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sion of coconut flavor and 1800 Silver Tequila, this 70 proof product gives a different spin to fla- vored tequila. Trendsetting Tequila U nless you're the Gerber baby, it's not every day that consumers can find their mugs on a label. Jose Cuervo is making the seemingly impossible possible with cus- tomized label program that's running through June. In select retail locations and through a Facebook application, consumers 21 and older can have their picture placed on their own bottle of Jose Cuervo Especial Gold or Silver. The Facebook application is featured on the Cuervo page and allows fans to create a customized label for an Especial bottle. "Facebook is the social media hub for Jose Cuervo, where we engage our consumers in two-way dialogue and empower them to share their affinity for our brand with others," Bakshi says. The new release, KAH Tequila, has been winning several awards for its product and packaging. Designed to honor Mexico and its people, the Blanco, Reposado, Anejo and Extra Aged Anejo varieties are certified organic and Kosher. Plus each bottle is a hand-crafted work of art. Somewhat new to the tequila fold, Heaven Hill's Lunazul line is growing by leaps and bounds to the point where consumers and retailers will continue to see broader accessibility to the products. "The franchise is growing at breakneck speed with 23% growth in 2011," explains Hafer. "Even with the brand's success it is still a fairly young brand and there is still a large portion of the El Jimidor just debuted a newly designed line of soccer-related bottles, across expressions. consumer base that has not heard of the brand. So, we have engaged a national consumer media campaign with online and print advertising to further support the brand and increase aware- ness." And even before that, Lunazul completed a label re-design to share more of the brand's heritage story and increase the prominence of 100% agave. The brand also rounded out its portfolio with Lunazul Anejo, an affordable, small batch anejo tequila. inco de Mayo celebrations often revolve around tequila's favorite cocktail, the Margarita, but the holiday is only the start of a summer of tequila celebrations. This summer Patron will launch the "Summerology" program that is designed to promote the spirit's mixability and versatili- ty. The brand is prepared to accomplish this through events, a digital experience, retail point-of-sale pieces, printed summer guides and off-premise sampling by Patron "summerologists." Last summer, Jose Cuervo re-emerged onto the beach volleyball scene and established the Jose Cuervo Pro Beach Volleyball Series. "Helping build the sport for the players and fans, the Jose Cuervo Pro Beach Volleyball Series will return with an exciting format which includes world-class competition and a National Championship," Bakshi says. Seasonal Serenade C Striving to educate tequila fans with the motto "Know Your Tequila," Tequila Don Julio has initiatives he Margarita is considered tequila's most popular cocktail, a fact that the brands aren't about to ignore. Instead they're capitalizing on it, creating products that are ready to drink straight from the bottle. In March 2011, Beam Global bought the Skinnygirl spirits brand, created by natural foods chef, reality TV star and entrepreneur Bethenny Frankel. With the purchase came the Skinnygirl Margarita, a low-calorie, ready-to-drink product. Since then, other brands have released their own light and/or ready-to-drink products. Jose Cuervo released its Jose Cuervo Authentic Light Margarita with less than 100 calories per serving in April 2011. At the same time, it added a Watermelon Margarita to its ready to drink line. This summer, the brand unveils two new flavors: Jose Cuervo Authentic Grapefruit-Tangerine Margarita and Jose Cuervo Authentic Wild Berry Light Margarita. "Jose Cuervo Authentic Wild Berry Light Margarita packs fewer than 95 calories per serving and is ready to serve using Jose Cuervo Especial Gold, the No. 1-selling Tequila in the world, triple sec and a mix of Strawberry, Blackberry and Blueberry flavors," explains Ami- Lynn Bakshi, Diageo Vice President, Marketing, Jose Cuervo. The brand's Golden Margarita, crafted with Especial Gold, is undergoing an overhaul on its packaging. To be released Margaritaville Spirits came out with its own low-calorie spirit in May 2011. The Skinny Margarita Ready-to-Drink Cocktail contains 95 calories and 7.9 carbohydrates in a 4-ounce serving. It's light secret is the addition of agave nectar, which sweetens the drink without the calories. The 1.75 liter bottle retails for $14.99. this summer, the new sleek look will more closely match that of the Especial line; the frosted glass bottle will be replaced with a clear square design, the Jose Cuervo signature will be embossed on the side, and the 1.75 liter bottle will feature metal bottle caps. 54 StateWays s www.stateways.com s May/June 2012