Guinness UDV is to stress the qualities of premium Tequila in an attempt to drive the perception and performance of the whole category in its latest advertising campaign for its brand Jose Cuervo.

The company, which distributes Cuervo in the UK, says it believes premium Tequila holds the "key to the development of the category", and will therefore be focusing marketing efforts on Cuervo Gold.

"Cheap (white and silver) Tequila has a reputation that continues to impede long term growth," Josephine Villegas, brand manager for Cuervo Gold said. "Consumers see it primarily as a drink for slamming. We need to encourage people to think about additional ways of enjoying Tequila in order to drive usage and trial."

UDV Guinness told just-drinks it believes the smoother more accessible taste of Cuervo Gold opens it up to different drinking occasions including the use of the drink as a mixer or in a cocktail.

In order to achieve its goals the company is to launch a series of consumer marketing and on-trade education to bar tenders. The Consumer activity will include a national press advertising campaign in the form of advertorials in style magazines such as Maxim and GQ promoting the mixabilty of Cuervo Gold.

At the centre of the push is a cocktail designed by the Guinness UDV team called Cuervo Gold Zest. Inspired by the margarita and launched after extensive consumer research, Zest is a mix of Cuervo Gold, Bitter lemon and a wedge of fresh lime.