DEERFIELD, IL--(Marketwired - Apr 15, 2013) - Today, Sauza® Tequila, the margarita's favorite tequila, unveils the second iteration of its popular "Make It" campaign. The successful marketing program broke new ground in 2012 by speaking to women the way they want to be spoken to while delivering a visual delight -- a Fireman, an adorable kitten and a great-tasting recipe for margaritas. This year's campaign, "Make It With a Lifeguard," introduces women to a new hero who's ready to rescue them from any situation, whether an ex or just everyday stress, with a refreshing Sauza® margarita.

The 2012 viral sensation that generated more than 10 million views and landed a spot on YouTube's 2012 Most Watched Ads list, is back for a second year. This year, Sauza® will introduce a sultry Lifeguard and a furry, golden retriever puppy, providing women with exactly what they need -- an empathetic ear paired with an ice cold margarita. The nine-month campaign will include PR and retail extensions, as well as a robust digital and social plan, a national sampling tour, customized online and mobile content and a series of online videos featuring the Sauza® Lifeguard.

Sauza® Tequila pioneered the way brands speak to women with its "Make It With a Fireman" campaign in 2012, featuring the perfect recipe for success with female consumers. With the introduction of its second iteration, Sauza® is once again proving that it knows what women want. To view the first "Make It With a Lifeguard" video, visit:

The video series will also highlight the brand's latest innovation, Sauza® Sparkling Margarita, a refreshing new way to enjoy the authentic taste of a margarita with the unique addition of effervescent bubbles. Revolutionizing the tequila category this spring, Sauza® Sparkling Margarita uses a Sauza® Silver Tequila base and is available in three delicious ready-to-serve flavors, including Original (Lime), Wild Berry and Mango Peach.

Sauza® Blue Tequila, which is crafted from 100% Blue Agave that is put into production within 48 hours of being harvested to create the freshest, natural, crisp agave flavor, will also be spotlighted throughout the campaign.

* YouTube's 2012 Ads Leaderboard, 15th Most Watched Advertising Spot on YouTube in 2012

For the ladies looking to cool down with a delicious cocktail, our Sauza® Lifeguard has you covered with the refreshing margarita recipes below.

Frozen Cherry Lime Sauza®-Rita
1 can Sauza® Blue Silver 100% Agave Tequila
1 bottle Light Beer
1 bottle Cherry Soda
1 can Limeade
3 cups Ice

To Make:
Pour limeade, beer and cherry soda into blender filled with ice. Fill limeade can with Sauza® Blue Silver Tequila and add to blender. Blend until smooth and enjoy.

Sauza® Golden Margarita
1 1/2 parts Sauza® Blue Reposado 100% Agave Tequila
1/2 part John Dekuyper & Sons™ O3 Premium Orange Liqueur
2 parts Fresh Lime Juice
2 parts Fresh Orange Juice

To Make:
In a shaker filled with ice, combine lime juice, Sauza® Blue Reposado Tequila, and liqueur. Shake vigorously. Strain into a glass filled with ice and rimmed with salt (optional). Garnish margarita with an orange wedge.

"This year's 'Make It' campaign turns up the heat on the successful concept we launched in 2012, providing women with all the needed elements to enjoy summer -- a sexy lifeguard who knows just what to say in any situation, an adorable puppy and refreshing Sauza® margaritas. Add a few girlfriends to the mix, and it's the only recipe you'll need for an unforgettable margarita season."
- Vanessa Jenkins, Senior Director of Tequilas at Beam Inc.

For more information on Sauza® Tequila and the "Make It With a Lifeguard" campaign, visit, go to, like us on Facebook ( or follow us on Twitter @Sauza.

About Sauza® Tequila
Sauza® Tequila, the world's #2 premium tequila, is the perfect complement to a ladies night, allowing any moment to become a celebration. Each bottle of Sauza® Tequila, the margarita's favorite tequila, is carefully crafted using the finest agave from the renowned Sauza® distillery in Jalisco, Mexico. Sauza® offers a full line of tequila including Sauza® Tequila Gold, Sauza® Tequila Silver, Sauza® Blue Reposado Tequila, Sauza® Blue Silver Tequila and now, Sauza® Sparkling Margarita.

About Beam Inc.
As one of the world's leading premium spirits companies, Beam is Crafting the Spirits that Stir the World. Consumers from all corners of the globe call for the company's brands, including Jim Beam Bourbon, Maker's Mark Bourbon, Sauza Tequila, Pinnacle Vodka, Canadian Club Whisky, Courvoisier Cognac, Teacher's Scotch Whisky, Skinnygirl Cocktails, Cruzan Rum, Hornitos Tequila, Knob Creek Bourbon, Laphroaig Scotch Whisky, Kilbeggan Irish Whiskey, Larios Gin, Whisky DYC and DeKuyper Cordials. Beam is focused on delivering superior performance with its unique combination of scale with agility and a strategy of Creating Famous Brands, Building Winning Markets and Fueling Our Growth. Beam and its 3,400 passionate associates worldwide generated 2012 sales of $2.5 billion (excluding excise taxes), volume of 38 million 9-liter equivalent cases and some of the industry's fastest growing innovations. Headquartered in Deerfield, Illinois, Beam is traded on the New York Stock Exchange under the ticker symbol BEAM and is included in the S&P 500 Index and the MSCI World Index. For more information on Beam, its brands, and its commitment to social responsibility, please visit and

All trademarks are the property of their respective owners.

drink smart
Sauza® Sparkling Margarita and Sauza® Tequila, 9.95% and 40% alc./vol. ©2013 Sauza Tequila Import Company, Deerfield, IL 60015

Contact Information:

Amanda Shaker
Beam Inc.

Ryan Vaughan
DBC PR+New Media