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.



Clearing the Path

The Casa Noble brand was respected by industry experts but needed to evolve to become a major player. Our findings suggested that it would have to brush away its quiet formality and become more personal, contemporary and vibrant. Making a strong connection to its particular Mexican heritage and family history would provide a meaningful way to connect with consumers and live distinctively in the tequila space.



Striving Toward a Higher Standard

The brand idea we developed – The Noblest Pursuit – is rooted in the passion of the tequila maker, evident in his “no-corners cut” standards for tequila making and rich, family heritage. The brand personality takes on the more extroverted, social role necessary for an exciting spirits brand, conveying a strong message about sharing with the world.



Driving Relevance

Trinity focused on making the brand work harder at shelf while maintaining a decidedly premium look. The design’s masculine brand identity, iconography and easy-to-shop portfolio strategy drives relevance with more consumer segments and enables the brand to reach more occasions. Finally, the design solution speaks directly to consumers’ desires – a luxury experience from start to finish.

North American Location

Trinity Brand Group
817 Bancroft Way
Berkeley, California 94710
510 982 7177 (t) 510 982 7188 (f)

For new business inquiries:
[email protected]


    European Location

    Trinity Brand Group
    The Harbour
    Co. Wicklow A63 D329
    +353 1 524 2070 (t)

    For career opportunities:
    [email protected]