Avenue Vine

"Due to the recent increase in demand for high-end tequilas, particularly in the silver category, we wanted to share a tradition that has been passed from generation to generation," said Juan Domingo Beckmann, Executive Director, Casa Cuervo and the 10th generation of Jose Cuervo

descendents.

Jose Cuervo Platino, part of the Reserva de la Familia collection, is made from 100% blue agave and is handcrafted using a unique process called "Esencia de Agave(TM)." This proprietary distillation method optimizes the tequila's agave notes resulting in a vibrant tequila of exquisite character and complexity - one that reflects the pure character and essence of Mexico's prized blue agave plant. Jose Cuervo Platino is created from hand-selected estate grown agave using the most flavorful inner portion of the agave's piña, further enhancing its distinct taste.

In a recently conducted blind tasting by the Beverage Testing Institute, Jose Cuervo Platino was ranked as the number one silver tequila, outperforming all other ultra premium silver tequilas in the tasting. Jose Cuervo Platino received the BTI's highest rating ever for a silver tequila, a 96, which the tasting panel deemed "superlative." The Institute concludedthat "Jose Cuervo Platino is the most flavorful and distinctive silver tequila providing one of the world's great spirit experiences - a true connoisseur's choice."

"Jose Cuervo Platino was created for those who enjoy the finer things in life," adds Beckmann. "From the individually hand numbered bottles and hand dipped wax seals to the tequila's unique flavor and smooth finish, our attention to detail and perfection is extraordinary."

The launch of Jose Cuervo Platino is being supported by a fully integrated marketing campaign that includes promotions, special events, public relations and a dynamic new print advertising campaign created by the Arnell Group in New York. The ad tagline, "Every Family Has Its Secret," indicates that the introduction of Jose Cuervo Platino unlocks a well- kept family treasure that has been kept "secret" for two centuries. Launch advertising will use visuals from the Jose Cuervo distillery, La Rojena, to further convey the brand's heritage. The ads will appear in national and regional lifestyle publications as well as beverage trades beginning this fall.

Handcrafted in individually numbered bottles and presented in a beautiful blue wooden display box, Jose Cuervo Platino will be available in September 2007 in fine liquor stores, restaurants and lounges nationwide. Jose Cuervo Platino will retail for approximately $59.99 for a 750 ml
bottle.

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, the number one tequila worldwide, Jose Cuervo Clasico, Jose Cuervo Flavored Tequilas, Jose Cuervo Black Medallion, Jose Cuervo
Tradicional, Jose Cuervo Reserva de la Familia, Jose Cuervo Golden Margaritas, Authentic Jose Cuervo Margaritas and Jose Cuervo Margarita Mix. For more information, visit josecuervoplatino.com.

Jose Cuervo Tequilas are 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 http://www.diageo.com.

About Diago:
Cuervo is the No 1 premium tequila in the world
Results 2005
4.5 million 9-litre cases
7% volume growth
9% net sales growth

Top five markets:
US
Mexico
Greece
Great Britain
Spain

How they produce Cuervo:
Using a coa de jima (hoe), a Jimador (harvester) cuts away the spiky leaves from the Agave plant to reveal a large pineapple shaped heart called a piña.

The piñas are softened by slow baking in clay ovens for over 2 days.

After being cooled, the piñas are crushed and strained to extract the juice.

The piñas are milled and strained to extract further juices which are mixed with natural spring water in large fermentation tanks where yeast is also added.

This liquid is fermented for 7-12 days and then twice distilled in pot stills.

The colour of tequila comes from ageing in oak barrels.

The history behind Cuervo:
1758
José Antonio de Cuervo obtained land in Mexico to cultivate Agave plants from the King of Spain before it became an independent republic.

1795
King Carlos IV of Spain transferred the land deed to the second José Cuervo, José María Guadalupe Cuervo and granted him the first concession to commercially produce tequila.

1880
Individual bottles were introduced for tequila distribution, replacing the damajuanas (rope-encased jugs) previously used. Bottles made it easier to transport tequila across the Mexican/American frontier.

Today:
Cuervo heir Juan Beckmann and his son work together to run the family business.The Beckmann name entered the Cuervo family when Juan Beckmann’s great grandfather, then Germany’s Ambassador to Mexico, married a Cuervo daughter.

Did you know?:
Translated from Spanish, ‘Cuervo’ means ‘crow’ and the symbol of a crow can be found in the Cuervo family crest.
The city of Tequila is 2,300 metres (7,500 feet) above sea level in the western Mexican state of Jalisco. Tequila must be made in Mexico and 95% of all the Agave comes from Jalisco.

The Agave is a large blue plant that resembles a cactus, but is a member of the lily family.
Agave takes 8 to 10 years to reach maturity and it must be harvested by hand. It can not be done mechanically.

There are four official classifications of Tequila:
> Blanco (white or silver): generally not aged.
> Joven (young): Blend of white and Reposado tequilas.
> Reposado (rested): must be in oak for a minimum of two months.
> Anejo (aged): minimum of one year in oak barrels.
La Rojeña, the distillery where Jose Cuervo is produced is located in Tequila.
Brand variants

Diago Website: www.diageo.com

NEW YORK, September 21, 2007