Familia Camarena Tequila spokesperson discusses sports sponsorships
Familia Camarena Tequila, a tequila brand owned by E. & J. Gallo Winery, announced last week that it has entered its second year of a highly successful partnership with the NFL’s Dallas Cowboys.
The announcement of Familia Camarena Tequila’s
partnership with the Cowboys coincides with sponsorship agreements with six Major League Baseball clubs, two National Basketball Association teams and three additional National Football League teams this year.
Less than two years old, Familia Camarena Tequila’s professional sports marketing platform growth has followed suit with the brand’s more than double-digit growth since its inception in 2010.
In an interview with WinmoEdge, Kylie Garrett, a spokesperson for Familia Camarena Tequila, discussed the brand’s meteoric rise, its success in partnering with sports franchises and its openess to new partnerships.
WinmoEdge: Why did Familia Camarena Tequila decide to partner with the Dallas Cowboys?
Kylie Garrett: Familia Camarena Tequila launched in California, Nevada and Texas in 2010 with plans to expand distribution nationally in 2011. As part of Familia Camarena Tequila’s launch marketing strategy, we have looked to partner with large scale organizations, like the Dallas Cowboys, that help initiate positive brand exposure and the opportunity to grow consumer trial and education on a far-reaching, yet highly localized level.
In addition to our inaugural year with the Cowboys in 2010, Familia Camarena Tequila secured sports sponsorship deals with the San Francisco Giants and Los Angeles Angels of Anaheim as well, as part of the brand’s launch in California and Texas, the two biggest tequila markets in the country.
As we have launched the brand to new markets across the country this year, Familia Camarena Tequila has renewed contracts with the Cowboys, Giants and Angels and is continuing this strategy in new markets with professional sports organizations that are fit for the brand. The Cowboys franchise has a reputation for consistently good football teams and loyal fans. Great crowds, great energy, a great stadium and Texas being a top tequila consumption state make partnering with the Cowboys a natural fit for Familia Camarena Tequila.
WinmoEdge: How has partnering with the Cowboys helped the Familia Camarena Tequila brand?
Kylie Garrett: Partnering with the Cowboys has really energized our sales within the local Dallas-Fort Worth market. Nationally, since our launch last year, Familia Camarena Tequila has recorded triple-digit volume growth, according to IRI data.
WinmoEdge: In what ways does Familia Camarena market itself in Cowboys Stadium? Does the company have a presence with the Cowboys outside of Cowboys Stadium on game days? If so, in what ways?
Kylie Garrett: As part of our sponsorship, Familia Camarena Tequila has a branded stadium bar within Cowboys Stadium, as well as one 10-second in-game radio commercial and one 5-second in-game sponsorship billboard in each of the 20 broadcasted games during the Dallas Cowboys’ preseason and regular season and any postseason broadcasts each year through 2013. All spots run locally in the Dallas-Fort Worth market.
WinmoEdge: How does partnering with the Cowboys help the company reach its target audience? What is the company’s target audience?
Kylie Garrett: Familia Camarena Tequila’s marketing strategy is to educate consumers on the benefits of 100 percent agave tequila and to provide a positive experience that resonates with our target consumer. The Millennial generation, our target consumer, is a generation that values experience and discovery and this is very much a guiding factor in our marketing strategy.
Sports sponsorships are one way for consumers to trial our product in a fun, stimulating and memorable environment.
WinmoEdge: Familia Camarena Tequila has had a great success with its sports marketing platform. What initially made the company want to get involved with sports teams? Why has this avenue been such a success?
Kylie Garrett: First and foremost, our goal of partnering with professional sports teams is to provide a grand scale opportunity for trial of our product in a fun environment filled with great energy and excitement. Sports sponsorships are a natural first entrée for Familia Camarena Tequila. We are a 100 percent agave tequila brand with six generations of history in tequila in Mexico available an affordable price point that lends to easy drinking and mixability.
The Cowboys sponsorship, along three other NFL teams, six MLB teams and two NBA teams we have partnered with this year will help establish Familia Camarena Tequila in this category and provide a springboard for future marketing initiatives.
WinmoEdge: What other teams does the company associate with?
Kylie Garrett: In the NFL, Familia Camarena Tequila is an official sponsor of the Dallas Cowboys, New York Jets, New Orleans Saints and Minnesota Vikings. In the MLB, Familia Camarena Tequila is an official sponsor of the San Francisco Giants, Los Angeles Angels of Anaheim, San Diego Padres, Atlanta Braves, Colorado Rockies and Chicago White Sox. In the NBA, Familia Camarena Tequila is an official sponsor of the Orlando Magic and Phoenix Suns.
WinmoEdge: Is Familia Camarena looking for more sponsorship opportunities in sports, or maybe even outside of sports at this time?
Kylie Garrett: We are always interested in more sponsorship opportunities in sports. Currently, Familia Camarena Tequila’s partnership focus is specifically with professional sports teams to continue a consistent launch program and strategy on track; however, Familia Camarena Tequila is always open to exploring opportunities that will support our goals as we expand.
Nielsen reported E. & J. Gallo Winery spent $4.1 million on media in 2010, with $1.4 million coming on national magazine ads and another $1.3 million coming on local newspaper ads.
E. & J. Gallo Winery
600 Yosemite Blvd.
Modesto, CA 95354
Public Relations - Calhoun & Company Communications