- STORIES FROM:
- IMPACT
- |
- MARKET WATCH
- |
- FOOD ARTS
- |
- WINE SPECTATOR
Upstart ultra-premium Tequila Avión is making its debut in New York and California, partnering with Empire Merchants in the former and Young’s Market Co in the latter. Avión, distilled from 100% agave via a proprietary process called “ultra-slow filtration,” is introducing Silver, Reposado and Anejo variants tomorrow (July 1st) in the $40–$50, $45–$55 and $50–$60 price ranges respectively.
Additional markets could follow next year, says Avión founder and chairman Ken Austin, a veteran of E&J Gallo and Seagram. The company initially produced about 10,000 cases for its entry into New York and California, which together account for more than one-quarter of total U.S. Tequila consumption (California is by far the largest Tequila market in the country, while New York ranks fourth).
Under its “Taste Elevated” positioning, Avión’s rollout is being backed by outdoor ads and a TV spot is also in the works, Austin told Impact today. While top Tequilas such as Patrón are clearly in Avión’s sights, Austin believes the brand’s light, approachable taste profile will enable it to compete across categories. “I wanted to create a smooth Tequila with a light taste and no burn, and sell it at a price that’s reachable for mainstream consumers,” he said.
Joining Austin at the helm of Avión, which is backed by a group of unnamed investors—including “notables from the worlds of arts and culture, business, technology, sports, luxury and lifestyle goods,” in the company’s words—are Jenna Fagnan, formerly managing director of Dom Pérignon USA, as president, and the recently appointed John Bilello, formerly svp global sales and marketing for Milagro Tequila, as evp, sales. Competing with the likes of Patrón in a sluggish economy won’t be easy for the new brand, but having secured the services of major wholesalers in two of the country’s largest spirits markets, Avión will have the chance to introduce itself to a wide audience in the months ahead.
Advertising
