New Study Finds Americans Still Have Harsh Feelings Toward Tequila

Agavero Tequila looks to change peoples' minds with 'Tequila Appreciation
Days'

NEW YORK, Sept. 16 /PRNewswire/ -- Tequila! What comes to mind when you
hear the word? You may think about margaritas, doing shots while on vacation
or at college spring break. If the mere mention of the word turns your stomach
upside-down, you're not alone. According to a recent survey conducted by
Agavero and Ipsos of 1,200 men and women spirit drinkers, 38% said that
they've had a bad experience when drinking tequila and nearly 10% said they
don't drink tequila anymore because of it. Moreover, only 7% of spirit
drinkers felt tequila was a sophisticated or sipping spirit.
(Photo: http://www.newscom.com/cgi-bin/prnh/20080916/AQTU047)
Tequila's bad rap has gone on long enough. With the upcoming Mexican
Independence Day holiday on September 16, Agavero is kicking off an ongoing
initiative to dispel the myths of tequila and reacquaint those who have sworn
off the spirit. Agavero will begin hosting "Tequila Appreciation Days" in bars
and restaurants across the U.S. this month to encourage consumers to give
tequila another chance-here's why:
"Our survey confirmed that tequila is a spirit that endures a negative
image," said Jim Nikola, senior vice president of marketing at Crillon
Importers, U.S. importer of Agavero. "With "Tequila Appreciation Days," we
hope to change that by educating people on how tequila has evolved over the
years and that it can be sipped and savored like any other sophisticated
spirit, as well as used as a base for a host of great cocktails. And the
perfect tequila to bring people back is Agavero, the best tasting and most
versatile tequila on the market." Here are some other key survey findings:

-- Drink Outside the Box: When asked how they most often drank tequila,
51% said they exclusively drink tequila in margaritas, only 10% drink a
mixed cocktail with tequila and a measly 4% sip tequila straight with
lime.
-- Shoot 'Em Back: 18% said that they most often drink tequila by doing
shots.
-- It's Written All Over Your Face: Approximately 16% of all spirit
drinkers surveyed said that they make an 'I'm never drinking tequila
again' face when they merely hear the word tequila.
-- Pick Your Poison: Only 12% of all spirit drinkers polled said tequila
was their favorite drink. In addition, only 4% of tequila drinkers felt
that tequila is a drink that meets their sophisticated palate.

Despite the negative connotations that surround tequila, the survey also
found that there is still hope:
-- 82% said they would be willing to try tequila again if offered.
-- When choosing a tequila, 72% of tequila drinkers said a smooth taste is
their deciding factor.

The Real Way to Enjoy Tequila
Bottom Line, there are many great ways to enjoy tequila other than in a
shot and Agavero is the perfect spirit to begin to experience tequila in new
ways. Why? Agavero is the smoothest, best tasting tequila on the planet that
also comes with a powerful secret ingredient. The legendary aphrodisiac,
Damiana Flower! Agavero is the first and only ultra-premium 100% blue agave
tequila infused with the natural essence of Damiana which gives it an
incredibly smooth, palatable taste that is actually enjoyed best on its own.
But Agavero is so versatile that it can also be enjoyed in a host of cocktails
while still retaining its silky smooth taste.
With the upcoming "Tequila Appreciation Days," Agavero encourages you to
let go of the past and give tequila another try. You will not be disappointed.
Check Agavero.com often to find an upcoming "Tequila Appreciation Day" event
near you. If you just can't wait for an official event, Agavero is available
at many upscale bars and restaurants and fine liquor stores across the
country. Pick up a bottle and create your own passionate night with that
special someone at home. On Agavero.com you can also find great tasting drink
recipes that will make you fall back in love with tequila. Agavero also offers
delicious food recipes to accompany your passionate Agavero drink of choice.
About Agavero
Agavero begins with a blend of select 100 % blue agave anejo and reposado
tequilas, each aged separately in charred, white oak casks. The anejo tequila
is aged up to eighteen months and the reposado tequila is rested for nearly a
year. Then, the secret ingredient, the essence of natural Damiana, a flower
native to the high altitudes of Mexico and known as an aphrodisiac, is hand
blended to the tequila blend, creating a soothing combination of aromas
transcended by a smooth, rich and flavorful character. This secret recipe
dates back to 1857, when it was created by Lazaro Gallardo, founder of Los
Camichines Distillery in Jalisco, Mexico. It has been passed down through
generations and is still hand crafted today according to the meticulous
production methods created by Master Gallardo. The fusion of the masculinity
of agave and the seductive feminine power of Damiana creates a magical
passionate experience unique to Agavero. One sip and your sure to discover the
passion that is Agavero.
About the Survey
Agavero's survey was conducted August 13-18, 2008 by IPSOS Public Affairs,
a global, survey-based research company owned and managed by research
professionals. For the survey, a national sample of 1,220 adults aged 21 and
older who had consumed spirits in the past 30 days were interviewed online
using Ipsos' U.S. online panel. Quota sampling and weighting were employed to
balance demographics and ensure that the sample's composition reflects that of
the actual U.S. adult population according to Census data and to provide
results that are intended to approximate a probability sample. An unweighted
probability sample of 1,220 respondents, with a 100% response rate, would have
an estimated margin of error of +/-2.8 percentage points, 19 times out of 20.
About Crillon Importers
Agavero is imported and marketed in the U.S. by Crillon Importers, founded
by legendary spirits marketer Michel Roux and located in Paramus, New Jersey.
In addition to Agavero, the company imports a variety of high end spirit
brands including Magellan Gin, Absente, Absinthe Refined and Rhum Barbancourt.
Lisa Stringham
Zeno for Agavero
Lisa.stringham@zenogroup.com
312-396-9736

SOURCE Agavero

Lisa Stringham of Zeno, +1-312-396-9736, Lisa.stringham@zenogroup.com, for
Agavero