Jose Cuervo Tradicional is a recurring client constantly looking to improve their image with educated consumers and bartenders while also expand their cocktail library.

I was tasked with elevating Tradicional in order to stand apart from Especial and align more closely with a quality, blue agave, tequila. The brand in fact had been doing work within the green space for years but had not been promoting it among the US market. It was here that we encountered our first project: The Agave Project, where we executed a full campaign across digital and social channels to promote Jose Cuervo Tradicional as the Father of Tequila and the protector of the land, with its green initiatives with its waste products as well as its waste-se straws.

Working with bartenders from across the country, and in subsequent years and campaigns, Mexico, I not only worked with bartenders to develop new cocktails but was able to create content for them to live on social, paid media and web. This created a new library of cocktails and content for the brand that elevated them and gave them standing in the tequila market.

Another project came forward as part of the trendsetting and social impact campaign Bartenders at Home. Bartenders at Home provided relief to furloughed bartenders during the COVID-19 shutdown. Bartenders created custom cocktails from home and shared with consumers how to make them through video. With video content and then a cocktail companion book, this developed into a multi year campaign with full ownership to the brand and financial assistance to the trade.