Don’t slam the rooster

Drinking Rooster Rojo

Amber Beverage Group has launched a new advertising campaign for its brand, Rooster Rojo Tequila.

The campaign theme, ‘Sip don’t slam’, conveys the message that Rooster Rojo should be savoured and not drunk like a shot.

The brand owners believe the message will help to alter perceptions about the way the premium Mexican spirit is consumed. The campaign, which comprises film footage, social media content and print ads, was shot in urban Los Angeles.

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. All are 38% ABV.