1. WHAT IS PALENQUE
CAZADORES?
• Palenque Cazadores is a
scalable footprint that can
be configured as needed and
is to be used at music and
cultural events
• Palenque can be activated at
both on-premise and off-
premise events and was
created to immerse
consumers in the brand by
educating on CAZADORES’
authentic recipe and
premium liquid
TEQUILA CAZADORES
FY ‘13 EXPERIENTIAL TOUR
2. PROGRAM
OBJECTIVE:
• Create intimate, culturally
relevant sampling
opportunities to build Tequila
CAZADORES’ brand loyalty
• Increase perception of Tequila
CAZADORES‘ quality image
and superior liquid
• Communicate authenticity and
sociability of Tequila
CAZADORES
• Educate consumers about
CAZADORES’ storied history
and premium quality
TARGET:
• Consumer – Mex Am, Spanish Dominant, Male, 25-34
• Markets - California, Illinois, Texas, Arizona, Colorado & Nevada
3. WHAT IS
PALENQUE?
• Originally Palenque was a
Mayan city-state in Southern
Mexico
• Historically a Palenque is an
'in the round' stadium that
houses bullfights and
Mexican rodeos
• Today via ‘pop culture’ the
term references music
related festivals and concerts
held in rural areas of Mexico
SCALABLE FOOTPRINT:
Texas & California – 20’x20’
Illinois, Arizona, Colorado, Nevada – 16’x16’
4. PROGRAM GOALS:
Sample: CAZADORES signature
cocktails while educating the
consumer about the brand
Initiate: Opportunity for
CAZADORES local teams and
distributors to build rapport with
accounts
Drive: Velocity at retail by allowing
local markets to use event
sponsorships as a promotional
vehicle
Leverage: Relationships with on-
premise accounts, off-premise
accounts, retailers & distributorsCONSIDERATIONS:
Footprint requires access to power, back of house
storage area and kitchen facilities
5. CONSUMER
COMMERCIAL
ACTIVATION:
• Palenque Cazadores will
partner with Mex-Am
festivals and concerts
featuring A-List Regional
Mexican talent. FY ‘12
Concerts: La Arrolladora
Banda Limon, Duelo, Banda
MS, Gerardo Ortiz, & Jenni
Rivera
• Consumers will participate by
sampling the CAZADORES
Signature cocktails
GIVEAWAY ITEMS:
Cowboy Hats, Belt Buckles, T-Shirts, Patches, Glasses, etc.
