William Grant & Sons is launching its first ad campaign in support of Milagro super-premium tequila. Print and outdoor ads play off of the tagline, "Tequila, Evolved," positioning the brand as trendy and sophisticated.

The ads, which break this month and run through August, use "evolved" as a common theme in four headlines: “Weekends, Evolved,” “Taste, Evolved,” “Backyard, Evolved,” and “Tequila, Evolved”. Suzi Cesco, the tequila’s brand manager, said that while last year William Grant did some very small scale, tactical outdoor advertising for Milagro, the current campaign represents its first consumer push.

Magazines including Surface, Paper Magazine, Blackbook, SOMA and Wine Spectator will run the ads, created by Momentum Worldwide. Out-of-home will be featured in markets like Dallas and Los Angeles.

Cesco said the brand targets “urban expressive" consumers between the ages of 25 to 39. Milagro was created in 1997 by two young entrepreneurs, Danny Schneeweiss and Moy Guindi, who felt tequila options were still entrenched in “donkey and sombrero clichés” and could be updated into a more sophisticated products akin to the vodka category, Cesco said. Over the past 52 weeks, Milagro consumption grew 39 percent, per the Nielsen Co.

The brand uses estate-grown Agave cactus, which is roasted in brick clay ovens and distilled in a proprietary way. Schneeweiss’ family is in the glass business and Milagro is packaged in artisanal bottles. Cesco said: “This is a brand for people who appreciate an artistic, hand-crafted, high-quality tequila."

Milagro Tequila (meaning 'miracle') is made from 100% estate-grown, hand-selected, blue agave in the town of Tepatitlan in the Jalisco region of Mexico. The agaves are harvested about 8 to 12 years after planting, and the juice is extracted from the heart of the plant by roasting in clay ovens made from the estate's volcanic soil. Milagro Tequila is triple distilled, and aged longer than any other tequila to obtain its distinctive flavor.

Source: Brandweek