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Rooster Rojo encourages Tequila lovers to ‘Sip Don’t Slam’

Fast-growing global drinks company Amber Beverage Group (ABG) has created a bold, engaging campaign for its Rooster Rojo Tequila brand.

Sip Don't Slam: Rooster Rojo is encouraging consumers to savour their Tequila
Sip Don’t Slam: Rooster Rojo is encouraging consumers to savour their Tequila

Titled ‘Sip Don’t Slam’, the campaign aims to encourage consumers to sip and savour Rooster Rojo Tequila, not slam it as a shot.

Spanning exciting film footage, social media content and print advertisements, the campaign was shot in urban Los Angeles, and debuted in spring this year. It focuses on altering perceptions around the Mexican spirit, and celebrating its quality.

Mantas Zlatkus, global brand director of Rooster Rojo Tequila, 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.”

Award-winning Rooster Rojo Tequila offers four expressions: Rooster Rojo Blanco, Rooster Rojo Reposado, Rooster Rojo Añejo, and Rooster Rojo Smoked Pineapple Añejo Tequila.

The smoked pineapple flavoured Tequila recently launched as a world first, designed to deliver a ‘truly innovative flavour profile’. It has brought home already the first Grand Gold Medal from the Spirits Selection by Concours Mondial de Bruxelles.

Each bottling sits at 38% ABV, and have already become firm favourites with bartenders worldwide.

Rooster Rojo campaign Sip Don't Shot
Made for sharing: the new campaign was filmed in urban Los Angeles

Zlatkus added: “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 premium Tequila category has grown by 12% on average each year since 2016.

“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.”

Rooster Rojo Tequila prides itself on only using 100% Blue Weber agave. The brand is produced at the base of the Volćan de Tequila, a UNESCO-protected area in Mexico.

It is crafted by the Amber Production Tequila specialists and blended with water that is filtered through Mexican silver. Rooster Rojo is the first brand to embrace this technique, which results in an authentic, well-crafted range of spirits.

As part of the campaign, the brand has released a new hero movie to highlight the quality of the Tequila and further build on the category’s repositioning as a sipping spirit. The film depicts consumers sipping the Tequila both neat and in cocktails.

The 30-second video is available to watch on Amber Beverage Group’s YouTube channel and below.

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