At El Mayor tequila, there’s a real family legacy, an arduous process and countless hands that care for it along the way. With A Handmade Legacy, we celebrate El Mayor’s uncompromising process and history to reintroduce tequila to consumers in the states. Because it’s a more revered spirit, crafted to be sipped and savored - not shot. So, we traveled to Guadalajara and introduced consumers to the hard working folks that painstakingly produce El Mayor, from field to bottle.

With a print and poster campaign, we feature portraits of real workers at each stage of their age-old process. We also created an online experience to serve as a digital overview of the process and a resource for the uninitiated tequila purist.

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