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The Weather Channel Interactive and Jose Cuervo Create Countdown toJuly...



The Weather Channel Interactive (TWCi), in partnership with tequila producer Jose Cuervo Tequila, announces the launch of the 's8220;Countdown to July 4th,'s8221; an exciting new section celebrating Independence Day plans, activities and home entertaining tips at www.weather.com. Prepare for a patriotic backyard picnic or fireworks display with winning barbecue recipes, the best cocktail suggestions and the most accurate weather forecasts.



Visitors to weather.com will get detailed weather information and forecasts for July 4 events in their area and can prepare for the holiday with great party recipes, beverage selections and festive planning tips. Original content created by Cuervo and TWCi includes:


>    25 summer sippers for 25 cities 's8211; check out beverages for multiple cities throughout the country, ranging from a Peach Margarita in Atlanta to a Frozen Tropical Dream in Miami. For each city, get average July 4 conditions and featured drink recipes to help cool down and enjoy the holiday.


>    Eight great states of barbecue 's8211; explore the different barbecue styles found throughout the United States, as well as a variety of recipes guaranteed to satisfy your holiday partygoers.


>    What to bring 's8211; a side dish recipe collection will have your contribution finished first.


>    Mother Nature's8217;s fireworks 's8211; a slideshow of lightning images 's8211; no matches required.


>    Safety for the Fourth 's8211; tips on sun safety, summer health smarts and safe grilling.



's8220;A collaborative effort between TWCi and Jose Cuervo, this online section is both fun and functional 's8211; a single place to find out not only what weather conditions you can expect for your holiday celebration but also how to host a memorable party,'s8221; said Sheila Buckley, vice president of national sales for TWCi.



This section will be featured prominently on the weather.com home page for the ten days leading up to July 4. This is the first-offered and first-sponsored holiday countdown on weather.com and it leads to a landing page with custom content created by TWCi and Jose Cuervo specifically built for July 4. Similar opportunities will be offered by TWCi for upcoming holidays.



An industry leader, TWCi continues to develop innovative products for advertisers that allow for national reach with local contextual relevance through a technology called TWCi ADaptor. Unique to weather.com ADaptor technology allows for real-time customization of ads based on weather, time and location of the consumer viewing the ad to enhance relevance and effectiveness. ADaptor ads will be made for the Jose Cuervo campaign throughout the summer, from 's8220;Countdown to July 4th's8221; to 's8220;Countdown to Labor Day's8221; leading up to Sept. 7. These creative units will feature additional seasonal recipes such as Cuervo Golden Margarita and Cuervo Pomegranate Margarita Martini.



's8220;This is a tremendously interactive opportunity for our consumers to learn about the many variants that Jose Cuervo Tequila has to offer,'s8221; said Jim Schleifer, senior vice president, Jose Cuervo International. 's8220;With recipe recommendations aligning themselves to what the weather may be in their respective parts of the country, this Web initiative is a great way for consumers to try our products in a variety of ways, and enjoy them responsibly.'s8221;



To get the holiday forecast and 's8220;Countdown to July 4th,'s8221; visit www.weather.com.



About The Weather Channel Interactive:


The Weather Channel Interactive (TWCI) is the leading provider of broadband and wireless weather products including weather.com The Weather Channel Desktop and The Weather Channel Mobile. weather.com the Web site of The Weather Channel, is the ultimate source of weather on the Web helping users plan their lives by delivering timely current conditions, expert forecasts and relevant lifestyle content for 98,000 location IDs worldwide. TWCI reaches more than 35 million unique users online each month and is the most popular source of online weather, news and information according to Nielsen//NetRatings. TWCI also provides consumers with unique and customizable products such as Desktop Weather, toolbars, extensions, widgets, gadgets, and a full lineup of mobile services including downloads, messaging, mobile Web, and mobile video. Other TWCi sites include forGetaway.com a vacation home rental site, Forecast Earth, a site dedicated to the discussion of climate change, and a series of international sites, including www.weather.co.uk, www.meteo123.com www.wetter123.com, www.canaldotempo.com and www.weather.com/espanol. For more information on The Weather Channel Companies, including press releases, images, executive information and backgrounders please visit www.weather.com/press.



About Jose Cuervo:


Jose Cuervo is the largest producer of tequila throughout Mexico and around the world. The Jose Cuervo portfolio of tequilas includes Jose Cuervo Especial, the number one tequila worldwide, Jose Cuervo Cl's225;sico, Jose Cuervo Flavored Tequilas, Jose Cuervo Black, Jose Cuervo Tradicional, Jose Cuervo Reserva de la Familia, Jose Cuervo Golden Margaritas, Authentic Jose Cuervo Margaritas and Jose Cuervo Margarita Mix. For more information, visit www.cuervo.com.



Jose Cuervo Tequila is imported and marketed in the United States by Diageo North America, a subsidiary of Diageo plc. Diageo is the world'ss leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wine and beer categories. For more information about Diageo, its people, brands and performance, visit www.diageo.com.


Vive Cuervo, Vive Responsibly



About Diageo:


Jose Cuervo Tequilas are imported and marketed in the United States by Diageo North America, a subsidiary of Diageo plc. Diageo (Dee-AH-Gee-O) is the world'ss 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's38;B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 180 countries 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. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.



When enjoying this new product, and all its products, Diageo reminds its adult consumers to drink responsibly. As the world'ss largest spirits, wine and beer company, Diageo is committed to social responsibility and the responsible marketing of its brands. The Diageo Marketing Code is one of the most stringent in the industry. Diageo is a founding member and major supporter of The Century Council, a not-for-profit organization whose programs are designed to combat drunk driving and underage drinking.



Celebrating life, every day, everywhere, responsibly.



Media Contacts:


Melissa Medori, The Weather Channel


mmedori @ weather.com


770-226-2191                                 



Greg Leonard, Diageo North America


Greg.Leonard @ diageo.com






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