Casa Noble Tequila begins multi-million dollar relaunchBy Annie Hayes
US drinks producer Constellation Brands has announced a multi-million dollar campaign to relaunch Casa Noble Tequila, focusing on the theme of ‘The Noble Pursuit’.
The campaign, which marks the biggest investment in the brand’s history to date, celebrates Casa Noble’s “rich history of Tequila makers, uncompromising dedication to quality, and passion for crafting a superior Tequila”.
The Noble Pursuit campaign will be supported with primary and secondary packaging to improve visibility at retail, as well as a new digital and social media advertising campaign, an updated website, and enhanced point-of-sale materials.
Constellation Brands acquired Casa Noble in 2014 in an effort to strengthen its high-end spirits portfolio. Since then, the brand’s volume has “more than doubled”, making it the “fastest-growing ultra-premium Tequila in the market” according to the firm.
“At Constellation, we’ve taken a focused, deliberate approach to building brands people love over many years, and we’re applying the same principles toward building the Casa Noble brand. We see tremendous potential to accelerate the growth of Casa Noble as more consumers become aware of the brand,” said Jim Sabia, chief marketing officer, Constellation Brands Beer Division.
In addition, Constellation will explore cross-promotional opportunities with its Mexican beer brands. In April, Casa Noble will be featured alongside Corona Extra in a national TV slot, and in point-of-sale materials for Cinco de Mayo promotion.
Sabia added: “Based on consumer trends and purchasing behaviour, we see significant opportunities to leverage synergies with our high-end Mexican beer portfolio. This is a major benefit of being a leader across all sectors of the total beverage alcohol space, and we’re excited to explore these opportunities.”