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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Still a fairly young brand, Lunazul Tequila continues to grow at a healthy pace, up 23.0% last year. a major $18 million television advertising campaign in the middle of 2011 that paid homage to The Sopranos by featuring Michael 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 televi- sion in 2009. The eight different spots showing the evolution from the previous campaign launched on ESPN last May. A Proximo spokesperson said that the cam- paign set 1800 apart from its competitors and followed a year where 1800 saw record growth. 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. Internet Awareness 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 56 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." SW High-end Milagro Tequila just released the limited-edition Milagro UNICO, selling for about $300. (9-Liter Cases) Brand Supplier 2010 2011 % Chg Jose Cuervo . . . . . . . . . . . .Diageo . . . . . . . . . . . . . . . . .732,079 . . . . .715,441 . . . . . .-2.3% Sauza . . . . . . . . . . . . . . . .Beam Inc. . . . . . . . . . . . . . . .242,739 . . . . .264,455 . . . . . . .8.9% 1800 . . . . . . . . . . . . . . . . .Proximo Spirits . . . . . . . . . . .204,099 . . . . .217,329 . . . . . . .6.5% Patron . . . . . . . . . . . . . . . .The Patron Spirits Company .193,493 . . . . .204,762 . . . . . . .5.8% Montezuma . . . . . . . . . . . .Sazerac . . . . . . . . . . . . . . . .117,051 . . . . .114,621 . . . . . .-2.1% Juarez . . . . . . . . . . . . . . . .Luxco . . . . . . . . . . . . . . . . . . .62,731 . . . . . .71,405 . . . . . .13.8% La Prima . . . . . . . . . . . . . .Paramount Distillers . . . . . . .61,789 . . . . . .62,204 . . . . . . .0.7% El Jimador . . . . . . . . . . . . .Brown-Forman Beverages . . .33,402 . . . . . .43,123 . . . . . .29.1% Aristocrat . . . . . . . . . . . . .Heaven Hill Distilleries . . . . . .43,182 . . . . . .41,405 . . . . . .-4.1% Pancho Villa . . . . . . . . . . .McCormick Distilling . . . . . . .40,414 . . . . . .38,363 . . . . . .-5.1% Total Leading Brands Others Total Tequila in the Control States 1,730,979 1,773,108 482,728 Source: Beverage Information Group Data from NABCA data. StateWays s www.stateways.com s May/June 2012 2,213,707 2,306,251 533,143 10.4% 4.2% 2.4% '10/'11