New Cuervo Strategy: Target Upscale, Young-Adult Lifestyle

february 26, 2004  05:59 pm
With its reputation as a "party catalyst," tequila is associated by many with fond if fuzzy memories (or fantasies) of collegiate wild times involving single shots, spring flings, and other youthful antics. Cuervo, the world's leading tequila brand, believes that that image gives its drink far too little credit and fails to reflect the fact that millions of people now enjoy Cuervo Gold well beyond graduation day into mature adulthood - not only for Cinco de Mayo parties, but year-round.