Drink News
All comments are provided by Christian Sarginson, Senior Brand Manager at Global Brands:
Brands with authenticity, heritage and a compelling story are gaining more visibility in the beer market and are set to be a big trend in 2017.
Amigos Tequila Beer is a golden, easy- drinking beer with the zing of South American limes and the flavour punch of Mexican tequila. Inspired by Mexico’s sense of vibrancy and passion Amigos’ identity relishes in its Mexican character by proudly declaring on its logo that it is a beer “con sabor a tequila”. This Spanish translation of “tequila flavoured beer” deepens the association with Amigos’ tequila flavourings, which derives from the Mexican agave plant.
Coming under the #streetcerveza umbrella, Amigos’ marketing campaign authentically supports street culture in all its guises; from street art, to underground music and events, to street food. The campaign is international
12 DECEMBER/JANUARY 2017
in scope but essentially focused on the UK’s burgeoning street scene. Amigos seeks to become the go to #streetcerveza.
Throughout last summer, Amigos supported ‘street culture’ by sponsoring the fantastic Urban Food Fest on Shoreditch High Street; gaining plaudits from publications such as Harper’s Bazaar who said they “loved” Amigos. Beyond this, Amigos has continued involvement with the street art scene in the UK, supporting a variety of art exhibitions and performances. The brand has continued plans for bigger and better activations in 2017 as part of the #streetcerveza campaign.
In October, the tequila flavoured beer hosted a number of parties in celebration of Dia de los Muertos. Taking place in some of the UKs most exciting venues; a basement tequila den, a warehouse complex and on a boat, and showcasing some of the most exciting talent in underground music from The Bug to Josey Rebelle. Each party encapsulated the #streetcerveza ethos – made by the people for the people.
AMIGOS TEQUILA BEER
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