1800 Tequila has extended its contract with SoHo Experiential to expand its two experiential brand programs.

The programs, Hard 1800 and Ultimate Margarita Experience, will expand to several new U.S. cities beginning in April and running throughout the summer.

The Hard 1800 is an urban initiative that was held last year in Detroit and Oakland. This year, the cities will also include Atlanta, Chicago, Cleveland, Columbus, Indianapolis, Memphis, New York and St. Louis.

The Ultimate Margarita Experience sampled the brand’s newest product, 1800 Ultimate Margarita program, in liquor and grocery stores and offered tips for creating a “Margarita Night” for friends. The campaign targeted suburban women and was held last year in 16 cities. This year, eight new destinations will be added.

Under the campaign, 1800 Tequila, imported by Skyy Spirits, saw the brand grow 20% in Detroit and 34% in Oakland, Michelle Chin, senior brand manager at Skyy Spirits, said in a statement.

"SoHo Experiential’s marketing programs are key growth drivers for 1800 Tequila” she said. “The Ultimate Margarita was so popular that our biggest challenge was keeping up with demand. With even bigger goals in 2007, we are relying on these programs as key components of our marketing mix.”

The 1800 campaign was also used to build the brand’s relationship marketing program, Club 1800.

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