How to Infuse Your Tequila Con Ganas

The Bing Crosby Effect

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Influencer Marketing is a hot social media buzz phrase that can be directly attributed to Bing Crosby.

From the moment the famed crooner, and fellow entertainer and business partner, Phil Harris, imported Herradura, the first 100% agave tequila into the US, celebrity endorsements of alcoholic beverages have influenced American’s buying habits–

And, become an all too common occurrence.

This article traces the history of influencer marketing, from the early days of cinema to a new kind of social media personality, the influencer.

I Wanna be Like Mike

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Continuing that tradition, celebs like Diddy (DeLeon), George Clooney (Casamigos), Sammy Hagar (Cabo Wabo, and now, Mezquila), and Justin Timberlake (Sauza 901) are just a few of the A-listers peddling agave spirits.

It can be argued that desire for a megastar endorsed item is fueled by our emotional attachment to the star himself.

Hence, the more we care about a renowned personality, the more we “want to be like Mike.”

Celebrity Covetousness

Noel Shu is Chief Luxury Officer and Head Sommelier at Prodiguer Brands, Ltd.  The “Prince of Luxury,” and the man responsible for the most expensive champagne in the world, (Goût de Diamants) explains here why celebrity affiliation works for luxury items.

“No matter what, the rest of the world is keeping tabs on the rich and famous.  In order to be more like them, many go out of their way to get what celebrities have,” asserts Shu.

“Beneath the pretense of glam, money and prestige, a purchase boils down to one thing: familiarity.  It is mental association at work.”

Shu determines, “When a person is constantly reminded that their favorite actor is wearing or using a product, they begin gravitating towards the item themselves.”

The danger in promoting celebrity covetousness in agave spirits brand marketing is that it’s shallow, superficial, and unmemorable.

The emotional bond between your label and your customer, like a sample from a tequila girl in a black mini-skirt, is fleeting, at best.

Intimacy Can be Measured

On the flip side, a very enlightening website reveals a brand’s intimacy quotient.How to Infuse Your Tequila Con Ganas http://wp.me/p3u1xi-50U

MBLM states that “brand intimacy is a new paradigm that leverages and strengthens the emotional bonds between a person and a brand.”

Before I get to how this new level of marketing relates to agave spirits branding, let me point out a couple of Tequila Market growth facts, courtesy of the Distilled Spirits Council of the United States (DISCUS).

Who Cares About Luxury?

According to DISCUS, the fastest growth in 2016 has been in High End and Super Premium brands.

Virtually a non-existent segment before 2002, volumes of Super Premium tequilas have zoomed 706% to 2.9 million cases.

Intimacy by the Numbers

Taking a look at the Beverages category as a whole on the MBLM site, we discover that its intimacy quotient falls almost 4 points below the cross industry average.

Most notably, though, the Luxury division practically brings up the rear, a full 13 points below the industry median!

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The numbers for Mexico are even more eye-opening (Abreojos?) with both Jose Cuervo and Herradura (Brown-Forman) at the bottom of the Top 10 Mexican Beverage labels of 2017.

Of the last two tequila marks, only Jose Cuervo is still Mexican owned.

Power to the People

“Brands are in the hands of consumers today,” says MBLM.

A true statement since, chances are, you’re reading this on your preferred handheld device.

MBLM goes on to preach,”…people trust one another more than they trust a corporation.”

We’ve heard it said that word-of-mouth—especially in social media–is everything.  (Just ask United Airlines!)

MBLM continues, “…brands are proliferating, saturating our attention, increasing confusion, and often cannibalizing each other.”

How to Infuse Your Tequila Con Ganas http://wp.me/p3u1xi-50U

That’s certainly an honest view of the spirits industry.

A simple walk through your neighborhood liquor store’s tequila aisle will more than convince any skeptic of that assessment.

Given the above information on this new form of “emotional marketing,” it raises the question—

What’s the point of describing your agave spirit as a “luxury” or “lifestyle” brand?

Fearless Prediction

How to Infuse Your Tequila Con Ganas http://wp.me/p3u1xi-50UWith the trend toward attracting Millennials, and their demand for quality, transparency and affordability in the wines and spirits they seek, the growth of the High End and Super Premium segments seem destined to falter.

Celebrity worship and their endorsement of products, however, will continue to be a part of the daily fabric of every social media platform.

As Shu points out in the above article, “No matter how much fanfare or glitz a product gets from being in the limelight, it’s the opinion of experts and influencers on the product itself that keeps it there.”

Luxury items are only attractive when in use by someone we care about or admire, famous or not.

Agave Attachment

How can start up agave spirits entrepreneurs create lasting emotional bonds between their products and their customers?

By telling their brand stories clearly, consistently, and emotionally in a creative and engaging manner across all mediums.

In addition, instead of trying to interest megastars to front your tequila or mezcal, decide to become your own best Agave Ambassador.

Bo Knows

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The new breed of agave spirits brand owners must not be afraid to stand in front of their own juice to preach their message to the masses.

The Founding Fathers of the Tequila Industry knew the value of forging personal relationships with not just their business associates, but with everyone.

In the tradition of old skool tequileros, luminaries like Guillermo Erickson Sauza, Carlos Camarena, German Gonzalez, David Suro, Sophie Decobecq, Ken Austin, Dr. Adolfo Murillo, Tomas Estes and many others, have not only produced some of the most beloved tequilas, but have fearlessly chosen to be their own qualified spokespersons.

There’s No Crying in Tequila!

How to Infuse Your Tequila Con Ganas http://wp.me/p3u1xi-50U

Agave spirits inherently embody the passion and history of Mexico.  If luxury items are cold and unfeeling, then, agave spirits are the complete opposite.

An agave spirit without a representative, however, is like a band without a front man; like a basketball team without a point guard; like a country without a leader.

No amount of marketing spin can improve a label’s lifeless approval rating, or a vote of no-confidence from customers.

Tequila:  Con Ganas!

“Advancements in neuroscience reveal that virtually all decision making is emotional,” declares MBLM.  “Behavioral science demonstrates that the way we feel about a brand is the single best predictor of purchase.”

MBLM concludes, “up to 90% of the decisions we make are based on emotion.”

How to Infuse Your Tequila Con Ganas http://wp.me/p3u1xi-50U

So, if you decide to be the ultimate emotional mouthpiece for your agave spirit, the bottom line is…

Echale ganas!

 

Learn all about tequila from field to glass and then get paid to share your love of agave spirits with others! Buy Them Both Now!

Ken Austin and Avion Knock it Out of the Park with Avion Espresso

avion espresso tequila coffee liqueurThe Package

The packaging was promising.  The bottle is a deep, earthy brown-black like those cups of coffee I enjoy every morning.  The lettering was white with gold trim, just enough bling to show they’d taken some pride in this product.

The Open

Alex’s Inspector Clouseau voice kept coming to mind as I broke the seal.  I removed it carefully with that “child at Christmas” sort of anticipation where you don’t dare ask yourself “Will it be what I’ve always wanted?”

You see, my tagline for decades has been, “In my world, coffee and tequila are food groups.”  (In fact, you may just see that meme floating around cyberspace thanks to Mike Morales.)

I’ve been all over the world and tasted every coffee there is.  I know the difference between Robusto and Arabica beans and I’ll be happy to go on at length about how important the grind of a coffee is.  I’ll also slap anyone who dares to present me with a cup of coffee that was blended with chicory.  I don’t drink that frou-frou double-moo-cow-chunk-chunk stuff, either.  Don’t make me go off like Denis Leary about that.

So, you see, I take my coffee very seriously.

avion espresso ken austin lisa pietsch tequila aficionado

The Nose

A spellbinding effect began when I opened the bottle.  The first whiff delivered deep, rich, earthy espresso.  Not coffee–E S P R E S S O.  I’m talking about perfectly roasted beans ground into a fine powder and forced by hot steam to give up their deepest essence.

2013-05-01 20.47.13Though the bottle arrived attended by eight lovely shot glasses emblazoned with the Avion logo, I poured this into a champagne flute to let it breathe.  (The anticipation nearly had me doing the Guinness dance.)

Finally, I could wait no more.

I swirled it in the crystal glass and it’s dark legs made me giddy.

I smelled it to my right, then to my left, and then head on.

The tequila and the espresso were equally matched.  No one overpowered the other.  They both stood strong and full together, but there was something more.  There was just a hint of honey on the nose and the combination of the three was delightfully intriguing.  Just smelling it made my mouth water.

It was like Christmas!  “Do I drink…do I wait…?”

The nose was phenomenal and I didn’t want to break that spell if the flavor didn’t deliver on the promise.

avion espressoLove at First Taste

I finally closed my eyes and took a sip.

The quality of the ingredients and the mix of flavors was exquisite.  It tickled my lips and sparkled on my tongue.  Yes, sparkled.  The Italian espresso was there in full force but the Avion Silver tequila was not letting it steal the show.

The things it did in my mouth!

I’ve had other coffee flavored liqueurs.  I had high hopes for Patron’s XO Café but it was nasty straight and completely ruined my coffee when mixed.  Avion Espresso has taken coffee liqueur from Maxwell House instant straight to the cafés of Europe holding hands with the blue agave fields of Jalisco.

Avion Espresso is THE liqueur for coffee lovers and a spectacular treasure for those of us who love both coffee and tequila.

The Finish

avion tequila ken austinKen Austin, Founder and Chairman, commented on Avion’s addition of a liqueur to its line.

“At first I didn’t want to do it as a tequila purist.  After many months of work at the distillery I was very happy with the results and we released it. It is doing so well along with our 100% Agave products and I can’t thank enough the many people who are supporting our brand and company!”

This attention to detail and high standard of quality is what makes Avion Espresso the new bar for any brand considering making a coffee liqueur.  Honestly, I can’t imagine how it could possibly be done better.

brand of promise avion espresso nominee award tequila aficionadoAvion Espresso is for those who are passionate about coffee.  This isn’t coffee “flavor”.  This is scintillating silver tequila and dark, rich, espresso.  This is the perfect mix of the night before and the morning after, the nightcap you drink as you watch the sunrise together.  This is early morning sex before sleeping all day!

coffee, chocolateRun, don’t walk, to the liquor store for it, or click on this link and order it now.

Avion Espresso is, without a doubt, on the short list for Tequila Aficionado’s 2013 Brands of Promise Awards.

P.S. Dear Ken…If you could work this magic with a chocolate tequila liqueur, I will love you forever.


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Learn all about tequila from field to glass and then get paid to share your love of agave spirits with others! Buy Them Both Now!

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How you can turn your passion into profits and get paid to drink tequila as a blogger, vlogger, podcaster or author

 

Salud!!