Have A Story

In the early 2010's, vodka was king. Tequila brands like Patron were trying to appeal to younger drinkers by acting like a vodka brand. Jose Cuervo needed a way to regain appeal without compromising its unapologetic Tequila-ness.

We realized that young people don't have a lot of material currency. Instead they collect and share stories to gain social status. As one of the biggest story starters throughout history, Cuervo wasn’t fully owning this role in culture.

The “Have a Story” platform positioned Cuervo as the ultimate catalyst for unforgettable adventures, daring people to embrace spontaneity and create legendary stories worth retelling. After all, a shot of Cuervo is more than a shot of tequila. It's the start of an epic story.