Hornitos Tequila Brings Cowboyrita into Dallas Cowboys Stadium

Deerfield, Ill. – September 14, 2009 – Beam Global Spirits & Wine, Inc., the leading American spirits company, and Hornitos Tequila is pleased to announce it will be a part of the new premium blended frozen margarita, the “Cowboyrita,” which will be available at all Dallas Cowboys Stadium events during the 2009 season. Made with 100 percent blue agave Hornitos Reposado Tequila, the cocktail is a part of the Mischieve advertising campaign introduced in April 2009.
The “Cowboyrita” is a frozen margarita featuring Hornitos 100 percent blue agave tequila. Rested in large oak vats for a minimum of two months to achieve a rich and complex true agave flavor, Hornitos Reposado was hand-picked by the Dallas Cowboys for its premium quality and smoothness. The “Cowboyrita” will be available at all in-stadium events beginning August 2009. The “Cowboyrita” will be served in a commemorative Cowboys-branded cup that fans can take with them to remember their day at the game.
“Hornitos is the perfect tequila choice for our signature ‘Cowboyrita,’” says Dallas Cowboys Chief Marketing Officer Jerry Jones Jr. He adds, “We can officially toast the grand opening of our new Cowboys Stadium with a fantastic, premium frozen margarita.”
“We are excited to be a part of the ‘Cowboyrita’ for legal purchase age Dallas Cowboys fans,” said Matt Metz, General Manager Central Region, Beam Global Spirits & Wine, Inc. “Cowboy fans are among the best in the world and we hope they enjoy toasting the ‘Cowboyrita’ at games and other events throughout the 2009 season while making lasting memories with friends.”
The “Cowboyrita” is part of the Hornitos Mischieve campaign which is based on a philosophy of life that prescribes playfulness in the form of good-natured and sophisticated mischief. Fans will be able to experience Mischieve at Cowboys Stadium. The “Cowboyrita” will be available at branded kiosks in the stadium and from vendors throughout the stands. In addition, Hornitos and the “Cowboyrita” will be brought to life through game day advertising on the 2,500 digital monitors throughout the stadium and in local print and radio advertising.


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