Jose Cuervo Toasts Takeru Kobayashi: Who Needs an Official Contest to be a Legend?

NEW YORK, July 1, 2011 /PRNewswire/ -- Upon hearing that Takeru Kobayashi,  arguably the most legendary competitive eater in history, is not permitted to participate in the annual Fourth of July hot dog eating contest this year, Jose Cuervo, the world's best selling tequila, has offered a legendary reward for claiming an unofficial first place.

Banned from the annual hot dog eating competition at Coney Island for refusing to sign an exclusive contract, Kobayashi recently announced that he will be competing unofficially by racing against the telecast. When the official event begins on television, he will commence eating – at a New York City bar that is hosting his attempt in front of a crowd expected to be in the hundreds – and will stop after 10 minutes when the competitors he is "virtually" racing are forced to stop.

If the six-time champion can eat more hot dogs than the crowned winner at the Coney Island event this Fourth of July, thus making him the "would be" champion for his seventh title, Jose Cuervo has offered him an all expenses paid trip to its historic Tequila distillery, La Rojena, located in the heart of Mexico's Tequila region. In addition, Cuervo will immortalize him with a customized bottle of Especial Gold that dons his image on the label.

"Jose Cuervo is a legendary brand so we respect the legendary feats of others," said Ami-Lynn Bakshi, Vice President Marketing, Jose Cuervo.  "Put the red tape aside:  if Kobayashi proves he is the world's best hot dog eater, he deserves to be recognized as such.  And who better to celebrate the achievements of the world's best competitive eater than the world's best-selling and oldest tequila?"

"While we wish Kobayashi well in his effort, we hope that he shares our commitment to responsible drinking and realizes adult beverages are meant to be enjoyed in moderation, unlike his eating spectacles," Bakshi continued.  "To that end, win or lose we'll want to buy him a celebratory shot of Jose Cuervo and we'll pick up the taxi fare to ensure he gets home safely and responsibly."

Jose Cuervo insists that all legendary competitors should have the freedom to compete, especially on Independence Day. Kobayashi has a successful history in his expertise, just as Jose Cuervo has in the Tequila industry. In 1758, King Carlos IV of Spain granted Don Jose Cuervo a parcel of land close to the town of Tequila where Jose Cuervo's distillery still stands today, making La Rojena a suitable prize for Kobayashi's hopeful victory, official or not.

Jose Cuervo reminds you to live legendary. Please drink responsibly.

About Jose Cuervo

Jose Cuervo is the largest producer of tequila throughout Mexico and around the world. The Jose Cuervo portfolio of tequilas includes Jose Cuervo Especial Gold, the number one tequila worldwide, Jose Cuervo Especial Silver, Jose Cuervo Black Medallion, Jose Cuervo Tradicional 100% Agave Reposado and Silver, Jose Cuervo Platino, Jose Cuervo Reserva de la Familia, Jose Cuervo Golden Margaritas, Authentic Jose Cuervo Margaritas and Jose Cuervo Margarita Mix. For more information, visit www.josecuervo.com.

About DIAGEO

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.

Diageo is a global company, with its products sold 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 us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

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Media Contacts:

Kellie Cunningham
Taylor
323-202-4850
kcunningham@taylorstrategy.com

Jim Sias
Diageo
646-223-2305
jim.sias@diageo.com

SOURCE Jose Cuervo