Jose Cuervo appoints Albion for international brief

Online, June 22, 2010 (Newswire.com) - Jose Cuervo, the world's biggest selling Tequila brand, has appointed Albion the digitally-led creative agency to develop an international brand positioning for the Cuervo branded tequila portfolio. The agency will also be developing a creative platform to work in all media but with a strong focus on integrating online channels with TV and experiential marketing.

Albion's appointment was made by Peter Gutierrez, Managing Director at Jose Cuervo International and former Chief Marketing Officer International at PepsiCo. Working with the central Marketing team based in London, Albion will team up where appropriate with local market partners to roll out in a selection of international markets 2010/11.

Jose Cuervo is the 8th biggest spirits brand in the world. It pioneered the tequila category over 250 years ago, and is still owned and run by the Cuervo family from the town of Tequila, in the province of Jalisco, Mexico. The Tequila Cuervo portfolio covers a broad range of products ranging from Premium to Ultra-Premium across its Especial, Tradicional, Platino and Reserva De La Familia brands.

Jason Goodman, CEO, Albion: 'Jose Cuervo is a unique business with a strong entrepreneurial culture driven by an incredible family who started the business in 1758. The category is in growth and seeing product and category innovation. It's a fantastic opportunity for us'.

Peter Gutierrez, MD, Jose Cuervo International: 'I joined the Cuervo business to unlock the huge, as yet untapped, potential I believe it has in international markets. It's a unique brand with a unique story to tell. I have asked Albion to help us drive this endeavour because I believe their approach is a great match with our mission. Their strong strategic capabilities, coupled with their expertise in developing Marketing platforms that work across today's multimedia environment make them an ideal partner for us.'