from the baitshop
As for the ad, it can seem sort of absurd to compare a $40 bottle of tequila with owning a villa in Tuscany. The whole idea behind an affordable luxury is that it represents perfection, but it’s not out of reach. Think of Mont Blanc pens or even a Chanel lipstick. Just about anyone can gain access to perfection, albeit on a small scale.
We’d have to say that the idea that some perfection is debatable leaves us a bit confused. Does the line imply that not everyone can agree on a vacation home, but they can agree on a brand of tequila? Maybe we’ve just spent too much time down in the Keys to know the difference.
who’s it for?
Tequila drinkers with a few extra dollars. Or, maybe someone who’s just looking to impress.
why is it being done?
Remind people to ask for Patron . . . or to remind them which of the 50 different tequilas they should buy when they’re wandering around the liquor store.
are the fish biting?
This brand has been hugely successful – as has the category. What’s the next liquor category that will make the leap to uber super premium . . . rum?
where to from here?
The proof is in the . . . margarita. Cheers.