Pura Vida, "The World's Best Damn Tequila" just made another stellar strategic move to further anchor their ever-expanding presence in the United States. Pura Vida Tequila Company's founder and Chairman, Stewart Skloss, announced that Young's Market Company has been commissioned to be Pura Vida's distributor in the premier tequila market of California. The company's highly anticipated California launch will take-off October 16th, 2011.

"Pura Vida Tequila is privileged to partner in California with Young's Market -- best in class and highly recognized in the industry, a perfect addition to the team," said Skloss.

Founded in 1888, Young's Market Company is one of the oldest continuously operating companies in the U.S. In the 78 years since Young's Market Company began to engage exclusively in the sale and distribution of wine and spirits, it has grown from a relatively small local distributor servicing Southern California to the fourth largest wine and spirits distributor in the nation. Today Young's operations extend across the United States with industry presence in California, Hawaii, Oregon, Washington, Alaska, Idaho, Utah, Montana and Wyoming.

Industry research indicates that tequila is becoming hotter than ever and as its popularity expands, expectations are rising for the highest value at the best price -- a feat that Pura Vida has pulled off time and again through the introduction of the only ultra-premium tequila available under $30. Additionally, research indicates what the makers of Pura Vida have always known -- aficionados are becoming increasingly attuned to the body, taste, and smoothness of high-end tequila. Like connoisseurs of fine wine, today's tequila drinkers will immediately identify -- and reject -- an inferior product.

Additionally, Skloss announced the appointment of liquor industry veteran Michael Hernandez to the position of Managing Director of California for Pura Vida. "Pura Vida has done an excellent job of attracting celebrity investors. To date I have met with Billy Gibbons (ZZ TOP), Mike Hampton(former MLB All-Star pitcher) and Tom Wood (Former INDY driver)," said Hernandez. "The endorsement and financial commitment of these celebrities who have chosen to partner with Pura Vida Tequila Company speaks volumes about the quality of the product and the ability of Pura Vida to continually thrive." Indeed, Pura Vida Tequila hit Texas with a "helluva" splash in January 2011 and has been very well-received by the Lone Star state. Hernandez, whose name is well-known among Fortune 500 liquor companies, is an expert for product rollouts and growth strategies. Hernandez brings solid experience to the table including the coordination of the successful launches of such well-known tequila brands as Corralejo, Casa Noble, and Partida to the Western States.

"Pairing the expert liquor industry knowledge of Mr. Hernandez with the industry-recognized distribution skills of Young's Market will ensure an extension of Pura Vida's success in Texas to the California market," said Skloss. Pura Vida offers a line of ultra-premium tequilas in three expressions: Silver, Gold and Añejo. An Extra-Añejo label will be released 4th Quarter 2011.