To Celebrate Mexico’s Independence, the Makers of Buchanan’s Scotch Whisky Will Provide...

To Celebrate Mexico’s Independence, the Makers of Buchanan’s Scotch Whisky Will Provide Patriotic Bands While Mariachi Bands Provide the Music

National program to provide the Mexican community with thousands of leather bands showcasing the colors of the Mexican flag at select events and celebrations


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New York, NY–(HISPANIC PR WIRE)–September 7, 2005–On September 16, when Mexico celebrates its independence, more than 30 million Mexicans living in the United States will join the festivities with enthusiasm. This year, for the first time ever, Diageo, the maker of Buchanan’s Blended Scotch Whisky and the world’s leading premium drinks company, will distribute thousands of leather wristbands with the colors of the Mexican flag. As early as August, the Mexican community will be able to show off their wristbands as a symbol of Mexican pride.

Maribel Viteri, Associate Brand Manager for Buchanan’s Scotch Whisky, explains that “in 2003 we began a campaign to distribute patriotic colored bracelets to thousands of Colombians living in the United States. The campaign has been so successful that we decided to expand it to the Mexican community as a display of support and gratitude for their patronage and loyalty to our product line throughout the years.”

To make the distribution of wristbands possible, the makers of Buchanan’s have established partnerships with various Latino groups, including the Federación de Clubes Zacatecanos del Sur de California and VIDA Houston. These organizations will facilitate the distribution of thousands of Mexican wristbands during the “Fiestas Patrias” celebrations. The Federación de Clubes Zacatecanos del sur de California will distribute the wristbands at their 50 cultural clubs throughout the nation, including their chapters in Arizona, Texas, Chicago and Mexico. Additionally, a contribution has been made to these participating organizations to support programs that help the communities they serve.

“Immigrants in the United States carry a great pride for their homeland in their hearts,” says Viteri. “We are very excited to be able to provide the Mexican community with a symbol of unity and pride that represents the love they have for their country and the excitement that they feel by being able to celebrate such an important national holiday.”

Felipe Cabral, President of the Federación Zacatecanos, believes that “we are fortunate that Buchanan’s Scotch Whisky has supported our community in both the United States and Mexico for so many years, and that they have decided to join us for this year’s festivities. We hope this new partnership becomes one, so that together we can better reach the Mexican community for many years to come.”

To celebrate the “Fiestas Patrias”, the makers of Buchanan’s are also including patriotic wristbands in each box of Buchanan’s Scotch Whisky. This offer will be available for a limited time only. To further extend the outreach throughout the nation, Diageo will distribute the patriotic wristbands in Arizona, California, Chicago, Florida, Nevada, New York and Texas.

This year will mark the beginning of a new relationship in which Mexicans will be able to show off their patriotism and love for their country by wearing their own especially designed wristbands.

About Federación de Clubes Zacatecanos del sur de California

One of the oldest and strongest organizations for Mexican immigrants, associated with more then 50 cultural clubs that support projects in the USA and in Mexico. http://www.federacionzacatecana.org

About Buchanan’s Scotch Whisky

Buchanan’s is a 12-year-old De Luxe Scotch whisky blended from the finest Scotch whiskies that Scotland has to offer. The malt and grain whiskies that make up Buchanan’s lie in oak casks for at least twelve years before they are selected for use in the blend. It was the intention of Buchanan’s creator James Buchanan to develop a blend that would receive international acclaim. Buchanan’s is extraordinary: an exceptionally smooth, fine, elegant whisky of quality that enjoys wide acceptance among Hispanic consumers in the American market.

About Diageo:

Diageo is the world’s leading premium drinks business with an outstanding collection of alcoholic beverage brands across spirits, wines and beer categories. These brands include Buchanan’s, 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 http://www.diageo.com. Celebrating life, every day, everywhere, responsibly.

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CONTACT:

The Vidal Partnership

Gustavo Carvajal

212-867-5185

or

Evelyn Montalvo

212-867-5185

To Celebrate Mexico’s Independence, the Makers of Buchanan’s Scotch Whisky Will Provide Patriotic Bands While Mariachi Bands Provide the Music