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Proximo Spirits and New York Knicks Announce New Marketing Partnership to Promote 1800® Tequila

New York, NY (October 26, 2010) - Proximo Spirits, Inc. and the New York Knickerbockers today announced a new multi-year marketing partnership. The multi-platform marketing partnership will promote 1800 Silver Tequila, the fastest growing super-premium tequila on the market.

"1800 Tequila is committed to changing the game in every aspect of the industry," said Elwyn Gladstone, VP of Marketing for Proximo. "From introducing our Essential Artists bottles to supporting up-and-coming artists, to launching the first 100 proof silver tequila and expanding in the sports business with our new partnership with the New York Knicks, 1800 is front row, center in today's diverse consumer culture."

"The Knicks are partnering with a lineup of premium brands this season and we are proud to have 1800 Tequila as part of our team," said Greg Elliott, senior vice president of marketing partnerships, MSG Sports. "This new partnership provides 1800 Tequila with a unique marketing platform leveraging the magic of Madison Square Garden and reaching the passionate fan base of the Knicks."

As part of the marketing partnership, 1800 Tequila branding will be featured on the courtside LED and GardenVision center-hung scoreboard at Madison Square Garden. In addition, fans will have the chance to participate in promotional activities in-arena presented by 1800 Tequila. All messaging will be connected with a responsible drinking statement.

1800 Tequila's marketing partnership with the Knicks follows the company's first foray into professional sports in a partnership with the Los Angeles Lakers last season. The first of more professional sports franchise deals to come, these recent marketing partnerships complement 1800 Tequila's recent game-changing relationships with award-winning actor Michael Imperioli and rapper/producer Rick Ross and his group Triple C's.

1800® Tequila is the United States' best selling super-premium tequila, renowned for being expertly aged and consistently smooth. Named after the year it was created, 1800® Tequila is pure, 100% blue agave tequila grown on family-owned ranches and bottled in Jalisco, Mexico. Each bottle of 1800® Tequila is double-distilled and matured in French and American oak barrels for superior drinkability. 1800® Tequila is recognized for its iconic packaging which includes a stopper that doubles as a shot glass. The complete 1800® Tequila portfolio includes Select Silver, the first 100-proof Silver tequila, Silver, Reposado, Añejo, and 1800® Colección, an extra-añejo tequila, that is released annually in highly limited quantities. 1800® Tequila is available nationwide at most exclusive bars and retailers.

Proximo is a family owned company based in Manhasset, N.Y. Proximo is a leading producer, importer and marketer of prized spirits in the United States and is one of the fastest growing spirits suppliers in the U.S. Formed in 2007, the company has 7 key brands including Three Olives® Vodka, 1800® Tequila, Gran Centenario® Tequila, Maestro Dobel Diamond™ Tequila, The Kraken™ Black Spiced Rum, and Azul™ Tequila, as well as the exquisite Matusalem® Rum brand.

The NBA's New York Knickerbockers basketball team, in its 65th year of operation is part of Madison Square Garden, a fully-integrated sports, entertainment and media business. The company is comprised of three business segments: MSG Sports, MSG Entertainment and MSG Media, which are strategically aligned to work together to drive MSG's overall business, which is built on a foundation of iconic venues and compelling content that MSG creates, produces, presents and/or distributes through its programming networks and other media assets. MSG Sports consists of owning and operating sports franchises, including the New York Knicks (NBA), the New York Rangers (NHL), the New York Liberty (WNBA), and the Hartford Wolf Pack (AHL). MSG Sports also features other sports properties, including the presentation of a wide variety of live sporting events including professional boxing, college basketball, track and field and tennis. MSG Entertainment is one of the country's leaders in live entertainment. MSG Entertainment creates, produces and/or presents a variety of live productions, including the Radio City Christmas Spectacular featuring the Radio City Rockettes, throughout the country. MSG Entertainment also presents or hosts other live entertainment events such as concerts, family shows and special events in MSG's diverse collection of venues. These venues include Madison Square Garden, Radio City Music Hall, the Theater at Madison Square Garden, the Beacon Theatre, the Chicago Theatre and the Wang Theatre. MSG Media is a leader in production and content development for multiple distribution platforms, including content originating from MSG's venues. MSG Media consists of the MSG Networks (MSG, MSG Plus, MSG HD and MSG Plus HD) regional sports networks and the Fuse Networks (Fuse and Fuse HD) a national television network dedicated to music. MSG Media is also responsible for managing interactive initiatives across all business segments. More information is available at www.msg.com.

Contacts:
Stacey Escudero
212-465-5902
stacey.escudero@msg.com

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