:	4
PUBLIC DOCUMENT COUNT:		1
CONFORMED PERIOD OF REPORT:	20040723
FILED AS OF DATE:		20040727

REPORTING-OWNER:	

	OWNER DATA:	
		COMPANY CONFORMED NAME:			ROCHE MARK A
		CENTRAL INDEX KEY:			0001190596

	FILING VALUES:
		FORM TYPE:		4
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-09076
		FILM NUMBER:		04932905

	MAIL ADDRESS:	
		STREET 1:		730 N MAYFLOWER22 SOUTH WYNSTONE DRIVE
		CITY:			NORTH BARRINGTON
		STATE:			IL
		ZIP:			60010

ISSUER:		

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			FORTUNE BRANDS INC
		CENTRAL INDEX KEY:			0000789073
		STANDARD INDUSTRIAL CLASSIFICATION:	HEATING EQUIP, EXCEPT ELEC & WARM AIR & PLUMBING FIXTURES [3430]
		IRS NUMBER:				133295276
		STATE OF INCORPORATION:			DE
		FISCAL YEAR END:			1231

	BUSINESS ADDRESS:	
		STREET 1:		300 TOWER PARKWAY
		CITY:			LINCOLNSHIRE
		STATE:			IL
		ZIP:			60069
		BUSINESS PHONE:		2036985000

	FORMER COMPANY:	
		FORMER CONFORMED NAME:	AMERICAN BRANDS INC /DE/
		DATE OF NAME CHANGE:	19920703
</SEC-HEADER>
<DOCUMENT>
<TYPE>4
<SEQUENCE>1
<FILENAME>rrd48932.xml
<DESCRIPTION>JULY EXERCISE
<TEXT>
<XML>
<?xml version="1.0"?>
<ownershipDocument>

    <schemaVersion>X0202</schemaVersion>

    <documentType>4</documentType>

    <periodOfReport>2004-07-23</periodOfReport>

    <notSubjectToSection16>0</notSubjectToSection16>

    <issuer>
        <issuerCik>0000789073</issuerCik>
        <issuerName>FORTUNE BRANDS INC</issuerName>
        <issuerTradingSymbol>FO</issuerTradingSymbol>
    </issuer>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001190596</rptOwnerCik>
            <rptOwnerName>ROCHE MARK A</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>300 TOWER PARKWAY</rptOwnerStreet1>
            <rptOwnerStreet2></rptOwnerStreet2>
            <rptOwnerCity>LINCOLNSHIRE</rptOwnerCity>
            <rptOwnerState>IL</rptOwnerState>
            <rptOwnerZipCode>60069</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>1</isOfficer>
            <isTenPercentOwner>0</isTenPercentOwner>
            <isOther>0</isOther>
            <officerTitle>Sr. VP, General Counsel, Secy.</officerTitle>
        </reportingOwnerRelationship>
    </reportingOwner>

    <nonDerivativeTable>
        <nonDerivativeTransaction>
            <securityTitle>
                <value>Common Stock, Par Value $3.125</value>
                <footnoteId id="F1"/>
            </securityTitle>
            <transactionDate>
                <value>2004-07-23</value>
            </transactionDate>
            <transactionCoding>
                <transactionFormType>4</transactionFormType>
                <transactionCode>M</transactionCode>
                <equitySwapInvolved>0</equitySwapInvolved>
                <footnoteId id="F2"/>
            </transactionCoding>
            <transactionAmounts>
                <transactionShares>
                    <value>4344</value>
                </transactionShares>
                <transactionPricePerShare>
                    <value>21.83</value>
                </transactionPricePerShare>
                <transactionAcquiredDisposedCode>
                    <value>A</value>
                </transactionAcquiredDisposedCode>
            </transactionAmounts>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>43575</value>
                    <footnoteId id="F1"/>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
            </ownershipNature>
        </nonDerivativeTransaction>
        <nonDerivativeHolding>
            <securityTitle>
                <value>Common Stock, Par Value $3.125</value>
                <footnoteId id="F1"/>
            </securityTitle>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>5462</value>
                    <footnoteId id="F1"/>
                    <footnoteId id="F3"/>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>I</value>
                </directOrIndirectOwnership>
                <natureOfOwnership>
                    <value>By Fortune Brands Retirement Savings Plan Trust</value>
                </natureOfOwnership>
            </ownershipNature>
        </nonDerivativeHolding>
    </nonDerivativeTable>

    <derivativeTable>
        <derivativeTransaction>
            <securityTitle>
                <value>Options (Right to Buy)</value>
            </securityTitle>
            <conversionOrExercisePrice>
                <value>21.83</value>
            </conversionOrExercisePrice>
            <transactionDate>
                <value>2004-07-23</value>
            </transactionDate>
            <transactionCoding>
                <transactionFormType>4</transactionFormType>
                <transactionCode>M</transactionCode>
                <equitySwapInvolved>0</equitySwapInvolved>
                <footnoteId id="F2"/>
            </transactionCoding>
            <transactionAmounts>
                <transactionShares>
                    <value>4344</value>
                </transactionShares>
                <transactionPricePerShare>
                    <value>21.83</value>
                </transactionPricePerShare>
                <transactionAcquiredDisposedCode>
                    <value>D</value>
                </transactionAcquiredDisposedCode>
            </transactionAmounts>
            <exerciseDate>
                <value>1995-09-26</value>
            </exerciseDate>
            <expirationDate>
                <value>2004-09-26</value>
            </expirationDate>
            <underlyingSecurity>
                <underlyingSecurityTitle>
                    <value>Common Stock</value>
                    <footnoteId id="F1"/>
                </underlyingSecurityTitle>
                <underlyingSecurityShares>
                    <value>4344</value>
                </underlyingSecurityShares>
            </underlyingSecurity>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>0</value>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
            </ownershipNature>
        </derivativeTransaction>
    </derivativeTable>

    <footnotes>
        <footnote id="F1">Attached to each share of common stock is one Preferred Share Purchase Right that is not presently transferable from the common stock.</footnote>
        <footnote id="F2">Reflects the exercise of options under the issuer's Long-Term Incentive Plans.</footnote>
        <footnote id="F3">The number of shares reported as held by the Fortune Brands, Inc. Retirement Savings Plan Trust represents the undersigned's proportional beneficial interest in the common stock held in the Trust as of July 26, 2004.</footnote>
    </footnotes>

    <remarks>On July 23, 2004, Mr. Roche paid $94,835.08 to exercise 4,344 options granted to him under the issuer's Long-Term Incentive Plans.  As a result of this transaction, Mr. Roche increased his direct ownership of common stock to 43,575 shares.  Mr. Roche also owns 5,422 shares indirectly

through his participation in the Fortune Brands, Inc. Retirement Savings Plan, and holds options to purchase 264,600 shares of the issuer's common stock.</remarks>

    <ownerSignature>
        <signatureName>Russell W. Hahn, Attorney-in-Fact for Mark A. Roche</signatureName>
        <signatureDate>2004-07-27</signatureDate>
    </ownerSignature>
</ownershipDocument>

</XML>
</TEXT>
</DOCUMENT>
</SEC-DOCUMENT>
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