The target audience is anyone who drinks margaritas. More specifically, it is people who drink them and who also are likely to buy organic products. This means an age range of roughly 20-55 years old, educated, and with a little bit of money. Think of people who shop at Whole Foods and Central Market more than they shop at HEB. People who order a premium margarita when they go out to eat, instead of the house margarita. Our audience is smart, cares about their health, and cares about the environment, but they also like to have a good drink and have a good time. They have money to spend on the premium stuff, or are willing to pay an extra buck for the healthier, tastier choice. Young (at least at heart) and professional, but carefree and liberal.
I will also be selling this product to businesses eventually as well, including but not limited to: restaurants, bars, grocery stores, alternative grocers, liquor stores, and distributors mainly. But I don't think this affects where we are trying to go with the logo very much.