The tequila industry was facing a transformation driven by the need to innovate. Casa Cuervo, one of Mexico’s oldest and most respected distilleries, was at a turning point, seeking to redefine the boundaries of tequila and position it in a new terrain: luxury.
The main challenge was to introduce an unprecedented product: Tequila Don Julio 70, a creation that broke with the traditional conventions of tequila. This innovation, crystal tequila, combined the maturity of añejo with the clarity of blanco, which required a communication approach that not only highlighted the product, but also educated the public about this new category in which it would be a pioneer.
Develop a communication campaign that would increase recognition of the new product, explaining the crystalline category and helping to position Don Julio 70 as an innovation in the tequila industry.
A unique brand experience was developed: Casa Don Julio, a space that encapsulated the brand’s values and legacy. For a month, this venue was the epicenter of the digital conversation, hosting a series of exclusive events that not only connected the brand with opinion leaders, but also generated a fresh narrative around Don Julio 70. Each event was designed to exalt the history and luxury of tequila, connecting with an audience in search of new experiences.
Casa Don Julio not only generated 300% more digital conversation than expected, but also laid the groundwork for the recognition of crystal clear tequilas as a luxury category in the industry. This marked a turning point in the way the world perceives tequila, not only as a traditional drink, but as a symbol of sophistication.