• PROMO Magazine, Wednesday, May 3, 2006 11:30 AM

Jose Cuervo International is embarking on a major promotional campaign to support the introduction of three new flavored premium tequilas.  The new products will be launched during the company’s upcoming sponsorship of the AVP Pro Beach Volleyball Tour. On-premise sampling events get underway in July at popular nightclubs in the top 20 U.S. cities. Events include a contest in which three consumers are offered a flavored shot sample in groups of three. The consumers are blind-folded and given different flavors of the tequilas, which are then consumed via a "shot-ski" that requires all three persons to drink their shot simultaneously. After the sample is consumed, the consumers then need to identify which flavor of Cuervo Flavored tequila they sampled. The promotions are part of an integrated marketing plan that includes merchandising, public relations, out-of-home ands print ads in publications including Maxim, Rolling Stone, Playboy, Cosmo and FHM. In off-premise promotions, 50 ml bottles of Cuervo Flavored tequila will be co-packed and offered with the Cuervo Especial 1.75 package throughout the month of June in support of the launch. The three flavors are Citrico, Oranjo and Tropiña. Citrico is made with natural flavors of lime and other citrus fruits. Oranjo combines natural flavors of orange and other citrus fruits, while Tropiña blends pineapple and other tropical fruit flavors.

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