CASA NOBLE TEQUILA
From Niche to National: A Major Player Pursues New Markets
Constellation Brands, owner of a quickly growing Mexican beer portfolio that includes Corona and Modelo, saw an opportunity to leverage its loyal following by acquiring another Mexican import: tequila. After its purchase of the niche, super-premium Casa Noble brand, Constellation turned to Trinity Brand Group to help make its entrance into the tequila market a success.
We first conducted a rigorous audit of the tequila category across all pricing tiers, mapped white-space opportunities and evaluated existing messaging and equities for Casa Noble and its competitors. The resulting new, ownable brand idea and positioning received the highest consumer scores ever for Constellation and one of the highest ever for Ameritest, the quantitative research company, in the areas of relevance, purchase intent and differentiation. That brand idea drove the development of a new brand identity, packaging, brand voice and story that today lives across all consumer and trade communication.