JOSE CUERVO, THE JOURNEY OF AGAVE

Proposal for a microsite design

It is widely known that after harvest, agave goes through several stages before tequila, its final state, is achieved. To train our audience regarding the tequila production process, we create educational and fun content to promote and celebrate the long story behind its creation. A story that is relatively unknown to most people, but interesting nonetheless.

To do this we create the first interactive tequila production process.

How? By interestingly displaying the entire production process.

On a dedicated microsite, users choose the agave they want to make their own from the estates of Jose Cuervo, and by interacting with it, they can learn all about tequila production.

From transporting piña to the ovens, its journey to the distillery and from there straight to our glass, to be enjoyed. The duration of our activation is set to be equal to the real-time production duration needed to produce Jose Cuervo tequila. Each time the production stage is concluded, users receive a notification informing them of the stage his agave is in, as well as treating them with a surprise gift (e.g. Discount codes and coupons for their favorite bar, original Spotify playlists and so on).Users that complete the Journey of Agave win Jose Cuervo gifts and one lucky winner get to visit Mexico and the estates of Jose Cuervo to experience the entire production process from up close!