Jose Cuervo Launches Silver Tequila

  • March 17, 2009
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



1 comment about "Jose Cuervo Launches Silver Tequila ".
Check to receive email when comments are posted.
  1. Rich Reader from WOMbuzz, March 18, 2009 at 2:57 a.m.

    A silver is a colorless excuse for real tequila and is typically used for making mixed drinks, partly because it has weak flavor characteristics (due to the paucity or absence of barrel aging). It's a very common grade of tequila, in a world where there's no room for a mezzanine tier or niche.

    If Cuervo wanted to create a new brand, they should have the cojones to do it right. With Tequila, there are so many wonderfully rich stories, songs, music, histories, and characters, most of us are just bored-to-death with the facetious micro-branding that lacks substance and color. Just ask Willie Nelson, a good friend of Jose Cuervo, or at least so the song goes.

    We don't need fancy packaging in the middle-tier, but please, a little creativity and imagination.

Next story loading loading..