Developing a Promotion Strategy for the Tequila Product Category on the Russian Market

According to Euromonitor, in the spirits market in Russia the greatest consumer demand is for a category such as vodka. This fact forces tequila brands to compete not with other tequila brands, but with brands from other categories of spirits. Under these circumstances, the question arises: What strategy should companies follow when promoting a tequila brand in their category? The topic of promotion of alcoholic beverages in the dark market is well researched, but there are gaps in the study of marketing promotion and its features of specific categories in the alcohol market, including tequila. The aim of this study is to develop a strategy for the promotion of tequila category brands in the Russian market. Two research methods will be used to achieve this goal - qualitative and quantitative, such as a review of secondary data, in-depth interviews and an online survey. The results of the work are recommendations for adjusting the promotion strategy of the tequila category in the market of spirits.