Entry content
Challenge
In 2007—when Colangelo & Partners launched Tequila Partida in the trade and media—super premium Tequila was not a well-known spirit. As the category grew, more brands came on the market with celebrity endorsements. Tequila Partida had to stand on category education and quality alone.
Action
Colangelo & Partners developed and executed a strategic integrated communications plan including media relations, social media, trade marketing, events and web marketing.
Highlights included: a robust media relations program that garnered unprecedented numbers in imperssions annually, a dynamic social media presence, newsletters and Tequila Appreciation Day for trade, cocktail contest for bartenders, a compelling video series called “Tequila Confessions,” large-scale event participation at South Beach Food & Wine, Tales of the Cocktail, New York Wine & Food and Bon Appetit’s Chicago Gourmet. In addition, Colangelo & Partners built the initial brand website and executed design, held press trips and increased traffic to all online channels throughout a near-decade with Tequila Partida.
Results
Successfully positioned Partida as a leading producer of ultra-premium Tequila with important trade and bartender audiences.
Reached hundreds of millions of consumers with the message of Partida’s quality
Grew the social media fan base to nearly 40,000 fans in less than 9 months
Helped the internal sales team to consistently grow Partida’s numbers by double digits every year