Marino joins Delray firm in marketing new tequila
A Delray Beach company is trying to tap the growth in liquor sales with its own tequila brand and an assist from Miami Dolphins legend Dan Marino, who is a partner in the venture.
The company, Rock N Roll Tequila, actually debuted its product in March. But this month it signed a distribution deal with Republic National Distributing Company, a pivotal need to make a dent in the annual $2.3 billion tequila industry. Before reaching the deal with RNDC, Rock N Roll had been sold in a Tampa store.
Throughout the past decade, tequila, vodka, rum and other spirits have accounted for 35.9 percent of America’s alcoholic beverage consumption, according to the Distilled Spirits Council. Tequila sales accounted for just under 10 percent of the $25 billion liquor industry, according to the trade association’s statistics.
Within the liquor market, vodka has been the favorite, bringing in at least $6 billion in 2016. In recent years, though, tequila sales have seen robust growth, with both volume and revenues topping 7 percent increases last year, something the company’s chief operating officer and partner, Scott Woolley, said was a factor in the decision to enter the business.
“What we have seen is that tequila is becoming the new vodka,” Woolley said. “More people are ordering tequila than ever before, as there are so many drinks you can make with (tequila) that you cannot make with other spirits.”
Woolley said he and Marino chose Rock N Roll Tequila upon seeing the product itself. In particular, because it is sold in a guitar-shaped bottle.
A Palm Beach County retailer said he noticed the unusual bottle, and so have his customers.
“This brand really stood out in my eyes when I saw the packaging,” said Dhaval Patel, owner of Palm Beach Liquors in Delray Beach. “My customers have quickly taken to the juice inside just as much as they had with the idea of a guitar-shaped bottle.”
Still, even with a Pro Football Hall of Fame quarterback and a distribution deal, Woolley concedes winning market share in large chunks in the liquor business is difficult.
“Trying to get into a big chain might be a little bit difficult, having to reach the right person,” Woolley said. “Of course, Dan calling to make a deal makes a difference. He wants to win in business just like he did in football.”