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JOSE CUERVO MARGARITAS FILL LAKE ERIE

 JOSE CUERVO MARGARITAS FILL LAKE ERIE
 ALLEN PARK, Mich., Oct. 23 /PRNewswire/ -- Well, not exactly...but


as pointed out at a celebration marking the production of the millionth case of Jose Cuervo Margaritas, over 240 million gallons of 'Ritas have been produced to date. That may not be enough to fill Lake Erie, but it certainly is a lot of margaritas!
 Introduced in test markets in April of this year and distributed nationwide beginning in June, Jose Cuervo Margaritas have become the fastest-growing new product in the spirits industry. Over 6 million four packs rolled off bottling lines in 120 days. As of October 1st more than 1 million cases, containing six four packs each, had been shipped.
 "We knew Jose Cuervo Margaritas would be extremely successful with consumers because of the overall popularity of margaritas and because of Jose Cuervo's reputation for superior quality," says Fred LeDrew, executive vice president of Heublein, United States importers for Jose Cuervo.
 "However, 'Ritas have exceeded our greatest expectations; our plants here in Allen Park and in Madera, Calif. have been working over-time to meet consumer demand. Of course, we are extremely excited about the reception 'Ritas have received," continued LeDrew.
 The pre-mixed margaritas are sold in 375 ml bottles packaged in convenient four pack carriers and are available in three flavors -- lime, strawberry and Pink Cad (with a hint of cranberry). Due to "Ritas tremendous popularity with consumers, Heublein will be adding two additional flavors to the line in 1993.
 'Ritas, with a 6 percent alcohol content, have been enthusiastically received by health conscious adults looking for a fun, delicious and low alcohol alternative to beer and other distilled spirits.
 "Jose Cuervo Margaritas are successful because they cater to today's consumer lifestyle," says brand manager Mike Ginley. "Consumers are looking for premium, convenient products that work with their active lives. Our advertising and promotion campaigns communicated this and were extremely well received," he adds.
 'Ritas were initially introduced to five test markets and have been rolling-out throughout the summer and through the fall. They are now available nationwide.
 Jose Cuervo Margaritas are bottled by Heublein, Inc. of Farmington, Conn., exclusive importer and marketer for Jose Cuervo tequilas in the United States.
 -0- 10/23/92
 /CONTACT: J. Scott Mueller of Heublein, Inc., 203-678-6700; or Laurie Hirsch of KDM Associates, 617-266-5897 for Heublein, Inc./ CO: Heublein, Inc. ST: Connecticut, Michigan IN: REA LEI SU:


CH -- NE001 -- 4087 10/23/92 10:59 EDT
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Publication:PR Newswire
Date:Oct 23, 1992
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