Hornitos Tequila backs ‘shot-taking’ entrepreneurs

Beam Suntory-owned Tequila brand Hornitos has launched online video content for its latest marketing campaign, A Shot Worth Taking, which features “real-life shot-takers” selected by their crowdfunding pages.

Hornitos has launched online video content for its latest marketing campaign featuring “real-life shot-takers”

The campaign, which was soft-launched in April via social media, print and out-of-home executions, has been expanded to include digital video content that celebrates crowdfunding entrepreneurs.

Hornitos is also providing each individual in the group – which includes Mexican-American hip-hop artist Zairah; drag show producer Marc Singer; Hollywood stuntman Kyle Williams; and denim fashion designers Phillip Landrum and Phil Lee – with financial support.

The digital advertisements were directed by Sara Alize Cross, a former fashion industry professional that switched careers to filmmaking, and produced by The Community.

The new marketing effort launched on Mexican Independence Day – the anniversary of the brand’s launch back in 1950 – and is designed to encourage fans to “take shots” of their own.

“Hornitos was founded on the principle that nothing great ever happens without taking a risk, and we wanted to develop a campaign that’s rooted in this mindset,” said Malini Patel, vice president of Tequilas and innovation at Beam Suntory.

“A Shot Worth Taking encourages people to take shots of their own to achieve something truly meaningful. As advocates for shot takers everywhere we aim to reward those who embody the same spirit that Hornitos was founded upon.”

Television advertising for A Shot Worth Taking is slated to launch in 2018.