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
Issue link: https://read.dmtmag.com/i/64952
To celebrate its 70th anniversary last year, Tequila Don Julio released the world's first clear anejo, Tequila Don Julio 70 Anejo Claro. planned around the seasons. "As we look forward to summer, Tequila Don Julio will focus on providing tequila aficionados, industry professionals and con- sumers with the essential tips and events to have the ultimate summer experience," Sengara explains. "We will embrace the ultimate expression of summer cuisine, grilling, by pairing outdoor dining with tequila." Moving into fall and winter, the focus shifts to the holi- days, especially gifts and entertaining. Celebrity Creations F ollowing in the footsteps of 2011's 901 Silver tequila, which listed actor and pop star Justin Timberlake as its CEO and founder, more celebrities are stepping up to the plate in 2012. After seeing success with his Ciroc vodka, Sean "Diddy" Combs has been hinting since late December 2011 that he might be expanding into the tequila market. Combs isn't the only one developing a new tequila. George Clooney is set to do the same with restaurateur Rande Gerber, supermodel Cindy Crawford's husband. The brand, Casamingos Tequila, is expected to be released in 2012. Many know him for his music and not for his love of tequila, but last July music icon Carlos Santana joined the Board and became one of the owners of Casa Noble Tequila. The partnership allows Santana to be involved in the brand's development. "Santana's personal philoso- phy of quality and integrity in the pursuit of perfection is synonymous with the Casa Noble brand of fine ultra premium Tequilas," says Casa Noble CEO Jose Hermosillo. "The linkage between Casa Noble and Carlos Santana will create broader recognition that Casa Noble's triple distilled, organi- cally certified tequila is truly one of the finest ultra premium spirits." In February, Azunia Tequila, the ultra premium brand imported by Intersect Beverage, announced that it had formed a partnership with Bill Walton, the NBA Hall of Famer, former sports broadcaster and entrepreneur. In December StateWays s www.stateways.com s May/June 2012 2011, Azunia named world-class surfer Sunny Garcia as one of its brand ambassadors. Major League Partners F amilia Camarena is partnering with Major League Baseball teams across the country. When the 2012 season kicked off, so did announcements that the brand had renewed marketing sponsorships with six teams. And that's in addition to the marketing sponsorships it held in the fall and win- ter with select NBA teams like the Phoenix Suns and Orlando Magic, and NFL teams like the New York Jets and Dallas Cowboys. Familia Camarena isn't the only brand partnering with professional sports. El Jimador has found its niche with Major League Soccer as well as the U.S. National Team and the Mexican National Team. In 2012, el Jimador announced its sponsorship of these three teams and released special labels to reflect its tie to soccer. The In only its second year in the market, Familia Camarena more than tripled its sales to 250,000 9-liter case. brand also plans to showcase its presence with soccer through summer promo- tions. The brand also nabbed Alexi Lalas, an American soccer player with several accolades including induction into the National Soccer Hall of Fame, as its brand ambassador. "Having an individual of Alexi's profile represent el Jimador will serve as a huge asset for the brand as we expand our soccer platform and continue to grow our corporate social responsibil- ity initiative," Ostos says. The brand also created the Cinco de Jimi Cup contest, accompanied by promotion- al in-store materials, where 11 prize winners will have the opportunity to play soccer with soccer legends on the U.S. and Mexican National teams. El Jimador show- cases that soccer is part of its brand, not only with themed retail point-of-sale pieces, but with online videos airing on ESPN, MLS.com and Facebook. Tube Talk F Herradura launched a striking package redesign last year. rom advertising space on mainstream television to product placement in popular television shows, tequila brands are for all eyes to see. It started with Entourage, the HBO hit that featured Tequila Avion in 2010. Proximo Spirits 1800 launched 55