To make an impact in the nightlife scene, we decided to align the brand with the famous Mexican holiday Dia de los Muertos. Then we developed interactive and exciting elements that worked together on our tour.

For our trade members, we did something extra special. With a nod to traditional funeral processionals, common among Mexican communities, we chauffeured members of the trade to the event and began their night with a private mixology lesson.

When doors opened, the spirit of 1795 was unlocked. Mostly unbranded, we let Tradicional speak for itself in the space - and no detail was skipped.

SUBTERRANEO was an unquestionable success. Completely filled venues in every city, with over 5,000 attendees total and over 4 million impressions to date across media platforms is only part of the story. It is rare that an event concept leads the advertising. And if that were not enough, industry insiders were also impacted by the event—and the increased numbers prove it. As a result of our experience, at least 9 key tequila accounts have found passion for Jose Cuervo Tradicional and increased orders by an average of 4 cases per month, with dozens of new cocktail/menu features.