NEW YORK, June 12 /PRNewswire/ -- Nothing but ... air? Jose Cuervo, the
world's most renowned producer of Tequila, announced today its title
sponsorship of the 2008 Jose Cuervo Black US Air Guitar Championships,
presented by TouchTunes. The brand aims to "play an instrumental role" in
increasing the fan base and number of participants in this once-hidden form
of lib-"air"-ating self-expression.
The 2008 tour will host over 21 regional competitions nationwide
encouraging participants to take the nation's unofficial pastime out of the
recreational room and onto the stage for all to see. In each city a panel
of independent judges score instrument-free performances based on technical
merit, stage presence and Airness -- the extent to which a performance
surpasses the imitation of a real guitar and becomes an art form in and of
"Jose Cuervo has always encouraged our fans to make the most out life's
experiences. Jose Cuervo Black is a product that breaks the mold in the
Tequila category by aging in newly charred white oak barrels; it's bold and
dares to be different and mixes extremely well with the addition of cola,"
said Toby Whitmoyer, Brand Director, Jose Cuervo. "In the same sense, air
guitarists transcend the boundaries of typical musicians and are able to
create an art form unique and exciting to each competitor."
Contestants must participate in two extreme rounds of competition
before someone is named regional champion. Round one is a freestyle
selection consisting of a one-minute performance to a song of his/her
choosing. The top competitors from round one must then participate in a
compulsory round where he/she must perform to a surprise song. The winner
from each city, and the defending 2007 champion, will be sent to San
Francisco in August 2008 to compete in the US Air Guitar Finals for the
crown of US Air Guitar Champion.
"US Air Guitar is thrilled to be working with Jose Cuervo, and they're
already helping us take the event to more cities, more fans and more
performers -- but with even fewer guitars," said Kriston Rucker,
Co-Commissioner of US Air Guitar. "Like us, they see beauty in the madness
of competitive air guitar and will bring a whole new level of attention to
the event and its star performers."
Air Guitar, defined as "an imaginary guitar that rocks for real," has
been around almost as long as rock music itself. Only during the last
decade has the world stage grown to include an organized competition in the
US. The winner of the 2008 US Air Guitar Championships on August 8 in San
Francisco will represent the United States at the 2008 Air Guitar World
Championships, August 20-22 in Oulu, Finland.
Jose Cuervo reminds air guitar fans and participants to "air on the
side of caution" when it comes to responsible drinking.
Jose Cuervo Black Medallion(TM) is the newest super-premium tequila to
join the world's leading tequila portfolio, offers a smooth, rich and
enjoyable taste that can easily be mixed with cola or served on the rocks.
Cuervo Black delivers a new, smoother taste experience to the Jose Cuervo
family of tequilas with a personality and style all its own. Similar to
fine, aged whiskeys, Cuervo Black is best enjoyed mixed with cola and a
slice of lime or savored on the rocks. The suggested retail price is $19.99
to $20.99 per 750 ml bottle (price varies by market). Please visit
www.cuervo.com for additional information.
About Jose Cuervo
Jose Cuervo is the largest producer of Tequila throughout Mexico and
around the world. In addition to Jose Cuervo Black Medalion, the Jose
Cuervo portfolio of Tequilas includes Jose Cuervo Especial, the world's
best-selling Tequila, Jose Cuervo Clasico, Jose Cuervo Tradicional, Jose
Cuervo Platino, Jose Cuervo Golden Margarita, Authentic Jose Cuervo
Margaritas, Jose Cuervo Margarita Mix and Jose Cuervo Reserva de la
Familia. For more information, visit www.cuervo.com.
Jose Cuervo Tequilas are imported and marketed in the United States by
Diageo North America, a subsidiary of Diageo PLC. Based in London, Diageo
PLC is the world's leading spirits and wine company and is traded on the
NYSE under the symbol DEO. For more information, visit www.diageo.com.
About US Air Guitar
Founded in 2003, US Air Guitar is the official Air Guitar Association
of the United States and is responsible for operating the US Air Guitar
Championships, official Regional events, and specialized "Dream Team"
events. US Air Guitar is devoted to taking our nation's unofficial pastime
out of the recreation room and putting it up on the world stage. US Air
Guitar is an official member of the World Air Guitar Association. Entering
its sixth year in the US and its eleventh year world-wide, official
national championships currently are held in 21 Countries around the world,
including the USA, Australia, Austria, Belgium, Canada, Finland, France,
Germany, Ireland, The Netherlands, New Zealand, Norway and the United Arab
Emirates, with more countries participating every year. Each country will
send one representative to The Air Guitar World Championships, held
annually Oulu, Finland. For more information, visit: www.usairguitar.com.
SOURCE Jose Cuervo