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.”

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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!

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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!

Diddy Disses Tequila’s Jimadores….

What’s Wrong With This Picture?

Diddy looking conspicuously out of his element.
Diddy looking conspicuously out of his element.

By now, many of you may have already seen both of these distasteful photos on Diddy’s Instagram account for his new venture with Diageo and DeLeón tequila that began in early 2014.

Dressed in his trademark dark suit, Diddy attempts to sacrifice a blue agave piña while at the same time asking for a moment of silence for “Mr. Pat Ron,” a thinly veiled dig against beverage behemoth, Patrón.

Those in the Tequila Community who make their living day after day selling,

Note the look of disdain on the jimador's face.
Note the look of disdain on the jimador’s face.

serving and producing tequila, as well as growing and harvesting agave, have been outraged at the clownish way in which Diddy and Diageo have disrespected and belittled the value of one of the last major pillars left in Tequila Culture–the jimador (agave harvester).

The Plight of the Jimador

In an age where modern technology and cost saving methods like the diffuser have been introduced in the Tequila Industry to replace everything from donkeys to bottlers to label applicators, the one skill that it has not yet been able to replace entirely is the hard labor of the jimador.

Jimador, courtesy of Tequila G4.
Jimador, courtesy of Tequila G4.

Those who have seen these men in action, and those of us who have tried to hack off the pencas (leaves) from a blue agave piña using a razor sharp coa, know that it’s not as easy as it looks.

The following video is courtesy of the Tequila Interchange Project, a non-profit organization and consumer advocacy group for agave distilled spirits made up of key influencers such as bartenders, consultants, teachers, researchers, consumers and tequila aficionados.  It illustrates just how arduous this work is, and the dangers these men face each day for minimal pay.

For Diddy to be allowed to be photographed attempting a jima wearing a suit and spotless shoes was unconscionable.  It makes light of the skill and experience of these journeymen laborers, as well their hardships, in a deplorable and condescending way.

Diddy Commits Commercial Suicide with DeLeón Tequila

If it’s true that Diddy knows what liquor Millennials want to drink as he states in this November 2014 article in Fortune, and wants to “disrupt how [liquor advertising] has been done,” he has already failed miserably.

Claiming that his image won’t be used for DeLeón like it has been attached to his

Jimador lifting piñas.  Courtesy of Tequila G4.
Jimador lifting piñas. Courtesy of Tequila G4.

Ciroc vodka ads (his first successful partnership with Diageo), then he should stick to his word.

The Distilled Spirits Council of the United States (DISCUS), the national trade association for America’s top distillers, and of which Diageo is a long time member, has strict guidelines when it comes to responsible digital marketing communications.

It is obvious that Sean Combs believes he is above adhering to these regulations, and in the process, managed to insult an entire country.

How Diddy Should’ve Done It

Jimador at work.  Courtesy of the Consejo Regulador del Tequila.
Jimador at work. Courtesy of the Consejo Regulador del Tequila.

The self-proclaimed tastemaker has proven to be very successful in everything he touches.  From music and clothing, to spirits and even reality TV, Diddy has left his indelible mark with sophistication and style.  So, when he hooked up with Diageo once more for DeLeón tequila, we expected more from him.

We expected this $700 million dollar mogul to immerse himself in Tequila Culture.  To get to know the process and the people of the new spirit he was embracing, and to bring a fresh look to an otherwise unremarkable brand like DeLeón.

We expected he would slap on some Sean John boots and venture out into the

Sean John Kingswood Moc boot.
Sean John Kingswood Moc boot.

agave fields to absorb its magic.  Who knows?  Maybe he would become inspired to design a whole new line of menswear made from agave fibers that would appeal to all ethnicities, just as he desires to do with DeLeón’s advertising.

How’s that for doubling your ROI and gaining street cred?

We’re NOT Laughing With You

Instead, we get this…

"So, if I wanna be number one, there has to be a number two."
“So, if I wanna be number one, there has to be a number two.”

Perhaps, we expected too much?

[In 2010 there were 6 other brands besides Ciroc that the San Francisco World Spirits Competition bestowed double gold medals to in the vodka category.]

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!

How to Get Paid to Drink Tequila:

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

 

Salud!!