Rosangel

Rosangel from Gran Centenario Tequila

Challenge:

How do you drive adoption for Rosangel from Gran Centenario, a hibiscus-infused tequila, as the preferred base spirit for innovative cocktails?

Creative Solution:

Start at the top! To build credibility and capture the attention of U. S. bartenders, the agency tapped two highly regarded industry influencers, F. Paul Pacult of Spirit Journal and Julie Reiner of Flatiron Lounge, to lead an education session introducing Rosangel to top mixologists. They then showcased the innovative cocktails they created at an event for 75 prominent journalists.

During the year-long campaign, mixologist ambassadors created new quarterly cocktails at their establishments, organized bartender education events and hosted local media.

"Fruity and subtly floral, it’s great in cocktails or for sipping straight."
- Food & Wine

Results

  • In just one month, Rosangel ranked second in new spirits sales.
  • Secured influential account listings in New York (Flatiron Lounge & Jane Hotel), Chicago (The Violet Hour), Los Angeles (Lumberyard), San Francisco (Bourbon & Branch) and San Diego (La Puerta).
  • Garnered extensive media attention that included features in The New York Times and Food & Wine.