Cincinnati agency Curiosity is entering the beverage category, having been named social media agency of record for beverage company Stoli’s agave brands. The agency has won three ultra-premium tequilas, Villa One, created by Nick Jonas, Jon Varvatos and master distiller Arturo Fuentes, Cenote, an ultra-pure naturally-distilled tequila, and Se Busca, a handmade artisanal ultra-premium Mezcal.
“It’s a brand new category for us,” Ashley Walters, partner and chief development officer at Curiosity told Adweek. “Stoli has amazing liquids in its portfolio and no matter if you are in Cincinnati or Shanghai, there are connective global trends driving the rise of agave. Stoli is poised to position its premium spirits to a sophisticated global consumer, through social experiences built from culture. And that’s what gets us amped to sit on their agency roster.”
Under the new partnership, Curiosity will develop and execute separate social media and influencer strategies and campaigns for all three brands, reflecting the individual qualities and targets of each. Walters said that Curiosity will be in charge of social as well as activations, including one for Se Busca that will involve all female bartenders, as well as highlighting Jonas and Varvatos as they grow with their Villa One brand.
The win follows a multi-agency review for the business, under which Stoli Group was looking to consolidate and optimize its social media agency roster to establish long-term partners to work across its growing brand portfolio.
“We have an ambitious growth agenda behind our agave portfolio, with both tequila and mezcal being some of the hottest spirit categories in the word, so we are delighted to be working with the talented team at Curiosity to truly take these brands to the next level,” said Charlie Greener, Stoli Group’s global lead of agave brands in a statement. “We were bowled over by their strategic thinking, consumer sensitively, creative flair and attention to detail. I am confident that with their expertise we can make these brands ever more relevant and salient—and truly build the foundations to make them future leaders of the ultra-premium agave category.”
Under the new partnership, Curiosity will develop and execute separate social media and influencer strategies and campaigns for all three brands, reflecting the individual qualities and targets of each.