Jose Cuervo Kicks Off 2009 Mexican Soccer Season with a Purpose

Ramon Ramirez, former Mexican National Soccer Team mid-fielder, will announce Jose Cuervo's collaboration with the Institute for Mexicans Abroad

Jan 22, 2009, 12:20 ET from Jose Cuervo

NEW YORK, Jan. 22 /PRNewswire/ -- Jose Cuervo, the world's first tequila maker, will launch a partnership with the Institute for Mexicans Abroad (IME) during the Mexico vs. Sweden soccer match on January 28th in Oakland. Jose Cuervo Tradicional will contribute funds to promote adult education through IME Grants, a scholarship program offered in collaboration with the University of California. The brand has designated Ramon Ramirez, former midfielder for the Mexican National Soccer Team, to announce the contributions that will benefit adults of Mexican background that are over 21 years of age and reside in the United States. Through this program, Jose Cuervo Tradicional underscores its long-standing commitment as an official sponsor of the Mexican Soccer Federation here in the United States, and continues its focus on soccer to deliver a social responsibility message to the multi-generational Mexican consumers and the communities in which they reside.

"We recognize the responsibility that Jose Cuervo as a brand has within society and from a cultural significance, the greater Mexican community," says Toby Whitmoyer, Brand Director for Jose Cuervo. "Education is at the root of our commitment to personal development through the outstanding work done by the Institute for Mexicans Abroad. We believe in our motto that 'in Mexico, you always have it on.'"

The Jose Cuervo presentation will take place on the field prior to the Mexico vs. Sweden match at the Oakland Coliseum. Ramirez will present $10,000 (ten thousand dollars), the first in a series of 2009 contributions, to Mr. Carlos Felix, Consul General of Mexico in San Francisco, who will accept the funds on behalf of IME Grants.

"Tequila Cuervo Tradicional's financial contribution to IME Grants will allow a larger number of Mexican immigrants to improve their living conditions through education by providing them with needed resources to complete their basic education," says Mr. Candido Morales, Director of IME.

The Jose Cuervo Tradicional check presentations will take place against the backdrop of upcoming Mexican National Soccer Team matches. To celebrate the Oakland Coliseum presentation, the brand will include a gift of 20 tickets for IME scholarship recipients to attend the Mexico vs. Sweden game, enjoy the match and support their team.

"I am pleased to join Jose Cuervo Tradicional to promote education programs that benefit my compatriots," says Ramon Ramirez. "It is an honor to participate in an effort that hopes to increase social well-being, and it is wonderful to do this during a Mexican National Team match when we are all reminded that, Mexico, you always have it on."


The Institute for Mexicans Abroad is the agency of the government of Mexico in charge of coordinating policies that address the needs and help realize the potential of the immigrant communities. IME is the lead office within the Ministry of Foreign Affairs working in close collaboration with 50+ consular offices in North America in order to deliver quality services to the migrant population. Visit .


IME Grants is a Fund committed to elevate the education level of first generation Hispanics. Its mission is to provide and enhance opportunities for access to adult education programs and colleges in the United States for Mexican adult immigrants to develop useful skills to better participate in the Unites States work environment. For more information visit .


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 Silver, Jose Cuervo Black Medallion, Jose Cuervo Tradicional, Jose Cuervo Reserva de la Familia, Jose Cuervo Platino, 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 .

SOURCE Jose Cuervo