Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Marketer Betting That For Women, Tequila Is The New Vodka

Black Beverage Corp. recently found that 49% of tequila drinkers are women. They will begin marketing their tequila more like an upscale fashion brand or fragrance to appeal to women.

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MediaPost Publications – Marketer Betting That For Women, Tequila Is The New Vodka – 08/07/2007
IN THE BLACK BEVERAGE CORP. (ITBBC) is betting it can help young women shake off all the unfortunate tequila moments of their past and embrace the agave-based beverage as the other white liquor. With the $3 million launch of inocente, the company plans to position tequila as an upscale alternative to vodka for women ages 21 to 34.

“Tequila has always been marketed as this bastion of maleness,” says Bruce Rekant, president of ITBBC. “But our research found that 49% of tequila drinkers are women, who are totally ignored by tequila marketers.” So inocente, sold in a “sexy bottle that looks like a vase,” will be marketed like an upscale fashion or fragrance brand, he says, using out-of-home ads located outside strategic stores, such as Dolce & Gabbana.

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Filed under: advertising, Consumer, positioning, spirits, trends, Women, Young Adults

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