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Partida Tequila Projects 35% Growth For 2013 With Stronger Off-Premise Focus

September 13, 2013

Upscale brand Partida Tequila has revamped its packaging, with its new look slated to hit the U.S. market this fall. The redesign includes a brighter color palette and bolder representation of the brand name on the label. The update is taking effect across Partida’s Blanco ($40-$50 a 750-ml.), Reposado ($50) and Añejo ($55) varieties, which account for around 54%, 24% and 20% of sales, respectively, with the remainder comprised by ultra-premium variant Elegante ($350). Partida founder Gary Shansby tells SND he’s expecting around 35% growth on the brand this year, following a 30% increase last year.

A favorite Tequila among mixologists, Partida currently does around 70% of its business on-premise, but Shansby says he now intends to step up the consumer component of its marketing mix with an eye toward growing the retail side. “We’re strong at retail in California and Illinois with players like Total Wine and BevMo, and we’re now testing with Publix and Ralph’s,” he says, acknowledging that there’s work to be done in the off-premise in other key markets like New York. Up to now, Partida has forged its own path as an independent brand, but it has suitors aplenty. Shansby says that down the road he could envision an agreement with a larger company along the lines of Ketel One’s arrangement with Diageo or rival Avión’s partnership with Pernod Ricard.

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