The Braves spice up Turner Field with booze from South of the Border
Kicking off Major League Baseball’s 2011 season, the Atlanta Braves and Familia Camarena Tequila
While Familia Camarena’s 100% agave tequila was introduced to the United States in limited markets last year, the family-owned and -operated distillery has officially launched in Georgia with this partnership, and in other states with five other high-profile MLB clubs: the San Francisco Giants, the San Diego Padres, the Los Angeles Angels of Anaheim, the Chicago White Sox and the Colorado Rockies.
Based in Atlanta for over 45 years, the Braves
are the MLB’s winningest team since 1991, with 14 division championships, five National League pennants and a World Series title in that time period. They play at Turner Field, built in 1996 for the Centennial Olympic Games.
In an interview with WinmoEdge, Familia Camarena Tequila
’s communications specialist, Kylie Garrett, a consultant with Calhoun & Company Communications, outlined the benefits of this deal in greater detail.
: Tell me more about Camarena’s decision to partner with the Braves. I know they entered the U.S. market last year on the West Coast – what brought them to the Southeast?
Kylie Garrett: Familia Camarena Tequila launched in California, Nevada and Texas in 2010 with plans to expand distribution nationally in 2011. The first four months of this year have been focused around an aggressive rollout program flanked by integrated marketing, sales and PR synergies working together to launch Familia Camarena Tequila to the rest of the country, with strategic attention to local relevance in each new market. By next month, the 100% agave tequila will have achieved the very exciting benchmark of national distribution.
In 2010, Familia Camarena Tequila secured sports sponsorship deals with the San Francisco Giants and Los Angeles Angels of Anaheim as part of the brand’s marketing strategy to reach consumers on a local level. As we launch the brand to new markets across the country this year, Familia Camarena Tequila is continuing this strategy with professional sports organizations that are fit for the brand.
The Braves franchise has a reputation for consistently good baseball teams and loyal fans. Good crowds, good energy and warm weather in Atlanta makes Turner Field a hot ticket item for locals during baseball season and a natural fit for Familia Camarena Tequila.
WinmoEdge: What’s the most exciting aspect of this agreement? I was at the Braves-Phillies game yesterday and saw the Camarena tequila stand – it was a surprise, but appeared to fit right in.
Kylie Garrett: Most exciting for Familia Camarena Tequila is the designation as the first-ever spirit to partner with the Braves. As a new brand, we are thrilled to be a part of other partners’ firsts, and to work together to enhance and achieve our goals.
WinmoEdge: It’s clear that partnering with Major League Baseball teams will bump Camarena’s brand-recognition sky high. What other benefits does the company hope to feel? How will this – and other, similar partnerships – change or enhance Camarena’s marketing initiatives?
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% 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 Braves sponsorship, along with the other five MLB 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 would you consider the primary marketing and media channels that Camarena – through Gallo [who operate the U.S.-based importer], Calhoun or any other external agency – uses to advertise to consumers?
Kylie Garrett: Sports sponsorships are one of several initiatives Familia Camarena Tequila has employed to introduce the brand to consumers.
Out-of-home and print campaigns tailored around the 100%-agave message have been deployed in priority launch markets. Traditional media tours have been executed with Familia Camarena’s Director of Agave Mauricio Camarena and Master Distiller Miguel Cedeno Cruz, resulting in print and online exposure for the brand.
Social media via Facebook and Twitter is another primary channel through which Familia Camarena Tequila has been able to reach and engage consumers, and is currently the main focus of the Camarena Taco Truck – a marketing initiative that launched last year in Los Angeles – as a creative means to build awareness about Familia Camarena Tequila, both at the direct to consumer level, locally, and beyond the street to continued digital awareness socially.
Following the success of the Camarena Taco Truck in 2010, Familia Camarena Tequila decided to expand the fleet to three trucks, which are currently traveling simultaneously to different cities across the nation delivering the Familia Camarena Tequila 100% message and building excitement about the new brand.
WinmoEdge: What type of consumer does the company target through advertising, and how will that change with the latest partnership deal, if at all?
Kylie Garrett: Familia Camarena Tequila’s marketing strategy is to educate consumers on the benefits of 100% 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.
The Camarena Taco Truck is a perfect example of this. While consumers cannot actively try the product, they are engaged on an interesting and educational level, which is an experience that resonates with consumers beyond the free tacos. Education and awareness is further reinforced on the digital level where Camarena Taco Truck visitors can interactively see pictures of themselves, “check-in,” etc.
Sports sponsorships are another way for consumers to trial our product in a fun, stimulating and memorable environment. It is these types of "experiences" and opportunities for "discovery" that Familia Camarena Tequila hopes to achieve with our marketing initiatives.
WinmoEdge: Does Camarena work with any other external partnerships? If so, does this include agency relationships or promotional and/or marketing partnerships with like-minded brands?
Kylie Garrett: 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.
According to The List database, The Braves have contracted with Calhoun out of San Francisco.
In 2010, the Atlanta Braves spent approximately $1.6 million on advertising, with the vast majority – $1.1 million – allocated to spot television ads, reports the Nielsen Company.
Familia Camarena Tequila
1541 Cummins Drive
Modesto, CA 95358
The Atlanta National League Baseball Club, Inc.
755 Hank Aaron Drive, Southwest
Atlanta, GA 30315
Senior Director, Corporate Sponsorships
Executive Director, Marketing
Executive Vice President, Sales & Marketing