StateWays Q www.stateways.com Q May/June 2014 50
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hat do George Clooney, Justin Timberlake, P Diddy,
Carlos Santana and Sammy Hagar all have in com-
mon? They are all hitching their stars to tequila, with
category sales volume and revenues both enjoying robust
growth. Much of the interest and sales center around the
super- and ultra-premium levels, with many new entries.
Messaging puts an emphasis on artisanal craft and tradi-
tional techniques. Experimentation with barrel fi nishes has
created a synergy with the whiskey category. Generating
waves in the media and blogosphere are a surfeit of category
news, including distribution deals, acquisitions and new
products. Tequila is moving upwards, as consumers buy
into this versatile spirit, that's both sippable and mixable.
"It's such an exciting time to be in the tequila category,
with the growth we are experiencing," says Ann Stickler,
senior vice president, managing director of tequila for
Brown-Forman.
A SPRINKLING OF STARDUST
A
few tequila brands have long been associated with
celebrities, but lately the stars have really come out.
Actor George Clooney, singer Justin Timberlake and
rapper Sean Combs are all getting into the act. Whether
this is good or ill for the brand depends upon how the
stars are aligned.
Cabo Wabo Tequila, for example, was born in 1996 on
the back roads of Guadalajara by legendary musician and
tequila afi cionado, Sammy Hagar. "With so many tequilas
on the market, celebrities are often used to break through
the clutter and give consumers a human connection to the
brand," says Kathleen Schuart, senior marketing direc-
tor, White Spirits, for Campari America. (The company's
portfolio also includes the Espolon Tequila brand.) "The
difference for Cabo Wabo is that Sammy Hagar is not
just a spokesperson, he is a true founder and visionary of
the brand as a whole," she adds.
"Celebrities are driving interest in the category. Of
course, we expect some of these celebrity associations
to come and go and some will ultimately disappear,"
comments Jose Hermosillo, founder of Casa Noble
Tequila, which has long been associated with musician
Carlos Santana.
Academy Award winner George Clooney is the daz-
zle behind the Casamigos brand, which was launched
Propelling the Mexican spirit into the fi rmament are celeb involvement,
silvery expressions and celestial craftsmanship.
By Thomas Henry Strenk
Tequila's
RISING STAR
Tequila's
RISING STAR
