Herradura

Challenge
The “best kept secret” of devoted tequila aficionados, Herradura had existed under the radar for well over a century. Though highly praised as one of Mexico’s finest native offerings, it was trapped in a dismissible brand execution that failed to capitalize on the product’s cultural authenticity or its premium stature. Our charge was to cut through the category clutter, expand awareness and infuse Herradura with real consumer relevance in one of the world’s fastest-growing spirits categories.

Approach
We leveraged the intrinsic power of Herradura’s century-plus history, employing artful yet historically credible visual cues and visceral storytelling to advance a product-based lore rooted in the time-honored traditions of the master jimadores of Mexico’s Hacienda San Jose del Refugio.

These cultural cues, consistently deployed across the gamut of consumer touch points, effectively repositioned Herradura as the archetypal ideal of Mexico’s pre-revolution tequila craft, piquing interest and inspiring trial among modern consumers who revere true, verifiable authenticity. The work was instrumental in allowing Herradura to lay claim to its rightful heritage as one of the world’s respected tequila brands.

Results
For the past seven years, Herradura grew underlying net sales an average of 25% and became the second largest super premium tequila in volume growth.