Draftfcb wins shot at Casa Herradura

Liquor marketer Brown-Forman Corp. has picked Draftfcb as its agency of record for its recently purchased Casa Herradura tequila brands.

The Chicago agency is tasked with creating broad consumer communication programs to promote Casa Herradura brands including Herradura and el Jimador Tequila in the United States, overseas markets and in its Mexican home base. Billings were not disclosed.

Brown-Forman worked with Draftfcb predecessor Draft in the United States for the past 25 years. The assignment was expanded to international marketing after a pitch from Draftfcb's Chicago and Mexico City offices.

Draftfcb will use television, print, outdoor, retail and promotional experiential programs for a campaign that breaks later this year.

Brown-Forman produces brands including Jack Daniel's, Southern Comfort, Finlandia Vodka and Canadian Mist. Casa Herradura was added in January.