Tequila giant Cuervo has followed the packaging revamp of its 1800 Tequila brand this month with a marketing tie-up – its first – with Major League Baseball franchise the Chicago White Sox.
The brand, which sits alongside flagship Jose Cuervo in the Mexican company’s portfolio, will be the ‘official Tequila’ and ‘official Margarita’ of the sports club. Alongside signage in the White Sox’s stadium and naming rights for its ‘100-level- bar, Cuervo’s Proximo Spirits division in the US will also run marketing activations based on the arrangement in and around Chicago.
Financial details and duration were not disclosed.
A relaunch of four 1800 expressions – the full portfolio comprises six iterations – was confirmed earlier this month, with new packaging designed to improve “consumer education” in the Europe, Middle East & Africa and Asia-Pacific regions.
Mexico-based Cuervo, which lists under the name Becle, will announce its second-quarter results on 28 July.
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