Cuervo Black Brings Big Celebrations to the Big Game; Offers Pro Football League $5 Million to Lift Fines & Penalties

- New Tequila From Jose Cuervo to Sponsor Fine-Free End Zone Celebrations -

Feb 01, 2006, 00:00 ET from Jose Cuervo

    NEW YORK, Feb. 1 /PRNewswire/ -- Jose Cuervo Black Medallion, the newest
 super-premium tequila brand to join the world's most popular tequila
 portfolio, Jose Cuervo, today made an unprecedented $5 million offer to the
 pro football league in exchange for the creation of Cuervo Black Penalty and
 Fine-Free Zones adjacent to the end zones for this Sunday's game in Detroit.
     Cuervo Black, a smooth, rich and versatile spirit that offers consumers a
 'step up' in quality, taste and style, is encouraging tasteful end zone
 celebrations at this year's season finale.  Should the league accept the
 brand's offer, the $5 million would be earmarked toward the creation of Cuervo
 Black Penalty and Fine-Free Zones adjacent to both end zones.  Players could
 go to this area after scoring to celebrate their touchdowns without the league
 administering fines or penalties.
     In an open letter addressed to pro football's commissioner that appeared
 in USA Today, Cuervo Black suggests the offer would bring even more of the
 good-natured fun to the game.
     "This year will mark the 40th edition of the game, but just because it's
 getting older doesn't mean it has to be any less fun," said Bertha Gonzalez,
 Commercial Director, North America, Jose Cuervo International.  "We're
 offering $5 million in hopes of creating an opportunity where players can
 celebrate their touchdowns without fear of fines or penalties."
     Some well-known end zone celebrators think the fines and penalties should
 be relaxed.
     "I think there have been some really creative celebrations this year, but
 there probably could be more if players weren't fearful of fines and
 penalties," said Billy "White Shoes" Johnson, one of the pioneers of end zone
 celebrations.  "Tasteful celebrations are a highly anticipated part of the
     "While we are encouraging players to have fun at this Sunday's game, we'd
 like them to do so tastefully and responsibly," said Rob Warren, Senior Vice
 President Global Tequilas, Diageo North America.  "Just as we encourage
 tequila drinkers to enjoy Jose Cuervo products responsibly."
     Like the game of football, which continues to evolve and change, Cuervo
 Black is the newest evolution in the tequila category.  It is aged for a
 minimum of twelve months in new char barrels unlike other tequilas that are
 traditionally aged in previously used barrels.  The fire-charring process is
 done to eliminate impurities on the barrel's interior so that the wood's true
 tasting notes soak into the tequila.  The resulting taste is more complex with
 a smooth and slightly oaky flavor that is exclusive to this tequila and
 reminiscent of fine, aged whiskeys. Cuervo Black's rich flavors and refined
 aromas make it particularly well suited to be enjoyed on the rocks or mixed
 with cola and a lime.
     About Jose Cuervo
     Jose Cuervo is the largest producer of tequila throughout Mexico and
 around the world, exporting more than 50 million liters annually.  The Jose
 Cuervo portfolio of tequilas includes Jose Cuervo Especial, the number one
 tequila worldwide, Jose Cuervo Clasico, Jose Cuervo Black, Jose Cuervo
 Tradicional, Jose Cuervo Reserva de la Familia, Jose Cuervo Golden Margaritas,
 Authentic Jose Cuervo Margaritas and Jose Cuervo Margarita Mix.
     Jose Cuervo Tequila is 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
                         Vive Cuervo, Vive Responsibly
      Alan Taylor Communications
      Jim Sias, (609) 658-3982 (cell) or
      Mike Kingston, (212) 714-1280 ext. 358 or
      Jose Cuervo International
      Bevin Gove 212-590-0263 or

SOURCE Jose Cuervo