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Embracing Mexican Provenance, Partida Looks To Double Growth Rate

October 28, 2015

Upscale Tequila brand Partida has seen annual gains of 20%-30% in recent years while carving out a niche in the on-premise, which accounts for more than two-thirds of its sales. Founder Gary Shansby now aims to improve Partida’s off-premise share while shaping the brand’s image as being thoroughly in tune with Mexican culture.

“We plan to become more visible as an authentic Mexican company,” Shansby tells SND. “We’re selling in about 30 states, but we’re putting heavy weight on top Tequila markets including California, Texas, Florida, New York and Illinois, which comprise about 50% of all Tequila consumption in the U.S.” Partida is currently estimated at under 50,000 cases in the U.S.

Partida’s Mexican heritage message is the subject of a new out-of-home campaign in key markets including New York City and Los Angeles. Based on the traditional Mexican card game “lotería,” the campaign was created with artist Alejandro Vigilante and features 54 reinvented cards that tie Mexico’s colors with the brand.

Shansby is also eyeing a bigger presence for Partida’s Reposado variant—a style traditionally favored in Mexico—as a contrast to the Blanco style that predominates at the upscale Tequila tier in the U.S. Even so, Blanco ($40) continues to lead the way for Partida, accounting for 55% of sales. Reposado ($45) comprises 25%, while Añejo ($50) accounts for the remaining 20%.


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