Avión launches ‘Tequila as art’ campaign

Pernod Ricard-controlled Tequila brand Avión has launched its Yo/Elevado brand platform featuring new campaign Tequila Elevado a un Arte, or ‘Tequila as art’.

The initiative, which targets both new and experienced Tequila drinkers, seeks to encourage consumers to “elevate their spirits choices and their lives”.

Inspired by the agave used in Avión, produced at high elevations in Jalisco, Tequila Elevado a un Arte explores that happens when “one stops worrying about time and efficiency” and aims to elevate “tequila to an art”.

Avión is produced using a “time-consuming” process. According to the brand, its agave is slow-roasted at low temperatures in brick ovens, it uses up to 30% more agave in distillation, and an “ultra slow” filtration process is utilised.

The Tequila Elevado a Un Arte campaign mirrors that stead approach, while referencing the brand’s roots in Mexico.

“Inefficiency has its place, which typically it’s best to avoid, but it can be revered when creating art or in our case, Tequila,” said Avión founder Ken Austin.

“We set out to create tequila that celebrates the rich flavour of the Jesús María agave.  We refused to cut any corners or implement processes that sacrificed the rich flavour.

“Our new campaign, Tequila Elevado a un Arte, highlights the dedication and artistry that goes into each bottle we create.”

To create Yo/Elevado, Avión engaged both Spanish and English language creative directors from the Opperman Weiss agency. The campaign will run throughout 2016 and span a mix of traditional media, digital and social media and a short film.

Avión has enjoyed strong sales growth over recent years, with Pernod Ricard snapping up a “significant” majority stake in Avión Spirits, owner of Avión, in July 2014.