I was fortunate enough to be asked to join Adobe Live. While on Adobe Live, chat and I were able to build out a tequila brand that contrasts what is currently in the market and stands out in the liquor aisle. Chat helped name the tequila brand Sorbo, which means "to sip" in Spanish. (Jump down to the very bottom of the case study to see the Adobe Live episodes.)
Create a mid price line of tequila that would resonate with a buyer in their late 20s - early 40s, that may have fallen out of love with the idea of tequila, due to experiences with cheap tequilas in the past. The buyer most likely is a connoisseur of wine, beer, or whiskey, and open to giving tequila another chance, but don't know where to start. Sticking out on the shelf in a market full of "handcrafted" labels will be the on shelf strategy.
Below are the links to the three videos from Adobe live, give them a look and if you have any questions feel free to ask!