Seagram seeks agency for tequila brand

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The Seagram Spirits & Wine Group is talking to agencies about its estimated $6 million Margaritaville tequila brand. Grey Worldwide, New York, confirmed it resigned the account about two months ago but had no further comment. It's uncertain if Seagram's other primary shop, TBWA/Chiat/Day of Los Angeles and London, is participating. The mid-priced brand launched in Florida in December 1999. The review is not a result of the sale of Seagram's spirits portfolio to Diageo and Pernod Ricard, which was announced yesterday. An executive familiar with the brand said sales have not met company expectations in the booming tequila category. A Seagram spokeswoman said she was unaware of a Margaritaville review. Seagram spent $2.7 million on measured media in the first six months of this year, according to Competitive Media Reporting.

Copyright December 2000, Crain Communications Inc.

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