Pernod Ricard plots digital push for Olmeca Tequila

Olmeca Tequila, is overhauling its global digital strategy to boost its international appeal to new tequila drinkers and young "urbanites" in particular.

Olmeca Tequila YouTube channel: Pernod Ricard ramps up the brand's digital presence
Olmeca Tequila YouTube channel: Pernod Ricard ramps up the brand's digital presence

The Pernod-Ricard owned Tequila brand has appointed Amsterdam Worldwide, which already handles its global advertising, to devise a strategy for digital and mobile, integrate its product range, which includes Altos Tezón and Fusion, online and maintain and improve its existing online assets.

The brand is looking to use social media and mobile in an innovative way, which is relevant and useful for its consumers.

It made its first significant digital push last year when it rolled out a series of online videos on its Olmeca Altos Tequila YouTube channel, created by Holler, about Mexican tequila culture.

Holler was also responsible for developing The Tahona Society, its online global community of more than 300 bartenders. The site contains information about how tequila is made using hand-picked Agave plants, tequila cocktail ideas, and interactive content including a bar map.

Olmeca Tequila is sold in over 80 countries. It claims to be the number one tequila brand in EMEA and the number two tequila brand outside of North America.

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