McCann New York has resigned from their account with tequila brand Jose Cuervo after nearly two and a half years together. The decision was based on financial factors. McCann's recent work for Cuervo featured a nostalgic campaign aimed at engaging millennials that referenced the Rolling Stones' infamous 1972 tour known for cocaine and tequila. Jose Cuervo is the top selling tequila worldwide and is targeting marketing efforts at 25-34 year old females through fashion and beauty magazines, websites, and sponsoring events like concerts and tattoo conventions popular with the demographic.

1. NEW BUSINESS
PITCH BRIEF
JOSE CUERVO

2. OVERVIEW
After nearly two-and-a-half years of partnership, McCann New York has resigned from their account with US leading
tequila brand, Jose Cuervo.
"Today we notified our Jose Cuervo client that we have decided to end our relationship," agency president Chris Macdonald
wrote in an internal email to McCann staffers.
The decision to cut ties was based on "a variety of factors, including financial," Macdonald said. "The great news," he added,
"is that there are lots of opportunities across the spirits and beer categories… get ready!"
McCann's most recent work for Cuervo was a stylish riff on the Rolling Stones' debaucherous 1972 concert tour, informally
known as the “Cocaine and Tequila Sunrise tour.” The ad’s nostalgic theme could be interpreted as aiming at the Baby
Boomer demographic, but as explained by a McCann spokeswoman to adage, it actually aims to engage millennials.
http://www.adweek.com/news/advertising-branding/ad-day-jose-cuervo-flies-back-famously-depraved-rolling-stones-tour-72-166936
http://www.adweek.com/news/advertising-branding/ad-day-jose-cuervo-flies-back-famously-depraved-rolling-stones-tour-72-166936
http://www.adweek.com/news/advertising-branding/ad-day-jose-cuervo-flies-back-famously-depraved-rolling-stones-tour-72-166936
http://www.adweek.com/news/advertising-branding/ad-day-jose-cuervo-flies-back-famously-depraved-rolling-stones-tour-72-166936
http://www.adweek.com/news/advertising-branding/ad-day-jose-cuervo-flies-back-famously-depraved-rolling-stones-tour-72-166936

3. BACKGROUND SUMMARY
Jose Cuervo is a brand of tequila that was founded in 1795 by Don Jose Antonio de Cuervo. It is the best selling tequila in
the world with 35.1% market share of the tequila category worldwide.
Jose Cuervo has always been family-owned and is run today by the Beckmann family of Mexico, direct descendants of Don
Jose Antonio de Cuervo. Juan-Domingo "Dobel" Beckmann, son of Don Juan Beckmann, is the sixth-generation leader of
the company. In July 2013, Proximo Spirits took over US distribution of Jose Cuervo from Diageo, which had managed it
since 1997.

4. MARKET SHARE
The tequila market is a $3 billion market worldwide, and US tequila sales make up 80% of it ($2.4 billion).
Currently Cuervo is the market leader with a 33% share or $792 million. Patron boasts a 15% market share or $360 million
per year, while Sauza has a 14% share or $336 million.
33%
15%
14%

5. brands OVERLAP
7.2% 5.0%
3.9%

6. Tequila shots for young men and margaritas for their mothers?
Analyzing the demographics of Jose Cuervo’s audience, we noticed a striking difference between male and female
consumers in terms of age distribution.
With a demographic almost perfectly divided between the two genders (50.1% Female), looking at the age distribution of
both we can see how the tequila brand attracts mature women who probably use tequila to make margarita cocktails rather
than shots, while, at the opposite end of the spectrum, are millennial males in the 25-34 age range.
40%
30%
20%
10%
0%
13-17 18-24 25-34 35-44 45-54
40%
30%
20%
10%
0%
13-17 18-24 25-34 35-44 45-54

7. Tequila shots for young men and margaritas for their mothers?
When we look at the consumption of margaritas within the last 6 months, we see that it isn’t a drink decisively more often
consumed by older women - which sparks a potential opportunity for Jose Cuervo to engage a smaller, but important, part of
its audience: Young women.
AGE 18 - 24
AGE 25 - 34
15,038
21,021
1,120
1,383
7.4
6.6
14.9
22.8
133
117
AGE 35 - 44
AGE 45 - 54
20,413
22,509
1,001
1,511
4.9
6.7
14.9
22.8
87
120

8. As indicated by socio-demographics, many of Cuervo’s 25-34 old female imbibers have started a
family (38% married) and had children (46%). If they aren’t married, they have significant others,
with 32% of women in relationships. Most have a high education level (College 76%) and a
low-to-medium income.
AUDIENCE ANALYSIS
Target Segment: Jose Cuervo’s 25-34 year-old Females
STATUS
Married (38.4%)
INCOME
$40K - $70K (62%)
GENDER
Female (100%)
FAMILY
Without Kids (54%)
AGE
25-34 (100%)
EDUCATION
College (76%)

9. Top 10 Psychographics
Image and style, as revealed through the Beauty & Wellness and Fashion Lovers traits, are very important to
this demographic, as shown by the relevance indexes. These young women are highly engaged by cosmetics
and makeup according to the high popularity of the cosmetic connoisseurs trait, and are very conscious of
fashion trends (Fashion enthusiast 195.4 pop).
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Beauty and Wellness..
Party Goers
Foodies
Fashion Lovers
Home Decorators &...
Pet Lovers
Travelers
Business People
Entertainment Jun...
Art Appreciators
37.98%
5.20%
40.51%
35.36%
15.20%
12.93%
6.38%
8.61%
40.69%
2.10%
184.3
172.65
172.31
159.08
158.31
133.11
125.57
105.53
105.43
86.17
175.2
146.93
168.06
157.46
147.17
128.72
117.22
106.47
123.53
82.84
POPULARITY
991355373
19.20%
REACH
1.00% 9.72% 29.50% 40.69%
184
BUSINESS
PEOPLE
MOTOR LOVERS
SPORTS
ENTHUSIASTS
TECHIES
ART APPRECIATORS
PARTY GOERS
MUSIC LOVERS
GAMERS
BEAUTY & WELLNESS
AWARE
ENTERTAINMENT
JUNKIES
HOME DECORATORS
AND DIYs
FOODIES
FASHION LOVERS
OUTDOOR
ENTHUSIASTS

10. Top Psychographics
beauty and wellness
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
1 Cosmetics Conoisseurs
Healthy Media
Just A Trim
Fitness Fanatics
Self Applied Style
You Are What You Eat
15.97%
1.12%
6.80%
1.23%
12.16%
1.72%
197.39
193.53
171.56
170.38
146.23
102.3
173.73
150.72
148.41
135.78
136.86
92.34
FASHION
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
1 Accessories Addicted
Fashion Enthusiast
Swayable Shopaholics
Trendy
Classic Fit
Personal Style
Sporty Stylists
Fashion Disconnects
7.44%
16.59%
13.49%
13.45%
5.33%
4.77%
0.77%
8.07%
196.25
195.48
193.72
170.3
92.39
73.27
7.61
1.38
165.65
172.87
169.55
153.9
93.63
80
24.8
36.45
7
8

11. INSIGHT
When attracting the attention of young, female tequila drinkers, print and online magazines are the best bet, since
these are their primary texts for staying up to date on beauty and fashion. Websites offer strong opportunities to
reach them as well, especially stylish cocktail blogs, but the best opportunity could be the blogger/influencer Shut
the front door written by “Honestly funny, completely random, bipolar mother and professional wine drinking
blogger” Lisa Marie. With a millennial demographic that not only admires, but demands, authenticity, reaching out
to notable bloggers like Lisa Marie would be a bold statement.
The high popularity of Magazines is followed closely by TV, Radio and Websites, while other types of media
underperform with this target in respect of the average American.
The most popular magazines for this group are about fashion and health topics, as well as related interests such
fitness, tattoos and weddings.
On TV they prefer Entertainment Channels broadcasting movies and female-oriented entertainment (E!,
LMN, Lifetime) with a high presence on Latin channels.
Cocktail recipes are highly popular too and learned through online websites like thebar.com and liquor.com.
While other relevant websites focus on discounts, couponing and stories about maternity with Being mommy
and Shut the front door.
MEDIA USAGE

12. MEDIA USAGE
TOP MEDIA SPECTRUM
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
1 Magazines
TV
Radio
Websites
Apps
Newspapers
43.27%
53.43%
37.53%
91.66%
55.37%
8.30%
116.77
104.39
103.46
101.86
87.17
68.1
131.91
126.59
121.15
133.14
115.62
81.18
POPULARITY
60901.0130
50%
REACH
<0.01% 25% 75% 100%
120
TV
MAGAZINES
APPS
WEBSITES
MAGAZINES
RADIO

13. MEDIA USAGE
MAGAZINE GENRES
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Fashion and health
Parenting
Hobby
Gossip
Animals and pets
Entertainment and arts
Lifestyle
Home and garden
Food & cooking
Music
14.08%
2.65%
9.11%
5.49%
0.81%
8.96%
10.49%
4.25%
3.47%
2.95%
160.38
155.58
155.53
146.73
141.61
129.7
124.43
122
112.11
96.34
147.75
130.62
140.31
130.09
114.42
122.94
120.89
111.61
103.5
91.86
REACH relevance
1005003.50%2.50%1.50%0.50%<0.01% 150 200
Cosmopolitan
FITNESS Magazine
Inside Weddings
People en Espanol
BlackBook
Instyle
Latina Magazine
Freshly Inked Magazine
SHAPE Magazine
Mordern Wedding
FASHION HEALTH MAGAZINES

14. MEDIA USAGE
top entertainment channels top website
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 thebar.com
InStyle Fashion One
Liquor.com
Black Friday
Being Mommy
FreeFlys
Cotton
Shut The Front Door
So Mexican
Coupon Divas
3.08%
2.77%
2.11%
4.88%
3.99%
10.17%
1.82%
2.85%
2.88%
3.48%
198.96
196.4
198.23
189.33
191.39
177.99
196.7
192.32
192.03
189.51
160.57
158.13
157.57
157.55
157.38
156.31
155.63
155.61
155.5
155.13
POPULARITY
183190170176
1.29%
REACH
0.47% 0.88% 1.70% 2.11
197
WAPA TV
FEARNET
SUNDANCE TV
E! ENTERTAINMENT
A&E
LIFETIME
VH1
WARNER CHANNEL
LMN

15. Beauty is a very central theme for this audience and, as we observed in the media usage analysis, this fashionable audience is
also interested in fitness and tattoos.
Breaking down the recreational activities we noticed the high popularity of fitness facilities like gyms and sport clubs; while
events are frequented by 1/3 of the audience who willingly participate at live rock concerts and tattoo conventions.
INSIGHT
Ladies who appreciate body art tend to also appreciate tequila, which creates the potential for tequila tasting
at tattoo events and conventions, as well as sponsorships of rock concerts. Partnerships with fitness-related
gadgets and apps might seem like an odd pairing, but this group’s interests in health make it a viable one
(Skinny margaritas anyone?).
BUSINESS OPPORTUNITIES

16. BUSINESS OPPORTUNITIES
MAGAZINE GENRES
# NAME REACH POPULARITY RELEVANCE
2
3
4
1 Leisure Facilities
Restaurants & Chains
Nightlife
Events
5.62%
60.27%
9.33%
33.26%
152.99
146.93
115.33
95.1
134.45
156.7
113.74
114.02
REACH relevance
1005003.00%2.00%1.00%0.50%<0.01% 130 160
Rock On The Range
Live Nation Pittsburgh
Ink Life Tour
Disney On Ice
BottleRock Napa
Fun Fun Fun Fest
Medieval Times Dinner & Tournament
Neon Vibe 5K
Rockettes
Live Nation
FASHION HEALTH MAGAZINES

17. One unexpected quirk of this audience is their love of horror films (and horror-genre magazines), which rank even above the
Romance category. A series of ads featuring zombies on a margarita bender could make for a funny take on “nightlife.” Interest
in monsters, pin-up models, and tattoos may be a bizarre combination, but throw a little tequila in the mix, and you never know
what creative marketing you’ll come up with.
INSIGHT
The 25-34 year-old female demographic may find it interesting that agave products aren’t limited to tequila -
agave is also used in many of their favorite skincare and hair products. It might also make for a humorous ad
campaign: Agave, as good for you on the outside as it is on the inside.
CREATIVITY INSIGHTS

18. CREATIVITY INSIGHTS
REACH relevance
100663255.52%41.64%27.76%13.88%<0.01% 134 168
Horror Films
Romance Films
Animated Films
Comedy Films
Drama Films
Science Fiction and...
Action and Adventure...
Documentary Films
TOP MOVIE GENRES TOP ENTERTAINMENT MAGAZINES
# NAME REACH POPULARITY RELEVANCE
2
3
4
5
6
7
8
9
10
1 Lowrider Arte Magazine
Bizarre Magazine
Scream The Horror Maga...
The Pin-Up Magazine
Tattoo Artist Magazine
TVyNovelas Puerto Rico
Rue Morgue
Famous Monsters of Fil...
Co.Design
Empire Magazine
1.20%
0.87%
0.27%
0.20%
0.49%
0.22%
0.33%
0.29%
0.26%
0.39%
193.26
194.82
196.2
194.34
188.35
192.6
189.45
187.93
183.84
178.9
150.89
150.23
146.01
143.71
143.2
142.82
142.27
140.7
137.65
135.98

19. If you need
more insights
on this target and
its competitors
click HERE
or drop us a line
normandin@cubeyou.com
We are here to help!
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