• April 10, 2009

Proximo Spirits, Inc.'s Gran Centenario label, is launching Azul in the U.S., and Beam Global Spirits & Wine, Inc. is launching Sauza Margarita-in-a-Box.

Azul is the fastest-growing 100%-agave tequila in Mexico, according to Proximo, which is looking to replicate that success in the U.S. by offering agave's purity/quality at an affordable price ($19.99 per 750 milliliter).

Azul's U.S. launch will be supported by a still-under-wraps $3-million integrated marketing campaign with "counter-category" appeal, Proximo reports.

Sauza Margarita-in-a-Box is the first boxed margarita cocktail made with real tequila, according to Beam, which describes it as "a convenient and cost-effective way to celebrate at home without the effort of mixing or blending."

The boxed cocktail will be available in a 1.75 liter size in the traditional margarita flavor, with a suggested price of $17.99.

The margarita launch will be supported with shelf talkers, case cards and displays such as the "La Vida Margarita Trolley."--Karlene Lukovitz