Olmeca Introduces Tahona Society Globally

MEXICO CITY, January 25 - Olmeca has collaborated with Worldwide Cocktail Club founders Henry
Besant and Dre Masso to create the Tahona Society. This exclusive community
of Tequila-enthusiastic and passionate bartenders has so far inducted over
250 members from 7 international cities, including London, Johannesburg, Cape
Town, Istanbul, Kiev, Moscow and St Petersburg.

(Logo: www.newscom.com/cgi-bin/prnh/20100125/MXM001LOGO )

Tahona Society offers insights into the origins of Tequila and its
industrialisation along with the history of the authentic Tahona process,
whilst encouraging the sharing of professional bartending knowledge and
skill. Tahona Society also aims to bring a piece of Mexico to everywhere that
it visits.

Co-founders Besant and Masso scout each chosen country in search of top
bartending talent from nationally renowned bars, and then invite them to
become part of the exclusive society. The name Tahona pays homage to the
500-year-old process used by Olmeca in the production of their premium
Tequilas — all of which use a percentage of the Tahona Liquid fashioned
whilst using this ancient process.

As part of their follow-up programme during 2009, the Tahona Society
invited 10 of their most talented European members to London for the
International Launch of Olmeca Altos. Whilst in April 2010, 10 of the most
passionate bartenders from Tahona Society's global community will be invited
to Mexico to discover and experience first-hand the origins of Tequila, as
well as Olmeca's unique production process. All members of the Tahona Society
are also invited to become members of a dedicated online community.

About Olmeca:

Olmeca is the original Tequila brand in Pernod Ricard's international
spirits portfolio. The Olmeca family of Tequilas includes Olmeca, Olmeca
Altos and Olmeca Tezon, and is available in over 80 countries. Today Olmeca
is ranked as the No. 1 Tequila in EMEA (Europe/Middle-East/Africa), the No. 2
Tequila outside of North America and the No. 4 Tequila worldwide, in terms of
value. All of our Tequilas are produced using the authentic Tahona method and
are exclusively produced at our own distillery in Arandas in the Los Altos
region of western-central Mexico. Los Altos is recognised as the world's
premier Agave region, with the resulting Tequila possessing a fuller,
smoother taste.

For more information please contact Stephen John Merry: +52-55-55405888
stephen@sweetad.com.mx

Stephen John Merry, +52-55-5540-5888, stephen at sweetad.com.mx, for Pernod Ricard