In recent years, imbibing tequila's smokier-flavored cousin, mezcal, has become increasingly popular in the U.S. Of course, it'd be easy to assume that's the result of significant ad dollars being spent and major branding campaigns. But this seems to be one consumer trend where that's not the case.
Two years ago, when Lee Applbaum joined Patrón Spirits as CMO, the casual observer might have thought he had a breezy job ahead.
In 2001, the distinctly blue liqueur Hpnotiq burst onto the scene and became a staple of hip-hop and nightlife. Mentioned in at least 163 songs' lyrics during its heyday, Hpnotiq clearly did something right at launch.