Jose Cuervo encourages drinking sustainably for National Tequila Day
August 1, 2021
Jose Cuervo marked the designation of July 24 as National Tequila Day by kicking off a campaign to help consumers drink sustainably.
A video posted on YouTube on July 23 encouraged consumers to submit their name and address at cuervoagavestraw.com through September 29 to receive a pack of 25 biodegradable agave straws. The alternative to plastic straws were first introduced in 2020 at bars, restaurants, and events sponsored by the brand throughout the U.S. and Canada. The offer was so popular that Jose Cuervo had to pause redemptions after more than 200,000 consumers signed up in just three days.
The promotional website also links to cocktail recipes and additional information about The Agave Project, which aims to find fresh uses for the fiber of the plants used to make tequila. A July 27 YouTube video promotes the cause.
National Tequila Day has been a key marketing occasion for Jose Cuervo for years. In 2017, the brand installed three custom water fountains around Los Angeles that dispensed Cuervo Especial Silver. It also shared tequila-filled water coolers and desk coolers with offices around the U.S. to provide employees with a happy hour.
Don Jose Antonio de Cuervo is credited with starting the tequila industry in 1795, and in 2018 the brand connected his status as “the founding father to tequila” with America’s first president, George Washington. On National Tequila Day, the brand enlisted costumed actors for appearances in Washington, D.C. and gave out $1 bills at bars around the country.