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Beam takes long view for Sauza

Recent growth in Tequila sales looks set to continue thanks to a new collaboration between Beam Global’s Sauza brand and the Pitcher & Piano pub chain. In a bid to shift away from …

… the shooter serve and increase consumption occasions for the spirit P&P pubs will be serving it mixed as a long drink.

Tequila has been rather tarred by its reputation as a harsh spirit that should be drunk as a shot. However, the increasing quality of several key brands has made it more appropriate for sipping, while the shift towards more responsible retailing and consumption has inspired suppliers to encourage different serving suggestions. This has resulted in 3% growth for the category in the UK on-trade, and 24% growth for Sauza, according to Nielsen (MAT 06/07).

“The trend towards using Tequila as a mixable spirit is growing as more bartenders and consumers recognise it as an ideal cocktail ingredient, and we believe this is where the future of the Tequila market lies,” says marketing manager Gareth Brown. “This is the start of our on-going long drinks strategy for Sauza.”

Ben Grant, 22/08/07

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