Drinks News
“The global Tequila category grew on average by 5% between 2016 and 2020 each year. In the Premium Tequila segment – where Rooster Rojo is placed – the premium Tequila category has grown by 12% on average each year since 2016. The Rooster Rojo brand grew four-fold in volume and value between 2020 and 2021, so is in a strong position for continuing and rapid growth in 2022 and beyond,” said Mantas Zlatkus.
With over 1500 tequilas being exported from Mexico, and consumers thirsting for more of these premium spirits, Amber Beverage Group is optimistic about the time being appropriate to raise the profile of their wholly owned brand.
The advertising campaign creative work was led by Ian Haworth, Creative Director of Haworth House Creative in partnership with Giles Calver of Sedley Place, both based in the UK. Ian Haworth commented: “We received an exciting brief from Amber Beverage Group to step-change the Rooster Rojo brand and position it as fresh, forward-looking, and
challenging convention. We believe that our urban, edgy campaign, ‘SIP DON’T SLAM’, represents a cool, urban, yet accessible vibe.
“We chose to use actors not models and we embedded the strapline within the images to underline the authentic nature of this premium brand. The headline appears naturally on billboards, tee-shirts, and a food truck. The concept challenges traditional Tequila advertising and feeds into the current slow living trend. ‘SIP DON’T SLAM’ reflects the authentic nature of the product and the bottle.”
Amber Beverage Group is a rapidly growing global spirits company, whose products are found in millions of households and venues across the globe. ABG’s core brands are Moskovskaya Vodka, Rooster Rojo Tequila, KAH Tequila, The Irishman Whiskey, Writers’ Tears Whiskey, Riga Black Balsam, Cross Keys Gin, and Cosmopolitan Diva.
ABG produces, bottles, markets, distributes, exports, and retails a
Recipe for a Classic Rooster Rojo Margarita
• 45 ml Rooster Rojo Reposado • 20 ml Cointreau or other Triple Sec • 25 ml Fresh lime juice • 1 bar spoon of Agave nectar
comprehensive range of beverages of which it owns more than 100 and is responsible for marketing and distributing 1,300 third-party drinks brands, spanning everything from premium vodka and sparkling wines to speciality Mexican tequilas and Irish whiskey.
The company has grown from its original core production business in the pan-Baltic region established in 1900, to a global spirits industry player that unites around 2,050 employees in almost 20 companies in the Austria, Australia, Baltic States, Germany, Ireland, Mexico, Russia, and the United Kingdom.
roosterrojo.com
www.venue-insight.com
March 2022
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