Fashion Institute of Technology
Brand Management
Capstone Project
Prompt:
Choose two existing brands for an audit.
After conducting the audit for the leading industry competitors of your team’s choosing, use the research and conclusions you have gathered to create a new brand.
@casamigos
@drink818
Industry Context
“Leading countries of destination of tequila exports from Mexico in 2022”
(in 1,000 liters) - Statista
Overall, the United States has outsold all other countries
California and Texas are the states to consume the most considering they share a border
Florida is a close third
Tequila Categorization
Casamigos presents itself in the premium category of alcoholic beverages.
$23.99 - $71.99 (375ml - 1.75L)
818 is categorized also categorized as premium or top-shelf tequila.
Blanco $38.99 | Reposado $47.99 | Anejo $54.99
Eight Reserve by 818 $179.99
Industry Competition:
Brand Name
Combination of casa (house)
& amigos (friends).
Perfect for gathering
and celebrating with your loved ones.
Logo
Brand color palette: teal, black & white.
Refreshing and sleek
Blue agave illustration is easily recognizable
Slogan
“Brought to you by those who drink it”
Assures credibility behind the product.
Core Brand Values
“To make the best-tasting, smoothest
Tequila and Mezcal that didn’t have to be
covered up with salt or lime.”
Brand Mantra
Emotional modifier: Joy
Descriptive modifier: Friends
Brand function: Celebration
@drink818
Brand Name
Taken from the 818 area code.
Cities in California
(Glendale, Agoura Hills, etc.)
Paying homage to her roots.
Logo/Packaging
Brand color palette: burnt orange, beige & olive.
Earthy and grounding.
Distinct typography was chosen to depict 818; a modern and bold appearance.
Slogan
“Drink 818”
Weak slogan; needs more to be more playful.
Suggestion: “Never late with 818”
Core Brand Values
“818 is committed to operating a
sustainable supply chain to reduce our
impact on the environment.”
Brand Mantra
Emotional modifier: Sweet
Descriptive modifier: Family
Brand function: Celebration
Brand Positioning:
All Ages
Gender neutral
Consumers who enjoy a top shelf tequila but don't take themselves too seriously.
Brand Positioning:
Primarily Generation Z (21+) and Millennials
Sustainability and Ethical Consumption
“ ‘People outside of Mexico don't know how embedded tequila and the agave is in their culture,’
says Assis, referencing the centuries-old uses of agave in food and drinks dating back to the ancient Mayans.
‘…When you come from the outside with only the intention to make money off of this thing that's so important — without any regard or any real knowledge or any respect to that culture — it's cultural appropriation.’ "
InStyle | Kendall Jenner's Tequila Brand Actually Is Problematic | 09.02.2022
Tequila History I
“Centuries ago, legend has it that a bolt of lightning struck an agave plant in an agave field, setting it ablaze. The heat caused a natural fermentation process, resulting in a sweet liquid known as ‘pulque’.
Pulque quickly gained sacred status among indigenous people and was used in spiritual rituals due to its unique origins, extraordinary taste, and mystical aura. “ - Diageo Bar Academy
“The arrival of the conquistadors in 1519 introduced the country to new distillation techniques and copper stills (the first on the continent).
The Spanish explorers discovered they could distill agave to produce a more potent spirit beginning the transition from pulque to a drink they referred to as ‘Mezcal Wine from Tequila.’ As the distillate gained in popularity, the name ‘Tequila’ emerged, a testament to its origin region.” - Diageo Bar Academy
Tequila History II
“The 34,658 ha site, between the foothills of the Tequila Volcano and the deep valley of the Rio Grande River, is part of an expansive landscape of blue agave, shaped by the culture of the plant used since the 16th century to produce tequila spirit and for at least 2,000 years to make fermented drinks and cloth.
Within the landscape are working distilleries reflecting the growth in the international consumption of tequila in the 19th and 20th centuries. “
“The property is also a testimony to the Teuchitlan cultures which shaped the Tequila area from AD 200-900, notably through the creation of terraces for agriculture, housing, temples, ceremonial mounds, and ball courts.”
UNESCO
UNESCO
The towns and residential settlements found around the agave plantations are a testimony to the specific cultures shaped by mezcal and tequila production
“[The settlement] exemplified the continuous link between ancient Mesoamerican culture of the agave and today'“
“Jar with Cut Maguey Leaves”
“Like other ceramic objects from Colima, the subject matter of this vessel was taken directly from the imagery of daily life. The four projecting elements of this pot are representations of a regional food staple, the succulent base of the maguey agave cactus leaf that even today is roasted and sold in the local markets of western Mexico, the area from which this jar came.
These ceramics have been found in burial contexts and their shape suggests that they would have held a liquid, perhaps one derived from the object that they depict. In this vessel, the roasted cactus, called mescal, like the fermented beverage produced by it, is depicted as if set in a bowl ready for consumption.”
2nd century BCE–3rd century CE | The Metropolitan Museum of Art
International Impact on Authenticity
The staggering global demand for tequila and mezcal has led to the need for a denomination of origin.
Ultimately, local Mexican-owned and indigenous brands have been struggling to gain a share of the market, as the corruption within the certification process makes obtaining the D.O. quite arduous.
Like Graciela, the founder of Real Minero, some refused to sacrifice authentic cultural operations or indigenous names that had been used for years to meet the D.O. standards.
Considering the hefty fees, mandated equipment that becomes a struggle to afford, and the year(s)- long wait, native brands faced brutal decisions, such as identifying as “distilled agave” or bottling their product to be resold by wealthier foreign companies for a fraction of the value, in order to make ends meet.
This form of erasure within the industry is devastating, considering local mezcaleros' laborious devotion to the craft.
Don Goyo | Certified Native Mezcal Producer
“So blessings to all the mezcaleros, magueyeros, and all the farmers in general that give, day after day, each drop of sweat, every effort they make, with a lot of passion and dedication, who make this small but important industry possible.”
“We are witnesses of the extensive fight playing out to preserve this artisanal industry”
Cultural Appropriation
Braiding has been a means of weaving together women's identities for centuries; it symbolizes socio-economic status and marks the transition to adulthood.
Kendall Jenner's styling of two braids, a white crop top, and an oversized shirt, as if she had lived on the field, formed an off-putting and inaccurate perception of her story that didn’t resonate with her audience.
The exposed midriff alone highlights the lack of awareness; commonly, protective clothing would worn to prevent the painful thorns that can easily access the agriculturalist’s skin and cause sap-induced irritation.
Any brand’s attempt to fabricate a sense of familiarity will always backfire.
Overall, the impact of this damaging advertisement was nearly impossible for 818 to recover from.
Packaging Design
Staying true to their claimed brand values, 818 chose partners dedicated to protecting our planet.
“We hold all our suppliers to high ethical and environmental standards, guided by our Supplier Code of Ethics. Our Fair TSA Certified distillery ensures fair labor practices and community support—because great tequila starts with great people and responsible partnerships.”
IMC STRATEGY
CASAMIGOS
PUBLIC RELATIONS
EVENT MANAGEMENT
CORRESPONDING SOCIAL MEDIA CONTENT
EMAIL MARKETING
Victoria Justice Birthday
02.22.24
Shaq’s Fun House
02.10.23
Event Managment
Casamigos is known for hosting some of the most riveting brand events to date and always sponsoring celebrity parties. Mastering the art of event management is so integral to maintaining brand awareness and building consumer relationships. Forming memories together with Casamigos in hand celebrates the brand’s origin of gathering loved ones and solidifies sentimental value for consumers. Additionally, every attendee was able to provide potential new consumers given their following when posting about the event on their social media accounts
Social Media
Cindy Crawford took to Instagram to announce her spinoff brand collaboration with Casamigos, “Casamigas.”
Introducing the collaboration on her Instagram opened up her audience back to the original Casamigos brand and invited an entirely new target market to their universe. It also pulls more followers and engagement to the Casamigos page and, inevitably, to their website.
Cindy Crawford is married to co-founder Ryan Gerber, so it’s beneficial to see the more silent founder becoming more open and collaborative with his family on future projects for their consumers.
Having a spicy spin-off with a woman’s creative vision generated monumental PR for both Crawford and Casamigos.
OOH Marketing - @casamigos
Cindy Crawford - @casamigos
"Take $5 off your bottle when you use code CASA5OFF on @thebardotcom"
Email Marketing
Once a potential new consumer visits the website, they are greeted with an invitation to a “pairing guide” in exchange for their email address.
Here, the brand is cleverly trying to add more accounts to their house list of emails within their database by taking advantage of the 80/20 rule:
“At its core, implementing the 80/20 Rule in content strategy involves dedicating 80% of your efforts to crafting content that genuinely interests and benefits your audience—be it through educational posts, insightful articles, or entertaining videos. The remaining 20% is then focused on directly promoting your products, services, or brand. This approach not only respects the intelligence and interests of your audience but also fosters a sense of trust and loyalty, key ingredients for long-term follower retention.” - (OnlySocial.Io)
To celebrate National Margarita Day, the brand wanted to double down and offer informational pairing guides alongside the chance to win a Willam Sonoma x Breville pizza oven and mixology kit.
IMC STRATEGY
818
SOCIAL MEDIA/INFLUENCER MARKETING
POP-UP EVENTS
OUT-OF-HOUSE CAMPAIGNS
818 college tour
Night 1 - Ohio
Emma Chamberlain - Chamberlain Coffee x 818 social media campaign
Espresso martini mixology content
OOH promotional billboard
Shot by @sophiesahara
Social Media
818 consistently posts a variety of recipes, editorial content, and even influencer collaboration content.
For instance, podcast powerhouse and YouTube Emma Chamberlain made an appearance on Jenner’s 818 Instagram to promote the new cross-collaboration between the two. Targeting Gen Z, Chamberlain was the perfect choice for this 818 collab.
The pair starred in a mixology YouTube vlog, also later posted to the brand’s Instagram, teaching their audience how to craft the ideal espresso martini just in time for the cocktail’s resurgence across the internet.
Emma’s infectious personality and Jenner’s bubbly character set a fun and interactive tone for the social media content they produced for this campaign.
Pasta Alla Tequila | Kylie Jenner and Kendall Jenner
National Tequila Day | Kris Jenner and Kendall Jenner
Pop-up events
818 is always on top of its game when it comes to its pop-up strategy. From the brand’s US college tour to its 818 Coachella outposts, meeting its consumers directly has always been a key factor in driving engagement and, ultimately, sales over time. 818 wanted to establish a direct connection between their products and youth and festival culture. By leveraging the demand for their limited free RSVPs, the urgency factor it generated exceeded expectations, pulling in over a thousand attendees, including mainstream influencers, to stir word of mouth via social media.
“After Kendall Jenner shared photos of the billboards with her 291 million Instagram followers, countless bloggers, influencers, and celebrities followed suit, posting their pics as they headed to Coachella, generating over 100 million additional impressions. Combined with the nearly 750,000 festival-goers who encountered who encountered these iconic billboards. The impressions helped drive traffic to the event and boosted general brand awareness.”
milkmoney | 818 Outpost Coachella Campaign
x
FIT SURVEY 2023
Research Demographics:
21 total participants
Age: 21-30
Gender: All genders
Geographic location - US, MENA, Europe.
Education - Undergraduate degree, graduate degree.
What age range do you fall under?
Where are you located?
What is your ethnical background?
What is your educational background?
Which gender do you identify as?
“How often do you consume tequila?”
“When buying a new bottle, which factors are most important to you?”
“Which of the two brands is more popular in your opinion?”
Which of the two celebrities do you prefer/are you more familiar with?
“On a scale of 1-4: How important are sustainable operations to you when it comes to purchasing alcohol?”
“On a scale of 1-4: How likely are you to purchase a product associated with a celebrity?”
Share your experience with Casamigos - good/bad? why?
-
"Always see people give it as a gift"
ANON RESPONSE
-
"Casamigos is always a good time! I always share it with my besties!!"
ANON RESPONSE
-
"Good, high quality and doesn’t give harsh hangovers"
ANON RESPONSE
-
"Casamigos always allows me to have a great time & to party, which is different from other tequilas for me."
ANON RESPONSE
-
"I heard it’s good. Never tried. It’s expensive."
ANON RESPONSE
Share your experience with 818 - good/bad? why?
-
"Her promo wasn’t authentic and felt distasteful and disconnected."
ANON RESPONSE
-
"Just that Kendall Jenner owns it"
ANON RESPONSE
CASAMIGOS
CASAMIGOS
After thorough deliberation, based on the analysis of both qualitative and quantitative data, the winning brand for this audit is Casamigos.
CONCLUSION: Product quality and brand association are most important to consumers.
FIT
BAILA TEQUILA | BEVERAGE INDUSTRY
Prompt:
Recap and industry overview
New brand introduction
Packaging, positioning and distribution
Brand extensions
Marketing overview
Tequila Industry Recap
The tequila global market was worth $9.7 billion in 2021
3 Types -
Anejo, Blanco, Reposado
Growing mixology and nightlife culture
Made from “the pina”, or the “heart” of the weber blue agave plant
Industry share:
28.5% Becle | 12.3% Diageo
Growth is expected to increase up to $13.5 Billion by 2028
Baila with Becky!
Bring out the best new tequila to hit the shelves and your dancefloors!
Becky G is here to shake up what’s in your cup with an authentic, bold, and smooth liquor that’ll get you to bust it down and baila any night of the week.
Context
In 2022, Becky G launched her makeup brand, Tresluce, at Ulta stores across the nation.
36.8m followers on Instagram - @iambeckyg
162. K followers on Instagram - @treslucebeauty
25,653,273 monthly listeners on Spotify
Ecuador, Chile, Paraguay, Peru, Bolivia, Spain, Mexico, Romania, Honduras, Panama, El Salvador, Nicaragua, and the United States.
The special ingredient includes the blue agave plant.
Native to the Jalisco highlands where her grandparents are from.
Many top producers in the tequila industry boom are owned by American parent companies or are resold by American brands after paying native producers a fraction of the profit value.
Creation
In Spanish, baila means “dance”.
Gomez intends to create a brand that celebrates a youthful, modern approach to tequila, without compromising its cultural legacy or expert craftsmanship.
Inspired by her musical career, and Tresluce, Baila Tequila is about bonding and lively celebration.
Baila will feature multiple flavors created by and for Gen Z, allowing you to explore and dance the night away!
Brand Elements
Name: Baila Tequila
Slogan: “The spirit that starts the party!”
Colors: Bright yellow with red accents
URL: www.bailatequila.com
Vibe: Lively and Energetic
Logo: Gold agave plant at the core
Brand color:
Packaging Design
-
The round design of the bottle is reminiscent of the sun or even a disco ball, complementing the signature gold lettering.
-
100% recycled glass for bottling and corks
-
Baila is a B certified corporation that has gone through extensive testing to ensure that all operations, including manufacturing and bottling, abide by the highest social and environmental ethical code.
-
Full-sized limited-edition bottles will be sold, along with a sweepstakes raffle ticket, at all brand events and pop-ups.
FUN
AUTHENTIC
EXPERIENCES
Core Brand Values
Bringing people together with a spirit of joy, connection, and energy.
Celebrating new memories and traditional experiences with friends and family.
Making a positive impact on our planet.
Valuing sustainable practices and minimizing environmental damage.
Supporting our local communities.
Raising awareness to help mezcaleros to purchase the necessary licenses and in order to create their own tequila brand.
Delivering transparency
Ensuring 100% quality control with every unit sold and complete transparency behind our operations
Brand Positioning:
21+ (Gen Z, “Zillennials”)
Gender neutral
Authentic origin
Ethical shoppers
Direct Competition:
Indirect Competition:
Points of parity
Considered the luxury tier of the product category.
All sourced from the Jalisco highlands.
Uses 100% Blue Weber Agave.
Casamigos has a similar starting price.
750ml bottle.
Points of difference
First brand targeting Gen Z that Gen Z owns
*Becky G was born in 1997
Owned by a public figure of Mexican descent, specifically from Jalisco
100% recycled glass bottle and seal
.
Target Market - Consumer Profile
Pricing
Distribution
Baila Tequila at Total Wines and more stores nationwide, on our website, at pop-up events, and select online retailers!
IMC STRATEGY
BAILA
SOCIAL MEDIA/INFLUENCER MARKETING
EMAIL MARKETING
POP-UP EVENTS
Baila YouTube content BTS
Becky G and her mother
Free Baila pop-up event / meet+greet
Exclusive rsvp through the website newsletter
Influencer Marketing
Mixology recipe content paired with an affiliate link
Social Media
From Instagram content to short-form TikTok/long-form YouTube content, Baila is adopting the 80/20 rule to lead their followers through the conversion funnel. Most announcements and posts will include a call-to-action (CTA) that directs users to engage with the brand and return to the brand's website, increasing traffic.
Email Marketing
First email after email newsletter subscription
Includes information about our brand history and vision
20% discount incentive for joining the newsletter
and exclusive Pre-order link
Pop-up Event / PR announcements
Pre-order tickets
Rsvp - first come, first served
Information about directions and a link to the website
Seasonal/Holiday promotions
Discount codes for the promo are solely exclusive to newsletter recipients
Incentive for others to join
Unlock the seasonal limited edition flavor pre-order link
RE-engagement
Abandoned Cart reminder
Post order- “Thank you!” letter
Outside Lands Pop-Up
Baila wants to be associated with youth and music culture, given that Becky is also an artist! The brand will introduce its “Baila Bungalow” at the 2023 festival, featuring custom cocktails and premium viewing of the stage it borders. All spots are available on a first-come, first-served basis when you sign up for the email newsletter for a chance to land on the list.
“Music festivals generate millions of dollars in revenue every year, and some of the world’s most popular pull in huge numbers of fans.”
“Outside Lands sold over 200 thousand tickets in 2018, making it the second highest grossing music festival in the world based on ticket sales.”
Outside Lands Pop-Up
“With 29.63 million U.S. dollars in revenue, Outside Lands Music & Arts Festival was the highest-grossing festival in the world in 2019.”
Fundraising for Agave Preservation and Mezcalero Certification
The Billion Agave Project
Regeneration International
Secondary Associations
References
https://www.statista.com/topics/2060/tequila/#topicOverview
https://www.statista.com/statistics/462866/us-dollar-sales-of-tequila-by-tier/
https://www.instyle.com/celebrity/kendall-jenner-818-tequila-problematic-explained
https://www.diageobaracademy.com/en-us/home/alcohol-categories/tequila-history-and-production
https://whc.unesco.org/en/list/1209/
https://www.instagram.com/p/C1NdxTjP4qL/
https://www.instagram.com/p/C4IwXQ5Mg6Q/?img_index=1
https://www.instagram.com/p/CuKmvahrq4e/
https://www.instagram.com/p/CfZn-N4pO_0/?img_index=1
https://drink818.com/pages/our-sustainable-story#:~:text=818%20IS%20COMMITTED%20TO%20OPERATING,importance%20in%20all%20we%20do.
https://www.youtube.com/watch?time_continue=24&v=-SK9LD75eY8&embeds_referring_euri=https%3A%2F%2Fcalliope-reed-knm6.squarespace.com%2F&source_ve_path=Mjg2NjY
https://www.metmuseum.org/art/collection/search/313156
https://www.youtube.com/watch?v=BcfR8j1c31I&embeds_referring_euri=https%3A%2F%2Fcalliope-reed-knm6.squarespace.com%2F&source_ve_path=Mjg2NjY
https://www.vogue.com/article/global-women-oaxaca-indigenous-braids
https://www.youtube.com/watch?v=N9MfF4dps58&t=5s
https://drink818.com/pages/our-sustainable-story
https://drink818.com/pages/818-supplier-code-of-ethics
https://www.casamigos.com/en-us/house-of-friends/shaqs-fun-house
https://www.casamigos.com/en-us/house-of-friends/victoria-justice-birthday
https://www.casamigos.com/en-us/house-of-friends/casamigos-halloween-party-2023
https://www.casamigos.com/en-us/house-of-friends/casamigos-super-bowl-party
https://www.instagram.com/p/C5gniL7gyzS/?hl=en
https://www.thecut.com/article/cindy-crawford-casamigos-tequila-casamigas-jalapeo.html
https://www.instagram.com/p/C56LUqMRlgy/
https://www.instagram.com/p/C5rOc-fy9iB/
https://www.instagram.com/p/C513DoshNAH/
https://www.forbes.com/sites/shivanivora/2024/04/08/spicing-up-the-tequila-scene-cindy-crawford-and-casamigos-unveil-casamigas-jalapeo-tequila/
https://pagesix.com/2024/04/08/celebrity-news/cindy-crawford-launching-her-own-tequila-with-casamigos/
https://onlysocial.io/the-80-20-rule-in-content-strategy/
https://www.instagram.com/p/DKxDMSwpt-e/
https://www.instagram.com/p/CrOrpUUpT8p/
https://www.youtube.com/watch?v=NVvZjKRCqbc
https://www.youtube.com/watch?v=Z19RVYmDNrE&rco=1
https://www.youtube.com/watch?v=ZEuydylj_5w&t=3s
https://www.instagram.com/p/C5Rz3fUORdg/?img_index=1
https://shortyawards.com/17th/818-college-tour
https://shortyawards.com/17th/818-college-tour-2
https://www.billboard.com/culture/product-recommendations/revolve-festival-2022-post-malone-jack-harlow-willow-1235060527/
https://www.milkmoney.com/case-studies/818-tequila-and-kendall-jenner
https://docs.google.com/forms/d/1DZVCyLMOLktue9BZmE1pj9mohkKqvvK982kdMRhDazk/edit#responses
https://abcnews.go.com/GMA/Style/becky-debuts-beauty-brand-tresluce-beauty-inspired-mexican/story?id=78462714
https://www.instagram.com/iambeckyg/
https://www.instagram.com/treslucebeauty/?hl=en
https://open.spotify.com/artist/4obzFoKoKRHIphyHzJ35G3?si=SkCHo-WjTRm1dHCUjdMLtg
https://www.crt.org.mx/en/about-us/
https://www.diageo.com/en/our-brands/brand-explorer/don-julio
https://www.instagram.com/casamigos/
https://www.instagram.com/p/DG1Ns8wOIqt/?img_index=1
https://www.instagram.com/p/CuKmvahrq4e/
https://juneshine.com/
https://www.instagram.com/p/BX5fiJLATft/
https://www.topochicohard.com/av?url=https://www.topochicohard.com/
https://www.bostonbeer.com/beer-and-beyond/truly
https://www.totalwine.com/
https://www.instagram.com/p/CbQeYs7v_sW/?img_index=1
https://www.instagram.com/p/CyRUPLNvIDX/?img_index=1
https://www.instagram.com/p/CdUKeAxrRnp/?img_index=1
https://www-statista-com.libproxy.fitsuny.edu/statistics/306095/highest-grossing-festivals-worldwide/
https://regenerationinternational.org/
https://www.lonelyplanet.com/articles/explore-jalisco-mexico
https://www.instagram.com/p/Ct9hd2PJAwf/?img_index=1
https://us.trip.com/events/outside-lands-music-and-arts-festival-20241205/
