Espolón is an award-winning tequila with little brand awareness in the US. The goal was to reintroduce the brand in a crowded premium segment. We learned that consumers wanted a product that felt real. The new brand was inspired by the original Posada engravings, which told real stories of the struggles and social injustice in Mexico. The name Espolón refers to the spur of a rooster, so to give it relevance, we created a rooster, Ramon, named after the master distiller. Espolón is a living identity that depicts stories of real life in Mexico.
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