Red Bull (Arena) Puts New Tequila In the Mix

The tequila category has been scorching hot with major players like Familia Camarena, Tequila Cazadores, 1800 Tequila, Justin Timberlake's 901 and even Cuervo inking recent sponsorship deals. Now comes word of a new player in the market. Meet El Zarco Tequila, which today announced a major sponsorship with MLS' Red Bull Arena. The partnership, which will run for the 2011 season, is aimed at promoting El Zarco's launch in New York and New Jersey markets this month.

"We are excited to have El Zarco Tequila join the Red Bull Arena roster of valued sponsors," said Erik Stover, Red Bull New York Managing Director. "We fully support and welcome partnership opportunities with new brands like El Zarco Tequila and hope this is the beginning of a fruitful relationship."

El Zarco Tequila is part of the Proximo spirits family of products. According to figures from Euromonitor some 11.3 million cases of tequila were sold in the U.S. in 2009, bringing in a total of $476.5 million.

"El Zarco is recognizable for its clean, modern taste and striking bottle design," said Elwyn Gladstone, SVP Marketing at Proximo Spirits. "It is a fresh entry into the fast growing but creatively uniform US tequila market."

"As a major up and coming venue in the New York/New Jersey region, Red Bull Arena is a perfect fit for the fresh, modern taste of El Zarco Tequila," continued Gladstone. "The world-class facilities offer a wonderful opportunity for consumers to experience this new tequila. We're very excited to get the season underway."