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01.2008

Massachusetts Beverage Business

archivedBrandNews

JOSE CUERVO PLATINO

Article By: MBB

Part of the Reserva de la Familia collection, this limited-edition ultra premium silver tequila is made from 1OO% blue agave and is handcrafted using a proprietary distillation process called "Esencia de Agave" that optimizes the tequila's agave notes. The launch is being supported by a marketing campaign that includes promotions, special events and a new print ad campaign. The ad tagline, "Every Family Has Its Secret" indicates that the introduction of Platino unlocks a family treasure that has been kept "secret" for two centuries. The ads will appear in national and regional lifestyle publications as well as trade magazines. Presented in individually numbered bottles and packaged in a blue wooden box, retail is approximately $59.99 per 75Oml.

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