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Proximo To Spend $10 Million On Jose Cuervo Cinge Launch

October 11, 2013

Proximo Spirits will expand the Jose Cuervo line with the launch of a cinnamon-infused silver Tequila called Cinge. The new expression will roll out nationwide this fall, priced at $17.99 a 750-ml. bottle, and will also be available in 50-ml., 200-ml., 375-ml., 1-liter and 1.75-liter sizes. The launch of Cinge will be supported with a $10 million media spend, which will initially launch via social media platforms, followed by a national campaign, as well as on- and off-premise promotions. Ad agency McCann Erickson New York has created animated 15- and 30-second spots, a print ad and a graphic novel featuring a Mexican scorpion, which is to be the mascot for Jose Cuervo Cinge.

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