Let The Games...CuervoGames...Begin!

Jose Cuervo Challenges Consumers Nationwide to Rise to the Occasion at CuervoGames

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Mar 29, 2010, 12:00 ET

NEW YORK, March 29 /PRNewswire-FirstCall/ -- With the close of the Winter Games, competitors across the country are now gearing up for a new kind of Games. The ultimate bragging rights are about to be bestowed upon a select few individuals who prove they have what it takes to be an ultimate challenger. Jose Cuervo, the world's best-selling tequila, today announced the launch of CuervoGames, the brand's largest experiential marketing campaign in more than a decade. Through CuervoGames, the brand will take over cities nationwide and give local residents a chance to compete in a set of physical challenges, with each local winning team heading to Las Vegas for the national finals.

CuervoGames, through a series of live, interactive experiences, is designed to challenge adults of legal drinking age who think they have the clout to carve their own story into Cuervo history. Each of these trials—the Waterfall Climb, the Agave Air Walk, the Tumbler, the Barrel Roll and cocktail mix-off — will highlight the brand's rich Mexican heritage.

"With Vancouver now behind us, athletes around the country are refocusing their attention from the Winter Games to CuervoGames," said Julia Mancuso, three-time U.S. Olympic medalist skier. While I finish my ski season, adults across the country now have the opportunity to be part of Cuervo history."

"Jose Cuervo is an iconic brand built on more than two centuries of tequila-making," said Ami-Lynn Bakshi, Vice President, Tequila Marketing, Diageo. "We're excited to invite consumers to not only be a part of our story, but to create their own. CuervoGames is the ultimate opportunity to battle for their place in Cuervo history—it will gauge their guts, their wits and their skills."

The inaugural CuervoGames will kick off in Tempe, AZ on April 3 and travel to 20 cities in all throughout 2010 including: Dallas, San Diego, Denver, Minneapolis and Chicago, culminating in an epic finale in Las Vegas. In select markets, participants will also have the opportunity to compete against a 'Cuervo Contender,' a well-known local celebrity or former professional athlete who will form his or her own team with local residents.

To participate in the CuervoGames, teams of four can register immediately on Facebook (www.facebook.com/cuervo) and increase their chances of selection by gathering votes from friends. The three teams on Facebook that have accumulated the highest number of votes will progress to the regional finals. Teams may also register as walk-ons throughout the day of the event at the CuervoGames location. All team members must be present to register and only the first 20 teams will be eligible. Walk-on teams will participate in a preliminary round with the top-scoring team progressing to the regional finals that evening.

CuervoGames will live on-line on the Facebook page as well as Jose Cuervo's website (www.josecuervo.com). Each city's finals event will be streamed live on Justin.TV, where hundreds of thousands of viewers will be able to interact with the on-site crowd through innovative technologies.

Whether enjoying the spirit or offerings of Jose Cuervo please remember to do so 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, 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 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.

    
    
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SOURCE Diageo