I always question the inclusion of the gitterati in promotion and advertising of any product. For me, they're a good reason to avoid a product because few seem capable of competently making decisions about any important aspect of their their lives, much less about what they drink.
Jessica Alba and Tom Leykis have been seen sipping it.
Since the early days when Bing Crosby
and Phil Harris
first imported Herradura
, or when John Wayne
and friends were guinea pigs for the earliest margarita recipes (rumored to be named after an actress
!), tequila has been inextricably meshed with Hollywood.
For me, a Booker-prize author who drinks a certain brand, a world chess master who likes a particular sip, or a renowned geneticist would make me pay attention to the brands chosen. I'd even be impressed with what some film directors choose. These are people who work at making conscious decisions, who aren't just posed with a product.
For this reason, there are several well known brands that decide not
to mention which celebrities enjoy their tequilas. Even when doing so would problably increase their case movements. They do, however, sponsor big name events which these stars attend. (Guilty by association?) This way they also avoid any negative publicity like last year's Mel Gibson/Cazadores
Getting the public to identify with any product is what marketing and sales is about.
There's so much competition now when a new label breaks into the market that they have only a short time to "make it"
and grab significant market share. If they have limited promotional monies things could get bleak for them in a hurry. Their chances of survival are increased when a "buzz"
is created. And who creates the biggest buzz but Hollywood's movie elite.
Perhaps the best example of using star power is The Margarita King
. He can still be seen rubbing elbows with all sorts of celebrities.
The cycle has now come around the other direction. Record companies have signed agreements with developers and marketers of alcoholic beverages to have their recording stars endorse or develop new products. Drinks Americas did just that recently with Interscope Geffen A&M.
It's no secret that the record industry has been slumping while the premium alcoholic segment is in orbit.
But thats what it is marketing it may work for the masses but I trust the opinions of the forum members and my own taste buds the most.
While I'd trust your taste buds even more than mine, we'd be foolish to think that a few tequila aficionados alone could support the influx of new brands each month. Marketing does just that. It doesn't discriminate. It reaches everyone from the newbie to the connoisseur. In a way, we're helping to create the buzz, too.
I'd take the advice of my car mechanic or my doctor first. They have to live in the same world I do; they have to make the same sort of decisions as I do about groceries, what shirts to buy, where to fish, when to fill the car up, where to park and what to microwave for dinner... they'll make their choices based on criteria I can appreciate or understand.
I'll agree with you here, but if Jessica Alba
offered me a snifter of 4 Copas
tequila, I wouldn't turn her down. (I'm a sucker for, um, celebrity marketing!
Hell, I'd take the advice of my cats first, over any actor's recommendation...
Do your cats have their own line of cat food--or tequila? And is one of them named Elvis?