Tequila usually brings up connotations of hard partying, shots and regrettable mornings after. Several upscale brands, however, are trying to change public perception and bring about a new tequila renaissance, this time with millennials.
"More and more consumers are interested in learning about tequila over the last five to 10 years in the same way that you think about a wine, a scotch or a bourbon," said Tequila Herradura senior brand manager Liz Edwards. "Consumers are looking to learn more about the history of that tequila brand and what makes it special, and that's an area we play really strongly in." That's in sharp contrast to seeing tequila as the booze that mixes into a margarita, or the shot that goes with lime and salt.
The Brown-Forman premium liquor brand has been introducing its product to the U.S. market using the tagline "the last true tequila-producing hacienda on the planet." Focusing on millennials, it's been investing heavily in Facebook and Twitter to engage consumers in online conversations, and partnering with digital publications like Thrillist to get the word out.
In early 2016, it will launch a series of experiential events where consumers can engage with the brand and understand its story, without having to travel down to the Casa Herradura distillery.