TEQUILA brand el Jimador has launched a wide-ranging promotional campaign, titled ‘Reserved For Everyone’, and focussing on the message that 100% agave tequila is an accessible drink for all demographics.
UK brand manager Chao Roberts said: “In crafting our new campaign, we looked to democratise high-quality tequila in a positive way – balancing our premium product with inclusivity.
“‘Reserved For Everyone’ shows that real tequila belongs in the hands – and glasses – of everyone no matter who you are, where you’re from, what you’re into, or where you call home.”
The campaign is being led by out-of-home advertising across 320 sites in London, Brighton and Edinburgh, including a month-long activation at the Edinburgh Fringe Festival, giving festival-goers the opportunity to try frozen margaritas and fresh cocktails, including Palomas and Chambord raspberry margaritas.
There is also substabtial digital and social activity, with the brand working with a range of UK influencers across Instagram.
This new promotional push follows on from a strong annual performance from the Brown-Forman owned tequila in 2022, with the latest IWSR Drinks Market Analysis revealing that el Jimador is leading the growth of the tequila category, standing as the number one 100% agave tequila brand and third overall tequila trademark in the UK.
