NEW YORK, March 16 /PRNewswire-FirstCall/ -- Jose Cuervo today announced the launch of Jose Cuervo Especial Silver, the newest premium Silver Tequila to join the world's leading Tequila portfolio. This fine spirit was developed with a single goal in mind: to make the smoothest Tequila possible. Bottled immediately following distillation, Jose Cuervo Especial Silver, better known as Cuervo Silver, is noted for its exceptionally smooth, distinct flavor. Cuervo Silver has a pleasant, well-balanced aroma that combines spicy black pepper and hints of agave. Its taste is a perfectly balanced mixture of sweetness and acidity, complemented by black pepper notes on the palate. Known for its smooth, clean finish, Cuervo Silver has an essence of spice without the harsh, throat burn and is best enjoyed chilled in a shot. "Over the past few years, we have seen a significant increase in popularity for Silver tequilas, but the market lacks a quality liquid at the premium price point," said Gerry Reid, Managing Director, Jose Cuervo International. "Cuervo Silver is our answer to this opportunity and brings a new, smooth Tequila to all those who enjoy the finest spirits but are looking for something innovative." "We are excited to launch the first ever line extension of the world's number one selling Tequila, Jose Cuervo Especial Gold," added Toby Whitmoyer, Brand Director, Jose Cuervo. "Jose Cuervo Especial Silver is a spectacular addition to a portfolio designed to meet the diverse needs of our consumers and the many occasions in which they enjoy our products." The launch will be supported by a fully integrated marketing effort that includes television, radio digital and out-of-home advertising and on-premise and off-premise sampling. Jose Cuervo Especial Silver will be available nationwide this month wherever Jose Cuervo Especial Gold is sold (grocery, liquor, club and drug stores) in 50mL, 200mL, 375mL, 750mL, 1L and 1.75L sizes. The suggested retail price for Jose Cuervo Especial Silver will be $17.99 for a 750mL size (prices may very per market). For more information, visit http://www.cuervo.com/. Please appreciate and enjoy the smoothness of Jose Cuervo Especial Silver 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 world's best-selling Tequila, Jose Cuervo Black Medallion, Jose Cuervo Tradicional, Jose Cuervo Platino, Jose Cuervo Reserva de la Familia, Jose Cuervo Golden Margarita, Authentic Jose Cuervo Margaritas and Jose Cuervo Margarita Mix. For more information, visit http://www.cuervo.com/. ABOUT DIAGEO Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business and industry leader in promoting responsible drinking, 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 200 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/. Celebrating life, every day, everywhere, responsibly. Media Contacts: Alexandra Sklansky Greg Leonard Taylor Diageo 212-714-5702 646-223-2111 DATASOURCE: Diageo CONTACT: Alexandra Sklansky, Taylor, +1-212-714-5702, ; or Greg Leonard, Diageo, +1-646-223-2111, Web Site: http://www.cuervo.com/

Copyright