Cuervo has added to the golf focus of its Maestro Dobel Tequila brand, recruiting player Jon Rahm in an ambassadorial capacity.
The “multi-year” tie-up with Rahm, further details of which were not disclosed, builds on the brand’s ‘Official Tequila of the PGA Tour & PGA Tour Champions’ status, which is in its third year. According to Cuervo’s Proximo division, which handles Maestro Dobel, the arrangement “further accelerates the Tequila’s presence … in an increasingly competitive category as ultra-premium Tequila in the US experiences exponential growth in both value and volume”.
Late last year, Cuervo posted an impressive 21.4% leap in sales from the first nine months of 2022, with its ‘Other Tequilas’ operations, featuring the likes of Maestro Dobel, delivering exponential growth compared to the rest of the group’s portfolio. The brand owner will report its full-year results on 16 February.
Why Tequila is dominating spirits growth in US on-premise – Market Intel
