This Cinco de Mayo (Thursday, May 5, 2011) will be one for the history books, as Pura Vida Tequila (a.k.a. "The World's Best Damn Tequila") launches the first radio station owned and operated by a liquor company. Radio Pura Vida will stream live through an online media player at www.puravida.mx, as well as through a custom smartphone application (via a free download). Radio Pura Vida is the culmination of a great deal of hard work by the founder of the Mexican-based Tequila Company, Stewart Skloss, as well as the extraordinary vision and contributions of one of the company's leading investors, Rock-N-Roll Hall of Fame musician Billy Gibbons of ZZ Top.

Radio Pura Vida will be an online radio station featuring an exciting mix of adult alternative, Texas rock, global rock and Mexican rock. In addition to its eclectic mix of music, the radio station will include interviews with several of Billy Gibbons' industry friends -- many of them also legends in the music business. Other surprises are sure to be in store, as Gibbons brings his over-the-top personality and lifestyle to Internet radio. Once the Internet radio station goes live on Cinco de Mayo, listeners are encouraged to check in with Radio Pura Vida often to keep track of important tequila news and opportunities to enjoy Pura Vida with friends. With a music legend like Billy Gibbons involved in the formatting of the station, listeners won't want to miss a thing -- since the mix they will hear on Radio Pura Vida will not be available anywhere else.

According to American Media Services, Internet radio is one of the fastest-growing online media categories. The weekly Internet radio audience has doubled every five years since 2001 and now reaches an estimated 57 million people per week, based on the most recent Arbitron and Edison research. In fact, Arbitron stated that 10% of that group listens regularly to the Internet radio service Pandora and tunes in for an average of almost ten hours per week. The research also points out that use of smartphones has nearly doubled in the past year with 31% using the devices and their applications. Pura Vida hopes to bring some flavor to this emerging market to improve the spirits of Internet-radio-listeners everywhere!

Radio Pura Vida was created for Pura Vida Tequila Company, LLC by RFC Media. For over 25 years RFC Media has helped to pioneer game-changing new models that contributed to a period of unprecedented growth in traditional and online radio, as well as on the mobile digital network. RFC is the only known provider of extreme customization of live streaming radio for the delivery of an immersive customer experience.

This Cinco de Mayo will be very special. At 12:01 AM CDT, Radio Pura Vida goes live, and the world will never be the same.