Sauza also just launched
a new line: Sauza
Sparkling Margarita, in
Original Lime, Wild Berry
and Mango Peach flavors. The effervescent
prepared Margaritas are
9.95% abv and have a
suggested retail price of
$12.99 for a 750 ml.
the launch of our new Sauza
Sparkling Margarita line of
Lime, Wild Berry and
Mango-Peach
entries.
Third, we see the premiumization trend intensifying, with more consumers trading up to higher-priced, 100% agave brands."
And now Sauza has just launched new marketing
program, the second iteration of its successful "Make
It…" campaign launched last year, specifically targeted
at female consumers. Last year's "Make It With a
Fireman," went viral and was named to YouTube's 2012
Most Watched Ads list. This year's nine-month-long
program is titled, "Make It With a Lifeguard," and will
include PR and retail extensions, as well as a digital and
social plan, a national sampling tour, customized online
and mobile content and a series of online videos featuring the Sauza Lifeguard, the company says.
Noting that besides Sauza, Beam also markets
Hornitos, Tres Generaciones, El Tesoro and Cien Anos
brands, Lewis explains that because Mexican farmers
added acreage and planted thousands more blue agave
plants in recent years, this has now resulted in ample
supplies of the raw material. In contrast to severe agave
shortages of only a few years previously, this "oversupply" makes it now possible to find 100% agave tequilas
sometimes retailing for less than mixtos, says Eric
Goldstein, of New York City's Park Avenue Liquors in
Manhattan. "We tell our customers to look for 100%
agave on the label."
And
while
Cuervo and other
mixto brands remain
huge and enormously popular sellers,
retailers like Brett
The Hornitos family of tequilas,
with its latest
addition, Hornitos
Lime Shot.
