Sauza to Offer Free Music Downloads

NEW YORK Taking a page from marketers like Pepsi and McDonald’s, No. 2-ranked tequila brand Sauza will offer free music downloads from EMI artists like Gwen Stefani, Mariah Carey and Rob Thomas as well as an iRiver portable music player.

Sauza is poised to be one of the first spirits brands to dangle such free downloads as of June 1.

“In this growing on-demand world, our target consumer [males 21-29] is immersed in content and music downloads. It’s a key component to their lifestyles,” said Chris Monaco, entertainment director at Allied Domecq Spirits North America in Westport, Conn.

Print ads stating “This summer, you’ll have to yell really loud for your Sauza” will run in July issues of national men’s magazines and alternative weeklies. Promotional radio and point-of-purchase efforts will also support. Publicis in New York handles the account. The budget was not disclosed.

For suitors currently bidding to acquire Allied Domecq, Sauza serves as one of the company’s crown jewels, jumping nearly 11 percent last year to 1.2 million in case sales, per Impact, New York.

Per the promo offer, each bottle has a code for three free downloads, which consumers can redeem at Sauza-branded EMI CDs and scratch-and-win cards offering free codes will also be distributed at bars and nightclubs.

A band competition will be staged concurrently, with the winner opening for an EMI artist at the Hard Rock Cafe in Times Square.

Monaco characterized spending behind the “Live all summer” effort at the “multimillion-dollar” level, with Sauza’s budget rising 25 percent this year.