Jose Cuervo Tradicional Tequila Unveils ‘Cool’ New Packaging to Celebrate Mexican Heritage

Paying homage to one of Mexico's most honored national holidays the way only the world's oldest and best-selling Tequila company can, Jose Cuervo is donning its popular Jose Cuervo Tradicional Tequila line in thermochromic labels that come to life when the liquid is chilled to temperatures between 32F and 42F.  Drawing inspiration from Día de los Muertos (The Day of the Dead), the package design is the first version of the limited-edition line and adds a welcomed chill to all at-home celebrations.

With a 100 percent blue agave liquid reminiscent of the original Tequila created more than 250 years ago by Don Jose Antonio de Cuervo, the sleek bottles of Jose Cuervo Tradicional Reposado and Silver are wrapped in an attention-grabbing design. As the bottle chills, the tattoo-like imagery of skeletal and floral beauty becomes more striking and defined as the colors turn deeper shades.  When the design is fully revealed, Jose Cuervo Tradicional Tequila has reached optimal temperature and is ready to deliver a smooth experience.

"We are always looking for innovative and engaging ways to share the Jose Cuervo brand's rich Mexican heritage," said Ami-Lynn Bakshi, VP Tequila Marketing, Diageo. "We've bottled the essence of Mexico with Jose Cuervo Tradicional Tequila and now it's time to express our loyalty to Mexican tradition with a bottle that embodies just that. The thermal sensitive inks enhance the customary design, making it a keepsake for years to come."

Jose Cuervo Tradicional Reposado and Silver are cultivated from 100 percent estate-grown blue agave in small batch production with the same traditional methods used 250 years ago by the Jose Cuervo family.  JJose Cuervo Tradicional Reposado, the leading super premium 100 percent blue agave Tequila in Mexico, is harvested at the peak of maturity and steamed in clay ovens.  Carefully fermented and double distilled, the liquid rests for six months in white oak barrels and boasts a cooked agave flavor with a warm, spicy finish. Jose Cuervo Tradicional Reposado should be responsibly enjoyed chilled in a mixed drink or straight-up.

Introduced to the United States in 2010, Jose Cuervo Tradicional Silver is the original Mexican tequila. The liquid is handcrafted and harvested at the peak of maturity, steamed in clay ovens, carefully fermented, double distilled and bottled immediately.  The result is a crisp flavor and smooth finish, best enjoyed chilled, straight-up or in a mixed drink.

"In Mexico, we typically enjoy Jose Cuervo Tradicional Tequila chilled and neat to experience the full mouth feel of smooth, cooked agave," said Roy Danis, Managing Director, Jose Cuervo International. "The new thermochromic label is our way of inviting American consumers to also enjoy ose Cuervo Tradicional Tequila the true Mexican way."

The limited-edition bottles of the Jose Cuervo Tradicional Tequila label will hit shelves in the United States in late October 2011 and will be supported by public relations and point of sale materials. The 40% ABV product is available for the suggested retail price of approximately $24.99 for the 750ml bottle.

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 Tradicional100% Agave Reposado and Silver, 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.

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