Jose Cuervo unveils multi-million-dollar campaign

Becle-owned Jose Cuervo Tequila has launched a new multi-year, multi-million-dollar campaign to celebrate the brand’s 250-year history, called Father of Tequila.

The campaign aims to focus on the 100% blue agave expression, Jose Cuervo Tradicional, and highlight the history, heritage and craftsmanship behind the brand, which spans 10 generations of the Cuervo family.

The Father of Tequila campaign will include TV, digital and experiential marketing initiatives, put together in partnership with global advertising agency Crispin Porter and Bogusky. It will begin with 15- and 30-second TV adverts that will be broadcast from this week and throughout the rest of the year.

Consumers who find themselves in Mexico will also be able to take the Jose Cuervo Express train from Guadalajara to the town of Tequila, where they can visit La Rojeña, the oldest distillery in Latin America.

Lander Otegui, head of marketing at Jose Cuervo, said: “Jose Cuervo is synonymous with Tequila and has been at the forefront of Tequila premiumisation worldwide, helping consumers appreciate this national spirit alongside other premium categories like Bourbon, Scotch, gin and Cognac.

“Cuervo Tradicional is the most recognised super-premium Tequila in Mexico and has been a staple there for hundreds of years as the original 100% agave recipe.

“Most are unaware that we introduced Tequila into the US decades ago and popularised it with the Margarita. The time is now to celebrate our founding father story and share it in a way that everyone can appreciate.”

Earlier this year, The Spirits Business explored the history of the Jose Cuervo brand.

Click the video below to watch the Father of Tequila advert. 

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