Casa Noble® Tequila Invites Consumers to Join Them on a "Noble Pursuit"
(Thomson Reuters ONE) -
Multi-million dollar campaign to relaunch the award winning, ultra-premium
tequila marks biggest marketing investment in the brand's history
CHICAGO, IL, Feb. 22, 2016 - Constellation Brands, Inc. (NYSE: STZ and STZ.B), a
leading beverage alcohol company, today announced a new multimillion-dollar
campaign to relaunch its highly acclaimed, ultra-premium Casa Noble® tequila.
The company acquired the Casa Noble brand in late 2014 as part of an effort to
strengthen its high end spirits portfolio. This campaign marks the biggest
marketing investment in the brand's history and reinforces the company's
commitment to investing aggressively in growing sectors of the beverage alcohol
space.
The campaign, centered on the "The Noble Pursuit," celebrates Casa Noble's rich
history of tequila makers, uncompromising dedication to quality, and passion for
crafting a superior tequila worth sharing. Casa Noble's triple distillation
process and organic certification make it one of the highest rated tequila
brands in the market.
When Casa Noble founder and Maestro Tequilero, Jose "Pepe" Hermosillo, began his
quest to craft the world's finest tequila, he did so by honoring proven
traditions passed down through seven generations of tequila makers. Casa Noble
was born of this "Noble Pursuit."
"At Casa Noble, we believe in doing things the right way or not at all. Each
bottle of Casa Noble tequila is crafted with passion and integrity," said Jose
"Pepe" Hermosillo. "We nurture and harvest our 100 percent Blue Weber Agave from
the rich, volcanic soil outside Tequila, Jalisco, and employ traditional
production methods to craft our tequila."
Since joining Constellation Brands, Casa Noble volume has more than doubled,
making it the fastest growing ultra-premium tequila in the market. The company
is doubling down on its investment in the brand for the coming year. "The Noble
Pursuit" campaign will be supported by new primary and secondary packaging for
better visibility at retail to highlight the brand's premium image, a new
digital and social media advertising campaign, an updated website, and enhanced
point-of-sale materials.
In addition, Constellation is executing cross-promotional opportunities with the
company's iconic Mexican beer brands. Trends show consumers are increasingly
drinking across categories, and tequila and Mexican beer share similar drinking
occasions. In April, Casa Noble will be featured alongside Corona Extra in a
national TV spot and in point-of-sale materials for Cinco de Mayo promotion.
"At Constellation, we've taken a focused, deliberate approach to building brands
people love over many years, and we're applying the same principles towards
building the Casa Noble brand," said Jim Sabia, chief marketing officer,
Constellation Brands Beer Division. "We see tremendous potential to accelerate
the growth of Casa Noble as more consumers become aware of the brand. And based
on consumer trends and purchasing behavior, 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."
The Noblest of Drinks
Casa Noble slow cooks rich agave piñas for 38 hours in stove ovens, and then
extracts the sweet nectar from only the core and heart of the agaves. One of the
few Certified Organic tequilas on the market, it is made in small batches and,
while others double distill, Casa Noble is triple distilled. Though the industry
standard is to age in used bourbon barrels, Casa Noble goes a step beyond and
ages its tequila in new, lightly toasted French Oak barrels for a smoother, more
complex character. The result is a superior tequila that delivers a lush taste
and smooth finish.
The award-winning core portfolio includes:
* Casa Noble Tequila Crystal (Named #1 in taste by The New York Times in 2013)
* Casa Noble Tequila Reposado - Aged for the maximum time of a Reposado, at
364 days (Awarded 94 points by Wine Enthusiast in May 2015)
* Casa Noble Tequila Añejo - (Double Gold Medal winner at the 2007 San
Francisco World Spirits Competition)
The new bottles and labels of the 80-proof Casa Noble core portfolio will be
available in 750ml bottles beginning this spring. The 750ml bottle has a
suggested retail price of $39.99 for Crystal, $49.99 for Reposado and $59.99 for
Añejo, which vary by market.
About Constellation Brands
Constellation Brands (NYSE: STZ and STZ.B) is a leading international producer
and marketer of beer, wine and spirits with operations in the U.S., Canada,
Mexico, New Zealand and Italy. In 2015, Constellation was one of the top
performing stocks in the S&P 500 Consumer Staples Index. Constellation is the
number three beer company in the U.S. with high-end, iconic imported brands
including Corona Extra, Corona Light, Modelo Especial, Negra Modelo and
Pacifico. Constellation is also the world's leader in premium wine, selling
great brands that people love including Robert Mondavi, Clos du Bois, Kim
Crawford, Meiomi, Mark West, Franciscan Estate, Ruffino and Jackson-Triggs. The
company's premium spirits brands include SVEDKA Vodka, Casa Noble Tequila and
Black Velvet Canadian Whisky.
Based in Victor, N.Y., the company believes that industry leadership involves a
commitment to brand-building, our trade partners, the environment, our investors
and to consumers around the world who choose our products when celebrating big
moments or enjoying quiet ones. Founded in 1945, Constellation has grown to
become a significant player in the beverage alcohol industry with more than 100
brands in its portfolio, sales in approximately 100 countries, about 40
facilities and more than 8,300 talented employees. We express our company
vision: to elevate life with every glass raised. To learn more, visit
www.cbrands.com.
MEDIA CONTACT:
Jennifer Dohm: 312-873-9979
Jennifer.Dohm(at)cbrands.com
Casa Noble Portfolio:
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(ii) they are solely responsible for the content, accuracy and
originality of the information contained therein.
Source: Constellation Brands Inc via GlobeNewswire
[HUG#1988142]
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Datum: 22.02.2016 - 15:37 Uhr
Sprache: Deutsch
News-ID 452266
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