Multimillion-dollar campaign to relaunch award-winning, ultra-premium tequila marks biggest marketing investment in the brand’s history
VICTOR, NY − Constellation Brands, Inc. (NYSE: STZ and STZ.B), a leading beverage alcohol company, 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 toward 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 varies by market.