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Jose Cuervo launches 'the Dons of Tequila' global trade competition to push brand narrative

By John McCarthy, Opinion Editor




March 24, 2015 | 2 min read

Jose Cuervo has launched global ‘the Dons of Tequila’ competition which will pit the world’s best bartenders against each other to discover who the best cocktail maker is.

The campaign from Albion will see for the first time, the tequila brand launch a global campaign, focused on informing bartenders, bar owners and mixologists across the world on the brand’s 250 years of quality and heritage.

In addition to digital advertising, the content will be pushed globally in trade publications, on Facebook, Twitter and Instagram. This will be supported by emails and traditional PR encapsulating activation across print and online media.

Anja Weise-O’Connor, senior marketing manager at Jose Cuervo International, said: “For this competition it was key that we created interesting, entertaining and useful content that doesn’t treat our trade audience as ‘alien’ consumers, but as real people who are genuinely intrigued to engage with and share the competition.

“We are incredibly proud of the Dons of Tequila campaign and the work done by Albion, and look forward to seeing entries from bartenders around the world.”

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