Tequila Brand Champions 2014
TEQUILA BRAND CHAMPION 2014: SAUZA
Beam’s Sauza brand is our new Tequila Brand Champion for 2014
Patrón’s allure as an aspirational brand, no doubt boosted by increased awareness of 100% agave Tequila, has paid dividends this past year. For a super-premium brand to grow ahead of its competitors is testament to the trend of premiumisation continuing to flood the US and other developed markets.
That said, our Tequila Brand Champion for the second year running is no super-premium brand at all. Available for half the price of Patrón, Sauza has continued to drive interest for its everyman’s Tequila with a combination of charming marketing and clever brand extensions that create a halo effect. Its employment of pop star Justin Timberlake as a frontman (for Sauza 901) certainly hasn’t hurt the brand either.
| TEQUILA | |||||||
| BRAND | OWNER | 2009 | 2010 | 2011 | 2012 | 2013 | % +/- |
|---|---|---|---|---|---|---|---|
| Jose Cuervo | Cuervo International | 5.6 | 5.6 | 5.5 | 5.6 | 5.5 | 2% |
| Sauza | Beam | 2.7 | 3.1 | 3.0 | 3.3 | 3.5 | 6% |
| Patron | Patron Spirits | 1.7 | 1.8 | 1.9 | 2.0 | 2.0 | 4% |
| El Jimador | Brown-Forman | 1.1 | 1.1 | 1.2 | 1.2 | 1.2 | 0% |
