(06)
Art Direction, UI, Packaging, Campaign
Jose Cuervo—dons of tequila.
Client
Jose Cuervo
Sector
Leisure and Hospitality
Role
Senior Designer
Year
2015
Albion's global campaign for Jose Cuervo tequila, “Dons of Tequila”, ignited the bartending community. This trade-focused competition challenged bartenders worldwide to create signature cocktails using Jose Cuervo. The ultimate “Don” won a coveted agave crop in Tequila and personalised Jose Cuervo bottles—a prestigious prize solidifying Jose Cuervo's place as the top tequila brand.
Challenge.
Albion faced a stimulating year-long challenge with the “Dons of Tequila” campaign for Jose Cuervo. This global initiative demanded seamless collaboration across all departments to achieve the client's goals. The core objective was to significantly elevate brand awareness of Jose Cuervo tequila among bartenders—the key influencers within the vast global alcoholic beverage market. Beyond awareness, the client desired to forge an emotional and entertaining connection with these tastemakers, with the intent of ultimately driving sales of Jose Cuervo tequila.
Strategy.
Albion orchestrated a dynamic, three-stage competition through a dedicated campaign website, keeping users engaged with every step. Targeted social media ads and captivating 30- & 60-second video spots amplified reach.
The creative vision unfolded through the perspectives of three guest directors, each adding their unique touch to the “Dons of Tequila” narrative. To further immerse viewers in the brand's heritage, a curated photoshoot captured the rich history and craftsmanship of tequila production in Mexico.
Excitement and information flowed to key trade contacts through two distinct channels. Twenty handcrafted trade boxes, each a testament to Jose Cuervo's legacy, were distributed. These boxes sparked curiosity about the campaign and included instructions on how to inspect the tasting notes of a bottle of Gold Jose Cuervo like a true Don—Francisco Hajnal Alfaro. Additionally, a comprehensive 20-page campaign guideline ensured seamless implementation for overseas agencies, empowering them to adapt the campaign effectively for their local markets.
Over 1,800 bartenders entered the first round of the competition, which led to national finals and then ultimately the global final where the finalists from 17 countries competed at the Jose Cuervo distillery to become “The Don”.
Koji Esashi, a talented bartender from Japan, emerged victorious, etching his name in Jose Cuervo history. His winning cocktail mastery earned him a remarkable prize: a personal agave crop in Tequila and a bespoke batch of Jose Cuervo tequila labeled with his own name.
Live YouTube: Jose Cuervo—Who's In?
Competition entries
1.8k
Over 1,800 bartenders from around the world entered the first round of the “Don of Tequila” cocktail competition.
Brand awareness
↑30%
Tequila proved to be a lucrative market for Becle in late 2016, accounting for a significant 57% of their total volume at the close of Q4 (Source: Becle SAB de CV Report, February 27, 2017). Notably, the "Dons of Tequila" campaign played a key role in this success. Jose Cuervo brand sales through Becle experienced a remarkable 30.2% growth compared to the previous quarter (October-December 2015).
Net sales
$24b
Jose Cuervo's net sales soared to $24.39 billion pesos in 2016, reflecting a remarkable 32% increase over the previous year's $18.47 billion pesos. This impressive growth significantly surpassed industry benchmarks.
Feedback.
Ben is an incredibly hard working, fastidious designer with a broad range of skills; spanning from brand identity creation and editorial design to working closely with product and UX practitioners in a visual design capacity.
He's been an integral part of the design team here at Albion for several years, working across the majority of our clients. In that time Ben has consistently approached projects with a high level of enthusiasm and professionalism and been responsible for creating some fantastic work.
— Kirk Watson, Design Director, Albion