As someone who has spent the better part of almost 20 years trying to educate consumers on how to enjoy tequila and all other agave spirits, I was appalled by this Cuervo stunt.
I was also surprised that the Distilled Spirits Council of the United States (DISCUS), a self-policing lobby that also oversees how spirits companies portray themselves in the media, has not launched an investigation into this shameful campaign.
It’s too easy to show young drinkers (Millennials) doing shots from a water fountain. Why not show Spring Breakers sucking down shots supplied by bartenders at infamous Mexican nightclubs while hanging upside down?
It shows a complete lack of imagination on the ad agency’s part, as well.
Since 2001, the Tequila Industry has tried to clean up Tequila’s image from a shooter to a fine sipper.
This deplorable act may have set those efforts back decades.