AND JOSE CUERVO
CLIENT: JOSE CUERVO INTERNATIONAL
The business had recently acquired new additions to its international portfolio, including Bushmills and Kraken and were seeking support to develop a portfolio positioning strategy to drive volume for the brands across continents.
Using our proprietary NeedMaptm tool to identify the core emotive needs for each brand we were able to craft distinctive territories for each of the brands, along with a number of exciting innovation platforms.
The world’s biggest tequila maker, which makes up 30% of the workldwide tequila market, reported a 52.4 percent spike in revenues, Reuters reported, 2017.
Kraken Black Spiced Rum was launched into the UK building on its success in the States as the fastest growing rum. Despite being relatively new to the UK market, Kraken has made a name for itself — thanks in part to its distinctive bottle, which makes it a back bar favourite. Source: Evening standard, 2016.
Haines McGregor worked with my teams around the world to instill models and a way of thinking which lifted their eyes to new possibilities for growth, and more effective ways of driving it; through strategic planning, positioning and activation.
Nigel Truphet, CEO Jose Cuervo International