Jose Cuervo Announces Title Sponsorship of the 2008 Jose Cuervo Black US Air Guitar Championships

World's Most Renowned Tequila Amps Up 'American Pastime'

Jun 12, 2008, 01:00 ET from Jose Cuervo

    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 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
     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
     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:

SOURCE Jose Cuervo