Margarita premix goes national

24 March, 2009

Premixed margaritas are being rolled out nationally following a successful trial by Jose Cuervo in selected Asda and Tesco stores.

The 70cl mix first appeared in 2007 and Diageo feels the time is now right to capitalise on the drift towards spirits and cocktail drinking at home.

Available in the UK in packs of six from April 2009, the roll-out will be supported by a £75,000 investment including trade press advertising and functional POS for retailers. An on-pack promotion offering £3 off each case will also be available across 3,500 retailers.

Emma Sherwood-Smith, senior brand manager for Jose Cuervo, said: “Over the past 18 months Jose Cuervo Authentic Margaritas has experienced fantastic sales, leading to our decision to make it available nationwide.

“Cocktails are hugely popular in the on-trade and with the growing trend towards entertaining at home, Jose Cuervo Authentic Margaritas allows people to be more creative with their drinks offerings and serve bar-standard cocktails easily from home.”

The product is a blend of tequila, triple sec and lime.

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