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Campari’s Espolòn Accelerates Within Tequila’s 100%-Agave Segment

September 12, 2017

With the super-premium Tequila category heating up in the U.S. market, Campari America has seen its Espolòn brand gain significant traction. Last year, the 100%-agave Tequila range shot ahead 38% in the U.S. to hit 200,000 cases, according to Impact Databank, increasing its pace from 12% in 2014 and 29% in 2015, despite a growing base. Campari America tells SND that Espolòn has kept up its strong double-digit momentum this year, as it expands its off-premise reach and looks to increase its on-premise opportunities. The brand grew by 47% in control states during the first half of the year.

Led by its Blanco expression (about $26), which represents 60% of its overall volume, Espolòn has more than doubled its U.S. business since 2013. “Even though Blanco is the lead expression, Espolòn’s aged expressions are also enjoying significant growth,” says Christine Moll, category marketing director for Tequila at Campari America. “Espolòn is squarely targeting the Millennial consumer, as they seek and connect with brands that reflect their creative spirit and share their values.”

While the brand is growing across all its markets, Campari says New York is key for Espolòn, followed by the more traditional Tequila markets of Texas and California. Smaller markets like South Carolina are also showing significant growth, driven largely by the mixology community, according to the company.

This spring, Espolòn rolled out a new 1.75-liter ($50) format intended to expand its footprint in the off-premise, which represents more than 70% of its overall business. “Both the on- and off-premise channels are growing at double-digits for Espolòn. We expect a larger share of total business in the on-premise channel for this year,” Moll says. The brand is also benefiting from consumer initiatives like its ongoing Espolòn Black Market campaign dedicated to immersive engagement in the on-premise.

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