Sauza Tequila targets 20-somethings through festival

The Sauza Paloma, a refreshing cocktail made from one part Sauza Blanco and three parts lemonade or sparkling citrus mixer, will be served in a tall glass filled with ice and a wedge of fresh lime, to up to 40,000 festival goers. Consumers will be able to sample the drink at a large branded marquee, featuring a Sauza bar and DJ.

The activity will be supported by 1,000 Sauza Festival POS kits for the on-trade in the run up to the event. On purchase of a Sauza Paloma, consumers will be given a scratch card to see if they have won one of 100 tickets to the Big Chill, or one of a selection of Sauza branded items. The kits also contain promotional posters, tent cards and branded stirrers for the outlet to display.

"This activity forms part of Beam UK's 650,000 investment into the tequila category this year to promote Sauza as a modern, versatile white spirit," says Sauza brand manager, Daniel Deephouse. "Bartenders and consumers are increasingly recognising that good quality tequila can be an accessible alternative to mainstream white spirits and an ideal cocktail ingredient, and we believe this is where the future of the tequila category lies. Our festival kits will add some unexpected theatre in the outlets and demonstrate to licensees new drinking occasions for tequila.

"The Big Chill audience fits perfectly with Sauza's target consumers of 20-29 year-olds who are at the forefront of modern lifestyle trends but who also seek out ways to make themselves stand out from the crowd."

Last month Beam Global announced a new, contemporary look for its Sauza Blanco and Sauza Reposado tequilas, with fresher, smoother, cleaner packaging. This is communicated by the new positioning - Fresh & Unexpected - which also reflects the unique taste of Sauza tequila and encompasses all activity for the brand in 2008.

Source: Beam Global Wine & Spirits