Espolòn Tequila launches Ride the Rooster
Espolòn is challenging societal gatekeeping and status signals with a simple point of view: the best experiences are the ones that invite people in.
)
Espolòn Tequila launches Ride the Rooster, a new global brand platform built on a simple belief: the best moments in life aren’t about getting past the velvet rope. They’re about the people you share a drink with.
As traditional notions of premium have become increasingly defined by curation and access, consumers are seeking something more real and connected. With Ride the Rooster, Espolòn is embracing that shift and doubling down on what has always set the brand apart: exceptional tequila, authentic Mexican heritage, and a belief that great experiences are to be shared by many, not reserved for the few. Ride the Rooster calls on like-minded consumers to reject pretense, embrace Espolòn’s irreverent spirit and join the ride.
Ride the Rooster is Espolòn’s new global communications platform, articulating the brand’s distinctive point of view: in a world increasingly shaped by performance and status, premium tequila can be exceptional without being exclusionary.
“Too much of today's culture is built around exclusivity. Espolòn has always stood for something different: bringing people together. 'Ride the Rooster' is our belief that premium doesn't have to mean exclusive, it should be authentic, welcoming and full of character. That's the spirit behind our brand, and it's the spirit we're taking around the world.” said Andrea Sengara, Managing Director, House of Agave, Campari Group.
Credits
View on- Agency Venables Bell & Partners/San Francisco
- Production Company Karen Film
- Director Tom Kuntz
-
-
Unlock full credits and more with a shots membership
Credits
View on- Agency Venables Bell & Partners/San Francisco
- Production Company Karen Film
- Director Tom Kuntz
- Production Co MJZ/USA
- Editing Whitehouse Post/New York
- VFX Framestore Pictures
- Color Company 3/New York
- Sound Design Sonic Union
- Music Magma Music
- Chief Creative Officer Will McGinness
- Group Creative Director Che-Na Stephenson
- Creative Director Alex Flint
- Executive Producer Dennis McKinley
- Producer Maddalena Colombo
- Art Director William Perera
- Executive Producer Tommaso Pellicci
- Producer Alessandro M Naboni
- Head of Production Lucy Jones
- Line Producer Donald Taylor
- Production Designer Robin Brown
- DP Maura Chiarello
- Editor Russell Icke
- Executive Producer Kristin Angeletti
- Executive Producer Ximena Aguirre
- Head of Production Katrina Kuss
- Assistant Editor Laurence Thrush
- Assistant Editor Steven Waltham
- Executive Producer Dez Macleod-Veilleux
- Executive Creative Director Alex Thomas
- Senior Post Producer Andrew Mclintock
- Colorist Stefan Sonnenfeld
- Post Producer Wesley Lewis
- Audio Mixer Rob DiFondi
- Audio Producer Nathanael Taylor
- Music Supervisor Michael Bertoldini
- Music Supervisior Michele Cigna
- Music Producer Giulia Silvestri
- Senior Music Producer Kenma Shindo
- Music Producer Gyo Kretz
- Post Producer Seppl Kretz
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Venables Bell & Partners/San Francisco
- Production Company Karen Film
- Director Tom Kuntz
- Production Co MJZ/USA
- Editing Whitehouse Post/New York
- VFX Framestore Pictures
- Color Company 3/New York
- Sound Design Sonic Union
- Music Magma Music
- Chief Creative Officer Will McGinness
- Group Creative Director Che-Na Stephenson
- Creative Director Alex Flint
- Executive Producer Dennis McKinley
- Producer Maddalena Colombo
- Art Director William Perera
- Executive Producer Tommaso Pellicci
- Producer Alessandro M Naboni
- Head of Production Lucy Jones
- Line Producer Donald Taylor
- Production Designer Robin Brown
- DP Maura Chiarello
- Editor Russell Icke
- Executive Producer Kristin Angeletti
- Executive Producer Ximena Aguirre
- Head of Production Katrina Kuss
- Assistant Editor Laurence Thrush
- Assistant Editor Steven Waltham
- Executive Producer Dez Macleod-Veilleux
- Executive Creative Director Alex Thomas
- Senior Post Producer Andrew Mclintock
- Colorist Stefan Sonnenfeld
- Post Producer Wesley Lewis
- Audio Mixer Rob DiFondi
- Audio Producer Nathanael Taylor
- Music Supervisor Michael Bertoldini
- Music Supervisior Michele Cigna
- Music Producer Giulia Silvestri
- Senior Music Producer Kenma Shindo
- Music Producer Gyo Kretz
- Post Producer Seppl Kretz
Central to bringing the brand point of view to life in Ride the Rooster are Ramón the Rooster and Guadalupe the Calavera, the rebellious characters from Espolòn’s iconic illustrated bottles. These characters, originally inspired by the artwork of revolutionary Mexican illustrator José Guadalupe Posada, who serves as the visual muse for all Espolòn’s iconic illustrations, step off the bottle and into the real world for the first time. In “Ride the Rooster,” they take on the rituals and status symbols of exclusivity, all while bringing the brand’s core promise to life: 100% agave. 0% ego.
Launching first in the United States before rolling out across Italy, Mexico, Canada and Australia, Ride the Rooster is a global platform that mirrors the brand’s global acceleration.
“From our initial discussions, we knew Espolòn was a brand with the opportunity to blow up the conventions and cultural artifice of what ‘premium’ is supposed to be,” said Will McGinness, Partner and Chief Creative Officer, Venables Bell + Partners. “What’s exciting is that they have the bravery to actually take the brand there. Ride the Rooster is bold, irreverent and completely uninterested in playing by the category’s rules, and we couldn’t be more thrilled to see that shared ambition come to life in work that feels so unmistakably Espolòn.”
Espolòn’s founder Maestro Cirilo Oropeza created Espolòn with a clear vision – to introduce a tequila he would be proud to share with his community, and that would be accessible for all. Thus, for a brand built on rebellion, Mexican artistry and shared, democratic celebration, this new platform is not a shift. It is a sharper expression of what Espolòn has always stood for.
