Beam Global Spirits & Wine has launched a marketing campaign and package redesign for Sauza Tequila in the US to broaden the variety of serves for the category and reposition it to attract female consumers.

The Fortune Brands-owned company said yesterday (10 April) that the 'Expect Fresh' campaign will place emphasis on the spirit's mixibility, while looking to "add invigorating accompaniments to the ubiquitous and standard Tequila shot".

The campaign will be supported by a packaging redesign for Sauza Blanco and Sauza Gold and coincide with the reformulation of its RTD lime and strawberry margarita mix. The RTD margaritas will include new recipes and add the extra flavour of Mango to the line-up.

The push will be supported with trade advertising, presence at festivals, on- and off-trade sampling events, POS and the introduction of three new ways to drink Tequila for bartenders to learn named The Sauza Blanco Vineyard Shot, Sauza Blanco Mexican Melon and Sauza Gold Holy Mole.

Sauza Tequila associate brand manager Mara Melamed said: "Sauza is focused on doing things a little differently in this category and we're really excited to introduce our new packaging and 'unexpected' drinking experiences to consumers. We believe the 'Expect Fresh' campaign will resonate with consumers, especially with women who are looking for a refreshing way to enjoy Tequila."

The new Sauza Blanco label will be light blue and feature the Sauza logo, while the Gold label includes gold undertones, the company added.