Jose Cuervo kicks off 2009 Mexican Soccer Season.

Jose Cuervo will launch a partnership with the Institute for Mexicans Abroad (IME) during the Mexico vs. Sweden soccer match on January 28th in Oakland. Jose Cuervo Tradicional will contribute funds to promote adult education through IME Grants, a scholarship program offered in collaboration with the University of California. The brand has designated Ramon Ramirez, former midfielder for the Mexican National Soccer Team, to announce the contributions that will benefit adults of Mexican background that are over 21 years of age and reside in the United States. Through this program, Jose Cuervo Tradicional underscores its long-standing commitment as an official sponsor of the Mexican Soccer Federation here in the United States, and continues its focus on soccer to deliver a social responsibility message to the multi-generational Mexican consumers and the communities in which they reside.

“We recognize the responsibility that Jose Cuervo as a brand has within society and from a cultural significance, the greater Mexican community,” says Toby Whitmoyer, Brand Director for Jose Cuervo. “Education is at the root of our commitment to personal development through the outstanding work done by the Institute for Mexicans Abroad. We believe in our motto that ‘in
Mexico, you always have it on.'”

“Tequila Cuervo Tradicional’s financial contribution to IME Grants will allow a larger number of Mexican immigrants to improve their living conditions through education by providing them with needed resources to complete their basic education,” says Mr. Candido Morales, Director of IME.

The Jose Cuervo Tradicional check presentations will take place against the backdrop of upcoming Mexican National Soccer Team matches.