• by Larissa Faw , November 5, 2015

Spirits marketer William Grant & Sons (WG&S) is keeping it in the family. The independent, Scottish-owned brand has named Red Tettemer O'Connell + Partners (RTO+P) as its global agency of record for the Ancho Reyes Chile Liqueur brand. Ancho Reyes is distributed in the U.S. by WG&S but created by Licorera Ancho Reyes y CIA in Mexico.  

The creative agency was selected after a formal review but was already a familiar face since the agency works with WG&S on behalf of its Reyka Vodka brand.  

RTO+P will focus on creating a "category-first brand" position for the aperitif, in addition to strategy, creative and social media responsibilities. The first work under the partnership is scheduled to debut in 2016. The first phase will run in the U.S. with later plans to expand globally. 

Although agency executives decline to discuss their upcoming work, it is likely to delve into the beverage's backstory and history. Ancho Reyes is a "spicy, smoky and sweet chile liqueur based on a recipe from Puebla, a town in Mexico known for its ancho chiles," according to the agency. 

The agency will manage the account out of its Philadelphia and Santa Monica offices.