Beverage Alcohol Strategies
CASE STUDY: TEQUILA 1349
THE BUILD BEHIND THE BRAND
CLIENT OVERVIEW
Tequila 1349 is a premium tequila brand that aimed to enter the competitive alcohol beverage market. With a desire to establish a strong presence and compete effectively, Tequila 1349 sought the expertise of 2nd Floor Solutions. We were recommended for our extensive experience in guiding brands from concept to market, making them the ideal partner for Tequila 1349's brand-building journey.
A WOMAN-INSPIRED SPIRIT ROOTED IN TRADITION, AND PERFECTED FOR A UNIQUE TASTE
Located at the northern tip of the world-famous Golden Triangle highlands, The Lopez Family comes from three generations of agaveros. A tradition typically reserved for fathers and sons, Lizzy broke convention when she was gifted an acre of her family land in 2016.
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Seventy one blue agave plants were carefully planted in nineteen rows of the finest red clay soil – and 1,349 of Lizzy’s very own plants was the starting point of what would become a growing venture five years later.
CHALLENGES FACED
Tequila 1349 faced several challenges in establishing its brand within the tequila category.
Key challenges included:
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Understanding the competitive landscape.
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Defining a brand strategy to differentiate itself.
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Sourcing high-quality materials for packaging.
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Navigating the regulatory requirements for labeling and compliance.
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Selecting and collaborating with the right importer.
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Securing partnerships with state wholesalers and licensees.
OUR APPROACH
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Category and Competitive Set Analysis: 2nd Floor Solutions began by conducting a thorough analysis of the tequila category and the competitive landscape. This provided Tequila 1349 with valuable insights into market trends, consumer preferences, and the strategies adopted by other tequila brands.
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Brand Strategy Development: Based on the category analysis, 2nd Floor Solutions worked closely with Tequila 1349 to develop a comprehensive brand strategy. This included defining the brand's unique value proposition, determining an appropriate price target, designing packaging and label concepts, and establishing the ideal package configuration.
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Material Sourcing and Alignment: To ensure consistency and alignment across all brand elements, 2nd Floor Solutions meticulously sourced materials and "dry" goods that complemented Tequila 1349's brand identity. This encompassed selecting glass, closures, labels, outer shippers, and other packaging components that aligned with the brand's taste profile and overall image.
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Production and Logistics: Once all the elements were in place, production commenced, resulting in finished goods. 2nd Floor Solutions then took charge of arranging transportation, warehousing, and compliance-related processes, including label registration, federal regulations, and local compliance requirements.
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Wholesaler Registration and Market Presentation: To expand Tequila 1349's reach, 2nd Floor Solutions facilitated the registration of state wholesalers and initiated the brand's introduction to key market licensees. The first major success came with Binny's, a prominent retailer in the Chicagoland area, authorizing the brand, signaling a significant milestone for Tequila 1349.
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Sales Execution and Promotion: With the foundation established, 2nd Floor Solutions developed comprehensive market-specific plans to execute sales strategies. These plans encompassed various promotional activities designed to create brand awareness and engage consumers at the point of purchase.
RESULTS ACHIEVED
Thanks to 2nd Floor Solutions' strategic guidance and comprehensive approach, Tequila 1349 successfully entered the tequila category and overcame numerous challenges along the way. The brand was well-positioned to compete against a subset of tequila brands, and its partnership with Binny's provided a strong initial foothold in the market. With detailed market plans in place, Tequila 1349 stands poised for sales execution, continued growth, and increased consumer visibility.
CONCLUSION
The collaboration between Tequila 1349 and 2nd Floor Solutions exemplified the consulting firm's expertise in the alcohol beverage industry. By providing invaluable insights, strategic guidance, and hands-on support, 2nd Floor Solutions played a pivotal role in building a strong foundation for Tequila 1349's brand. As the next phase of the project begins, Tequila 1349 is well-equipped to sell its brand and capitalize on the solid groundwork laid during the initial stages of the partnership with 2nd Floor Solutions.