Beam Global Spirits & Wine has launched a raft of technological partnerships to promote its Hornitos Tequila brand in the US.

The company, which also owns the Sauza Tequila brand, said yesterday (12 August) that it is trying "new ways to connect with consumers on-premise and in their daily lives through mobile and product technologies".

Beam has teamed up with consumer website to launch, which will allow consumers to send a personalised and prepaid gift card to friends.

At the same time, Cognifex has worked with Beam Global to design the 'LightPad', which lights up a Hornitos bottle when it is moved. The 'LightPad', which operates by the placement of motion-sensitive branded stickers on the bottle base, can be adjusted to flashing or strobe-light effects.

Finally, the company integrated 2D Hornitos tagging into an advert in last month's issue of Playboy magazine. By using the scanning programme on a mobile phone, consumers can snap an image of the bar code located in the print advertising and be taken to a site featuring a bonus picture of Miss July. Consumers can visit to download the free software for cell phones.

Last year, Beam Global launched an advertising and re-positioning campaign for Hornitos, which was supported by a US$15m marketing spend. Hornitos, originally available as a Reposado Tequila, also unveiled two additional variants, Hornitos Plata and Hornitos Añejo.