Casa Noble® Tequila Invites Consumers to Join Them on a "Noble Pursuit"
February 22 2016 - 9:36AM
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@cbrands.com
Casa Noble Portfolio
This
announcement is distributed by NASDAQ OMX Corporate Solutions on
behalf of NASDAQ OMX Corporate Solutions clients.
The issuer of this announcement warrants that they are solely
responsible for the content, accuracy and originality of the
information contained therein.
Source: Constellation Brands Inc via Globenewswire
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