FRUITY VERSATILITY TO EXPAND THE TEQUILA EXPERIENCE

Jose Cuervo is going fruity with the introduction of three new flavors: orange, lime and tropical fruit. Citrico, Oranjo and Tropina are distilled and bottled in Mexico and will be available nationally in grocery, liquor, club and drug stores this May. The company is hoping that a more versatile portfolio will pull in cocktail and martini drinkers versus the traditional tequila shot. “Tequila is no longer limited to shots and margaritas,” said Carolos Arana. The launch will be supported by a fully integrated marketing effort that includes promotions and special events, public relations, and merchandising with ads featured in Maxim, Rolling Stone, Playboy, Cosmo and FHM magazines.