By Andrew Starke

Diageo Australia is investing $800 000 in a new José Cuervo on-premise program that will send four bar managers and one bartender on an all-expenses-paid trip to Mexico in May 2011.

Commencing this week, bar managers and staff at 120 of José Cuervo’s top on-premise venues in Victoria, New South Wales, Queensland, Western Australia and South Australia have will have the opportunity to earn points for supporting José Cuervo.

To participate in the program, bars, hotels or clubs are required to engage with customers to improve their José Cuervo experience.

Diageo Australia will support participating venues over the summer promotion.

“This is a huge investment into driving brand awareness of José Cuervo and category growth of tequila through our all-important gatekeepers – bar managers and staff,” said marketing manager for José Cuervo, Diageo Australia, Sam Reid.

“The on-premise is a critical channel for José Cuervo and we are thrilled we can reward our top José Cuervo customers through this exciting ‘money can’t buy’ prize trip to the historic distillery.”

According to Diageo, José Cuervo is Australia’s and the world’s number one premium tequila brand, and is also the eighth biggest spirit brand in the world.

In Australia José Cuervo holds 43.2 per cent volume and 42.8 per cent value of the local tequila market and the brand is growing at 5.3 percent by volume and 7 percent by value (Nielsen Scantrack Liquor MAT August 2010).

For more information on TheShout's involvement with the trip to Mexico trade promotion and the Terms and Conditions involved, click here.

Entries close on January 31, 2011.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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