Cholula hot sauce, a mexican made chili-based sauce brand, is introducing a new hot sauce flavor and wants to use its owners’ understanding of its target market to promote the sauce successfully. The company is sampling the new sauce at a number of supermarkets in texas, where there are multiple market segments likely to enjoy hot sauces. Cholula’s goal is to give customers experience with the new hot sauce flavor to reduce their risk of purchase and thereby increase trial purchases. The tactic that cholula is using is called .