Overview: Campari Group has released details of a marketing platform for its Espolòn Tequila mark that challenges the culture of exclusivity in premium spirits. The activity is supported by a global campaign titled ‘Ride the Rooster’, which will debut in the US before rolling out to Australia, Canada, Italy and Mexico.
The Full Story
Campari Group has released details of a marketing platform for its Espolòn Tequila mark that “calls out the culture of exclusivity” in premium spirits. Explaining the rationale behind the campaign, Campari Group said “traditional notions of premium have become increasingly defined by curation and access”, claiming that “consumers are seeking something more real and connected”. Digital banners that accompany the campaign carry slogans such as “Who needs a celebrity when you have a huge rooster?” and “100% agave. 0% ego”. Andrea Sengara, House of Agave MD, emphasized authenticity over exclusivity, stating that premium should be authentic, welcoming and full of character.
Four video adverts have been released, featuring the rooster and skeleton characters Ramón and Guadalupe, both of whom appear on the tequila brand’s labels. These include ‘The Members Lounge’, a 30-second ad called ‘Tasting Notes’ and two 15-second ads called ‘The Velvet Rope’ and ‘The Private Cabana’. Earlier this month, Bacardi expanded an ingredient-led marketing push for tequila mark Patrón in the US, highlighting how the industry permits additives up to 1% of the weight of the product.
Production & Profile
The release focuses on Espolòn Tequila Blanco. The brand emphasizes a purity claim with slogans including “100% agave”.
What This Means
The campaign positions the spirit against traditional notions where premium is defined by curation and access. It suggests that consumers are seeking something more real and connected rather than exclusive experiences.
Consumer Takeaway
Drinkers can expect a Blanco tequila from Campari Group’s House of Agave division. The offering highlights 100% agave authenticity without the need for exclusivity, available globally starting with the US market.
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