Jose Cuervo™ is the World’s best selling tequila. Since Cuervo is (mostly) consumed with glasses, we setup a meeting with the U.S. Cuervo brand manager. Before the meeting we learned two things:
- Cuervo holds close to 80% of the U.S. tequila market.
2. Tequila in the U.S. is mostly consumed in two ways: as a shot (with or without the rituals of lemon & salt) or in a Margarita.
We also learnt that in general Men do shots and women sip Margaritas. Research showed us that this is because Men are reluctant to order a Margarita, not because they don’t like it, but because it is served in a glass that’s perceived as feminine; the classic Martini glass with the delicately thin leg.
We presented this predicament in the meeting and asked the Cuervo team, what if we could iron out this crease? Let’s give the men a ‘Men’s’ Margarita Glass. A vessel to drink Margarita that is sturdy, but at the same time tips its hat to the traditional Margarita glass, and a glass that’s stackable.
We came up with the winning formula: keep the triangle and thicken the leg. Put men’s mind at rest with a ‘robust’ leg.
We strengthen Jose Cuervo’s market position by creating a completely new market niche: Margarita glasses for men.