Espolòn Tequila marks a significant milestone with the launch of its “To The Bone” campaign in Australia, celebrating 25 years of Espolòn Tequila Blanco and embracing its rebellious brand ethos rooted in modern Mexican culture.
Partnering with creative agency forceMAJEURE and director/photographer Lou Escobar, the global campaign diverges from traditional Tequila marketing by spotlighting Mexico City’s vibrant creative scene over the typical agave fields. Named after the iconic calavera skeletons adorning its bottles, “To The Bone” includes a social responsibility video, manifesto video, and key visuals for out-of-home and digital advertising across Australia, the US, Canada, Italy, and other key markets.
Director Lou Escobar emphasizes the campaign’s focus on individuality and self-expression, stating, “Each character in the campaign embodies their unique story. Through a blend of provocation and humor, we capture the rebellious spirit and authenticity of the Espolòn community, showcasing their core identities with unexpected style and confidence.”
Espolòn Tequila, founded by Maestro Tequilero Cirilo Oropeza, combines innovative techniques with decades of tradition, such as fermenting yeast to classical music and using custom-designed autoclaves. Positioned within the rapidly growing Tequila category, expected to outpace global spirits growth by 2026, Espolòn has achieved double-digit annual growth in Australia, cementing its status as one of the country’s fastest-growing premium Tequila brands.
The Australian launch of the “To The Bone” campaign was celebrated with an immersive experience at HER Melbourne, featuring Mexico-based agave expert Megs Miller and renowned guest bartenders from around the world. Raul Gonzalez, Global Managing Director of Spirits at Campari Group, affirms the campaign’s strategic importance, stating, “To The Bone represents a significant growth opportunity for Espolòn, allowing us to engage with our loyal supporters and expand our global footprint while highlighting Espolòn’s bold authenticity and contemporary spirit.”
This campaign marks a pivotal moment in Espolòn’s journey, leveraging its heritage and innovative spirit to connect with a new generation of consumers worldwide.
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