Tequila Occasions
Sauza Hornitos Re-Launch Markets Accessibility

    With target consumers inundated with more premium tequilas than ever before — including many who may be so new to the category that they’ve missed its evolution — one brand felt a re-launch was in order.
    Certainly, Sauza’s not an unfamiliar brand, but like any brand, it finds itself to a degree regrouping in an effort to cut through the clutter — re-launching the entire Hornitos franchise with new packaging to better reflect the premium positioning of Hornitos.
    “The tequila category is evolving,” says Sauza Senior Marketing Director Andrew Floor. “Consumers are becoming more aware of different types and quality options, so we wanted to make sure Hornitos established itself as a brand unto itself, with a package reflecting the quality of the liquid inside.
    “People are starting to identify the fact that there are different occasions, and tequila can play a role in those different occasions.”

Re-Launch Sequence
    The re-launch of Hornitos seeks to play heavily on the tequila’s heritage and authenticity. Spending more than triple the amount put into previous brand communication efforts is Beam Global’s approach for Hornitos.
    Part of that communication is educating bartenders. “One of the reasons I love bartenders is that they make choices themselves,” Floor says. “It’s one of the reasons I’m ecstatic when I hear bartenders talk about Hornitos as their brand of choice.”

Away From Sampling
    “I refuse to take the standard sampling mechanics into the on-premise,” Floor says. “Sampling, to me, plays a role, but it’s a very blunt tool. In a lot of cases, it takes margin away from the account. We want to engage consumers with the brand to the point that they are inspired to go up to the bar and order it. It’s a natural evolution as tequila becomes more sophisticated. It’s not just about a free drink and trying it between rounds.     “It’s about increasing consumer spend and the value bars add to that consumer experience.”