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1800(R) Tequila Becomes First Spirits Brand to Sponsor the Los Angeles Lakers.

As an Official Sponsor of the 2009 NBA Championship Team

NEW YORK, Aug. 13 /PRNewswire/ -- Proximo Spirits, Inc. and 1800 Tequila announced today a groundbreaking partnership with legendary NBA team the Los Angeles Lakers, winner of the 2009 NBA Championship, marking 15 NBA Titles in total. Part of a multi-million dollar investment deal including TV advertising and on and off-premise logo rights, the LA Lakers will align with 1800 Silver Tequila, the fastest growing super-premium tequila on the market.

This is the first time that a spirits company has signed an exclusive tequila deal with the NBA Champion Lakers. Based in Los Angeles, CA, the Lakers play their home games at the Staples Center. Holding records for the most wins, the LA Lakers have the longest consecutive winning streak, the highest winning percentage, the most NBA Finals appearances and the second-most NBA championships. 1800 Tequila is thrilled to make their foray into the professional sports arena with the support of such a celebrated team.

"In creating a partnership for our Super-Premium Tequila with a legendary sports franchise, the LA Lakers were a perfect choice for us," said Elwyn Gladstone, VP of Marketing for Proximo. "Just as the LA Lakers represent the pinnacle of their sport in terms of dynamism and brand recognition, 1800 Silver Tequila represents the most exciting name in Tequila."

As part of the deal, 1800 Tequila will produce extensive advertising and promotions featuring the LA Lakers logo. All messaging will be connected with a responsible drinking statement. The partnership is part of a multi-million dollar advertising and promotional campaign for the brand, including a new ad campaign (OOH, TV, On-Line, Print), national sampling campaign and multiple sponsorships.

"Our goal is to ensure that Lakers games are the most enjoyable and exciting games to watch," said Los Angeles Lakers Chief Marketing Officer Tim Harris. "Through this groundbreaking partnership, 1800 will provide Lakers fans with the familiar flavor of the super-premium spirit and a variety of beverage choices to enjoy while celebrating courtside, while ensuring that we communicate responsible drinking."

1800 Silver is the real deal -- 100% Agave and the brand that started it the Luxury Tequila Revolution. It is THE perfect shot. It's double-distilled for crystal clarity and mellowed in wooden barrels for an exceptionally smooth taste.

About 1800 Tequila

1800 Tequila is the United States' best selling super-premium tequila, renowned for being expertly aged and consistently smooth. Named after the year it was created, 1800 Tequila is pure, 100% blue agave tequila grown on family-owned ranches and bottled in Jalisco, Mexico. Each bottle of 1800 Tequila is double-distilled and matured in French and American oak barrels for superior drinkability. 1800 Tequila is recognized for its iconic packaging which includes a stopper that doubles as a shot glass. The complete 1800 Tequila portfolio includes Select Silver, the first 100-proof Silver tequila, Silver, Reposado, Anejo, and 1800 Coleccion, an extra-anejo tequila, that is released annually in highly limited quantities. 1800 Tequila is available nationwide at most exclusive bars and retailers.

About Proximo

Proximo is a family-owned company based in New York, NY and is a leading producer, importer and marketer of prized spirits in the United States. As one of the fastest growing spirits distributors in the US, Proximo was formed in 2007 and sells brands including Three Olives Vodka, 1800 Tequila, Gran Centenario Tequila , Maestro Dobel Diamond(TM) Reposado Tequila , Matusalem Rum and the newly launched Kraken Rum.
 Kristin Connor
 Senior Account Supervisor
 5W Public Relations
 Direct: (212) 584-4291
 Fax: (646) 328-1711
 kconnor@5wpr.com



CONTACT: Kristin Connor, Senior Account Supervisor of 5W Public Relations, for 1800(R) Tequila; Direct, +1-212-584-4291, Fax, +1-646-328-1711, kconnor@5wpr.com
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Publication:PR Newswire
Date:Aug 13, 2009
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