Jose Cuervo Taps Latitude

Latitude, the $18 million promotional affiliate of The Richards Group here, has been awarded global strategic and creative work for Jose Cuervo International of San Antonio.
The Richards unit last week said it came out on top in an “informal” review that developed from an existing relationship between the client and Latitude.
Latitude’s assignment will include non-U.S. marketing of Jose Cuervo in duty-free shops in Mexico, covering in-store promotions, point-of-sale, plus environmental design and promotional packaging for the 204-year-old brand. In addition, the shop will be responsible for international promotions for the Jose Cuervo Especial tequila.
The brand is imported by UDV North America in Hartford, Conn.
–Glen Fest