SAUZA HORNITOS TO LAUNCH $15 MILLION MARKETING CAMPAIGN
According to a MarketWatch report by William Spain, Beam Global is about to roll out two new versions of its premium Sauza Hornitos brand supported by a $15 million marketing campaign. The company hopes to reposition its Hornitos Reposado and introduce two new extensions, Plata and Anejo. As you likely remember, Beam acquired Sauza from Allied-Domecq in 2005.
Andy Floor, senior global brand manager for Sauza told MarketWatch that the new campaign “near triples any single-year investment ever made in Hornitos.”
It looks like Beam Global is attempting to tap into the current “trading up” craze among consumers. The tag line reads "The Fine Line of Tequilas," which is meant to encourage consumers to “sip, shoot and savor.” Ads will appear on radio, in print and outdoor, but the majority of the budget will be spent online.
Hornitos Reposado produces roughly 300,000 cases a year.
Andy Floor, senior global brand manager for Sauza told MarketWatch that the new campaign “near triples any single-year investment ever made in Hornitos.”
It looks like Beam Global is attempting to tap into the current “trading up” craze among consumers. The tag line reads "The Fine Line of Tequilas," which is meant to encourage consumers to “sip, shoot and savor.” Ads will appear on radio, in print and outdoor, but the majority of the budget will be spent online.
Hornitos Reposado produces roughly 300,000 cases a year.
posted at 1:51 PM
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