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Jose Cuervo Commemorates Ancestry, Prestige, Tradition and Historic Milestone With Luxury Tequila Offering

NEW YORK, Nov. 2 /PRNewswire-FirstCall/ -- Jose Cuervo, the world's most renowned Tequila company, today celebrates two and a half centuries of family lineage dedicated to making the world's finest Tequila with the introduction of Jose Cuervo® 250 Aniversario(TM). This limited-edition Tequila commemorates the historic birth of Tequila production and the establishment of 10 generations of Cuervo family tradition: on November 2, 1758 Don Jose Antonio de Cuervo obtained the first plot of land on which to cultivate Agave.

"Jose Cuervo 250 Aniversario celebrates the passion and dedication 10 generations of the Cuervo family have brought to the craft of Tequila-making since the original land grant was given to us in 1758," said Juan Domingo Beckmann, Executive Director, Casa Cuervo and the 10th generation of Jose Cuervo descendants. "This superior, rare Tequila, which honors the Jose Cuervo family motto of ancestry, prestige and tradition, will be savored by those who purchase or receive one of our individually numbered bottles."

In anticipation of the 250th anniversary, expert Jose Cuervo jimadores planted Blue Agave on the same land obtained in 1758 and used these estate-grown plants exclusively in the production of Jose Cuervo 250 Aniversario. This precision was utilized to ensure every decanter maintains a direct link to this historic event and pays tribute to the centuries of labor and family passion that led to the creation of an industry.

Double-cask Method Results in Unrivaled Clarity, Silkiness and Taste

Jose Cuervo 250 Aniversario is a 100 percent blue agave Extra Anejo Tequila blended from the most select tequilas in the family's reserve and aged in a unique double-cask method. The best of these Extra Anejos, aged in toasted new American Oak barrels for a minimum of three years, are selected by the master distiller and blended together to achieve a superior tequila. The distinctive blend is then finished for 10 months in Sherry casks originating from Spain.

This method further symbolizes the historical significance of Jose Cuervo 250 Aniversario -- a new world liquid enhanced by the old world's distillation practices inherited from the Spaniards. This unique double-cask technique imposes a limited product yield, increasing the rarity of the warm, deep, auburn hue liquid.

In a recent taste test conducted by the Academia Mexicana de Catedores de Tequila (Mexican Academy of Tequila Masters), Jose Cuervo 250 Aniversario was deemed one of the best Tequila's ever produced. The Academy considered it the best in terms of complex flavor, bold character, full body and rich finish.

Jose Cuervo 250 Aniversario's initial aromas are peppery with dried fruit overtones. Following aeration, the aroma becomes elegant, dry and earthy with hints of rich butterscotch and vanilla. The first sips continue to reveal the richness and the refined flavors of Agave notes, sweet honey, cocoa and dark chocolate. Enjoying the Tequila neatly in a Riedel tasting glass is recommended to fully appreciate the character and full flavor profile.

Luxurious Packaging and Exclusively Numbered Bottles

Jose Cuervo 250 Aniversario's elegant and dramatic decanter was inspired by the original Damajuana, the first glass bottle used by Jose Cuervo to ship Tequila to towns throughout Mexico. Casa Cuervo maintains the largest private collection in the world of these antique, rare glass vessels. The decanters are packaged in elegant oak gift boxes for safe keeping. Each exquisite decanter of Jose Cuervo 250 Aniversario will have its sequential number etched into the glass, certifying the product's rarity and authenticity.

The limited edition Jose Cuervo 250 Aniversario will be available in the U.S. for a suggested retail price $2,250.00 for a 750 ml bottle.

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, 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

Jose Cuervo Tequilas are imported and marketed in the United States by Diageo North America, a subsidiary of Diageo plc. Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, 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 us at http://www.diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

When enjoying this new product, and all its products, Diageo reminds its adult consumers to drink responsibly. As the world's largest spirits, wine and beer company, Diageo is committed to social responsibility and the responsible marketing of its brands. The Diageo Marketing Code is one of the most stringent in the industry. Diageo is a founding member and major supporter of The Century Council, a not-for-profit organization whose programs are designed to combat drunk driving and underage drinking.

Celebrating life, every day, everywhere, responsibly.

    Media Contacts:

    Elizabeth Balduino                  Greg Leonard
    Taylor                              Diageo
    212-714-5726                        646-223-2111
    ebalduino@taylorpr.com              greg.leonard@diageo.com

SOURCE Diageo

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