Exclusive news and research on the wine, spirits and beer business

Beam Tells SND It’s “Aiming To Own” Shot Occasion With Hornitos Lime Shot

March 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.


Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.

Tagged : , ,

Get your first look at 2017 data and 2018 projections for the wine and spirits industries. Order your 2018 Impact Databank Reports. Click here.

Previous :  Next :