Capitalizing on Holidays: Cinco De Mayo and Sauza Tequila

Yesterday, just in time for Cinco De Mayo, Sauza Tequila delivered a series of advertisements to promote its latest brand – Sauza 901 tequila. The ads include a video led by Justin Timberlake, who is a co-owner of the brand. In the video, Timberlake plays Rick “Sour” Vane, a lime who has been enjoying life being globally demanded until Sauza 901 comes along and makes limes obsolete. The message behind the video is that Sauza 901 is so smooth that you do not need a lime to cut the tequila flavor.

Cinco De Mayo is an important date for the Mexican community since it marks the victory of the Mexican Army over the French at the Battle of Puebla. The holiday is celebrated both in Mexico and the United States, and has become increasingly celebrated in the United States over the years. Cinco De Mayo gained nationwide popularity in the United States when marketers (especially beverage companies) began capitalizing on the holiday and started to create ads and promotions around it. In fact, last year, according to CNN, Cinco De Mayo was the biggest non-winter drinking day of the year, and it is in the top five drinking holidays in general.
153 years after the battle, Cinco De Mayo is still used as a commercial opportunity by companies like Sauza Tequila. But, what audience should similar companies or any company looking to promote this holiday target? Who is more vocal about this holiday? If you guessed people with Mexican heritage, like logic tells us (since, after all, it is a Mexican holiday), you were wrong.
We analyzed the social conversation around Cinco De Mayo and found that 86% of the total conversation was generated within the United States, compared to 4% within Mexico. Furthermore, we also found that 60.2% of the entire conversation came from caucasian users, while only 15.6% from users who are hispanic. Interestingly, we also found that caucasian consumers made up a similar 66% of the total conversation around Sauza Tequila yesterday, while hispanic consumers accounted for only 6%.
Cinco De Mayo Ethnicity
We also found that the top three states tweeting about Cinco De Mayo celebrations were California (20.70%), NY (12.77%), and Texas (9.14%), which are exactly the same three states that have had the largest conversation around Sauza Tequila over the past two months. We also observed that the total post volume of conversation around the Sauza brand saw a huge spike on Cinco De Mayo due to the new ad and its perfectly timed launch: the total increase of conversation volume was 326% when compared against the volume compiled over the past two months. What all of this means, is that Sauza’s decision to launch the campaign just in time for Cinco De Mayo was a smart one since it reached the right audience and generated a large conversation spike on social media.
Holidays like Cinco De Mayo have become excellent opportunities for seasonal brand and sales. However, not all efforts to capitalize on these celebratory dates are successful as Sauza’s, particularly if you cannot measure the key audience demographics associated with your brand. Making these assumptions about audience can be extraordinarily detrimental to your brand in the long term. Social media listening is a powerful tool that helps you analyze and understand the demographics of those behind a certain conversation, helping you make informed decisions for your campaign and increasing the probability of success. At the same time, it can help you understand who your campaign actually reached, how was the response, and what you should improve in the future.
For more information about the alcohol industry, download our case study here.

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