Spirits
Bardstown Bourbon Company - National Sampling Program
Bardstown Bourbon Company
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Celaya Tequila Spirits
Celaya Tequila - Premium Brand Activation
Services Provided
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- Activation & Engagement
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- Field Team Management
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- Creative Direction
Results Achieved
Activation Quality
Premium multi-channel execution
Consumer Engagement
Meaningful brand connections at scale
Brand Representation
Consistent premium positioning
Celaya Tequila is a premium spirits brand that needed a marketing partner capable of representing their brand with the same level of excellence they put into their product. TMS Agency was brought on to design and manage their brand activation efforts across key markets.
The Approach
TMS developed a dual-channel activation strategy tailored to Celaya’s premium positioning. On-premise, we created engaging tasting experiences at upscale bars and restaurants where consumers could experience Celaya in cocktail-forward environments. Off-premise, we deployed trained brand ambassadors to high-end retail locations for guided sampling sessions.
Every ambassador was selected for their knowledge of the tequila category and trained specifically on Celaya’s production methods, agave sourcing, and brand story.
Key Achievements
- Delivered multi-channel activations across on-premise and off-premise channels
- Maintained consistent premium brand representation across all touchpoints
- Drove meaningful consumer engagement through educated, authentic interactions
- Built lasting relationships between the brand and key accounts in target markets
The Challenge
As a premium tequila brand entering competitive markets, Celaya needed a partner who could deliver high-quality, multi-channel activations that reflected the premium nature of their brand while driving meaningful engagement with consumers.
Our Solution
TMS designed and executed a comprehensive brand activation strategy combining on-premise tastings at key bars and restaurants with off-premise sampling at select retail locations across California and expansion markets, ensuring every touchpoint reflected Celaya's premium positioning.
"Their team delivers high-quality, multi-channel activations that not only reflect the premium nature of our brand but also drive meaningful engagement with consumers. We trust Transformative Marketing Services to represent our brand with excellence."
