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Jose Cuervo Samples its New Flavored Tequilas

By May 02, 2006

Jose Cuervo International is out with new flavored premium tequilas.

The new beverages come in three flavors—, Oranjo and Tropiña. Citrico is made with natural flavors of lime and other citrus fruits. Oranjo combines natural flavors of orange and other citrus fruits. And Tropiña blends pineapple and other tropical fruit flavors, the company said.

The new tequilas will be introduced during Cuervo’s sponsorship of The AVP Pro Beach Volleyball Tour. The tequila brand is an official sponsor of the AVP Tour and is resurrecting the Cuervo Gold Crown—three prestigious tournaments within the AVP Series. The next Gold Crown event will be held May 26-28 at Huntington Beach, CA.

Major sampling events get underway in July at popular nightclubs in the top 20 U.S. cities.

On-premise, Cuervo Flavored Tequila will be promoted as part of the “Cuervo Crews.” Consumers will be offered a flavored shot sample in groups of three. The three participating consumers are blind-folded and given different flavors of the tequilas, which are then consumed via a “shot-ski” that requires all three persons to drink their shot simultaneously. After the sample is consumed, the consumers then need to identify which flavor of Cuervo Flavored tequila they sampled, according to a spokesperson.

In off-premise promotions, 50 ml bottles of Cuervo Flavored tequila will be co-packed and offered with the Cuervo Especial 1.75 package throughout the month of June in support of the launch. v The integrated marketing effort also includes merchandising, p.r., print (Maxim, Rolling Stone, Playboy, Cosmo and FHM) and out-of-home.

Cuervo Flavored Tequilas are marketed by Diageo North America, and will be available in multiple sizes with the 750 ml bottle retailing for about $16.99 to $18.99.

“Tequila is no longer limited to shots and margaritas,” said Carlos Arana, managing director, Jose Cuervo International, in a statement. “Cuervo Flavored Tequilas are the perfect solution for those looking to add a new twist to their favorite drink.”

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