Beam Global relaunches Sauza tequila

Beam Global UK is relaunching Sauza Blanco and Sauza Reposado with new look packaging as part of a £650,000 marketing investment in the tequila brands.

The new design - a sleeker, taller bottle with more prominent imagery relating to tequila's production - is intended to appeal to 20 to 29 year olds after global market research established them as Sauza's core consumer group.

The marketing campaign, named 'Fresh and Unexpected', will also involve sampling in the on-trade and at summer events. It will push the signature long drink of tequila and lemonade, Paloma.

The tequila category is one of the big recent success stories in the drinks marketplace. It currently represents only one per cent of the UK spirits market, but grew by four per cent in the on-trade in value terms in the year to January 2008, according to Nielsen data. Within that, Sauza is outperforming the category with a 32 per cent growth.

Sauza brand manager Daniel Deephouse said: "Hopefully, if we can work out how to put tequila into a nice long drink format, the category can continue to grow.

"The more sophisticated bottle communicates that Sauza tequila is a modern versatile white spirit."