NEW YORK, Feb. 1 – LAWFUEL – The Law News Network — Jose Cuerv…

NEW YORK, Feb. 1 – LAWFUEL – The Law News Network — Jose Cuervo Black Medallion, the newest super-premium tequila brand to join the world’s most popular tequila portfolio, Jose Cuervo, today made an unprecedented $5 million offer to the
pro football league in exchange for the creation of Cuervo Black Penalty and
Fine-Free Zones adjacent to the end zones for this Sunday’s game in Detroit.

Cuervo Black, a smooth, rich and versatile spirit that offers consumers a
‘step up’ in quality, taste and style, is encouraging tasteful end zone
celebrations at this year’s season finale. Should the league accept the
brand’s offer, the $5 million would be earmarked toward the creation of Cuervo
Black Penalty and Fine-Free Zones adjacent to both end zones. Players could
go to this area after scoring to celebrate their touchdowns without the league
administering fines or penalties.

In an open letter addressed to pro football’s commissioner that appeared
in USA Today, Cuervo Black suggests the offer would bring even more of the
good-natured fun to the game.

“This year will mark the 40th edition of the game, but just because it’s
getting older doesn’t mean it has to be any less fun,” said Bertha Gonzalez,
Commercial Director, North America, Jose Cuervo International. “We’re
offering $5 million in hopes of creating an opportunity where players can
celebrate their touchdowns without fear of fines or penalties.”

Some well-known end zone celebrators think the fines and penalties should
be relaxed.

“I think there have been some really creative celebrations this year, but
there probably could be more if players weren’t fearful of fines and
penalties,” said Billy “White Shoes” Johnson, one of the pioneers of end zone
celebrations. “Tasteful celebrations are a highly anticipated part of the

“While we are encouraging players to have fun at this Sunday’s game, we’d
like them to do so tastefully and responsibly,” said Rob Warren, Senior Vice
President Global Tequilas, Diageo North America. “Just as we encourage
tequila drinkers to enjoy Jose Cuervo products responsibly.”

Like the game of football, which continues to evolve and change, Cuervo
Black is the newest evolution in the tequila category. It is aged for a
minimum of twelve months in new char barrels unlike other tequilas that are
traditionally aged in previously used barrels. The fire-charring process is
done to eliminate impurities on the barrel’s interior so that the wood’s true
tasting notes soak into the tequila. The resulting taste is more complex with
a smooth and slightly oaky flavor that is exclusive to this tequila and
reminiscent of fine, aged whiskeys. Cuervo Black’s rich flavors and refined
aromas make it particularly well suited to be enjoyed on the rocks or mixed
with cola and a lime.

About Jose Cuervo
Jose Cuervo is the largest producer of tequila throughout Mexico and
around the world, exporting more than 50 million liters annually. The Jose
Cuervo portfolio of tequilas includes Jose Cuervo Especial, the number one
tequila worldwide, Jose Cuervo Clasico, Jose Cuervo Black, Jose Cuervo
Tradicional, Jose Cuervo Reserva de la Familia, Jose Cuervo Golden Margaritas,
Authentic Jose Cuervo Margaritas and Jose Cuervo Margarita Mix.

Jose Cuervo Tequila is imported and marketed in the United States by
Diageo North America, a subsidiary of Diageo plc. Diageo is the world’s
leading premium drinks business with an outstanding collection of beverage
alcohol brands across spirits, wine and beer categories. These brands
include: Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray,
Captain Morgan, and 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

Vive Cuervo, Vive Responsibly

Alan Taylor Communications
Jim Sias, (609) 658-3982 (cell) or [email protected]
Mike Kingston, (212) 714-1280 ext. 358 or [email protected]

Jose Cuervo International
Bevin Gove 212-590-0263 or [email protected]

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