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Gabrielle Shaw Communications // PR and Marketing

CASE STUDY

Igniting a new premium tequila trend

Cuervo Tradicional


Cuervo Tradicional, made by the world’s oldest tequila producer, a pale straw-coloured reposado is made from 100% blue agave and rested in white oak barrels. Only a limited amount of this rare ‘sipping-quality’ tequila is produced each year.

OUR WORK TOGETHER - GSC was tasked to create a ‘new’ occasion for drinking the brand. Our campaign for Cuervo Tradicional made trendsetters think again when it came throwing back a shot with lime and salt. The aim was to see that the traditional Mexican spirit is enjoyed the traditional way – straight, no messing.


GSC shifted the focus from the last drink of the night, to a libation sipped with supper - neat, or with a deconstructed sangrita. Cue the Cuervo Tradicional After Supper Club. This East London Warehouse pop up combined music, food, drink and art, driving a trend to celebrate all things Mexican.

Invited key food and drinks media and influencers came along to this charming back alley oasis, to experience a delicious five course meal accompanied with lashings of the strong stuff. The sipping concept was elevated to an artform with the deconstructed sangrita, an unbundled cocktail innovation, dipping sweet cherry tomatoes into a sugar, celery salt and pepper mix, and washing it down with a sip of Tradicional.

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    Jose Cuervo Tradicional

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    Diageo Reserve Brands

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    Jose Cuervo Tradicional