With Espolòn Tequila celebrating the 25th anniversary of Espolòn Tequila Blanco, the brand has debuted its To The Bone campaign in Australia, which reflects its rebellious brand identity and roots in modern Mexican culture.
Espolòn has partnered with creative agency forceMAJEURE and director and photographer Lou Escobar for the global campaign. To The Bone, a reference to the iconic calavera skeletons featured on every bottle, highlights the contemporary, creative hub of Mexico City, rather than the agave fields commonly featured in Tequila campaigns.
The campaign will be rolled out across Australia, the US, Canada, Italy, and other core markets, and comprises a social responsibility video, a manifesto video, and key visuals for out of home and digital advertising campaigns.
Escobar said that the Espolòn Tequila To The Bone campaign aims to reflect the originality and self-expression exemplified by the brand.
“To bring the creative vision to life through this work, each character represented in the campaign is the protagonist of their own story. With a mix of provocation and humor, these dynamic and emotional scenes portray the rebellious nature and authenticity of the Espolòn community, whether they are dressing unexpectedly or moving with confidence, we see what makes them who they are at their very core,” he said.
Originality was a core value for Maestro Tequilero Cirilo Oropeza, the Founder of Espolòn Tequila, who married his engineering background and decades of tequila production experience with imaginative techniques, such as playing classical music to fermenting yeast, using custom-designed autoclaves, and developing a signature balance of column and pot still distillation.
The Espolòn range is well positioned within the fast-growing category of Tequila, which the ISWR predicts will outpace total global spirits volumes by 2026, with total spirits projected to grow 0.9 per cent and Tequila projected to grow 5.5 per cent. In Australia, Espolòn has seen continuous year-on-year double digit growth, which the company says makes it one of the fastest growing premium Tequila brands in the country.
Espolòn celebrated the Australian launch of the To The Bone campaign with an immersive experience at HER Melbourne, hosting Mexico-based agave expert Megs Miller, and guest bartenders such as included Eli Martinez Bello (Tlecan, Mexico), Omar Alvarez (El Primo Sanchez, NSW), Wunna Coleman-Goddard (Maybe Mae, SA) and Timeo Van Hest (BarSoma, QLD).
Raul Gonzalez, Global Managing Director of Spirits at Campari Group said that the campaign represents a major growth opportunity for Espolòn.
“Celebrating our milestone anniversary year with a new global campaign and international expansion, this is an incredible moment of growth for Espolòn. We have big ambitions for this brand and To The Bone is the ideal platform for us to connect with those who have helped us build Espolòn and reach new global audiences. We’re spotlighting the contemporary spirit and bold authenticity that has set Espolòn on a path to success from the very beginning.”