Gran Centenario launches summer campaign

Tequila brand Gran Centenario has partnered with Mexican actor and former professional footballer Cristo Fernández for its new Incuestionables campaign.

The partnership with Fernández marks the beginning of Gran Centenario’s ‘Summer of Fútbol’ – a celebration of both football and Tequila as ‘a way of life’, which will be explored through a dynamic digital campaign across the US.

The Incuestionables (translated to mean ‘unquestionable’) campaign, presented in both Spanish and English, features a series of videos featuring the Ted Lasso actor, as he navigates through ‘life’s debating moments’, in a bid to prove one indisputable fact: that Gran Centenario stands as ‘Mexico’s number one Tequila’.

“I am proud to announce my partnership with Gran Centenario, a brand that embodies the true spirit of Mexico,” said Fernández.

“We share a deep connection to our home country and a passion for all things fútbol and Tequila. The brand is known as a household staple where I grew up in my beautiful hometown of Guadalajara.

“It gives me great pride to introduce this piece of our culture – and Mexico’s number one Tequila – to so many new fans.”

Throughout the ‘Summer of Fútbol’, Gran Centenario will further celebrate what the sport and Tequila means to its fans through its established partnership with the Mexican National Team, Club América, and the release of six limited edition bottle labels that will be available for sale at grancentenario.com.

Fernández will also host an onsite ‘fan fest’ experience at an upcoming Leagues Cup game, with a date to be announced later this summer.

According to figures by Nielsen, the brand was Mexico’s number one Tequila by volume in the 12 months ending 31 May 2022.

To watch the 30-second spot, click below.

Official Tequila of Leagues Cup

Gran Centenario has also been named the official Tequila of the inaugural Leagues Cup, an annual World Cup-style competition in which all 47 Major League Soccer (MLS) and Liga MX clubs across the US, Mexico and Canada will pause their respective league seasons and compete in the official competition.

Leagues Cup 2023 will kick off on 21 July, and the final will be played on 19 August.

“Mexico’s two biggest passions are soccer and Tequila. As the number one Tequila in Mexico, Gran Centenario Tequila is fully invested in igniting these two passions across all of North America as the ‘official Tequila’ of Leagues Cup 2023,” said Lander Otegui, senior vice-president, marketing, Proximo Spirits.

“Tequila is the perfect unifier between Mexican and United States soccer fans, and we look forward to introducing new fans to the brand and celebrating the spirit of Mexico with each and every one of them.”

To mark Gran Centenario and Fernández’s shared passions in both football and Tequila, as well as the brand’s appointment as the official Tequila of the Leagues Cup, the two have collaborated to create a custom cocktail — the Gran Copa Paloma.

Gran Centenario and Fernández are said to have drawn inspiration from the ‘vibrant energy’ of Mexico’s football fanbase, symbolising the spirit of celebration and champions.

The Gran Copa Paloma can be enjoyed at games held across Mexico.

It is made with 60ml Gran Centenario Reposado Tequila, 45ml pink grapefruit soda, 30ml fresh lime juice, 15ml agave syrup and two dashes of orange bitters.

To make the serve, combine all ingredients (except the soda) in a shaker with ice. Shake and strain over fresh ice into a rocks glass rimmed with Tajín seasoning, and top with grapefruit soda before garnishing with a lime wedge.

Last year, the UK and Mexico started discussions for a new free trade agreement that could help grow Scotch exports and the Tequila sector.