Expanding horizons: Tequila Revolución
Transforming a product that is traditionally considered a folkloric souvenir into a high-end, luxurious tequila.
Setup & context
Tequila Revolución, a well-positioned product among tourists visiting Cancún and other Mexican destinations, primarily sold in Duty-Free stores, faced challenges when the Tequila Boom of the late 2010s swept through the industry.
The challenge & problem PROCESS
Despite their efforts to expand their market share, their Tequila failed to generate the hype they had anticipated. The packaging, which resembled a Mexican souvenir rather than a premium or trendy spirit, contributed to this lack of appeal.
Launch, impact, results
Recognizing the need for a change, Tequila Revolución embarked on a redesigning journey. They also introduced a unique tequila variation: Extra Añejo Cristalino. Strategically, we launched a social media campaign, a new website and an outdoor advertising (OOH) campaign that addressed the claims made by industry leaders.
As a result of these efforts, Tequila Revolución experienced a significant sales increase of 33% the following year. This success paved the way for the brand’s expansion into the US market.
In addition to the campaign, we accompanied Tequila Revolución to “Sabores Polanco,” an exclusive event for foodies and gourmet enthusiasts. We covered the event and documented the hosting of their booth by Max Villegas, a renowned lifestyle influencer, who showcased mixology recipes crafted for the brand.
