StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions
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also created a mascot, Jimi El Jimador who participates as a masked luchador. Get Schooled E ducation goes a long way with all of these brand changes and developments. “People are becoming more educated about tequila as a whole,” said David Page, PR man- ager for Herradura. It’s all about dis- seminating the information to the con- sumer and sharing details at a more intimate level. Think tastings, food pairings at special events, and social media, especially Facebook’s ever- growing presence among brands and retailers. Tequila Herradura has focused some of its educa- tional efforts within the dining sector, showcasing its tequilas with unique food pairings, and using its brand ambassador, Ruben Aceves, to share his tequila knowl- edge with attendees. of interest and relevant to our members, and we also offer exclusive access to events and happenings in their local areas,” explained Long. Familia Camerena Silver and Reposado Tequilas have been rolling out nationwide since the brand’s launch last year. Through its social media efforts, Sauza is trying to reach its female audi- ence. Its Facebook page features a spe- cial section devoted to Ladies Night, which includes entertainment tips and drink and food recipes with a focus on the margarita. To be on the cutting edge, Jose Cuervo maintains its Facebook pres- ence but it’s also reaching into the iPhone application space. Bakshi Recognizing that people spend a lot of time online, Heaven Hill updated the Lunazul website to include more education and a Facebook tie-in. For Patrón, Facebook is only one part of the social media picture. Patrón uses Facebook for its Cocktail Lab, a project that “encourages people to design and share unique cocktail ideas and ingredients,” Long said. But its mem- bers-only Patrón Social Club (www.Patrónsocialclub.com) is its primary social media tool and serves as an online com- munity for Patrón aficionados. “Working with highly regarded media partners, we design exclusive content that’s explains that Cuervo’s first foray into the mobile space offers a one-touch option for consumers to request a safe ride home to “Cue a Cab.” This year also marks the return of a traveling event series, Subterraneo, that edu- cates about Cuervo’s history and heritage through a Day of the Dead-like celebration and a tequila tasting. “Consumers continue to educate themselves and realize that tequila is one of, if not the most complex spirits in the world.,” Bakshi said. “Also, consumers are further exploring and learning what to do with Tequila at home beyond margaritas, both with cocktails and also by pairing it with food as is done in Mexico.” Beyond exploration, that also means more develop- ments and innovation among existing brands while new labels continue to work their way into the picture. As Page put it, “There’s a little bit of something in the tequila spirit category for everybody.” SW Leading Brands of Tequila In the Control States (9-Liter Cases) Brand Supplier 2009 2010 % Change Jose Cuervo . . . . . . . . . .Diageo . . . . . . . . . . . . . . . . . . . .758,954 . . . . . .732,079 . . . . . . .-3.5% Sauza . . . . . . . . . . . . . . . .Beam Global Spirits & Wine . . . .217,131 . . . . . .242,739 . . . . . . . .11.8% 1800 . . . . . . . . . . . . . . . . .Proximo Spirits . . . . . . . . . . . . .156,695 . . . . . . .198,742 . . . . . . .26.8% Patron . . . . . . . . . . . . . . .The Patron Spirits Company . .190,614 . . . . . . .193,518 . . . . . . . .1.5% Montezuma . . . . . . . . . . .Sazerac . . . . . . . . . . . . . . . . . . . . .119,743 . . . . . . . .117,051 . . . . . . .-2.2% Juarez . . . . . . . . . . . . . . .Luxco . . . . . . . . . . . . . . . . . . . . . .56,948 . . . . . . . .62,731 . . . . . . .10.2% La Prima . . . . . . . . . . . . .Great Lakes Liquor . . . . . . . . . .56,003 . . . . . . . .61,789 . . . . . . .10.3% Aristocrat . . . . . . . . . . . .Heaven Hill Distilleries . . . . . . .44,939 . . . . . . .43,182 . . . . . . .-3.9% Pancho Villa . . . . . . . . . .McCormick Distilling . . . . . . . . .38,568 . . . . . . .40,414 . . . . . . . .4.8% El Toro . . . . . . . . . . . . . . .Sazerac . . . . . . . . . . . . . . . . . . . .32,669 . . . . . . .33,798 . . . . . . . .3.5% Total Leading Brands Others Total Tequila in the Control States 1,672,264 1,726,043 422,008 477,128 2,094,272 2,203,171 Source: Beverage Information Group Database from NABCA data. 58 StateWays s www.stateways.com s May/June 2011 3.2% 13.1% 5.2%