New Sicario "S" Tequila Bets on Sexy Sales Tactics

Sexy marketing sells product. This well-accepted maxim is true nowhere more than the world of liquor. Last month, Fuego Fino introduced a new tequila that’s appealing in more ways than one. Sicario “S” Tequila is a completely organic spirit, made from hand-selected Mexican blue agave plants. It’s triple-distilled for the ultimate smoothness, leaving an impurity-free 100-proof elixir.

The Florida-based spirits company is run by a trio of females (all rather impressive-looking themselves) who embraced the idea of using attractive women to showcase their intoxicant. Voluptuous Cuban model Claudia Sampedro is the face of Sicario – the Spanish word for “hit man.” Over the summer, Fuego Fino held a “sexy bartender contest,” the winner of which won $2000 cash and a trip to Mexico. And the “S” Tequila website is loaded with racy photos and videos of ladies in red hot bikinis, swooning over bottles of the blanco spirit.

CEO and founder Jessica Gutierrez grew up in a Mexican family that produced Mezcal (a cousin of tequila, also made from the agave plant), and initial reports indicate good flavor and quality in the Sicario quaff. As it makes its way around the US this autumn, put out a contract to try to catch this new liquor.