Rooster Rojo Tequila launches new global campaign: SIP DON’T SLAM

Amber Beverage Group, the fast-growing global beverage group, is launching a bold and exciting advertising campaign for its brand, Rooster Rojo Tequila®. The campaign theme, ‘SIP DON’T SLAM’, shows how these premium Tequilas should be sipped and savoured not slammed.

The brand owners believe the message will help to alter perceptions about the way this premium Mexican spirit is enjoyed. The campaign, which comprises film footage, social media content and print ads, was shot in urban Los Angeles. It will be rolled out from Spring 2022.

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 multi-award-winning Rooster Rojo range includes four variants: Blanco, Reposado, Añejo, and Smoked Pineapple Tequila – the latter only recently released and a world first, delivering a truly innovative flavour profile. All are 38% ABV and deliver on taste which is why they are being embraced by bartenders.

The brand’s logo, the proud rooster, is a symbol of Mexico, emphasising the provenance of this collection. Using only 100% Blue Weber Agave, Rooster Rojo Tequila is produced at the very base of the Volćan de Tequila, a UNESCO protected area in Mexico. Carefully crafted by the Fabrica de Tequilas Finos specialists and blended with water that is filtered through Mexican silver, Rooster Rojo is the first Tequila to use this technique, resulting in an authentic, beautifully crafted range of spirits.

“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,” said Mantas Zlatkus.

With over 1,500 tequilas being exported from Mexico, and consumers thirsting for more of these premium spirits, Amber Beverage Group is optimistic about the time being appropriate to raise the profile of their wholly owned brand.

The advertising campaign creative work was led by Ian Haworth, Creative Director of Haworth House Creative in partnership with Giles Calver of Sedley Place, both based in the UK. Ian 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.

“We chose to use actors not models and we embedded the strapline within the images to underline the authentic nature of this premium brand. The headline appears naturally on billboards, tee-shirts, and a food truck. 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.”

Advertising campaign credits

• Creatives: Ian Haworth, Haworth House Creative with Giles Calver of Sedley Place
• Director: Scott Harben
• Production: 24/Seven Film

About Rooster Rojo Tequila

Using only 100% Blue Weber Agave, Rooster Rojo® tequila is produced in small batches at the very base of the Volćan de Tequila. Carefully crafted by the Fabrica de Tequilas Finos specialists and blended with water that is filtered through real Mexican silver, Rooster Rojo is the first tequila to use this technique, resulting in an authentic and high-quality spirit. Rooster Rojo Tequilas are bottled at two different strengths: 40% ABV for the US market and 38% ABV for the rest of the world.

About Amber Beverage Group

Amber Beverage Group (ABG) is a rapidly growing global spirits company, whose products are found in millions of households and venues across the globe. ABG core brands are Moskovskaya® Vodka, KAH® Tequila, Riga Black Balsam®, The Irishman® Whiskey, Writers’ Tears® Whiskey, Rooster Rojo® Tequila, Cross Keys Gin® and Cosmopolitan Diva®.

ABG produces, bottles, markets, distributes, exports, and retails a comprehensive range of beverages of which it owns more than 100 and is responsible for marketing and distributing 1,300 third-party drinks brands, spanning everything from premium vodka and sparkling wines to speciality Mexican tequilas and Irish whiskey.

The company has grown from its original core production business in the pan-Baltic region established in 1900, to a global spirits industry player that unites around 2,050 employees in almost 20 companies in the Baltic States, Austria, Australia, Germany, Ireland, Russia, Mexico, and the United Kingdom.

Source: Amber Beverage Group