JOSE CUERVO® LAUNCHES CINGE™ - SILVER TEQUILA INFUSED WITH CINNAMON - SUPPORTED BY $10 MILLION ABOVE THE LINE CAMPAIGN
A shot of Jose Cuervo® tequila already represents one of the most renowned drink rituals in history, and now Cuervo® is adding some fire to the world’s number one selling tequila. Jose Cuervo® Cinge™, the new, natural cinnamon-infused silver tequila, is the next chapter for the family-owned brand, which has been distilled in the town of Tequila, Mexico since 1795.
A spokesperson for Proximo, the U.S. importer of the brand, said, “Cuervo®’s Master Blenders have truly taken tequila to the next level. The infusion of Mexican Cinnamon and other spices match perfectly with the clean, crisp agave flavors. This blend of bold flavor, combined with the sweet and natural cinnamon sting, is going to make for an even more exciting shot occasion. The quality and character of Cuervo® Cinge™ is in keeping with Jose Cuervo®’s tradition, and we think our fans will love this new product.” The spokesperson also noted that in addition to being a delicious, chilled shot drink, Cuervo® Cinge™ mixes well with hard apple cider, cola and lemon-lime soda for a perfect kick.
The Mexican scorpion will serve as the mascot for Cuervo® Cinge™. Proximo’s spokesperson said, “It’s in the scorpion’s nature to sting. Cuervo® Cinge™ is innovation untamed, so it was an easy choice to have this creature represent the product.”
Jose Cuervo® Cinge ™ will be available in 50ml, 200ml, 375ml, 750ml, 1.0L and 1.75L bottles, hitting shelves this fall across the U.S. and will retail for $17.99 per 750ml bottle.
The launch will be supported by $10 million in media as well as on and off-premise promotions. The campaign will initially be launched online via social networks, but will be followed by a national campaign. Cuervo®’s agency, McCann Erickson New York, has created an animated 15 and 30 second spot, print ad and a graphic novel, inspired by the fierce nature of the scorpion — evoking the bold and fiery nature of the product and challenging spirits lovers to “get stung”.
Jose Cuervo® Cinge™: Jose Cuervo® Tequila Infused with Cinnamon and Natural Flavors. 35% Alc/Vol. (70 proof). Trademarks owned by Tequila Cuervo La Rojeña, S.A. de C.V. ©2013 Proximo, Jersey City, NJ.
About Jose Cuervo® Tequila: Jose Cuervo® is the largest and most widely distributed Tequila brand in the U.S. and the world. The Jose Cuervo® portfolio of Tequilas includes Jose Cuervo® Especial Gold, the world's best-selling Tequila, Jose Cuervo® Tradicional, Jose Cuervo® Platino, Jose Cuervo® Reserva de la Familia, Jose Cuervo® Golden Margarita, Authentic Jose Cuervo® Margaritas and Jose Cuervo® Margarita Mix.
Jose Cuervo® is distributed in the U.S. by Proximo, a privately owned, premium spirits importer founded in 2007 and based in Jersey City, New Jersey. In addition to Jose Cuervo®, the company's portfolio includes: 1800® Tequila, Three Olives® Vodka, The Kraken® Black Spiced Rum, Maestro Dobel™ Tequila and Hangar One® Vodka.
For more information, visit www.Cuervo.com.
For more information about Proximo, visit www.ProximoSpirits.com.