60
BEVERAGE MEDIA
April 2013
BRAND
PROFILE
Fans discover Camarena Tequila via branded
bar spaces at ballparks across the country
MLB Partners
Familia Camarena’s
Triple Play
Fast-Growing Tequila Brand Combines
100% Agave Education, Strategic Sports
Partnerships and Consumer Accessibility
BY W. R. TISH
2 oz.
Camarena Silver
Tequila
1 oz.
Lemon Juice
½ oz.
Agave Nectar
2
Cucumber Wheels
2
Blackberries
2 oz.
Ginger Beer
Muddle cucumber and
blackberries in a mixing
glass. Add tequila, lemon
juice, agave nectar and ice.
Shake and strain into a tall glass with ice.
Top with ginger beer and stir. Garnish
with cucumber wheel.
CAMARENA
GAME CHANGER
I
n 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 gen-
erations of growing and producing experi-
ence—to launch Familia Camarena Tequila
into U.S. markets. “Familia Camarena Te-
quila has afforded us the rare opportunity
to work with some of the most respected
figures in the tequila business,” says Ge-
rard Thoukis, senior director of market-
ing 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-stadi-
um 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 Camare-
na Tequila is unveiling its “Step Up to
the Plate” campaign, essentially bring-
ing 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 mes-
sage to life in sports
bars nationwide.
On the heels of a
standout year, Familia
Camarena
Tequila
looks to build upon
its momentum, while
remaining steadfast
to the Camarena and
E&J Gallo families’
philosophies that have
shaped this award-
winning,
pennant-
worthy brand.
n
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