Amber Beverage Group wants to change how consumers view Tequila through a marketing activation for its Rooster Rojo Tequila brand. The campaign, entitled 'Sip Don't Slam', will launch globally in time for the Spring, Amber said today. Activity will include Social Media presence, print adverts and "film footage" that was shot in Los Angeles. The message is that consumers should take their time when drinking Tequila, as opposed to slamming shots. “The global Tequila category grew on average by 5% between 2016 and 2020 each year," said Amber's global portfolio director, Mantas Zlatkus. "The premium Tequila category - where Rooster Rojo is - has grown by 12% on average each year since 2016. The Rooster Rojo brand grew four-fold in volume and value between 2020 and 2021, so is in a strong position for continuing and rapid growth in 2022 and beyond.” Having acquired Fabrica De Tequilas Finos in 2016, Amber, which is owned by SPI Group, launched Rooster Rojo the following year. Currently, the brand's range comprises four expressions; Reposado, Blanco, Añejo and Smoked Pineapple. Supply Chain Special – What’s the impact on spirits?