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Constellation Looks To Propel Casa Noble With Multimillion-Dollar Campaign

February 25, 2016

Constellation is backing its upscale Casa Noble Tequila with a multimillion-dollar U.S. campaign and packaging relaunch. The biggest marketing investment in the brand to date, the ad campaign will run under the tagline “The Noble Pursuit.”

“Casa Noble almost doubled U.S. sales last year, and we’ve tripled distribution in terms of number of accounts,” says Jose Hermosillo, co-founder of Casa Noble, adding that metro areas like Los Angeles, San Francisco, New York, Miami, Dallas, Houston and Chicago are focus markets. “Our goal is to nearly double again for 2016.” Constellation will cross-promote Casa Noble in tandem with its Mexican beer portfolio, including the Corona, Modelo Especial, Pacifico and Victoria brands. In April, Constellation plans to feature Casa Noble alongside Corona Extra in a national TV spot and point-of-sale materials, just ahead of the Cinco de Mayo holiday.

Acquired by Constellation in 2014, Casa Noble was established by Hermosillo, David Ravandi and Carlos Hernandez, along with celebrity equity partner Carlos Santana. The brand’s triple-distilled, organic Tequila comes in Crystal ($40 a 750-ml.), Reposado ($50) and Anejo ($60) expressions.

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