Dulce de Leche Lovers Trade their Spoons for a Glass with the...

Dulce de Leche Lovers Trade their Spoons for a Glass with the Release of DULSEDA(TM), the Next Latin Sensation



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New York, NY–(HISPANIC PR WIRE)–October 4, 2005–No matter what you call it, manjar, arequipe or if you tasted it as cajeta, the mouth-watering taste is unmistakable. For many in the Hispanic world, the origin of their beloved dulce de leche has been a source of debate. Who invented it? Who makes it best? Many Latin Americans claim it as their own and the question of its origin remains unsolved.

Now Diageo, the world’s leading premium drinks company, has put an end to the debate with the national release of Dulseda, the first super premium creamy liqueur inspired by the taste of the traditional Latin dulce de leche − a sophisticated blend of select Caribbean rums and real cream. Not only was it conceived for adult Hispanics, but it was also created with input from dulce de leche lovers of all nationalities. Dulseda is available at select outlets across the country, offering adult Hispanics a new twist on their favorite indulgence.

Recognizing that Hispanics make consumer premium brands an integral part of their lifestyles, Diageo is excited to offer them this innovative, award-winning cordial. The reason is simple − Hispanics love dulce de leche and now they can enjoy a modern-day version of this timeless flavor with Dulseda, the delightful silky complement to those special after-meal conversations with family and friends.

“Diageo, leading the new wave of Hispanic products, has created Dulseda because we want to celebrate Hispanic individuality,” said Virginia Sánchez, Corporate Relations Vice President at Diageo. “Even the design of the bottle, sophisticated yet approachable, was crafted to encourage adult consumers to bring the bottle to the table and have it become part of the after-meal sharing ritual,” she added. With various sizes to choose from (50ml, 375ml, and 750ml), it’s the ideal gift to bring to any dinner party, large or small, to enjoy chilled or on the rocks.

Hispanics already enjoy dulce de leche straight out of the jar, on bread, or as part of their favorite desserts. Now, with Dulseda, there is a totally new way to enjoy it. And given the increasing popularity of Hispanic flavors across a variety of consumer goods, Dulseda’s appeal will surely stretch beyond its Latin roots. Earlier, this year, Dulseda was awarded with a Double Gold Medal at the San Francisco World Spirits Competition in the liqueur category.

“Diageo looks forward to Dulseda becoming Hispanics’ signature after-meal drink,” said Kevin McLaughlin, Global Innovation Director at Diageo. “This shouldn’t be hard to achieve, the hardest part is done: creating the one and only perfect liqueur specially developed with Latino taste buds in mind,” he concluded. Dulseda, el nuevo sabor de siempre(TM) (Dulseda,The New Timeless Taste(TM)).

PLEASE DRINK RESPONSIBLY

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, Buchanan’s, 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 http://www.diageo.com. Celebrating life, every day, everywhere, responsibly.

DULSEDA(TM) Dulce de Leche Liqueur. 15% Alc/Vol.

(C)2005 Bottled by Dulseda Licor Co. Norwalk, CT

NOTE TO EDITORS: A high-resolution image is available at: http://www.hispanicprwire.com/home.php?l=in

Dulce de Leche Lovers Trade their Spoons for a Glass with the Release of DULSEDA(TM), the Next Latin Sensation