Posted on | March 29, 2013
Written by | W.R. Tish
In just three years, Familia Camarena Tequila has earned recognition as the second-fastest growing spirits brand in the country. Besides building an impressive resume of acclaim from top publications and competitions, the brand has enhanced the tequila category overall by offering today’s consumers an unmatched combination of accessibility and premium product.
In 2010, E&J Gallo partnered with the Camarena family of Mexico—with six generations of growing and producing experience—to launch Familia Camarena Tequila into U.S. markets. “Familia Camarena Tequila has afforded us the rare opportunity to work with some of the most respected figures in the tequila business,” says Gerard Thoukis, senior director of marketing for the brand. “The partnership has resulted in tequila with quality, smooth taste and widespread accessibility that is unmatched in the marketplace.”
Emphasizing the benefits of 100% agave tequila over mixto tequila, for a surprisingly marginal cost, has been the key to Camarena’s success and inspiration for on- and off-premise promotions since its launch.
This message of quality and value has been bolstered by strategic partnerships with sports teams in the MLB, NFL and NBA leagues. Through large-scale in-stadium trial, signage, promotions, broadcast and LED features, Familia Camarena’s “100% agave” quality message resulted in an estimated 200 million impressions with sports fans over the age of 21 in 2012.
Stepping Up to 100% Blue Agave
This year, the brand is poised to take its sports marketing platform a step further. In addition to continued partnerships with MLB’s Giants, Angels, Rockies, White Sox and Braves, Familia Camarena Tequila is unveiling its “Step Up to the Plate” campaign, essentially bringing the stadium experience into stores and bars. Baseball-themed promotions and POS encourage customers to move up from mixto tequila to 100% agave Familia Camarena Tequila; and thematic drink specials and game night sampling will bring the brand’s message to life in sports bars nationwide.