‘A Summer of Mexicana’ is the result of a tie-up between the brand owner and Sony Music, designed to capitalise on the rise in popularity of the ‘Música Mexicana’ genre globally. As well as a series of live concerts over the summer, the campaign also includes curated playlists on Spotify fronted by Don Julio.
The “private concert series”, featuring some of Sony’s Latin artists such as Christian Nodal, will run over the summer in cities including Chicago, Houston and Los Angeles. Meanwhile, the ‘Jimmy Kimmel Live Concert Series’ will also host a performance from Nodal.
On the Spotify streaming platform, Nodal has almost 25m monthly listeners.
Supporting the campaign will be a limited pack offering for Don Julio’s blanco and reposado expressions. The pair, featuring artwork by Mexican illustrator Dia Pacheco, are on sale now “just in time for Cinco de Mayo” for US$44.99 and $49.99 per 75cl bottle, while stocks last.
“Our music is about fostering shared experiences and deep connections between our artists and their supporters,” said Sony Music Latin’s senior VP of artist services & premium content, Ruben Layva. “With this collaboration, we’re poised to embark on a … journey that celebrates the richness of Música Mexicana … while championing the incredible talents of our artists.”
In the most recent data from the National Alcohol Beverage Control Association, sales of tequila in the US Control States rose by 8.4% in value terms in February on a volumes lift of 9.3%.
