Pernod Ricard is running an aural marketing activation in the US for the Cristalino expression from Tequila brand Avión.
Centring around a pack that includes a turntable and a bottle of Avión Reserva Cristalino, the ‘Avión Listening Experience’ takes as its source what the brand owner calls “the global listening room phenomenon”. The activity also includes a series of events, starting in New York, hosted by basketball player Iman Shumpert and audio engineer Danny Keith Taylor.
As well as the Tequila and turntable, which has built-in speakers and Bluetooth capabilities, the US$295 pack also features an album of recordings made in Avion’s distillery and agave fields, along with drinks glasses and ice moulds.
Pernod’s US division released Avión Reserva Cristalino across the US in February at an SRP of $145.
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