Diageo has launched two premix margaritas under the Casamigos brand name, while also partnering with actors Gabrielle Union and Keegan-Michael Key for the tequila as part of the group’s FIFA World Cup sponsorship in the Americas.
The brand owner’s North America division has released a brace of flavours, Classic Lime and Spicy, for the US market, each carrying an ABV of 20.5% with an SRP of US$21.99 per 75cl bottle. The pair (below) are also available in a 37.5cl format.
The SKUs were launched with limited-edition packaging on 1 March, and will “transition to a permanent offering” on 1 August, Diageo confirmed to Global Drinks Intel today (19 March).
Alongside the NPD, Diageo is promoting Casamigos’ title as the ‘official tequila supporter’ of the FIFA World Cup through a celebrity tie-up with Union and Key. The campaign, using the strapline ‘Rivals at the Game, Casamigos at the Bar’, includes sponsored social media posts fronted by the pair (below). The two actors take part in “friendly rival” banter and challenges for the posts.
Brand activations for Casamigos are also planned for unspecified World Cup host cities in the US this summer, including “fan-first experiences”.
Diageo signed a deal with FIFA to become the ‘official spirits supporter in the Americas’ of the World Cup in May last year. At the time, the brand owner confirmed that five of its brands – Casamigos, Don Julio, Buchanan’s, Johnnie Walker and Smirnoff – would be associated with the tournament, which commences on 11 June and runs until 19 July.
