Exciting times at Jose Cuervo, the best-selling tequila
brand in the world. The company, which is based in the Mexican town of Tequila
and also boasts the oldest spirits distillery in Latin America, has unleashed a
fresh, punchy communications campaign for international markets and recently appointed a new
distributor in China following the lifting of a ban on 100% agave tequila.
“There’s a mini stampede of tequilas going into China,” enthused
international managing director Peter Gutierrez during the TFWA World
Exhibition in Cannes.
With a storied history that goes back as far as 1795, Jose
Cuervo produces a wide range of tequilas, ranging from Gold and Silver –
described by the company as “think vodka, but with soul”- to the ultra-premium 250th Aniversario Reserva de la Familia tequila, which has a following
in the glitziest restaurants on the planet. Each bottle, celebrating the 250th
anniversary of Jose Cuervo, retails at several thousand dollars.
Signature spirit
Reserva de la Familia
The owner-managed company also produces its high-end
signature spirit, Reserva de la Familia, which is signed and dated for
authenticity. This ultra-premium, limited-edition product is produced annually
and comes in a wooden box which is designed by a different Mexican artist each
year. Gutierrez proudly shows me the 2013 box, decorated with a hare design by
the artist Ricardo Pinto.
Gutierrez explained that this exclusive tequila is part of a
private family tradition dating back to 1795, when the Cuervo family would go
into their private cellar to share the reserves with family and friends. In
1995, to celebrate the 200-year anniversary of the Cuervo brand, the family
decided to share Reserva de la Familia with the rest of the world and began
issuing limited-edition bottles.
Aged in French and American charred oak barrels, Reserva de
la Familia has a full, mellow taste that combines floral, agave, vanilla, nut
and Cognac-like flavours, according to the firm. It is sipped just like a
Cognac. Each collectible bottle is assembled by hand, numbered and dated,
hand-dipped in wax and then placed in the handcrafted wooden box, which
contains a pamphlet about the brand’s history and the artist.
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| Jose Cuervo's Reserva de la Familia by Ricardo Pinto |
Launch of 1800
Tequila into global markets
Following a recent launch into international markets, Jose
Cuervo’s annual 1800 Tequila Essential Artists range is performing well at the
busy airport shopping emporium Dubai Duty Free, as well as in the UK and
Australia. The latter market is an “interesting, dynamic drinks market,”
according to Gutierrez.
Other good markets for Jose Cuervo are South Korea, where
there is a history of drinking shots in North Asia; Colombia; and Eastern
Europe, where vodka shots are popular.
Japan is also one of the brand’s biggest markets and is
showing “big growth”. The Japanese have a taste for shots, and particularly for
flavoured shots mixed with ginger ale, noted Gutierrez. He also observed that
sales in Brazil had doubled in the past four years.
Gutierrez describes Jose Cuervo as “quite a light-hearted
company” – and this is plain to see in the brand’s bold, new marketing
campaign. The humorous ads
are designed to appeal to both men and women (also see picture below).
Gutierrez is keen to see airport retailers embracing a more
light-hearted approach in their liquor stores. “There’s a space in duty-free
for a bit of fun,” he said. “There’s a wall of seriousness with prestige and
luxury. Fun drives behaviour in duty-free – people want to take something home
with them, or if they’re going on holiday, they say to themselves: ‘What can I
take with me on holiday?’.”
On another light note, if you're in Mexico, Gutierrez recommends a ride on the
Jose Cuervo Express train that takes tourists to the town of Tequila, known for
its extinct volcano.
Jose Cuervo's new marketing campaign
"#Partyanimals" is the theme of Jose Cuervo's upcoming "Who's In?" ad campaign, which takes a funny look at the animal kingdom. The campaign is featured on Facebook and includes an app, videos and other digital elements.
