Casa Dragones UK partnership
"“Axiom establishes Casa Dragones as the sought after ultra-premium tequila in the UK market” "
In 2019, Axiom was introduced to Casa Dragones, an independent, small-batch tequila producer with a passion for crafting extraordinary spirit and doing it perfectly—led by the first ever woman to be declared a Maestra Tequilera, Bertha González Nieves. In Casa Dragones and their Joven expression—a blend of silver and extra-aged tequila—we knew we had uncovered a brand which could go from a standing start to the top in the influential UK market... if presented in the right way to the trade.
Casa Dragones recognised that, with Axiom’s dedicated team giving full focus to one brand per category in a boutique portfolio, they would be able to reach the right customers & brand building pillars.
Facing (in 2019) an as-yet unsophisticated tequila market, but one with the potential to learn
Fighting the prevailing image of ultra-premium tequila – packaging and spectacle over liquid quality
Persuading consumers to pay an ultra-premium price for a brand not backed by the marketing budget of a multi-national drinks group
To accelerate the understanding of quality tequila in the UK market
To shift the perception of ultra-premium tequila to a liquid-first appreciation
To help Casa Dragones Joven become the go-to tequila at the highest end of hospitality
Axiom excels at anticipating market movements and driving lasting change rather than chasing trends. We not only predicted the growth of agave spirits but identified Casa Dragones Joven as the catalyst for a shift in the premium category.
Instead of automatically and exclusively targeting high-profile nightlife venues where ultra-premium tequilas had previously focussed, we introduced Joven to influential halo accounts—private clubs, top-tier bars, and fine-dining restaurants—partnering with chefs and bartenders who focus on flavour, to recruit influential advocates in an authentic way.
While it is important for a brand to maintain a cohesive global identity and strategy, one size does not fit all. Axiom is experienced at advising on how to implement a brand strategy specifically and effectively in the unique UK market. Casa Dragones’ US activation of a Twist Bar (neat Blanco with a range of garnish twists) would not have ensured success in the UK market of a few years ago, as neat Blanco tequila sipping had not yet caught on. Axiom championed a twist... a Blanco Margarita Twist Bar, which was successfully executed at events.
Axiom was early to spot that the go-to drink choice for celebratory moments was shifting from traditional Champagne to fine & rare spirits and cocktails, Casa Dragones Joven needed to join the ultra-premium spirit go-tos. So, to emphasise Casa Dragones Joven’s status as a sipping tequila, we selected influencer accounts to pour their perfect serve —at room temperature in a Riedel tequila glass or champagne flute.
One of the ways we amplified this message was to partner with private members' clubs and other venues to host events, for example pairing oysters and Casa Dragones Joven and education that involved a wine-style tasting ritual.
Axiom is used to working with a defined marketing budget and we spend that money as if it were our own – with a mind to the right activation for our demographic and always with a sales opportunity to ensure a strong ROI.
Casa Dragones has a connection with the art world, so it was natural for the brand to activate at high-profile art events such as Frieze, elevated with luxury activations such hand-calligraphed bottles.
However, the closed-loop strategy came with a well-researched sales & marketing campaign to drive ROI through a small pool of targeted core consumers. By understanding the target consumer’s habits and the places they frequent, we encircle them with the brand—in the places they shop, drink, dine and spend time—to reinforce awareness.
For Casa Dragones, this meant listing and activating in Jeroboams retail stores, Annabel’s Private Members Club, Isabel late night venue and Stella McCartney Designer store etc. The result: increasing the rate of sale to these customers, who then spread the word of Casa Dragones and created a halo effect with aligned on and off trade venues.
Axiom’s job for Casa Dragones was to build the brand from a standing start, to being the connoisseur’s choice in a globally influential market. And we’ve done that by establishing quality distribution in key hot spots across the UK, as well as strong brand awareness and loyalty.
Casa Dragones has now graduated from our incubator programme to self-distribution. Axiom proudly wishes the brand well as it goes from strength to strength from this strong market foundation.
