Tequila: A Lesson In Marketing And Brand Identity

TGIF and watch this tour of Jose Cuervo Factory

Reuters.com published this deansguide article September 13, 2008

Tequila the official party liquor, the daddy of the fiesta, the king of the shot, and the emperor of margarita madness is actually an amazing marketing story. What makes an often, horrible smelling, difficult to describe taste that can make the eyes water and throat wretch with a gag reflex similar to food posioning the #1 fastest growing category of liquor in America according to the 2005 Adams Handbook Advance the industry standard.

Granted the premium tequila brands like Patron produce incredibly rich and smooth tasting liquors, but the majority of the tequila sales, 40% plus, are Jose Cuervo tequila of the ilk described above–rotten eggs on sandpaper.

Marketing Strategy

1. Association: Tequila is the party liquor associated with fiestas, parties, food, and music. No other drink symbolizes fun, good times, beaches, and the tropics like a tequila margarita

2. Heritage: Tequila has a long history and heritage of proud producers from a passionate country, Mexico, that crafts the best tequila products in the world

3. Perception: Tequila, like the country of Mexico, symbolizes macho, hot, spicy, and power. It is perceived, and rightfully so, as the drink that is dangerous. For many people it is a brand that signifies their toughness much like a football fan who supports the Oakland Raiders. If you can hang at a Raider game, think of San Quentin at a picnic, then you are tough enough to drink tequila

4. Reputation: Everyone, at least those that drink, have a tequila story. The stories are never pretty, they are usually warning shots to friends, and yet they are told with pride. There is a legend a lore attached to this brand that people want to associate despite the taste and horrific results the drink can produce

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2 thoughts on “Tequila: A Lesson In Marketing And Brand Identity

  1. For those that love tasting, comparing and discovering fine unknown Tequila brands. There’s a great site, http://www.TequilaRack.com that has information and videos on how to properly taste Agave spirits in order to determine your own preference. They showcase different Family Brands from different distilleries around the Tequila Appellation area. There are many traditional family Tequila brands that have only recently begun to export outside of their villages. Buried in the resources section of the site is an interactive Tequila Training course that is free, fun and educational http://www.tequilarack.com/lessons/lessons.html

  2. Hey ‘Rack,

    Nice commercial! Normally I do not go with this type of promo but it is very important for people to understand that their own brand can smell bad, make your mouth water, stomach turn, and hurl all night long–and you can still be considered a champion!

    dean

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