Hornitos Tequila Goes Mobile

T Updated

Hornitos(TM) Becomes the First Spirits Brand to Offer Consumers the Opportunity to Buy a Drink for a Friend via Mobile and Use Illuminating Packaging

Beam Global Spirits & Wine, Inc. (Fortune Brands, Inc. (NYSE:FO)), a global leader in premium spirits, and Hornitos(TM) Tequila, a member of the Sauza(R) family, announced today new technology partnerships to evolve with consumers' ever changing needs. Hornitos has found new ways to connect with consumers on-premise and in their daily lives through mobile and product technologies.

-- Hornitos is partnering with BuyYourFriendADrink.com to offer consumers the opportunity to buy their favorite Hornitos cocktail for friends via mobile phone or email.

-- Hornitos is the first spirits brand in the world to introduce the LightPad from Cognifex Ltd., a packaging innovation which offers a lighting solution to make Hornitos stand out in the bar.

-- Hornitos is tagging national print advertisements with 2D codes in Playboy with a note to consumers that they can "Scan the code. Get the girl."

Buy Your Amigo Hornitos

As of August 1, 2008, legal purchase age consumers can use their mobile phones ( http://Hornitos.mobi) or the Hornitos website, BuyYourAmigoHornitos.com, to send a personalized note and prepaid gift card to friends. Hornitos partnered with BuyYourFriendADrink.com to build this innovative program which allows gift recipients to receive their drink gift via email, gift card or text message. The mobile program is the first ever mobile site that allows consumers to buy their friends drinks. With the text messaging capability, users can access their gifts via mobile phone even while at a participating bar or restaurant. Gift recipients can find out which bars and restaurants in their area accept the gift cards/codes either through the website or mobile site. This program launched with 115 participating bars and restaurants in 14 markets across the U.S. and is open to any bar or restaurant that wants to join.

"We're pleased to help consumers share good times with friends through BuyYourFriendADrink.com," stated Antonio Portillo, brand manager, Sauza. "This exciting technology allows consumers to buy their friend a drink from across the bar or across the country. It will be sure to engage our technologically savvy consumers and increase brand awareness."

Lighting Up the Bar

Developed by Cognifex Ltd., the LightPad will help Hornitos stand apart from its competitors with attention-getting illumination. Branded stickers placed at the bottom of a bottle are motion-activated to light up the entire bottle when the bartender pours a drink and adjusted for a variety of illuminating effects including flashing and strobe-light effects.

"Hornitos lights up the tequila category with the Cognifex LightPad," continued Portillo. "Its high-tech illumination feature allows Hornitos to stand apart from the competition. When bartenders pour the tequila, the light activates, drawing consumer's eyes to the bottle and starting conversations about the brand."

2D Tagging

Hornitos integrated 2D tagging into a national ad in the July issue of Playboy. By using the scanning program on a mobile phone, legal purchase age consumers can snap an image of the bar code located in the print advertising and be taken directly to a site featuring a bonus picture of Miss July. Consumers can visit m.hornitostequila.com to download the free software for cell phones.

Last year, Hornitos launched one of the brand's most aggressive advertising and re-positioning campaign in years, supported with a $15 million marketing spend. Hornitos, originally available as a Reposado tequila, unveiled two additional variants - Hornitos(TM) Plata and Hornitos(TM) Anejo. With the addition of these two new variants, Hornitos also introduced its "sip, shoot and savor" strategy in direct response to an evolving category and consumer demand for a Hornitos variant for all consumption occasions. "Sip, shoot and savor" educates consumers on the diversity of tequila: Hornitos Plata is versatile enough for mixed drinks; Hornitos(TM) Reposado can be enjoyed as a shot; and the more complex notes of Hornitos Anejo are slowly savored.

About Sauza(R) Tequila

Sauza(R) is the #2 premium tequila in the world. Through its popularity and authenticity in its native Mexico, Sauza is one of the world's fastest-growing tequilas in the world. Sauza(R) Blanco and Sauza(R) Gold, Hornitos(TM), 100 Anos(TM) and Tres Generaciones(R) create a portfolio of premium, super-premium and ultra-premium tequilas offering a variety of drinking experiences. For more information about Sauza tequila visit www.sauzatequila.com.

About Beam Global Spirits & Wine:

Inspiring conversations around the world, Beam Global Spirits & Wine, Inc., is building brands people want to talk about. Consumers from all corners of the globe call for our brands, including Jim Beam(R) Bourbon, Sauza(R) Tequila, Canadian Club(R) Whisky, Courvoisier(R) Cognac, Maker's Mark(R) Bourbon, Laphroaig(R) Scotch Whisky, Larios(R) Gin, Whisky DYC(R), Teacher's(R) Scotch Whisky, DeKuyper(R) Cordials and Liqueurs, Knob Creek(R) Bourbon and Starbucks(TM) Liqueurs. Beam Global Spirits & Wine is part of Fortune Brands, Inc.

For more information on Beam Global Spirits & Wine, its brands, and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com.

Drink Responsibly.

Sauza(R) Hornitos(TM) Tequila, 40% alc./vol. (C)2008 Sauza Tequila Import Company, Deerfield, IL

Beam Global Spirits & Wine, Inc.
Kate Laufer, 847-948-8888
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Qorvis Communications
Nicole Chardavoyne, 202-683-3102
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