Diageo has unveiled an addition to its Jose Cuervo Tequila portfolio in the US.

The company said yesterday (12 September) that Jose Cuervo Platino will be available in the country from this month. The limited edition, ultra-premium silver Tequila is targeted at "those who enjoy the finer things in life", the company said.

Handcrafted in individually-numbered bottles and presented in a blue wooden display box, Jose Cuervo Platino will be available in selected liquor stores, restaurants and lounges nationwide. A 750ml bottle will retail for around US$59.99.

The launch will be supported by a marketing campaign, which includes promotions, special events, public relations and a print advertising campaign. The adverts will carry the tagline 'Every Family Has Its Secret'. The ads will appear in national and regional lifestyle publications as well as beverage trades beginning this fall.

"Due to the recent increase in demand for high-end tequilas, particularly in the silver category, we wanted to share a tradition that has been passed from generation to generation," said Juan Domingo Beckmann, executive director of Casa Cuervo.

Last month, Diageo posted full-year figures which, despite a lift in operating profit of 6% to US$4.33bn, indicated a 4% slip in sales for the Jose Cuervo brand.