The tequila category is hot, and Constellation saw an opportunity to go big with its recent acquisition – Casa Noble – to capture share in that growing market. They brought Trinity in to help get smart on the category, consumer and opportunity for positioning the small but highly respected super premium tequila brand, and then create a visual expression, architecture and lineup that would earn the niche brand a place next to category leaders nationally, on-premise and off.
Trinity created “The Noble Pursuit” strategy to drive a powerful verbal and visual expression for the new brand. The new look and its artful extension across higher price point tiers – each with more sensorial details and discoveries – encapsulates the idea of a luxury experience from start to finish. Following the relaunch, Casa Noble became the fastest growing tequila brand in its category and was named “Tequila Producer of the Year” by the International Spirits Challenge.