Jose Cuervo has launched Especial Silver, the first line extension of Cuervo's Especial Gold.
Silver tequilas, known for smoothness, have become increasingly popular in recent
years. Cuervo describes Especial Silver as filling an unmet need in the market for a premium-price-point brand. The suggested retail is $17.99 for a 750-milliliter bottle.
The launch is being
supported by an integrated campaign that includes television, radio, digital, out-of-home and on-premise advertising and off-premise sampling.
Cuervo Silver is being promoted as "best enjoyed
chilled in a shot." The message emphasizes its smoothness and ability to offer a "hint of spice" (black pepper and agave flavors) "without a harsh throat burn." The new line is also being tied into
Cuervo's umbrella "living notoriously well" theme. --Karlene Lukovitz
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