Copyright 2004 PR Newswire Association, Inc.
PR Newswire
March 2, 2004, Tuesday
SECTION: FINANCIAL NEWS
DISTRIBUTION: TO BUSINESS AND FOOD EDITORS
LENGTH: 731 words
HEADLINE: S GUARO(TM), the Distinctive New White Spirit in a Class by Itself, Becomes an Immediate Hit With the 'A List' Set in Los Angeles
DATELINE: LOS ANGELES, March 2
BODY:
From music's reigning pop royalty to film stars to the underground community of Venice Beach, Costa Rican originating spirit, S GUARO, is becoming an instant staple among some of the most discerning audiences. S GUARO is the first major
white spirit to be introduced into the US market since Tequila.
Just over one month into its soft introduction in the highest profile market in the US, S GUARO has developed an almost cult local following, falling into the hands of such notables as P Diddy, Steven Jenkins,
Vanessa Carlton, Jennifer Love Hewitt, Jamie Foxx, Pete Yorn, Vincent Gallo, Les Nubians, Paul Van Dyke, Estella Gardinier, Sheryl Crow, Rachel Hunter, Andy Dick, Ben Harper, Melissa Etheridge, Hugh Hefner, Edward Furlong, Bai Ling and The Roots, to name a few.
From the Golden Globes to the Grammy's to the Oscars and throughout some of
Hollywood's hottest bars and nightclubs, S GUARO has in one short month launched
an unprecedented local sampling initiative. Its initial launch into the Los
Angeles market will lead to a national roll out carrying this unique product
into the country's top consumer markets over the next twelve months and beyond.
For Award Season 2004, S GUARO served as official liquor sponsor of "Oasis"
in Conjunction with Women in Film, the ultimate pre show prep center and escape,
showcasing leading designers, jewelers, cosmetic and skin-care lines from around
the world. Signature drinks created for "Oasis" included, the GUARO eSsence (S
GUARO, lemon lime soda and ginger extract), the Costa Rican Martini (S GUARO
with a Lemon Twist), Costa Libre (S GUARO and Cola) and the GUARO Sunset (S
GUARO, cranberry with a splash of pineapple juice). To top off their award
season sampling, S GUARO was also on hand at photographer to the stars, Patrick
McMullan's, LA book launch event at Hollywood's hottest member's only club,
Spider Club on Thursday, February 26.
Trendsetting Los Angeles was selected as the launch market for S GUARO
because of its strong local spirits market, number two in the country, and its
proximity to the founders' home in Malibu, CA. "We first experienced this
incredible drink while visiting Costa Rica during the summer of 1999," said
Scott and Sandi Dinsdale, the husband and wife team behind S Spirits, LLC. "It
has been a labor of love turning this local Costa Rican favorite into a world
class premium spirit. We are very excited that the LA market is the first to be
discovering why "Smooth Will Never Be the Same(TM)."
S GUARO is currently available throughout Los Angeles in over twenty
exclusive locations.
ABOUT S GUARO
S GUARO is the first major white spirit to be introduced into the US market
since Tequila. This incredibly versatile spirit is finely distilled from pure
Costa Rican sugar cane and free of additives. Years in development, S GUARO
delivers a taste that simply redefines smooth. S GUARO is imported by and
bottled in the United States for S Spirits, LLC, Malibu, CA. 35% ALC/VOL.
ABOUT S SPIRITS LLC
Scott and Sandi Dinsdale are the co-founders of S Spirits LLC, headquartered
in Malibu, California. Scott is a seasoned executive whose career encompasses
startups as well as major corporations, spanning industries as diverse as
retail, information technology, financial services and entertainment, serving in
executive management at Merrill Lynch & Co., the Bertelsmann Music Group and the
Motion Picture Association of America. Sandi has spent the majority of her
career in the entertainment, retail and the hospitality industries in a variety
of production, promotion and advertising positions with Jones New York, Nancy
Johnson Corp, Christian Dior, Trust House Forte and the Four Seasons Hotel
Chain.
For further information regarding S GUARO events and partners, visit
www.sguaro.com
