Exclusive: Avión Launches First TV Campaign, Gunning To Become No. 2 Ultra-Premium TequilaMay 2, 2012
Ultra-premium Tequila brand Avión is appearing on television for the first time since its 2010 debut on the HBO show “Entourage” with the launch of its first major ad campaign, “Choose Pleasure.” Featuring 15- and 30-second television spots, the push begins tonight on national networks like ESPN and E!, among others. According to brand founder Ken Austin, the campaign—which will also include digital and outdoor components—is targeted toward the “sweet spot” of 25- to 40-year-old consumers.
“It’s rare for a brand of our current size to engage in these types of media,” concedes Austin, a former Marquis Jet executive who created Avión in 2009 with colleague Kenny Dichter. “But we’re about breaking rules and not necessarily following previous patterns of companies that wait to reach a certain volume level.”
The “Choose Pleasure” campaign is part Avión’s goal of becoming the number-two ultra-premium Tequila in the U.S., behind Patrón. “That was my mission when we started the company,” says Austin. “There’s a huge gap between number-one and number-two, which is where I saw a massive consumer opportunity.” At 1.8 million cases, Patrón ($42.99 for Silver) remains dominant within the segment, while Diageo’s Don Julio (approximately $40 for Silver) follows with roughly 200,000 cases, according to Impact Databank.
Avión’s portfolio includes Silver, Reposado and Añejo expressions priced at $40-$50, $45-$55 and $50-$60, respectively. The brand has garnered significant buzz in its relatively short time on the market. Last July, Pernod Ricard acquired global marketing rights to Avión—bringing its distribution from 23 states to all 50. Pernod also took a minority stake in the brand. “Our on-premise distribution has grown, thanks to Pernod Ricard and its ability to execute with our distributors,” Austin says. “That’s starting to drive sales.”Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.