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.
Unlike scorpion vodka, snake whiskey or cheap mezcal, no deceased creatures await you at the bottom of a bottle of Anty Gin. Instead, it's distilled quart by quart from an infusion of more than 6,000 foraged red wood ants and ethanol.
Sean "Diddy" Combs has always been a hip-hop marketing pioneer, extending his brand into fashion in the late '90s and top-shelf liquors in recent years.
Diageo seemed to signal in 2011—by inking a multimillion-dollar deal with Facebook—that alcohol brands were embracing online advertising.