Is the Margarita on the Rocks?

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Hornitos(TM) Toasts New Tequila Movement; Adds Two Varieties to its 'Fine Line' of 100 Percent Agave Tequilas

DEERFIELD, Ill., Oct. 16 /PRNewswire/ -- The margarita is the most popular tequila drink in the U.S.(1) Made with tequila, tangy limes and salt (or not), it's been a favorite for decades. But as the cocktail culture continues to evolve in the U.S., the margarita is getting some competition, and consumers are getting more adventurous, with new tequila options bellying up to the bar. Hornitos(TM), a 100 percent pure agave tequila, introduces a new fine line of premium tequilas to help consumers expand their cocktail repertoire with new kinds of tequila experiences. Until now, Hornitos was only available in Reposado, a perfect choice for the traditional margarita. Now Hornitos(TM) Plata and Hornitos(TM) Anejo join Hornitos(TM) Reposado to form the perfect trio of tequilas to sip, shoot and savor.

The legendary tequila category has grown enormously in recent years in response to consumer thirst for new and exciting cocktail experiences with a forecasted sales increase of more than 37 percent from 2006 to 2011(2). While tequila shares the unique artisanal and handcrafted qualities that some other beverages do, such as vodka, wine and micro-brewed beers, it offers something others don't -- an alluring "edge" that satisfies the need for a little bit of fun, a dash of adventure, a civilized taste of the wild side -- whether at home, or out with friends.

"Tequila is top-of-mind more than ever right now," says Andrew Floor, senior director for Sauza(R) Tequila. "We're seeing the influence of Mexican culture spread into mainstream consciousness, and Hornitos is an esteemed member of a long line of authentic tequilas from Sauza, that date from 1873. The new fine line of Hornitos tequilas opens up new options to enjoy this authentic spirit, enabling people to 'drink outside the box,' if you will. It's meeting peoples' emerging desires to explore new cocktails and ways to enjoy spirits, in a premium, 100 percent agave tequila."

So, to impress friends, colleagues or family at the bar or at home, Hornitos offers choices to meet everyone's taste. Hornitos Plata offers the purest tequila taste and is the perfect complement in cocktails such as the Mexican Mojito (a traditional mojito made with tequila instead of rum) or the margarita. It's an ideal choice for a night out or in with friends. Plata is a great way to get to know tequila.

Reposado, rested in oak vats for two months, adds softness to the fiery agave nectar, making for a smooth and exhilarating tequila shot. The initial heat of Hornitos Reposado -- with its warm, mellow, and perfectly balanced finish -- is perfect for a night out with the guys. If you prefer an authentic Mexican cocktail, try the Paloma (grapefruit soda, Hornitos Plata and limes). Tequila connoisseurs would enjoy the rich and complex nuances of Hornitos Anejo in a snifter. With hints of vanilla, toasted wood and chocolate, Anejo spends one to three years in oak barrels and is designed to be savored slowly straight up or on the rocks.

To mark these two additions to the Hornitos family, the bottle and label have been redesigned to reflect the clean, pure, straight-forward 100 agave essence that defines Hornitos. A 750 ml bottle of Hornitos Plata, Reposado and Anejo has a suggested retail price of $24.99, $25.99 and $29.99, respectively, which varies by market. All three products are also available in 50ml, 200ml, 375ml, 1L and 1.75L bottles.

About Beam Global Spirits & Wine:
Inspiring conversations around the world, Beam Global Spirits & Wine, Inc., is building brands people want to talk about. Consumers from all corners of the globe call for our brands, including Jim Beam(R) Bourbon, Sauza(R) Tequila, Canadian Club(R) Canadian Whisky, Courvoisier(R) Cognac, Maker's Mark(R) Bourbon, Laphroaig(R) Scotch, Larios(R), Whisky DYC(R), Teacher's(R) Scotch, DeKuyper(R) Cordials, Knob Creek(R) Bourbon, Starbucks(TM) Liqueurs and Clos du Bois(R) Wines. Beam Global Spirits & Wine is part of Fortune Brands, Inc. , a leading consumer brands company with annual sales exceeding $8 billion. For more information on Beam Global Spirits & Wine, its brands, and its commitment to social responsibility, please visit and .

1. Iconoculture, 2006 2. Euromonitor International, 2007

Source: PR Newswire

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