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.