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/64274
To celebrate its 70th anniversary last year, Tequila Don Julio released the world's first clear anejo, Tequila Don Julio 70 Anejo Claro. tequila aficionados, industry professionals and consumers with the essential tips and events to have the ultimate summer experience," Sengara explains. "We will embrace the ultimate expression of summer cuisine, grilling, by pairing outdoor dining with tequila." Moving into fall and winter, the focus shifts to the holi- days, especially gifts and entertaining. ollowing in the footsteps of 2011's 901 Silver tequila, which listed actor and pop star Justin Timberlake as its CEO and founder, more celebrities are stepping up to the plate in 2012. After seeing success with his Ciroc vodka, Sean "Diddy" Combs has been hinting since late December 2011 that he might be expanding into the tequila market. Combs isn't the only one developing a new tequila. George Clooney is set to do the same with restaurateur Rande Gerber, supermodel Cindy Crawford's husband. The brand, Casamingos Tequila, is expected to be released in 2012. Celebrity Creations F Many know him for his music and not for his love of tequila, but last July music icon Carlos Santana joined the Board and became one of the owners of Casa Noble Tequila. The partnership allows Santana to be involved in the brand's development. "Santana's personal philoso- phy of quality and integrity in the pursuit of perfection is synonymous with the Casa Noble brand of fine ultra premium Tequilas," says Casa Noble CEO Jose Hermosillo. "The linkage between Casa Noble and Carlos Santana will create broader recognition that Casa Noble's triple distilled, organically certified tequila is truly one of the finest ultra premium spirits." In February, Azunia Tequila, the ultra premium brand imported by Intersect Beverage, announced that it had formed a partnership with Bill Walton, the NBA Hall of Famer, former sports broadcaster and entrepreneur. In December 2011, Azunia named world-class surfer Sunny Garcia as one of its brand ambassadors. Major League Partners F amilia Camarena is partnering with Major League Baseball teams across the country. When the 2012 season kicked off, so did announce- ments that the brand had renewed marketing sponsor- ships with six teams. And that's in addition to the mar- keting sponsorships it held in the fall and winter with select NBA teams like the Phoenix Suns and Orlando Magic, and NFL teams like the New York Jets and Dallas Cowboys. Familia Camarena isn't the only brand partnering with professional sports. El Jimador has found its niche with Major League Soccer as well as the U.S. National Team and the Mexican National Team. In 2012, el Jimador announced its sponsorship of these three teams and released special labels to reflect its tie to soccer. The brand also plans to showcase its presence with soccer through summer promotions. The brand also nabbed Alexi Lalas, an American soccer player with several acco- In only its second year in the market, Familia Camarena more than tripled its sales to 250,000 9-liter case. lades including induction into the National Soccer Hall of Fame, as its brand ambassador. "Having an individual of Alexi's profile represent el Jimador will serve as a huge asset for the brand as we expand our soccer platform and continue to grow our corporate social responsibil- ity initiative," Ostos says. The brand also created the Cinco de Jimi Cup contest, accompanied by promotional in-store materials, where 11 prize winners will have the opportunity to play soccer with soccer legends on the U.S. and Mexican National teams. El Jimador showcases that soccer is part of its brand, not only with themed retail point-of-sale pieces, but with online videos airing on ESPN, MLS.com and Facebook. Tube Talk F Herradura launched a striking package redesign last year. 38 • Beverage Dynamics • www.beveragedynamics.com • May/June 2012 rom advertising space on mainstream television to product placement in popu- lar television shows, tequila brands are for all eyes to see. It started with Entourage, the HBO hit that fea- tured Tequila Avion in 2010. Proximo Spirits 1800 launched a major $18 million television adver- tising campaign in the middle of 2011 that paid homage to The Sopranos by featuring Michael