George Clooney’s Casamigos Tequila looks to stand out from ‘inauthentic brands’
After becoming the fastest-growing tequila in the US, Casamigos, which is partly owned by Hollywood star George Clooney, is looking to push its position as an “inclusive and authentic” brand as it launches in the UK and kicks off its first marketing campaign.
The “House of Friends” marketing push, named after a rough translation of the “Casamigos” name, asks fans of the small-batch premium tequila to document their experiences drinking it and submit video content on social media for a chance of being featured in the social campaign.
It kicked off with a candid video of brand friend and fashion photographer Jason Lee Perry and musician Lukas Nelsen drinking the tequila on a camping trip.
Casamigos Tequila’s marketing and creative director Domenic Venneri told Marketing Week that the creative for the first official marketing campaign was all done in-house.
“Instead of going out and creating a fictitious campaign, which is pretty popular right now, we’re really just showing our brand values,” he said.
With the tagline “Brought to you by those who drink it” the brand was founded by Clooney along with two friends, bar and restaurant mogul Rande Gerber and Discovery Land Company CEO Mike Meldman.
Clooney and Gerber set out to make smoother-tasting tequila “without a hangover” while spending time at their houses in Cabo, Mexico.
“They went to a distillery and asked if it could be done,” Venneri said. “800 samples later, they have the perfect cure and were making it for their friends.”
He said the Mexican government wanted to start taxing the pair, so in 2012 they decided to launch a company.
Three different variants of the tequila are made in Jalisco, Mexico from pure agaves roasted in brick ovens instead of steamed according to Venneri. The fermentation process also takes 80 hours compared to the industry standard of 48.
“The distinction is that George and Rande actually own the company – it’s their money and them making decisions, it’s not them endorsing it,” Venneri said, adding that each batch is tasted and approved by both Gerber and Clooney before being bottled.
There are currently no plans for the Hollywood star to be centered out in the brand’s advertising.
on . Marketing Week