Altos Tequila gets six-figure boost for summer
Pernod Ricard UK has reintroduced its ‘Alan the Bartender’ campaign for Altos Tequila, supported by a six-figure investment.
Following last year’s campaign, ‘Alan’ returns to the UK this June and July to boost brand awareness and promote the Margarita and Paloma.
The campaign aims to shift perceptions of the Tequila category with its bartender-built brand prioritising authenticity, education and craft over celebrity hype.
As part of the campaign, Altos will trial out-of-home (OOH) visuals in London, which it says is the UK’s top city for Tequila consumption.
The six-figure campaign will feature across various platforms, including social media, digital channels, broadcast video on demand (BVOD), and OOH advertising. This includes placements on the London Underground, fly-posting throughout the city, roadside digital displays, and a prominent display in Dalston.
The campaign coincides with Altos experiencing significant value growth, increasing by 34.4%. According to 12-month data from Nielsen, Altos is currently the leading 100% agave Tequila brand in UK grocery stores.
The brand is also promoting its recently expanded ready-to-serve range, which includes Lime Margarita and Strawberry Margarita.
Josh McCarthy, brand director for Pernod Ricard UK, commented: “We’ve identified agave as one of the areas within our portfolio where we can drive future scale. We’re putting our money where our mouth is this summer by launching our most exciting media campaign for Altos to date, with bold and witty creative alongside messaging that cuts through and will be hard to miss.
“Following our first outing with Alan and this campaign last year, we’ve taken on board everything that was a huge success and scaled up with the added element of OOH.
“We have been laser-focused on our hero cocktail, the Margarita, and it’s been working really well for us. We’re ready to build the hype as much as possible through the summer months and strengthen our position as the UK’s number one Tequila for Margaritas, one of the UK’s top 10 cocktails.”
Altos Tequila is the result of a collaboration between two bartenders and a maestro Tequilero, created ‘to enhance the quality of cocktails’.
Made from 100% blue agave, Altos is produced using traditional methods, including slow-cooking in brick ovens and using a tahona stone.
To watch the campaign video, click below:
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