A Destination Drink
Margaritaville is a $750M brand encompassing a broad product line of food, music, restaurants, apparel, beer, spirits and more. While the brand had 74% brand recognition in the US, the centerpiece of its spirits portfolio – tequila – was still perceived as a value option relative to the rest of the category. Additionally, consumers were having difficulty navigating the brand’s 40-plus products and flavor extensions. Gemini Spirits and Wine challenged Trinity to upgrade the look of the Margaritaville spirits brand and create a cohesive yet shop-able architecture for all its tequilas, rums and ready-to- drink products(RTDs).