I know you are well aware of Cuervo Gold, and I am also guessing that you have heard about Wild Shot Mezcal. I will come back to Cuervo, but first let’s discuss Wild Shot. It was launched in early 2011 by country singer Toby Keith, who apparently is very
popular, though I don’t think I run with his crowd. Keith is going for the mass market in terms of branding, marketing, packaging, but strangely, not really pricing at $40 a bottle or so. Maybe his slogan should be, “Don’t buy that 12 pack of wife beaters at Walmart. Buy mezcal!” He also sells this, uh, ahh, mezcal, at his 11 or so Bar and Grill’s that he owns around the country.