Casamigos is to roll out a host of activations in the UK to tap into growing demand for tequila.
The brand – founded by George Clooney and acquired by Diageo in 2017 – will run activity in both the on-and-off trade, and sponsor music festivals including All Points East, BST Hyde Park, Latitude and Brockwell Live.
The activity would help “paint London teal” and put Casamigos “front of mind for consumers in the capital”, said Diageo.
Tequila was successfully recruiting more drinkers than any other spirits category, and Casamigos was now the fastest-growing and largest ‘super-premium’ (rsp: £30-£75/75cl) tequila in the UK off-trade, the supplier noted, citing Kantar and NIQ data.
In the off-trade, where Casamigos is listed by Tesco, Sainsbury’s and Waitrose, the brand will roll out new off-shelf displays in stores. The displays will educate consumers on how to make the perfect margarita at home.
Meanwhile, Casamigos will provide PoS kits and takeovers to over 140 pubs and bars, while also taking over venues such as Rockwater in Brighton, and The Padel Yard in Wandsworth.
After sponsoring All Points East festival in Hackney last year, Casamigos will bring its ‘Casamigos House of Friends’ pop-up to six festivals, reaching up to five million consumers. The brand will also be pouring at a total of 25 festivals across the summer.
“London is extremely exciting sub-market for Casamigos and tequila, particularly in a summer when we know consumers are socialising more often and for longer periods,” said Bethany Weston, head of tequila at Diageo GB. “We can’t wait to show up in fun and exciting ways over the next few months, and hopefully continue to celebrate moments with friends across the country soon.”
The activity comes as alongside the launch of Casamigos’ new global creative campaign and brand platform, ‘Anything Goes with my Casamigos’.
The campaign would highlight “the ease and approachability” of Casamigos and was spearheaded by a 30-second film showcasing the spirit’s versatility, said Diageo.
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