Tequila-based RTD producer Casa Azul is welcoming Eiza González as a new investor, with the Mexican actor fronting the release of the company’s parent-category debut.
Casa Azul, which released the namesake Tequila Soda portfolio in the US last year, confirmed receipt of a “financial investment” from González this week. The injection, further details on which were not immediately available, comes almost two months after American football player Travis Kelce bought into the RTD line.
When contacted by Global Drinks Intel today, a company spokesperson said the size of the stake purchased by González – and the sum paid – is “confidential”.
The arrangement will see González feature in a “multi-million dollar campaign” for the US launch of Casa Azul Organic Tequila, a three-strong range comprising a blanco, a reposado and an añejo expression. Rolling out to 12 US states, including California, Florida and Texas, this month, the iterations retail for US$69, $89 and $129 per bottle, respectively.
While details on the activity were also not forthcoming, the company unveiled a teaser ad for the brand extensions on its YouTube channel two weeks ago.
Figures released by the National Alcohol Beverage Control Association for February show Tequila to be in good health in the US. The body, which collates sales data for beverage alcohol in the country’s Control States, said sales of Tequila in value terms were up 12.3% year-on-year in February, ahead of all the other spirits categories by a considerable length in the markets.
