Hornitos® Tequila
How do we expand sales for a global tequila brand, when U.S. bartenders won't mix with it?
Hornitos® was a renowned global tequila.
But in the U.S., bartenders overlooked it, preferring familiar brands.
The question wasn't “how do we advertise?”
It was “how do we get bartenders to embrace Hornitos®, locally.”
We decided to show. Not tell.
We brought bartenders and a new way of thinking about mixology together, to break through to the U.S. Market.
The approach
01
The Problem
Hornitos was globally renowned, but U.S. bartenders overlooked it. They preferred familiar brands. Traditional advertising wasn't breaking through.
02
The Solution
Create a consumer (and bartender) event around mixology. Make the tequila and its flexible nature unforgettable through hands-on experience.
The execution
Nimble process
Training NYC bartenders live as a means to foster education.
Innovative solutions
Cocktail table books doubled as a master class in mixology for bartenders, and as a beloved party favor for guests.
The result
bartender supported
What changed
Bartender advocacy
NYC's top bartenders became brand ambassadors, recommending Hornitos to customers and peers.
Cultural moment
Helped bartenders fall in love with Hornitos® by throwing the most mischievous experiential mixology event in NYC including media icons, celebrities, publishing houses and guests.
Lasting engagement
The “Mischievous Cocktails” handbook extended the experience beyond the event.