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Proximo Pours $10 Million Into New Campaign For Upscale Dobel Tequila

May 22, 2012

Proximo Spirits is hoping to take its high-end Dobel Tequila brand to the next level with a $10-million advertising campaign and related sponsorship and events activity in partnership with musician Perry Farrell.

Dobel’s new ads, debuting next month, will run across print, TV and digital, featuring photos and video of Farrell shot by music industry photographer Danny Clinch. Dobel will also be the official Tequila of Farrell’s Lollapalooza music festival, to be held this summer in Chicago.

Dobel, billed as a “single-estate, 100%-agave Tequila,” was introduced at around $75 a bottle in late 2008. Proximo positioned the new brand—a clear Reposado Tequila matured in Hungarian white oak barrels—as a trade-up option from Patrón, but it targeted the luxury segment just as the economic downturn hit. Two years ago, Dobel repositioned to its current $54.99 price point, and subsequently underwent a repack. The new look includes a stopper and a modern twist on a vintage apothecary-style bottle, inspired by laboratory sample bottles used by the master distillers. According to Impact Databank, Dobel doubled to 10,000 cases in the U.S. market in 2011.

Elwyn Gladstone, Proximo’s senior vice president, marketing, told Shanken News Daily this morning “the brand is doing exceptionally well across the country in the high-end on-premise,” helped by a group of dedicated brand ambassadors in Chicago, L.A., New York, Miami and Dallas. “We’re going to invest heavily in advertising and events looking ahead,” Gladstone said.

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