Mandate:

Reverse stagnation and restore meaningful growth to a premium tequila brand that had plateaued for several years.

Challenges:

• Minimal volume growth
• Diffused distribution strategy
• Event-heavy spending with limited retail impact
• Misalignment across pricing, accounts, and velocity goals

Actions:

• Re-centered strategy around distribution fundamentals: where to play, how deep to go, and how to drive velocity
• Aligned with JV partner on pricing architecture, priority markets, and target accounts
• Refocused cultural partnerships to support commercial objectives
• Reallocated spend from large-scale events into retail activation and account-level execution

Results:

• Grew 173% in 2023
• Ranked among the top-performing spirits brands in Nielsen for much of the year across volume, revenue, and velocity growth

Impact:

‍Shifted the brand from sporadic activity to disciplined commercial execution —proving that distribution focus, pricing clarity, and retail investment drivescalable growth in premium tequila.

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