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/30945
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 inti- mate level. Think tastings, food pairings at special events, and social media, espe- cially Facebook’s ever-growing presence among brands and retailers. Twin Liquors in Austin, TX., munity for Patrón aficionados. “Working with highly regarded media partners, we design exclusive content that’s of interest and relevant to our members, and we also offer exclusive access to events and hap- penings in their local areas,” explained Long. Beverage Dynamics’ 2010 Retailer of the Year, prides itself on educating con- sumers, especially at its Marketplace Galleria location, which regularly holds classes, tastings and celebrity events. In February, the store hosted a bottle signing with Billy Gibbons from ZZ Top, and in March it held a tast- ing for Don Julio’s Silver, Reposado and Añejo tequilas. 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. 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- 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 explains that Cuervo’s first foray into the mobile space offers a one-touch option for con- sumers to request a safe ride home to “Cue a Cab.” This year also marks the return of a traveling event series, Subterraneo, that educates about Cuervo’s his- tory and heritage through a Day of the Dead-like cel- ebration 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.” s (Thousands of 9-Liter Cases) Brand Supplier Leading Brands of Tequila 2009 2010 % Change Jose Cuervo . . . . . . . . .Diageo . . . . . . . . . . . . . . . . . . . . . .3,579 . . . . . . .3,400 . . . . . . .-5.0% Patron . . . . . . . . . . . . . . .The Patron Spirits Company . . . .1,740 . . . . . . . . 1,760 . . . . . . . . .1.1% Sauza . . . . . . . . . . . . . . . .Beam Global Spirits & Wine . . . . .1,401 . . . . . . . . 1,580 . . . . . . .12.8% Juarez . . . . . . . . . . . . . . .Luxco . . . . . . . . . . . . . . . . . . . . . . . . . .751 . . . . . . . . . 778 . . . . . . . .3.6% 1800 . . . . . . . . . . . . . . . . .Proximo Spirits . . . . . . . . . . . . . . . . .537 . . . . . . . . . 688 . . . . . . .28.1% Montezuma Tequila . . . .Sazerac . . . . . . . . . . . . . . . . . . . . . . .560 . . . . . . . . . 545 . . . . . . . .-2.7% House of Cazadores . . .Bacardi USA . . . . . . . . . . . . . . . . . . .300 . . . . . . . . . 280 . . . . . . .-6.7% El Jimador . . . . . . . . . . .Brown-Forman Beverages . . . . . . . .213 . . . . . . . . . 263 . . . . . . .23.5% Margaritaville . . . . . . . . .Luxco . . . . . . . . . . . . . . . . . . . . . . . . .240 . . . . . . . . . 250 . . . . . . . .4.2% Pepe Lopez . . . . . . . . . . .Brown-Forman Beverages . . . . . . . .167 . . . . . . . . . . 181 . . . . . . . .8.4% Total Leading Brands Others Total Tequila Source: The Beverage Information Group 44 • Beverage Dynamics • www.beveragedynamics.com • May/June 2011 9,488 1,702 11,190 9,725 1,875 11,600 2.5% 10.2% 3.7%