Entertainment Articles

Advertising Age

Centuries-Old Liqueur Seeks New Renaissance From TV Ads

January 15, 2013


Rooted in the Italian Renaissance, vanilla-citrus liqueur brand Tuaca did not make its way to the U.S. until centuries later, propelled by interest from American soldiers who drank it abroad during World War II. But from there, Tuaca's U.S. history gets a little cloudy, with competing accounts emerging from the brand's two biggest states.

"If you talk to people in Texas they'll say that a bartender ... picked the brand up off the shelf one day and it was dusty and [he] started drinking it and then passed it out to all his friends, and they started promoting it and that's how the brand got big," said Tracey Johnson, who runs the brand for owner Brown-Forman. "But if you talk to the Colorado people, they tell you that it got picked up by a bartender and it got really big in the mountains and all the people who vacationed in the mountains from Texas took it to Texas."

The only agreement, it seems, is that "bartenders built it [with] guerilla grassroots efforts," she said. "It really has been a bartender's brand."

Continue reading at AdAge.com

Read entire article on Advertising Age
« Previous Article Next Article »

More From Entertainment Articles

  • Kourtney and Khloe Bid Farewell to Miami, Not Reality TV
  • Alex Jones reveals she forgot her 'pull-in knickers' for the One Show
  • Weekend Recap: Hilary Duff Marries, Neil Patrick Harris Expecting, Jersey Shore Racks Up an Arrest
  • Best of Luxury

    Finding the best in luxury can be a daunting task, which is why we've taken it on for you.
    View All Best of Luxury
    THINGS WE LIKE