Campari launches first global campaign for Espolòn Tequila after 25 years

June 28, 2024
By Cody Profaca

Espolòn, the Tequila brand owned by Campari, has launched its first ever global campaign, To the Bone. Crafted in partnership with creative agency forceMAJEURE along with director and photographer Lou Escobar, the campaign seeks to authentically depict modern day Mexican culture, departing from the industry-standard backdrop of agave fields and focusing in on Mexico City.

“To bring the creative vision to life through this work, each character represented in the campaign is the protagonist of their own story,” said Lou Escobar, photographer. 

“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.”

The new campaign comes at a time of rapidly growing momentum for tequila, which is currently growing at a rate of 5.5%. Within Australia, IRI data lists Espolòn as one of the top three tequila brands and as one of the fastest growing premium tequila brands in the country, experiencing continuous year-on-year double digit growth.

Campari Group’s Global Managing Director of Spirits Raul Gonzalez said, “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.”

The Australian campaign launch took part last weekend via an immersive experience created at HER Melbourne featuring Mexican agave expert Megs Miller and guest bartenders Eli Martinez Bello (Tlecan, Mexico), Omar Alvarez (El Primo Sanchez, NSW), Wunna Coleman-Goddard (Maybe Mae, SA) and Timeo Van Hest (BarSoma, QLD). 

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