Jose Cuervo Unlocks a Treasured Family Secret

Jose Cuervo Platino Brings Sophistication and Tradition to the Tequila

Category With the Launch of the World's Best Tasting Silver Tequila

Sep 12, 2007, 01:00 ET from Jose Cuervo

    NEW YORK, Sept. 12 /PRNewswire/ -- Jose Cuervo, the world's largest
 tequila company, announces the introduction of Jose Cuervo(R) 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
     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 pi�a, 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
     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
     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
     Media Contact:  Alana Radmin
                     (212) 230-1800

SOURCE Jose Cuervo