Tequila Avión is proud to announce the launch of their new brand platform, Yo/Elevado, which encourages seasoned and novice tequila connoisseurs alike to elevate their spirit choices and lives. Inspired by Avión’s elevated birthplace (which sits 7,000 feet above sea level) and by the drive of its founder, Ken Austin, Yo/Elevado highlights the parallel between the literal and the figurative. Yo/Elevado is brought to life in a new campaign “Tequila Elevado a un Arte,” which explores what happens when one stops worrying about time and efficiency and strives to elevate tequila to an art.
The brand was born from a love of tequila and through collaboration between Austin and the Lopez family, who for generations have grown agave in the small town of Jesús María at the highest elevations of Jalisco. Together they create tequila with a time-consuming process that enhances and preserves the single-source estate agave used in Tequila Avión.
The inefficiency of Avión comes from a combination of the many steps of a meticulous process. From slow roasting Avión agave at low temperatures only in brick ovens, to using up to 30 percent more agave in distillation, to the proprietary ultra-slow filtration process, this approach makes it impossible to create Avión efficiently. Avión uses a process that, similar to the creation of art, takes time. The “Tequila Elevado a Un Arte” campaign heralds that very approach while giving a nod to the brand’s roots in Mexico.
“Inefficiency has its place, which typically it’s best to avoid, but it can be revered when creating art or in our case, tequila. We set out to create tequila that celebrates the rich flavor of the Jesús María agave. We refused to cut any corners or implement processes that sacrificed the rich flavor. The meticulously inefficient process resulted in Avión Silver being voted ‘World’s Best Tasting Tequila’ at the 2012 San Francisco World Spirits Competition,” said Austin, “Our new campaign, ‘Tequila Elevado a un Arte’ highlights the dedication and artistry that goes into each bottle we create.”
Since inception, Avión’s communication has revolved around elevating the drinking experience. Avion’s first campaign line was “Taste Elevated” and this new platform is a natural extension. To create Yo/Elevado, Avión engaged both Spanish and English language Creative Directors from the Opperman Weiss agency to create the campaign. The campaign will rise up through a mix of traditional media, digital and social media and a short film, throughout 2016. The ad spots can be viewed here and the short film can be seen atbit.ly/Elevado.
ABOUT TEQUILA AVIÓN
Avión is the ultra-premium tequila that has defined a new standard of quality and taste. Tequila Avión was created by Founder,Ken Austin in collaboration with the Lopez family, a third generation agave grower. Avión begins with single source agave coming only from Jesus Maria, the highest town in Jalisco. Avión was voted ‘Best Tasting Unaged White Spirit’ and ‘Best Tasting Tequila’ at the San Francisco World Spirits Competition. Tequila Avión’s distinct flavors are achieved through a combination of slow roasting Avión Agave at low temperatures for 3 days to protect the natural flavors, an inefficient distillation process and a proprietary ultra-slow filtration process that creates an unusually rich taste profile. Tequila Avión is available in Silver, Reposado, Añejo, Espresso Liqueur and Avión Reserva 44. In July 2014, Pernod Ricard, the world’s co-leader in wines and spirits, took a majority equity interest in Tequila Avión and handles the brand’s distribution globally. For further information please visitTequilaAvión.com. Fans can also follow Tequila Avión on Facebook atFacebook.com/TequilaAvión or on Twitter and Instagram @TequilaAvión.
ABOUT OPPERMAN WEISS
Opperman Weiss is a strategic and creative agency based in the Chinatown neighborhood of New York City. Founded in 2012, the agency focuses on helping brands show their true soul through integrated creative expression, no matter what discipline or channel is needed. They have done this for such clients as: Tullamore Dew, Chobani, Tequila Avión, Bacardi, La Colombe Coffee and E.J. Gallo Brands.