Gold Rush On The Beach Again!

Cuervo Returns as Official Sponsor of AVP Pro Beach Volleyball Tour

~ AVP & Jose Cuervo Resurrect 'Cuervo Gold Crown' ~

Jan 09, 2006, 00:00 ET from Jose Cuervo

    LOS ANGELES, Jan. 9 /PRNewswire/ -- The AVP Pro Beach Volleyball Tour,
 Inc. today announced that Jose Cuervo Tequila, one of beach volleyball's first
 corporate sponsors, is making a dramatic return to the beach in 2006 by
 becoming an official sponsor of the AVP Tour and resurrecting the Cuervo Gold
 Crown -- three prestigious tournaments within the AVP Series.
     Jose Cuervo, which was an AVP sponsor from 1988-1996, will once again
 title sponsor the Cuervo Gold Crown, three events offering more first-place
 prize money than every other tournament on the AVP Tour totaling in excess of
 $100,000 per event.  Additionally, there will be a $25,000 bonus for the top
 men's and women's teams based on cumulative performances in the three events.
     The three-year agreement makes Jose Cuervo the "Official Spirit of the AVP
 Tour" and calls for Cuervo to have a presence at each AVP Tour event for the
 next three seasons with commercial units, television features, billboards,
 courtside signage, and on-site space in the Sponsor Village.
     "The AVP provided us with a great platform to connect with our consumers
 for nearly 10 years through a lifestyle that really resonates with them.  We
 feel the AVP Tour has grown to the point where it can provide us with an even
 greater opportunity now to reach our target consumers," said Bertha Gonzalez,
 Commercial Director, North America, Jose Cuervo International.  "We're excited
 to bring back the Cuervo Gold Crown and make it bigger and better than ever."
     The three Cuervo Gold Crowns will air on FOX Sports Net and Cuervo will
 have a presence during all other AVP tournaments including those broadcast on
     "We are proud and excited to add Cuervo to our roster of first-class
 sponsors," said Leonard Armato, CEO and Tour Commissioner.  "Cuervo very
 clearly represents the fun and excitement of the beach lifestyle and the AVP
 Tour.  Working together, we plan to extend the exposure of Cuervo and AVP
 beach volleyball from coast to coast.  We anticipate the Cuervo Gold Crown
 will continue to feature the thrilling play and atmosphere that our fans have
 come to know and expect from our AVP Tour events."
     About the AVP Pro Beach Volleyball Tour, Inc.
     AVP Pro Beach Volleyball Tour, Inc. is a leading lifestyle sports
 entertainment company focused on the production, marketing and distribution of
 professional beach volleyball events worldwide.  AVP operates the industry's
 most prominent national touring series, the AVP Pro Beach Volleyball Tour,
 which was organized in 1983.  Featuring more than 150 of the top American men
 and women competitors in the sport, AVP staged 14 events throughout the United
 States in 2005.   In 2004, AVP athletes successfully represented the United
 States during the Olympics in Athens, Greece, winning gold and bronze medals,
 the first medals won by U.S. women in professional beach volleyball.  For more
 information, please visit
     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
      Jim Sias                          Kimberly Moran
      Alan Taylor Communications        Brener Zwikel & Associates, Inc.
      (212) 714-1280 ext. 352           (818) 344-6195 ext. 121      

SOURCE Jose Cuervo