JOSE CUERVO AGAVE BAR
TARGET
Los Angeles-based hospitality industry professionals, discerning tequila consumers who are also concerned with environmental issues.
GOALS
Position Jose Cuervo as a premium tequila with target audience. Create an immersive experience in Los Angeles with the purpose of educating industry and consumers on Cuervo’s dedication to sustainability, honoring the agave plant and authentically representing Tequila, Mexico culture.
PROGRAM
All items in the bar - from the bricks to the merchandise - were created from the agave plant, made in Mexico and shipped to the U.S to build the Bar That Tequila Made.
COLLiDE partnered with LA Times Mexican Food Critic Bill Esparza to bring in authentic Mexican food prepared by chefs from Jalisco.
COLLiDE booked critically acclaimed LA based bands Chicano Batman, Neon Indian and more to DJ throughout the event.
Guests enjoyed custom cocktails featuring different Cuervo expressions and unique merchandise items made by Mexican artisans.
Industry and press enjoyed private Q+A sessions with Cuervo’s head of advocacy and Master Distiller.
We partnered with and made donations on behalf of Proximo Spirits to Surf Rider Foundation and Cielo.
RESULTS
1.5K attendees including 20 media outlets and 75 key bartenders and distributors.
59M+ earned and owned media impressions including coverage in LA Times, Eater, The Infatuation.
A follow up event is being planned for Chicago as a result of positive impact of the LA event.
Proximo, COLLiDE and agency partners received the Adweek's 2022 Experiential Award for Best Activation in Support of Sustainability.
