Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: http://read.dmtmag.com/i/303900
40 Beverage Dynamics • May/June 2014 www.beveragedynamics.com W hat do George Clooney, Justin Timberlake, P Diddy, Carlos Santana and Sammy Hagar all have in common? They are all hitching their stars to tequila, with category sales volume and revenues both enjoying robust growth. Much of the interest and sales center around the super- and ultra-premium lev- els, with many new entries. Messaging puts an emphasis on artisanal craft and traditional techniques. Experimentation with barrel fi nishes has created a synergy with the whiskey category. Generating waves in the media and blogosphere are a surfeit of category news, including distribution deals, acquisitions and new products. Tequila is moving upwards, as consumers buy into this versatile spirit, that's both sip- pable and mixable. "It's such an exciting time to be in the tequila category, with the growth we are experiencing," says Ann Stickler, senior vice president, managing director of tequila for Brown-Forman. A SPRINKLING OF STARDUST A few tequila brands have long been associated with celebrities, but lately the stars have really come out. Actor George Clooney, singer Justin Timberlake and rapper Propelling the Mexican spirit into the fi rmament are celeb involvement, silvery expressions and celestial craftsmanship. BY THOMAS HENRY STRENK W Sean Combs are all getting into the act. Whether this is good or ill for the brand depends upon how the stars are aligned. Cabo Wabo Tequila, for example, was born in 1996 on the back roads of Guada- lajara by legendary musician and tequila aficionado, Sammy Hagar. "With so many tequilas on the market, celebrities are often used to break through the clutter and give consumers a human connection to the brand," says Kathleen Schuart, se- nior marketing director, White Spirits, for Campari America. (The company's port- folio also includes the Espolon Tequila brand.) "The difference for Cabo Wabo is that Sammy Hagar is not just a spokes- person, he is a true founder and visionary of the brand as a whole," she adds. "Celebrities are driving interest in the category. Of course, we expect some of these celebrity associations to come and go and some will ultimately disappear," comments Jose Hermosillo, founder of Casa Noble Tequila, which has long been associated with musician Carlos Santana. Academy Award winner George Clooney is the dazzle behind the Ca- samigos brand, which was launched early last year. The brand was conceived by Clooney and longtime friends Rande Gerber, founder of Gerber Spirits, and Michael Meldman, CEO of Discovery Land Company, after some tequila- fi lled nights and years of working with a master distiller. Casamigos is currently available in Blanco and Reposado, with a suggested retail price of $44.99 and $49.99 respectively. This April Casamigos teamed up with Sidney Frank Importing, as the exclusive TEQUILA'S RISING STAR "With so many tequilas on the market, celebrities are often used to break through the clutter and give consumers a human connection to the brand." — Kathleen Schuart, senior marketing director, White Spirits, Campari America