This Tequila Brand Got Its Shot Thanks to an Instagram Account With 15 Million Followers

Small batch liquor Jaja Tequila is taking on Big Alcohol

Taking on Big Alcohol brands like Constellation, Diageo and Pernod Ricard can be formidable for any small-batch liquor brand. And the three-tier system, by which the maker of an internationally produced spirit has to work with an importer (1) which then has to go to a distributor (2) before the product gets to the retailer (3) and finally the customer, works against most alcohol startups.

@ChrisAriens chris.ariens@adweek.com Chris Ariens is the managing editor and director of video at Adweek.
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