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

Jose Cuervo Commemorates Ancestry, Prestige, Tradition and Historic Milestone
With Luxury Tequila Offering
Tenth Generation of Jose Cuervo Descendants Celebrate with Release of Limited
Edition, Ultra-Premium Extra Anejo Tequila

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

Elizabeth Balduino, Taylor, +1-212-714-5726, ebalduino@taylorpr.com; or Greg
Leonard, Diageo, +1-646-223-2111, greg.leonard@diageo.com