Refining the Legacy of a Mexican Tequila Brand

In a category overflowing with noise, where “premium” is promised at every turn, but authenticity is often in short supply, a storied Mexican tequila brand faced a pivotal question…how should it position itself to win the hearts (and palates) of today’s discerning drinkers? The brand needed to uncover its core truths and carve out a space that felt both real and relevant to stand in, while resonating with the evolving expectations in both the US and Mexico. 

Our journey began by immersing ourselves in the brand’s history—digging into past work to uncover what makes this tequila truly special. We then went behind the bar, speaking with bartenders across the US and Mexico—the gatekeepers of premium spirits—to understand what they and their customers value in tequila. The message was clear: people crave authenticity in a category clouded by hype and imitation.

We also engaged directly with drinkers to explore their expectations, perceptions of the brand’s past campaigns, and how it stacks up to the competition. These conversations helped us map the positioning landscape and identify where the brand could stand apart, leading us to develop 4 positioning statements we further tested with customers and prospects.

Armed with these insights, we led a collaborative two-day workshop at the brand’s HQ, bringing together client, agency, and market stakeholders. Using the “brand triangle,” we refined the North Star and shaped a positioning rooted in truth and resonance—built to rise above the noise and connect meaningfully with today’s tequila drinkers.

The result: a positioning that honors the brand’s legacy while propelling it forward—anchored in authenticity and built to win. With a clear purpose and strategy rooted in deep human insight, the brand is ready to cut through the noise, connect with bartenders and drinkers, and reclaim its place as a premium tequila leader.