Marketing to Women Online: Turkey and Tequila - How to Market Tequila to Women

On Thanksgiving as families and friends gather everywhere to eat turkey, watch football, and laugh and re-connect, I was with my family.....standing in a bathtub....drinking tequila.

Why, you ask dear reader, was I celebrating the holiday in such a....let's just say untraditional kind of way?

It's a touching story, we'll get to in just a minute. But first a quick marketing tip.

Marketing tequila to women

This summer I ran across the most amazing tequila ever to pass my lips -Casa Dragones.

Bertha Gonzales is the co-founder and CEO of Casa Dragones. She is also recognized as a “Maestro Tequilero” by the Academia Mexicana de Catadores de Tequila.
“It’s like being a black belt in tequila,” Gonzalez says, “and I’m the first woman to be honored with that title in what is a male driven industry.”

I love that Casa Dragones is headed by a woman, and is reaching out directly to female consumers, often overlooked by most tequila marketers (unless they are featured in an ad in skimpy bikinis). What better place to reach out to women than on the Martha Stewart Show.

You can also see a private interview with Martha Stewart at Casa Dragones.

I love the idea of zigging while others zag. If you are in an industry that focuses on marketing to men, consider marketing to women to differentiate yourself and get a competitive edge. After all, women influence 85% of all purchases....including buying the wine and spirits for family gatherings and special events.

Muchos kudos (how's that for Spanglish?) to Casa Dragones. You are now the official tequila of the Buchanan Twins Tequila Tradition.

Why I spent Thanksgiving sipping tequila with 6 people while standing in a bathtub

Every year at Thanksgiving my twin sister and I sneak off to a bathroom to drink tequila shots. (How this tradition started will be explained shortly). This year, my sister's guy Bob was our fabulous host. Right after dinner, my sister snuck away then came back down 15 minutes later and invited the whole table upstairs.

My sis had done up the master bath with candles, decorations, fresh lemon slices (we were out of lime) and sea salt.

I knew Bob and his daughter, the lovely Vanessa, would probably be down with the program. (Vanessa was home after having graduated from college). But I was slightly worried Vanessa's new guy Vince might rethink their whole relationship. But he was a total sport and hopped right into the bathtub with the rest of us.

We even got my 70 something mother in on the action.

This was a bit of a departure from Thanksgivings past. We graduated from sitting on the comode to standing in a bathtub. And we included more people than we ever had. I hope both changes will be permanent.

How it all started

One thanksgiving, my family came down to spend the holiday with me. My sister flew in from LA where she and her husband had just decided to get a divorce. When I asked her what she wanted to do for the holiday weekend she replied – “Sit on the floor in the bathroom and drink tequila”.

Not wanting to disappoint, I lit candles all through my tiny upstairs bathroom, snuck in a bottle of tequila and two shot glasses, and stole my sister away from the crowd and into the bathroom to shoot tequila. She sat on the comode, I sat on the bathtub rim as we saluted family and cursed men. I actually don’t think I’ve ever felt closer to my sister than at that time.

For some strange reason, that tradition has continued every year.