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: https://read.dmtmag.com/i/303900
www.beveragedynamics.com May/June 2014 • Beverage Dynamics 41 Tequila's Rising Star importer and distributor of Casamigos Tequila in the U.S. and the Caribbean. The privately-held and family-owned importer is best known for turning Grey Goose Vodka and Jägermeister into iconic superpremium brands. Rapper Sean "Diddy" Combs was instrumental in propelling the ultrapremim Ciroc Vodka brand to stellar heights, and Dia- geo is no doubt betting on a similar boost for its newly acquired DeLeon Tequila brand. The company has entered into a 50/50 partnership with the musician. DeLeon is available in diamante, reposado, anejo and extra anejo expressions, ranging in prices from around $140 to more than $800. Singer Justin Timberlake co-founded the superpremium 901 Tequila brand with Kevin Ruder in 2009. Now, Timberlake has teamed up with Beam to relaunch the brand as Sauza 901. With a suggested retail price of $29.99, the tequila is being rolled out in select markets this year. The 80-proof, 750 ml bottle will feature new co-branded packaging, including a distinctive bottle and a unique label design. "Justin has a real passion and love for tequila, had that for awhile" says Gary Ross, senior director of tequilas for Beam. "He's not a celebrity endorser; he is the founder of a brand that makes the connection more meaningful and a more interesting partnership." Beam will support the rollout with social and dig- ital advertising. Timberlake will integrate Sauza 901 as the lead brand sponsor of his global tour, the 2020 Experience, which kicked off last year and is running through this year." Support will also include on-premise sampling and in-store programming. "Celebrities are a quick way to gain awareness for a brand," says Stickler at Brown-Forman. In a twist on that theme, Her- radura offers culinary or mixology celebrities an opportunity to become personally involved, to visit Casa Herradura and select their own barrels. Chef and restaurateur Rick Bayless recently did just that, then bottled and auctioned off the bespoke tequila to benefi t a charity. MAS ARRIBA Celebrities aside, tequila is a rising star in terms of volume growth and revenues. "Overall, the category has been growing and interest in the category has been growing," observes Ross. Fueling that inter- est, he says, is the proliferation of new brands, coupled with a trend towards premiumization. "Consumers have been gravitat- ing towards 100% agave tequilas, which by their nature tend to be the premium and superpremium brands. That's a big trend." Beam brand Sauza is a category leader, which was up more than Patron is now the second-leading tequila brand in the U.S., with national sales of nearly 2.1 million 9-liter cases. Beam recently launched Hornitos Black Barrel, a 100% agave tequila triple- aged in specially prepared barrels. Proximo Spirits took over U.S. distribution of Jose Cuervo Tequila last July; the brand sold more than 3 million 9-liter cases nationally in 2013. Proximo's tequila portfolio also includes 1800 Tequila, which grew 11.6% in 2013 to 1.03 million 9-liter cases, as well as Maestro Dobel, Gran Centenario and Zarco tequilas. The 901 Tequila brand has been relaunched as Sauza 901, a recent addition to Beam's impressive Sauza Tequila portfolio, and in partnership with brand co- founder Justin Timberlake. Sauza also just added to its Sparkling Margarita lineup with a new Watermelon fl avor.