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
Still a fairly young brand, Lunazul Tequila continues to grow at a healthy pace, up 23.0% last year. Imperioli. It's not the first time 1800 Tequila has appeared on television, and Imperioli is reprising a role he played for the brand's first foray on cable television in 2009. The eight different spots showing the evolution from the previous campaign launched on ESPN last May. A Proximo spokesperson said that the campaign set 1800 apart from its competitors and fol- lowed a year where 1800 saw record growth. According to The Beverage Information Group's Handbook Advance, 1800 grew 17.0% last year. Internet Awareness op culture meets online tech- nology meets tequila. Brands are going online to socially engage its consumers from Facebook and Twitter presences to promotions and contests. P Beam Global's Hornitos tequila saw so much success from its 2011 inaugural Mash Up promotion—a mariachi mash up video featuring Cheap Trick—to celebrate Cinco de Mayo that they're doing it again in 2012. "Hornitos is all about creating unique experiences and unexpected adventures," says Amy Weisenbach, senior director of Tequilas at Beam Inc. And a mash up video couldn't fit that definition more perfectly: It's unique and creates an unexpected product upon editing to combine video sources. Hornitos posted its lat- est contest on its Facebook page and YouTube channel to encourage con- sumers to enter to win a role in a mash up video with Twisted Sister. But the brand also uses its YouTube channel to post videos for other promotions, like its Choose Your Night's Adventure, designed to take viewers on an inter- active experience. For Sauza, the brand has noticed the importance of emerging media and incorporated it into its program- ming. In addition to having a strong Facebook presence, Sauza linked up Superpremium-priced Cazadores continued as the eighth best-selling tequila in the U.S., with sales of 282,000 9-liter cases. with the event planning blog, Party BluPrints, to add exposure to its Emmy Awards initiative. It partnered with the blog founders to share Margarita-making tips and how to hold at- home Emmy viewing parties. Don Julio uses its Facebook page and Twitter handle to engage its fans, have them share their thoughts and experiences and learn about the brand. "To foster this dialogue, we provide information on our extensive brand history, details and exciting updates on recent events, and consistently ask our fans for their opinions," Sengara says. Lunazul recently launched a new web- site that highlights the history of the Beckmann family, which produces the tequila, and shares an interactive display on the production process and the small batch, hand crafted quality behind the brand. The brand focuses on the key attributes of the product. "With the 'Totally Agave. Totally Smooth. Sacrifice Nothing' campaign, we drive home the price-quality ratio that is unmatched in its competitive set," Hafer explains. "We support it with relevant retail POS, national print advertising and digital media that are geared toward a demo- graphic that is active and interested in the artisanal qualities of our tequilas." s High-end Milagro Tequila just released the limited-edition Milagro UNICO, selling for about $300. (Thousands of 9-Liter Cases) Brand Supplier 2010 2011 % Chg Jose Cuervo . . . . . . . . . . . .Diageo . . . . . . . . . . . . . . . . . . .3,400 . . . . . . .3,350 . . . . . .-1.5% Patron . . . . . . . . . . . . . . . .The Patron Spirits Company . . .1,760 . . . . . . .1,875 . . . . . . .6.5% Sauza . . . . . . . . . . . . . . . .Beam Inc. . . . . . . . . . . . . . . . . .1,585 . . . . . . .1,742 . . . . . . .9.9% Juarez . . . . . . . . . . . . . . . .Luxco . . . . . . . . . . . . . . . . . . . . . .778 . . . . . . . .810 . . . . . . .4.1% 1800 . . . . . . . . . . . . . . . . .Proximo Spirits . . . . . . . . . . . . . .688 . . . . . . . .805 . . . . . .17.0% Montezuma Tequila . . . . . .Sazerac . . . . . . . . . . . . . . . . . . . .545 . . . . . . . .540 . . . . . .-0.9% El Jimador . . . . . . . . . . . .Brown-Forman Beverages . . . . . .274 . . . . . . . .287 . . . . . . .4.7% House of Cazadores . . . . . .Bacardi USA . . . . . . . . . . . . . . . .280 . . . . . . . .282 . . . . . . .0.7% Margaritaville . . . . . . . . .Sazerac . . . . . . . . . . . . . . . . . . . .250 . . . . . . . .255 . . . . . . .2.0% Familia Camarena . . . . . .E & J Gallo . . . . . . . . . . . . . . . . . .75 . . . . . . . .250 . . . . . . . .++ Total Leading Brands Others Total Tequila (++) Greater than 100%. Source: The Beverage Information Group Beverage Dynamics • www.beveragedynamics.com • May/June 2012 • 39 11,640 2,005 1,884 12,080 9,635 10,196 -6.0% 3.8% '10/'11 5.8%