La Certeza Launches in United States

02/06/06 The result of more than 200 years of tequila expertise, La Certeza(TM), an estate-crafted, 100% blue agave, ultra-premium tequila, is proudly introduced to the United States on June 1. Available in select markets initially, with a national launch by the end of 2006, the La Certeza Blanco will retail for $40.00, the Reposado for $45.00 and the Anejo for $60.00.

Hand-chosen, fully-mature agaves, all grown on the Beckmann Estate just outside the town of Tequila, Jalisco, are selected to become La Certeza. Every batch is supervised individually by La Certeza's Master Tequilero to achieve the hints of black pepper and citrus of the Blanco, the vanilla and butterscotch aromas of the Reposado, and the complex elegance of roasted peppers, toasted almonds and vanilla beans in the Anejo. Enjoyed in a snifter glass or in a martini, La Certeza boasts a smooth, soft palate, sure to please both tequila lovers and vodka connoisseurs alike.

In the last decade, tequila has grown by 77%, making it the fastest-growing spirit category. It is predicted to grow at twice the rate of distilled spirits as a whole. La Certeza will be introduced when American consumers are eager to find a truly soft and delicious tequila for their enjoyment.

A Family of Artisans

La Certeza is the result of three great families coming together to create this illustrious tequila: the Beckmanns -- synonymous with tequila and former co-owners of Jose Cuervo, the Boissets -- a Burgundian family celebrated for its dedication to terroir, and the La Certeza family -- the close-knit group of tequila artisans who combine generations of experience and expertise in every bottle of La Certeza. From the grower supervisor, who passes down more than 60 years of skill to the team of jimadors, who hand pick the choicest blue agaves, to the master tequilero, who fosters those agaves through the tequila process, every member of the La Certeza family takes great pride in bringing the smoothest and most refined of tequilas to America.

      Estate-Grown

       Known for the finest agave in all of Jalisco, the Beckmann's 3500-acres
       of agave fields produce the choicest of all blue agave in Mexico.  La
       Certeza treats each pina like family, waiting until the agave's honey
       percentage is at its highest before harvesting. Owners of the land
       since 1758, the Beckmanns ensure quality in every bottle of La Certeza
       by repopulating their field after each harvest with the "sons" of the
       original agave plants -- making every generation genetically identical
       to those harvested two centuries ago.

       Estate-Distilled

       Continuing a tequila tradition that began in 1795 when the Beckmann
       family obtained the first license to produce "Vino de Mezcal," a
       precursor to modern tequila, the La Certeza family combines new, state-
       of-the-art facilities with traditional distilling methods to create La
       Certeza. The agave, fresh from harvest in nearby fields, is slow-
       cooked, carefully milled and fermented on the estate. La Certeza is
       then twice-distilled in traditional Cognac stills and double-aged in
       Bourbon and French oak barrels for both flavor and color.

       Estate-Bottled

       The bottle is a reflection of the tequila within. Elegant, with a
       regal shape, the clear glass accents the hues of each tequila, with
       lines and angles inspired by Aztec architecture. The deep black label
       and top give a touch of formality, befitting the smooth, elegant spirit
       inside.