Beam Tells SND It’s “Aiming To Own” Shot Occasion With Hornitos Lime ShotMarch 27, 2013
Beam Inc. is launching a new addition to its Hornitos Tequila brand, Hornitos Lime Shot. Lime Shot is a combination of Hornitos Plata 100% blue agave Tequila with the taste of lime and a hint of salt. It is available now nationwide, for a suggested retail price of $17.99-$19.99 for a 750-ml. bottle. It will also be available in 50-ml. and 1-liter sizes.
“With Hornitos, we’re aiming to own the shot occasion, which is obviously a big Tequila driver, especially with our Hornitos consumers, where more than half of their Tequila occasions are via shot,” Jared Fix, vice president & general manager of Beam’s Mixables Category Business Team, recently told Shanken News Daily.
Fix noted that Beam is creating a bartender program behind Hornitos in five key markets, as well as activating a robust sampling program in the on-premise. The launch for Lime Shot will also be supported with in-store activity. The brand also recently received a packaging update across the range—which also includes Plata, Reposado and Añejo—with a new bottle design that offers a high-quality visual on the shelf and features “premium, more masculine cues,” according to a company spokesperson, and a move from screwcap to cork closures. The new bottles began shipping earlier this month. Hornitos has seen steady mid-single-digit growth in the U.S. market of late, increasing 4.6% in volume in 2011, followed by a 5.2% increase again last year to 374,000 nine-liter cases, according to Impact Databank.