Soul & Science: Fast Forward Your Marketing Mind
#18: Proximo Spirits CMO Lander Otegui | Marketing Mixology & the Metaverse
July 25, 2022 · 29 min
Why listen
The CMO behind the world's No. 1 tequila explains how a category giant stays relevant without losing its roots.
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In this episode
- How a market leader can still think and act like an underdog
- Why category founders have a duty to protect their own traditions
- How agave waste became a sustainability win consumers actually want
- The mindset shift that turns an engineer into a marketing leader
About this episode
As CMO of Proximo Spirits, Lander Otegui markets a host of spirits, including Bushmills Irish Whiskey and Boodles British Gin. But the most renowned brand under Otegui’s watch, legendarily comes from Mexico. Jose Cuervo is the world’s No. 1 tequila, and the first tequila brand on Earth. Now, it’s also the first tequila distillery in the metaverse. It’s one way Cuervo remains relevant with consumers. Sustainability is another. Agave-plant fibers, once discarded at the distillery, now fashion straws and other items, eagerly snapped up online. A native of Mexico City, Otegui was set for life as an engineer. But when he realized his love of drawing, building and deconstructing things applied to marketing, he never looked back.In this episode you’ll learn:
- How to be a David, when you are the Goliath
- Why category founders should own and uphold traditions
- There’s a tequila for every consumer and occasion
- Follow your gut, then get others to buy in
About Soul & Science: Fast Forward Your Marketing Mind
Soul & Science is an award-winning podcast where marketing’s brightest minds reveal what it takes to build breakthrough brands. Hosted by Jason Harris, each episode explores the balance between brand building (Soul) and business performance (Science).
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