el Jimador Tequila Unveils the Spirit of Real Tequila
January 26 2009 - 8:00AM
PR Newswire (US)
New Marketing Campaign Touts "100% Agave, 100% Real" LOUISVILLE,
Ky., Jan. 26 /PRNewswire/ -- Brown-Forman Corp. announced today
that its el Jimador Tequila brand is introducing a 100% blue agave
tequila product in the U.S. el Jimador Tequila is also rolling out
a striking new package and will be accompanied by a nationwide
integrated marketing campaign, 100% Agave, 100% Real. (Photo:
http://www.newscom.com/cgi-bin/prnh/20090126/CL62181-a ) (Photo:
http://www.newscom.com/cgi-bin/prnh/20090126/CL62181-b ) "Produced
and bottled at Casa Herradura and currently the number-one selling
tequila in Mexico, el Jimador is quickly becoming the tequila of
choice for U.S. consumers looking for a high quality, authentic
tequila at an accessible price," said John Hayes, Senior Vice
President, Managing Director, Tequilas. "Made from 100% agave using
traditional tequila-making process at Casa Herradura, el Jimador
has a smooth and balanced taste that is easy-to-drink." el
Jimador's signature cocktail, the Authentic Jimador Paloma, is the
most popular tequila cocktail in Mexico and is rapidly growing as
the tequila consumption choice for US consumers seeking an
authentic tequila cocktail. The Paloma cocktail, a mix of tequila
and Fresca(R) or Squirt(R), leverages the growing trend of
grapefruit popularity in the US and adds a refreshing spin to
tequila cocktails. "Consumers seeking refreshment and authenticity
will be pleased with our high-quality and smooth tasting 100% agave
tequila," said Jesus Ostos, U.S. Brand Manager for el Jimador. "The
price for el Jimador will also remain the same so that consumers
can continue to enjoy premium tequila at an accessible price." The
new packaging of el Jimador moves the brand presentation to a tall,
angular bottle, while retaining the brand's core signature icon -
the Jimador himself. el Jimador is named after the proud men that
harvest the finest agave plants used for making the tequila. The
premium packaging beautifully showcases the range of product color;
the crystal clear blanco, the golden hue of the reposado and the
rich, amber anejo. Created by AOR Draftfcb Chicago, in conjunction
with the Draftfcb Mexico City, the 100% Agave, 100% Real campaign
delivers a primary brand message; in a world where everyone
associates tequila with celebration, el Jimador is the most
authentic tequila celebration. This authenticity is brought to life
through a visual of a Mexican wood carving (created by an artist,
Claudio Limon, in Guadalajara, the region of Mexico where el
Jimador is made). The wood carving illustrates the brand story and
is a tapestry of icons and symbols that relate to el Jimador's
history, production process and tequila celebration. The bilingual
campaign will include television, print, out-of-home, POS and
interactive. Casa Herradura was named "2007 Best Distiller of the
Year" by Wine Enthusiast magazine. Since 2000, el Jimador has
received numerous accolades from industry insiders, including the
Adams Beverage Media Growth Brand Award in the Fast Track Category
for 2005 and 2006. To learn more about el Jimador, visit
http://www.eljimador.com/ About Brown-Forman Brown-Forman
Corporation (NYSE:BF-B) is a diversified producer and marketer of
fine quality beverage alcohol brands, including Jack Daniel's,
Southern Comfort, Finlandia Vodka, Tequila Herradura, el Jimador
Tequila, Canadian Mist, Fetzer and Korbel California Champagnes.
CONTACT: Michael Delgado Brown-Forman 502-774-5688
http://www.newscom.com/cgi-bin/prnh/20090126/CL62181-a
http://www.newscom.com/cgi-bin/prnh/20090126/CL62181-b DATASOURCE:
Brown-Forman Corp. CONTACT: Michael Delgado of Brown-Forman,
+1-502-774-5688, Web Site: http://www.eljimador.com/
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