The First Premium Liqueur Inspired by the Traditional Latino ‘Dulce de Leche’...

The First Premium Liqueur Inspired by the Traditional Latino ‘Dulce de Leche’ Flavor Invites Hispanics to ‘The Pleasure of Sharing(TM)’

Leading Global Company, DIAGEO, creates a new cordial to further strengthen its brand portfolio within the Hispanic Market


Miami, FL–(HISPANIC PR WIRE)–November 16, 2004–CARALUNA(TM) Dulce de Leche Liqueur- the finest blend of Caribbean rum, rich caramel and 100 percent real cream inspired by Dulce de Leche, debuts in Phoenix and South Florida just in time for the holidays. CARALUNA(TM) liqueur’s Dulce de Leche flavor, a familiar taste among Hispanics, will help them celebrate the tastes, smells and traditions of the Latin culture. From now on, while sharing special moments with family and friends, Hispanics will envelop their Latin roots when indulging in a creamy and silky glass of CARALUNA(TM) liqueur.

When the Hispanic community celebrates, they do it in style – choosing only the best. They toast to their traditions, their music, and their language. Both the Phoenix and South Florida areas have a high density of Latinos – a group that makes consumer premium brands an integral part of their lifestyle.

“DIAGEO wants to connect with Hispanic traditions through a cordial which overflows with Latino flavor and culture”, said Kevin McLaughlin, Global Innovation Director, at DIAGEO. “It was not only created FOR the Hispanic consumer but WITH them as well”, he added.

“The brand represents a blend of style and sophistication, yet approachability. It creates moments of bonding and sharing. I believe that CARALUNA(TM) will become many Latinos’ drink of choice every time they gather to converse, share and celebrate. A signature drink for Hispanics”, McLaughlin said.

CARALUNA(TM) packaging is enticing – it resembles a fresh container of Dulce de Leche: creamy and silky on the top and caramelized on the bottom. A premium liqueur that is rich and delicious in taste – as captivating and exciting as a Latin beat.

“As the world’s leading premium drinks business, DIAGEO is proud to add CARALUNA(TM) to our brand portfolio,” added McLaughlin. “This new product is a celebration of the diversity within the Hispanic culture, and we are thrilled to debut the liqueur in two important markets – Phoenix and South Florida.”

‘The Pleasure of Sharing(TM)’, the CARALUNA(TM) slogan, will soon become apparent, as CARALUNA(TM) Dulce de Leche Liqueur serves as a source of stories and anecdotes while rewarding and gratifying those who drink it. The rum-based Dulce de Leche liqueur can be enjoyed either straight up or on the rocks. It can accompany a dessert or simply BE the dessert. The choices are vast – the end feeling is the same: serene and relaxed, complete and gratified. End your dinner on a sweet note. Experience CARALUNA(TM) Dulce de Leche Liqueur: The Pleasure of Sharing(TM).

About Diageo

Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, and Crown Royal, as well as Beaulieu Vineyard and Sterling Vineyards wines.

Diageo is a global company, trading in more than 200 markets around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Celebrating life, every day, everywhere, responsibly.


CARALUNA(TM) Dulce de Leche Liqueur, 15% Alc./Vol (30o) (C)2004 Bottled by Diageo North America, Inc., Stamford, CT

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The First Premium Liqueur Inspired by the Traditional Latino ‘Dulce de Leche’ Flavor Invites Hispanics to ‘The Pleasure of Sharing(TM)’