Sauza Tequila Makes It Better Than Ever With The New 'Make It With A Cowboy' Campaign

DEERFIELD, Ill., April 21, 2014 /PRNewswire/ Saddle up! Hot on the heels of its wildly popular predecessors, Sauza Tequila, the world's #2 premium tequila, today unveiled its newest "Make It" campaign installment - "Make It With A Cowboy." After catching the eye of its female consumers with a flirtatious fireman in 2012 and a sultry lifeguard in 2013, the brand invites consumers to "Make It" again, but this time with a charming Cowboy, his trusty horse and a great-tasting Sauza margarita.

"For our third installment of the Sauza "MAKE IT" campaign, we are excited to introduce our brand fans to the Sauza Cowboy and continue to build upon the successes of our two previous campaigns," said Gary Ross, Senior Brand Director Tequila at Beam Inc. "The integrated campaign, which includes robust digital, social and PR content, provides the perfect vehicle for us to directly interact with our consumers throughout the year."

In the yearlong campaign, the Sauza Cowboy will charm fans through a robust digital and social content series, including tongue-in-cheek YouTube tutorials, Instagram videos, Pinterest boards and more. Thanks to the Sauza Cowboy, fans will learn how to make a range of fun, do-it-yourself crafts, including, of course, the perfect Sauza margarita.

"Make It With a Cowboy" follows the pioneering successes of its predecessors: "Make It With a Fireman," which was selected as one of YouTube's Most Watched Ads in 2012*, and last year's "Make it With a Lifeguard" campaign. The series continues to delight fans, generating nearly 18 million views combined to date.

* YouTube's 2012 Ads Leaderboard, 15th Most Watched Advertising Spot on YouTube in 2012

Starring alongside the Sauza Cowboy throughout the campaign is Sauza Blue 100% Agave Tequila, crafted at the Sauza Distillery, packed with floral, agave and herbal notes, and the perfect tequila for the freshest-tasting margaritas. Additionally, the campaign will feature the refreshing ready-to-serve line of Sauza Sparkling Margaritas, which includes Original (Lime), Wild Berry, Mango Peach and the newly released Watermelon.

For ladies looking to capture a refreshing moment and unwind with a delicious cocktail, our Sauza Cowboy has you covered with the original Sauza-Rita recipe.

Sauza-Rita

• 1 part Sauza Blue Silver 100% Agave Tequila
• 1 ½ parts light beer
• 1 part frozen limeade
• 1 part water

Preparation: In a glass filled with ice, combine Sauza Blue Silver 100% Agave Tequila, limeade, beer and water. Stir gently and garnish with a lime slice.

To view the latest "Make It With a Cowboy" campaign content, go to www.YouTube.com/SauzaTequila, like us on Facebook (www.Facebook.com/SauzaMargaritas) or follow us on Twitter @Sauza. For more information on Sauza Tequila, visit www.us.SauzaTequila.com.

About Sauza Tequila
Sauza Tequila, the world's #2 premium tequila, is the perfect complement to a ladies night, allowing any moment to become a celebration. Each bottle of Sauza Tequila, the margarita's favorite tequila, is carefully crafted using the finest agave from the renowned Sauza distillery in Jalisco, Mexico. Sauza offers a full line of tequila including Sauza Tequila Gold, Sauza Tequila Silver, Sauza Blue Reposado Tequila, Sauza Blue Silver Tequila and Sauza Sparkling Margarita.

About Beam Inc.
As one of the world's leading premium spirits companies, Beam is Crafting the Spirits that Stir the World. Consumers from all corners of the globe call for the company's brands, including Jim Beam Bourbon, Maker's Mark Bourbon, Sauza Tequila, Pinnacle Vodka, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Skinnygirl Cocktails, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, Laphroaig Scotch Whisky, Kilbeggan Irish Whiskey, Larios Gin, Whisky DYC and DeKuyper Cordials. Beam is focused on delivering superior performance with its unique combination of scale with agility and a strategy of Creating Famous Brands, Building Winning Markets and Fueling Our Growth. Beam and its 3,200 passionate associates worldwide generated 2013 sales of $2.55 billion (excluding excise taxes), volume of 37 million 9-liter equivalent cases and some of the industry's fastest growing innovations.

Headquartered in Deerfield, Illinois, Beam is traded on the New York Stock Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and the MSCI World Index. For more information on Beam, its brands, and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com.

Sauza Sparkling Margarita and Sauza Tequila, 9.95% and 40% alc./vol©2014 Sauza Tequila Import Company, Deerfield, IL

All trademarks are the property of their respective owners.

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SOURCE Beam Inc.

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