Stateways

Skyy Spirits re-introduced Espolon Tequila to the U.S. market last year. Another successful brand is the line of Milagro tequilas, from William Grant & Sons, with three premium-priced (Silver, Reposado and Anejo) and an additional three Select Barrel Reserve superpremium-priced expressions, which gained 25.6 percent last year to 113,000 cases. When E&J Gallo Winery launched its 100% agave Familia Camarena last year, it was only available in California, Nevada and Texas. Starting in three states Lunazul Anejo 100% Agave Tequila was recently added to the successful Blanco and Reposado versions in Lunazul’s portfolio. worked for the brand, which leapt into the seventh best-selling spot and built off that momentum to distribute nationwide before the year is half over. Working in tandem with the national launch are three Camarena taco trucks, a unique way to spread the message and share Familia Camarena tequila-infused gourmet tacos. Although Proximo Spirits already has four tequilas under its wing, it added one more, El Zarco, to the mix within the last year. Gladstone called it a “value-priced tequila with incredible packaging and great tasting liquid.” Its hand- painted bottle matches the creativity involved in 1800’s artist series. Brown-Forman is seeing success with Antiguo, which had established itself in Mexico before being launched in the U.S. in 2010, and El Jimador, which posted double- digit growth for the last fiscal year. The com- pany also features the high-end El Tesoro Tequila portfolio, as well as the highly respect- ed Tequila Herradura. Celebrity Star Power A sure-fire way to see brand success? Have a celebrity involved, especially one with an affinity for tequila. Hollywood A-lister Justin Timberlake is the man behind 901 Silver Tequila as its CEO and founder. ZZ Top’s Billy Gibbons is an investor with Pura Vida Tequila, endorsing the product because he believes in it. Sammy Hagar found- Now imported by Palm Bay Spirits, 901 Silver Tequila boasts a new look. StateWays s www.stateways.com s May/June 2011 ed the superpremium Cabo Wabo brand, which recently received the Chairman’s Trophy for the world’s best reposado at the Ultimate Spirits Challenge. Brown-Forman’s Tequila Herradura partnered with NFL Hall of Famer Emmitt Smith to promote the prod- uct through experiential trips to the actual Casa Herradura in Mexico. Not only did Smith enjoy drinking tequila, his sip of choice was Herradura. A Feb. 2011 con- test offered the chance to “Make an Intro/Win an Intro,” which meant a trip to Dallas and dinner with Smith. Beam Global’s Tres Generaciones recently announced a partnership with Oscar de la Hoya, who — like Smith — was already passionate about tequila. “It’s the marriage of two like-minded brands who will work together now and in the future to celebrate and promote tequila and boxing,” said Bill Newlands, President, North America for Beam Global Spirits and Wine. Promotional Powers I n an effort to grow their shares within the tequila market, brands are stepping into the sports arena. Baseball, basketball, NASCAR—you name it and there’s a tequila partner. E&J Gallo Winery’s Familia Camarena sponsors six Major League Baseball teams beginning in 2011. After it launched last year, it partnered with the Dallas Cowboys in the NFL, and the Phoenix Suns and Orlando Magic in the NBA. El Zarco, the latest in Proximo Spirits’ line-up, recently announced a partnership with the Los Angeles Dodgers Major League Baseball team for the 2011 season. Super Bowl XLV held in Dallas this past February served as the kick-off for two months of promotion for Don Julio. The brand showcased its Luxury Drop inno- vation, a fusion of the shots and high-end mixology con- cepts in a smaller-portioned premium specialty cocktail. When it used its local roots to be named the official tequila of the Phoenix International Raceway in October 2010, 3 Amigos tequila also nabbed the opportunity to sponsor a NASCAR race at the site. Tequila Cazadores sponsors the Ultimate Fighting Championship, the world’s leading mixed martial arts organization, and presents a Spirit Award monthly to a UFC fighter. Revolving heavily around Cinco de Mayo and Mexico’s popular masked live wrestling, El Jimador sponsors the theatrics and sport dis- played at the touring show Lucha VaVoom. It Super-premium brand Cazadores sold 280,000 cases of its three tequilas in the last year. 57

• Cover
• Table of Contents
• Editors Note
• Dateline
• Explanation of Benefits
• NABCA Roundtable
• Champagne
• Vodka
• Tequila
• Products