el Jimador Tequila Kicks off a Digital Party

The number one selling tequila in Mexico^* invites tequila lovers to try two new digital expressions of el Jimador at eljimador.com and facebook.com/eljimador. These new interactive platforms serve up the best of the internet’s communal spirit by bringing guests the most up-to-date information on authenticate tequila recipes, happenings, and party planning tips.

“el Jimador has celebration as part of its DNA so we know how to throw a great party,” said Carrie Kleban, global marketing director for Casa Herradura Tequilas. “el Jimador brings something special to a get together. From food and drink recipes to an ultimate planning section, the Web site makes hosting a party as easy as Uno, Dos, Tres.”

Besides being the ultimate party-planning resource, the new el Jimador Web site allows visitors to learn about el Jimador’s 100% agave tequila expressions and other products. Additionally, visitors will learn about the brand through its legendary black & white tapestry, which features icons and symbols that relay the brand’s history and authentic process used to make its real agave tequila. Finally, for those interested in experiencing the brand first-hand, the Web site offers food and drink recipes, including a video on how to make an el Jimador Paloma, one of the most popular drinks in Mexico.

“With the new site, we wanted to ensure it was true to the brand by being friendly, approachable and social. Our brand identity speaks to our authentic Mexican heritage. We wanted to impart to our fans, old and new, through our iconic black and white graphics the story of the Jimadores, the men who harvest the agaves, our history and our process,” said Luis Guy Ricaud, interactive marketing manager for Casa Herradura Tequilas. “We look forward to bringing many more tools and applications to the Web site and Facebook page as we continue our effort to engage current and future el Jimador consumers.”

In addition to the Web site, el Jimador is serving up a new Facebook page -- www.facebook.com/eljimador -- featuring weekly reasons to throw an extraordinary tequila party. Photos, cocktail recipes, news coverage and feature stories will make regular appearances on the page, as will invitations to el Jimador-sponsored events, giving fans a chance to see how the brand puts its responsible party tips into action.

“To ensure the Web site and Facebook page are accessible resources for our consumers who made el Jimador the number one selling tequila in Mexico, we are working on translating the site into Spanish as well,” Kleban said. “We hope tequila lovers around the world will enjoy the content of the Facebook page and Web site, especially the party planner section. A good party translates well from culture to culture.”

About el Jimador Tequila

From Casa Herradura, established 1870, el Jimador is a premium, authentic 100% agave tequila that captures the spirit of real tequila. The name el Jimador honors the men who harvest the locally grown agave with great pride and care. Since being introduced in 1994, el Jimador has become #1 selling tequila in Mexico*. To learn more about el Jimador, visit www.eljimador.com.

About Brown-Forman

Brown-Forman Corporation (NYSE:BFA)(NYSE:BFB) and is a diversified producer and marketer of fine quality beverage alcohol brands, including Jack Daniel’s, Southern Comfort, Finlandia Vodka, Tequila Herradura, el Jimador Tequila, Canadian Mist, Fetzer and Bonterra Wines, and Korbel California Champagnes.