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Jose Cuervo Unlocks a Treasured Family Secret

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Jose Cuervo Platino Brings Sophistication and Tradition to the Tequila Category With the Launch of the World's Best Tasting Silver Tequila

NEW YORK, Sept. 12 /PRNewswire/ -- Jose Cuervo, the world's largest tequila company, announces the introduction of Jose Cuervo® Platino(TM), a handcrafted, limited-edition ultra premium silver tequila offering an authentic and superb spirit experience. Once reserved exclusively for the Cuervo family's private enjoyment, Jose Cuervo Platino is the first ultra premium silver tequila to be created by a family with a 200 year history of making the world's finest tequilas.
"Due to the recent increase in demand for high-end tequilas, particularly in the silver category, we wanted to share a tradition that has been passed from generation to generation," said Juan Domingo Beckmann, Executive Director, Casa Cuervo and the 10th generation of Jose Cuervo descendents.

Jose Cuervo Platino, part of the Reserva de la Familia collection, is made from 100% blue agave and is handcrafted using a unique process called "Esencia de Agave(TM)." This proprietary distillation method optimizes the tequila's agave notes resulting in a vibrant tequila of exquisite character and complexity - one that reflects the pure character and essence of Mexico's prized blue agave plant. Jose Cuervo Platino is created from hand-selected estate grown agave using the most flavorful inner portion of the agave's piña, further enhancing its distinct taste.

In a recently conducted blind tasting by the Beverage Testing Institute, Jose Cuervo Platino was ranked as the number one silver tequila, outperforming all other ultra premium silver tequilas in the tasting. Jose Cuervo Platino received the BTI's highest rating ever for a silver tequila, a 96, which the tasting panel deemed "superlative." The Institute concluded that "Jose Cuervo Platino is the most flavorful and distinctive silver tequila providing one of the world's great spirit experiences - a true connoisseur's choice."

"Jose Cuervo Platino was created for those who enjoy the finer things in life," adds Beckmann. "From the individually hand numbered bottles and hand dipped wax seals to the tequila's unique flavor and smooth finish, our attention to detail and perfection is extraordinary."

The launch of Jose Cuervo Platino is being supported by a fully integrated marketing campaign that includes promotions, special events, public relations and a dynamic new print advertising campaign created by the Arnell Group in New York. The ad tagline, "Every Family Has Its Secret," indicates that the introduction of Jose Cuervo Platino unlocks a well- kept family treasure that has been kept "secret" for two centuries. Launch advertising will use visuals from the Jose Cuervo distillery, La Rojena, to further convey the brand's heritage. The ads will appear in national and regional lifestyle publications as well as beverage trades beginning this fall.

Handcrafted in individually numbered bottles and presented in a beautiful blue wooden display box, Jose Cuervo Platino will be available in September 2007 in fine liquor stores, restaurants and lounges nationwide. Jose Cuervo Platino will retail for approximately $59.99 for a 750 ml bottle.

Jose Cuervo is the largest producer of tequila throughout Mexico and around the world. The Jose Cuervo portfolio of tequilas includes Jose Cuervo Especial, the number one tequila worldwide, Jose Cuervo Clasico, Jose Cuervo Flavored Tequilas, Jose Cuervo Black Medallion, Jose Cuervo Tradicional, Jose Cuervo Reserva de la Familia, Jose Cuervo Golden Margaritas, Authentic Jose Cuervo Margaritas and Jose Cuervo Margarita Mix. For more information, visit josecuervoplatino.com.

Jose Cuervo Tequilas are imported and marketed in the United States by Diageo North America, a subsidiary of Diageo plc. Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wine and beer categories. These brands include: Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, and Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands and performance, visit www.diageo.com .

Media Contact: 
Alana Radmin
(212) 230-1800
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