Milagro Marketing 'Evolves' In First Consumer Push
Brandweek, Friday, May 21, 2010 10:38 AM
Milagro super-premium tequila is targeting "urban expressive" consumers between the ages of 25 and 39, brand manager Suzi Cesco tells Noreen O'Leary, in its first-ever consumer campaign. The tagline for the print and outdoor effort, "Tequila, Evolved," positions the William Grant & Sons brand as trendy and sophisticated.
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Danny Schneeweiss and Moy Guindi, who felt tequila options were entrenched in "donkey and sombrero clichés," launched the brand in 1997. Its estate-grown Agave cactus is roasted in brick clay ovens, distilled through a proprietary method and packaged in artisanal bottles. Consumption increased 39% over the last year, according to Nielsen data.
"This is a brand for people who appreciate an artistic, hand-crafted, high-quality tequila," says Cesco.
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