April 2, 2007

REFRESHING AMERICA’S FAVORITE COCKTAIL: THE PARTIDA MARGARITA WITH 100% ORGANIC AGAVE NECTAR

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April 2, 2007, San Francisco, CA — Partida Tequila (www.partidatequila.com) launched an integrated marketing campaign today in support of The Partida Margarita with 100% organic agave nectar, a new expression of America’s most popular cocktail. The campaign includes events in 18 major markets, a public relations blitz, online advertising and a major on-premise push with the Partida Bartender Ambassadors.
“We’ve tested the Partida Margarita with our distributors, key accounts, leading cocktail experts and most importantly bartenders — everybody has loved it,” said Gary Shansby, chairman and CEO of Partida Tequila. “They all agree that it’s the best Margarita they’ve ever tasted.”
The Partida Margarita contains:
• 1 oz. lime juice (app. the juice from one lime)
• ¾ oz. pure, organic agave nectar
• ¾ oz. pure spring water
• 1.5 oz. Partida Tequila Blanco, Reposado or Añejo

Said Jacques Bezuidenhout, noted San Francisco-based mixologist, “Bartenders will love the fact that this cocktail is so delicious and easy to make: you just shake over ice, taste to preference – no garnish, no salt, just pure agave taste.” The Partida Margarita also offers on-premise accounts great profit margins because there is no secondary liquor cost and, since the alcohol and sugar content are lower than traditional margaritas, there are potentially more re-orders.
Anthony Dias Blue, former wine and spirits editor of Bon Appetit Magazine and one of the most respected spirits authorities in the US, added, “The Partida Margarita has everything going for it: fewer calories and less alcohol than the traditional margarita, a great tequila base, and it’s all natural.”
“We’re excited to introduce this cocktail to our on-premise customers,” said Mike Jaeger, president and COO of Partida Tequila. “We expect the Agave Nectar Margarita will help increase cocktail re-orders and profit margins.”
The agave nectar used in the cocktail is an organic, natural fructose sweetener extracted from the blue agave plant. Sweeter than sugar, with a lower glycemic index rating than sugar, honey or maple syrup, agave nectar is water soluble and readily dissolves in cold beverages so it blends effortlessly in cocktails.
Partida Tequila is a premium tequila that was awarded five stars in all three marques — Blanco, Reposado and Añejo — by Paul Pacult in the Spirit Journal. Partida Tequila also scored highest in aggregate score at the San Francisco tasting Competition in 2006 and the Tequila Regulatory Council of Mexico’s annual tasting.

About Partida Tequila

Partida Tequila (www.partidatequila.com)  is an authentic, all-natural, estate-grown premium Tequila, made from 100% blue agave in Amatitán, the heart of Mexico’s historic Tequila Valley region.  From cultivation and harvest to cooking, distillation and aging, Partida maintains exceptional standards of quality and consistency, making Partida “the finest tequila that money can buy,” according to F. Paul Pacult, the leading spirits authority in America. 

The Partida Estate produces four distinctive Tequilas: Blanco (not aged), Reposado (aged six months), Añejo (aged 18 months) and Elegante (aged 36 — 40 months).  Partida Tequila is now distributed in Mexico and the United Kingdom, as well as Arizona, California, Colorado, Connecticut, Florida, Georgia, Illinois, Indiana, Maryland, Massachusetts, Nevada, New Jersey, New York, Texas, Washington, DC and Washington.  Partida will continue to expand aggressively and strategically in the United States.