Espolòn Tequila launched its international expansion with a global campaign, 'To the Bone', that debuted in Australia, celebrating the 25th anniversary of Espolòn Tequila Blanco.
Owned by the American arm of the beverage conglomerate, Campari Group, Espolòn Tequila’s roots in Mexico inspired ‘To the Bone’ – the international campaign produced in partnership with creative agency forceMAJEURE and director and photographer Lou Escobar.
Campari Group global managing director of spirits, Raul Gonzalez, said that celebrating this milestone anniversary year with a new global campaign and international expansion is an incredible moment of growth for Espolòn.
“We have big ambitions for this brand and “To the Bone” is the ideal platform for us to connect with those who have helped us build Espolòn and reach new global audiences,” he said.
“We’re spotlighting the contemporary spirit and bold authenticity that has set Espolòn on a path to success from the very beginning.”
The Australian launch was celebrated at HER Melbourne, with a weekend of guided tasting by agave expert, Megs Miller. A line-up of original Espolòn cocktails was created by guest bartenders Eli Martinez Bello (Tlecan, Mexico), Omar Alvarez (El Primo Sanchez, New South Wales), Wunna Coleman-Goddard (Maybe Mae, South Australia) and Timeo Van Hest (BarSoma, Queensland).
In Australia, Espolòn is a top 3 tequila brand and has seen continuous annual growth, one of the fastest growing premium tequila brands in the country.
The brand’s late founder and Maestro Tequilero, Cirilo Oropeza, used his engineering background to create a new approach to tequila production – balancing techniques such as playing classical music to fermenting yeast, to creating custom-designed autoclaves and a signature balance of column and pot still distillation to make the highest quality, 100% Blue Weber agave tequila.
The To the Bone campaign aims to drive this growth organically, embracing a cultural identity of originality and self-expression over desire for status. Shot in Mexico City, it highlights the connections between people.
“To bring the creative vision to life through this work, each character represented in the campaign is the protagonist of their own story,” said Escobar.
“With a mix of provocation and humour, these dynamic and emotional scenes portray the rebellious nature and authenticity of the Espolòn community, whether they are dressing unexpectedly or moving with confidence, we see what makes them who they are at their very core.”
The Espolòn Tequila range, including Blanco, Anejo, Reposado, and Cristalino, is available in Australia from most major liquor stores.
