Tres Agaves is a Berkeley-based spirits company that produces high quality Tequila and organic cocktail mixes. But as a challenger brand in a high spending and increasingly premium category, it needed to further define its story to emerge from the clutter and land itself on the top shelf.
The journey to defining the brand's story began with in-home interviews in key markets, talking to Millennial consumers about their evolving relationship with Tequila. As they've graduated from college (and Jose Cuervo), they've discovered that it's a spirit that they actually enjoy, but wish they knew more about it. From what goes into it to where it's from and how it's made, Tequila has ignited their curiosity. Wanting something different, they are looking beyond the tried and true brands in the category for brands that are new, interesting and well crafted. If to them Jose Cuervo signals college and mass-produced and Patron overhyped and ubiquitous, they're looking for something a little more grown up, unexpected and craft.
Looking inwards at the brand, we discovered that even for a 10 year old brand, they had a lot of history behind it. They rely on the tried and true methods of three generations of Tequila distillers in Jalisco, Mexico, use only highest quality ingredients and have been producing organic Tequila since before it was a trend. Most importantly, it's grown and produced in the Tequila Valley in Mexico. An actual place with it's own history, traditions and culture that finds its way into every bottle.
Much like Champagne, Tequila is a product of place. And that place is the home and inspiration for Tres Agaves.
In this campaign, we used digital, social and retail to re-introduce Tres Agaves as the "Tequila made in Tequila."