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Grey Canada wins Tequila Herradura account

Alcohol distribution company Brown-Forman has retained Grey Canada to handle global digital CRM activities for its Tequila Herradura brand. The agency won the account in a review process involving an unknown number of contenders. This is Grey's first time working for Brown-Forman. The assignment will incorporate social, digital and traditional promotional activities. New work for the brand will be released this summer.

"Our promise to the Brown-Forman team was that digital can create a deeper emotional bond with tequila drinkers, introducing them to the Herradura heritage and thanking them for their passion for the brand," said Stephanie Nerlich, president of Grey Canada. "Part of that challenge will be involving the consumer in the rich history of this storied distiller. The other part will be doing so in a manner reflective of its premium position as a luxury brand."

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