Start the Summer with Amigos and their limited edition off trade pack


To support a 14 week summer campaign which begins with the celebration of all things Mexican, Cinco de Mayo, Amigos Tequila Beer have created a limited edition pack featuring a competition to encourage consumer purchase over the summer.

Amigos Tequila Beer is best sold during the summer with an uplift in the off trade of +36% during the warmer months*. The new packaging is bright, vibrant and instantly eye catching on shelf. Illustrated with a warm, evocative sun emblazoned with a ‘Start the Summer’ call to action, the pack drives home the link between sunnier weather and increased consumer spending.

The beer with Mexican spirit, Amigos is inspired by Mexican culture and Cinco de Mayo is a celebration of these traditions. The pack has been officially released on the 17th April ahead of the May celebration to mark the beginning of the season whilst continuously attracting attention on shelf throughout the summer.

The limited edition pack encourages consumers to purchase the 4-pack with a nationwide competition. The prizes offered through the promotion include 20 individuals winning a full case of Amigos as well as the one lucky winner receiving two tickets to the British Touring Car Championship race meet of their choice. After purchasing a pack, consumers simply head to Amigos website to enter.

Senior brand manager Christian Sarginson said “Following the success of our limited edition Dia de los Muertos pack this new wrap has been designed to really stand out on shelf and catch consumers attention to start off our summer campaign. This season is a massive time for Amigos so to encourage our consumers to start the summer with us is our inclusive way of introducing the new pack. There are also great prizes available to our consumers which ties in with our fantastic motorsport activity”.

Amigos continue to support motorsport with sponsorship of driver Tom Ingram in the British Touring Car Championship. With the new season launching last month there’s full planned activation including social and video content to appeal to consumers as well as support Amigos’ #streetcerveza campaign.

Sources

*GBL data 6months to Sept 16.

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