JOSE CUERVO LAUNCHES A CUERVO FAMILY SECRET

Diageo’s Jose Cuervo is launching a Cuervo family secret. Jose Cuervo Platino, limited-edition ultra premium silver tequila, was once reserved exclusively for the Cuervo family. The brand hits North American shelves this month with a suggested retail price of approximately $59.99 for a 750 ml bottle.

A fully integrated marketing campaign will focus on Platino’s heritage and
ultra-premium characteristics. The ad tagline, “Every Family Has Its Secret,” features visuals from the Jose Cuervo distillery, La Rojeña, and will appear in national and regional lifestyle publications as well as beverage trades beginning this fall.