With New Packaging, High-End Tequila Takes Aim At Events

Dobel Tequila and Perry Farrell, the creator of the Lollapalooza Music Festivals and front-man of the rock band Jane’s Addiction, have teamed up on a $10 million experiential marketing campaign, which will have heavy focus on events. As part of the campaign, Dobel has become the official tequila of Lollapalooza Music Festival.

Elwyn Gladstone, Proximo Spirits SVP of marketing, told Shanken News Daily “the brand is doing exceptionally well across the country in the high-end on-premise,” helped by a group of dedicated brand ambassadors in Chicago, L.A., New York, Miami and Dallas. “We’re going to invest heavily in advertising and events looking ahead,” Gladstone said.

In addition to events, the campaign will also include television, print and digital advertising buys.

“When you’re going to tell your friends about a product, you gotta have belief in it,” said Perry Farrell. “I like drinking Maestro Dobel – It gets me set for creative designery. I savor it at the start and end of every show.”