Tequila Campaign
Tequila is one of our fastest-growing online categories, and Cinco de Mayo is a peak sales moment. To support enterprise-level Spirits goals, we expanded the typical Cinco de Mayo push into a cohesive three-month Tequila campaign designed to drive discovery, education, and conversion across channels.
Creative Team
Concept designers: Selva Martin & Emily Mcknight
Other designers: Various Total Wine designers
Copywriter: Summer Blais & Ritu Sharma
Notable Channel Impacts
(Some results are shared in relative terms to protect confidential business information.)
Email: Nearly $500K in combined sales
Paid Social: Delivered ROAS above benchmark (double-digit uplift)
In-Store: Displays saw an average sales lift vs avg of 29%
The campaign system drew inspiration from Aztec symbols rooted in Mexico’s history. We used this iconography as a consistent visual through line across all deliverables, creating a recognizable framework that could flex by sub theme while staying cohesive.
Subthemes
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Tequila Exploration
Encourage customers to discover and explore new unique Tequilas
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El Padrino Brand Focus
Educate customers on the quality, versatility and variety of the El Padrino line of products
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Margaritas/Cinco De Mayo
Inform customers that Total Wine has the best selection of Tequila to craft margaritas on Cinco De Mayo
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Tequilas Under $30
Showcase value Tequilas
