Jose Cuervo announces the introduction of a limited-edition ultra premium silver tequila called Jose Cuervo® Platino™ on Wednesday, September 12, 2007 in New York City.
Jose Cuervo is attempting to position its news sliver tequila as sophisticated, complex and unique by creating a special limited-edition product. Jose Cuervo wants its new Platino™ brand to be viewed as more sophisticated than its other brands.
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