Scoppechio Lands Agency of Record Partnership on Brown-Forman’s el Jimador Tequila

First Efforts to Support “Day of the Dead” Celebration Around Halloween Season and World Cup Soccer

Posted on July 31, 2017

Louisville, KY – July 31, 2017 – Scoppechio, a Louisville-based omnichannel marketing services agency, has been selected Agency of Record for the el Jimador Tequila brand, the increasingly popular tequila offering from Brown-Forman. Its first national campaign launches in October 2017, in support of the Day of the Dead celebration that coincides with Halloween weekend.

“The tequila market is growing internationally and here in the U.S. at a healthy pace,” said Jerry Preyss, CEO of Scoppechio. “We’re delighted that Brown-Forman selected us to help them realize their fair share of this growth. We feel el Jimador in particular has a tremendous upside for the business, given its strong heritage and popularity in the Hispanic community, with the potential to extend that into the mass market,” said Preyss.

“We’re optimistic about this new partnership and what Scoppechio has to offer,” said Mark Grindstaff, VP & Group Brand Director, Tequilas. “Their understanding and passion for marketing to our target audience, omnichannel creative thinking and sports marketing experience in the soccer community were all important considerations that drove our selection.’’

Scoppechio’s first efforts will be dedicated to brand support revolving around the Day of the Dead celebration and activities connected to the timing of World Cup Soccer. “While a traditional Hispanic celebration, Day of the Dead coincides with the Halloween season and is increasingly seen by the mass market as part of that holiday period,” said Ed Carias, Sr. Brand Manager, North American Region for el Jimador Tequila. “It represents a big marketing period for us, as does the upcoming World Cup Soccer event in 2018, as we are an official sponsor of the highly touted Mexican national team. Scoppechio will be activating some exciting plans for us in support of these important initiatives.”

“This is an exciting win for us,” said Preyss. “It allows us to extend our full suite of services, including experiential marketing, in support of a brand. It’s why we crafted our agency model the way we have and we can’t wait to make it work for el Jimador.”


About Scoppechio

Founded in 1987 and one of the nation’s leading independent agencies, Scoppechio is a full-service omnichannel marketing services provider located in the heart of the Louisville business district. With billings of over $225 million and over 170 employees, it serves a broad client portfolio that includes Brown-Forman, Darden Restaurants, Yum! Brands, Gold Star Chili, Coney Island, GE Appliances, LG&E and KU Energy, Baptist Health System, Community Health Systems (CHS), and more. In addition to its headquarters in Louisville, Scoppechio office locations include Cincinnati, OH and Columbus, OH. For additional information, visit Scoppechio.com


About el Jimador

From Casa Herradura, established in 1870, el Jimador is a premium 100% blue agave tequila. The name el Jimador honors the men who harvest the locally grown agave with great pride and care. To learn more about el Jimador, visit www.eljimador.com.


About Brown-Forman

Brown-Forman is a producer and marketer of fine quality beverage alcohol brands including Jack Daniel’s, Finlandia, Canadian Mist, Korbel, Woodford Reserve, Herradura and el Jimador.  For more information about Brown-Forman and our brands, visit our website at www.brown-forman.com.  Please enjoy our brands responsibly.