spirits

Sauza Tequila Targets Women Via 'Redbook'

Sauza

Little-known (at least outside the liquor industry) fact: Due to the margarita craze, women are the major decision-makers when it comes to buying tequila.

With that insight in hand, Sauza tequila, a Beam Global Spirits & Wine brand, has developed a partnership with Hearst's Redbook to employ platforms including print advertorials, a brand ambassador deal with celebrity party planner Cathy Riva, "intimate" parties for Redbook readers, special drink recipes, online and social media exposure and a satellite media tour -- all under a "Chiconomical Celebrations" theme.

Research shows that margaritas are the #1 cocktail in the world now, accounting for nearly half of tequila consumption, according to Beam. But while 74% of margaritas are consumed by women, more than half of women 30+ don't have a tequila brand preference. Furthermore, most women don't drink margaritas at home because they think they're too complicated to make.

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Aiming to establish itself as women's tequila brand of choice and to combat the "too-complicated" perception, Sauza honed in on Redbook because the magazine's readers -- women 30 to 44 -- are the brand's "sweet spot," reports Amy Weisenbach, director, tequila and rum for Beam.

"We're trying to spread the word to women that margaritas can be fun and easy to make at home if you start with a fresh-tasting tequila like Sauza and a simple recipe," she tells Marketing Daily. "With our Sauza-Rita recipe, it takes under a minute to throw together a pitcher of fresh-tasting margaritas ready to share with friends. Redbook is the perfect partner to help us share our Sauza-Ritas with women as they're looking for tips on planning their next ladies' night in."

Obviously, the "chiconomical" theme also looks to convey that throwing a margarita bash needn't be expensive.

"In both our own research and Sauza's, women say, 'Yes, times are difficult, but I still need to have some fun,'" notes Redbook VP and publisher Mary Morgan. "Because Sauza came to us with a wealth of consumer insights, knowing exactly what they wanted, the 'chiconomical,' celebratory, fun theme along with all of the other elements of the program came together very readily. We were on the same page from the start."

The print element will include four different advertorials in Redbook bearing the "Chiconomical Celebrations" headline and featuring Riva offering entertaining ideas and easy drink recipes.

The 10 informal, at-home party events will serve to make Redbook readers Sauza brand ambassadors, as well, Morgan notes.

The special drink recipes, paired with party food recipes, will also be featured on the magazine's Web site and on Facebook (facebook.com/sauzamargaritas).

All of the components, including the satellite media tour, are designed to tie into social media and trigger a viral effect, Morgan reports, adding that Redbook will do custom research to measure results/ROI.

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