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Hispanic ad specialist Dieste & Partners has been awarded the estimated $3-5 million general market account of Tequiza beer, the client confirmed last week.
The brand, which was launched in 1999 by Waylon Ad of St. Louis, was awarded to Dallas-based Dieste following a review.
Both general market and Hispanic agencies were considered during the selection process, said Colleen Beckemeyer, director of new products at Anheuser-Busch.
“Dieste had the preferred campaign—they really understood the strategy and were able to communicate it,” Beckemeyer said.
New creative for the tequila-laced beer will break later this month.
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