US: Beam Global pushes tequila catagory - report

By just-drinks.com editorial team | 20 September 2007

Beam Global Spirits & Wine has plans to roll out two new versions of its premium Sauza Hornitos brand, according to reports.

As reported by MarketWatch yesterday (19 September), the Fortune Brands-owned company said it intends to spend US$15m on a marketing campaign to reposition its Hornitos Reposado tequila line and promote the introduction of two new variants.

Sauza, which Beam acquired two years previous as part of the split with Allied-Domecq, will see the introduction of two new additions, a "white Plata and the oak-cask aged amber Anejo", said MarketWatch.

Sauza senior brand director global brand manager Andy Floor said: "We had to come to grips with how to sell tequila and this is huge in terms of ad spending, near triple any single-year investment ever made in Hornitos. We want to make it as personal as possible, as local as possible and to add value to consumer's lives."

Sectors: Spirits

Companies: Beam Global, Fortune Brands