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Exclusive: Constellation Bolsters Tequila Portfolio With New Mi Campo Brand

November 1, 2018

With 100%-agave Tequila surging in the U.S. market—particularly at the above-$20 level—Constellation is expanding its portfolio with a new brand, Mi Campo, aimed at millennials in the 25-35-year-old age bracket.

Mi Campo, which is retail priced at $25 a 750-ml., initially includes a Blanco and Reposado Tequila. Both are made from 100% Blue Weber agave, and are produced at the La Cofradia distillery, which also makes Constellation’s higher-end Casa Noble Tequila brand. The Blanco is rested in Napa Valley Chardonnay barrels for three weeks, while the Reposado spends three months in a mix of Cabernet Sauvignon and Pinot Noir barrels. Mi Campo, which translates to “my field,” is intended to celebrate Mexican culture and young innovators across all fields.

Carl Evans, Constellation’s vice president of marketing for spirits, declined to provide volume projections but told SND that Mi Campo will focus on 10 key markets during its first few months in distribution ahead of a national rollout. Evans adds that Mi Campo will complement the higher-priced Casa Noble in the Constellation portfolio.

“Both Tequilas offer an exceptional liquid for their price point,” Evans says, “while their brand identities greatly differ. Both Casa Noble and Mi Campo are produced at La Cofradia; however, Casa Noble is organic, triple-distilled and aged in French oak barrels, while Mi Campo is double-distilled and aged in Napa Valley wine barrels.” Acquired by Constellation in 2014, Casa Noble includes Crystal ($40 a 750-ml.), Joven ($50), Reposado ($60), and Anejo ($70) expressions.

With Mi Campo, Constellation is targeting the $25 range, which has been expanding rapidly as consumers gravitate to 100%-agave offerings and away from lower-priced mixto Tequilas. Mi Campo’s competitors will include Campari’s Espolòn, Pernod Ricard’s Olmeca Altos, Proximo’s Jose Cuervo Tradicional, William Grant’s Milagro, and Bacardi’s Cazadores, all of which were recognized as Impact “Hot Brands” earlier this year.—Daniel Marsteller

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