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DALLAS – Siboney USA here has won the Hispanic account of United Distillers & Vinters’ Jose Cuervo tequila. The shop is readying an estimated $5 million marketing push in the Southwest as part of a national effort.
The campaign, which comes at a time when Jose Cuervo is also refining its packaging standards, will embrace print, television and radio. The brand, first introduced in 1789, will be positioned as the authentic Mexican tequila.
Siboney will be responsible for creative development as well as help create promotions and trade strategies based on market research conducted last year.
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