As more drinkers trade their well shots for premium tequila, new marketing partnerships with some of the sports world’s more luxury events and surprising celebrity backers are emerging. Tequila helped drive revenue last year for spirits, up 17.2% to almost $6 billion according to the Distilled Spirits Council of the U.S., and consumers are trading up by sipping higher end brands and adding them to margaritas at the expense of value and mid-tier segments. The rise in high-end tequila gives context to Patrón’s partnership with luxury motorsport Formula 1 over the past few years, or even Michael Jordan-backed Cincoro’s $350 bottle. Here are a few other ways brands are coming out swinging.
Maestro Dobel Serves Up New US Open Partnership
Marking another step in cristalino’s ascent, Maestro Dobel Tequila announced last week it is the first official tequila of the US Open, beginning with the 2023 event. While Don Julio 70 Añejo Claro Tequila, which debuted in 2011, and Maestro Dobel’s Diamante both claim to be the first cristalino on the market, clearly the segment has come a long way since then.
The style of aged tequila that has been filtered to remove the colors of the aging process represents 19% of the dollar share of tequila añejo, up 30% since last year.
The move further cements Dobel as a professional tennis partner, the brand also serves as the official tequila across key tournaments including the Miami Open, BNP Paribas Open and Western and Southern Open. Placement of Dobel Tequila branding in on-court signage will be visible to fans watching at home, and on-site fans will have the opportunity to taste the portfolio at concession stands, restaurants and private hospitality spaces.
The partnership will help “continue the acceleration of the tequila category with an international audience,” said Juan Dobel, founder of Maestro Dobel Tequila in a statement.
Casa Azul Brings in Another Pro-Golfer
Casa Azul, founded by serial beverage entrepreneur Lance Collins— the beverage mogul behind Fuze, Core Hydration, and Body Armor— has announced another celebrity investor. Pro golfer Brooks Koepka has joined U.S. Women’s Open Champion Michelle Wie West and Eiza González as a partner in the tequila.
Koepka has five major championship wins to his name and was the first golfer to win consecutive titles in two Majors, the U.S. Open and the PGA Championship, simultaneously. Koepka was also an investor in performance energy drink brand A SHOC, another beverage venture from Collins.
Casa Azul Tequila Soda launched in August 2022, followed by Casa Azul Organic Tequila debuting in May 2023. Casa Azul Tequila Soda, which was recently announced as the #1 fastest-growing Tequila RTD by Drizly, is partnered with two-time national champion and football player Travis Kelce.
Former NFL Players Build on Their Roots
Tequila brands are making a play for the tailgate too: Celaya Tequila, a tequila brand launched by former NFL players earlier this year, announced that it’s now the official tequila of the 77,000-capacity Los Angeles Memorial Coliseum and partner of USC Athletics.
Prior to launching Celaya Tequila and before their NFL careers, the founders and brothers Matt Kalil and Ryan Kalil were both all-American offensive linemen at USC. The leadership team also includes Joel Selesnick, a former vice president of sales at Patron Tequila.
Patrons will now be able to enjoy Celaya Tequila cocktails, and sample the tequilas in the 1923 Club in addition to participating in pre-game activations.
“Celaya Tequila, which is based in Los Angeles and founded by USC alumni, is the perfect partner for the Coliseum and USC Athletics,” said Drew DeHart, vice president and general manager for USC Sports Properties and Playfly Sports.
The company announced a distribution agreement with Southern Glazer’s Wine & Spirits in Arizona and California in May, following a founder-led funding round.