Rooster Rojo premieres Sip Don’t Slam campaignBy Alice Brooker
Amber Beverage Group has released its Rooster Rojo ‘Sip Don’t Slam’ campaign to promote the sipping of premium Tequila.
The brand is attempting to ‘alter perceptions’ with the campaign, driving the consumption of Tequila through sipping rather than taking shots.
Mantas Zlatkus, global portfolio director in charge of innovations worldwide for Amber Beverage Group, said: “Consumers are becoming knowledgeable about the superior properties of Tequila when made as it should be, with 100% agave.
“Our innovative and edgy new campaign is a milestone in the evolution of the brand’s history. It will appear across the world, supporting Rooster Rojo in all our major markets.”
The campaign will be rolled out from spring this year, and includes film footage, social media content and print advertisements. It was shot in Los Angeles.
The Rooster Rojo range comprises four variants: Blanco, Reposado, Añejo, and Smoked Pineapple Tequila. The latter bottling was introduced to the brand’s portfolio in August 2021. All sit at 38% ABV, except for the bottlings distributed in the US market, which clock in at 40% ABV.
“The global Tequila category grew on average by 5% between 2016 and 2020 each year. In the premium Tequila segment – where Rooster Rojo is placed – the category has grown by 12% on average each year since 2016,” explained Zlatkus.
“The Rooster Rojo brand grew four-fold in volume and value between 2020 and 2021, so is in a strong position for continuing and rapid growth in 2022 and beyond.”
The Tequilas are crafted with 100% Blue Weber agave, and produced at the base of Volcán de Tequila, in Jalisco, Mexico.
The advertising campaign was led by Ian Haworth, creative director of creative consultancy Haworth House.
Haworth commented: “We received an exciting brief from Amber Beverage Group to step-change the Rooster Rojo brand and position it as fresh, forward-looking, and challenging convention. We believe that our urban, edgy campaign ‘Sip Don’t Slam’ represents a cool, urban, yet accessible vibe.
“The concept challenges traditional Tequila advertising and feeds into the current slow living trend. ‘Sip Don’t Slam’ reflects the authentic nature of the product and the bottle.”