Celebrating the power of community and opening
the space for bold spirits to create and inspire together.
NEW
YORK, Nov. 20, 2024 /PRNewswire/ --
Today, DELEÓN Tequila is launching its new campaign "Bold
Spirits, Rise" celebrating those who embrace their creative
drive (or spirit) and inspire others to do the same. Through the
"Bold Spirits, Rise" platform, DELEÓN will open doors – giving
rising talent a space to connect, collaborate, and showcase their
creativity on the main stage through music and dance. With
dedicated resources, DELEÓN will offer the tools and room needed
for emerging artists to rise and continue to impact and inspire
culture.
Experience the full interactive Multichannel News Release here:
https://www.multivu.com/deleon-tequila/9298151-en-deleon-tequila-unveils-new-campaign-brand-platform-bold-spirits-rise
The campaign launches with a visual showcase of work brought
together by a curated lineup of creative visionaries, each a symbol
of the "Bold Spirits, Rise" ethos. A true collaboration,
choreographer Shay Latukolan, recognized for his distinctive
approach to movement, joins forces with unconventional filmmaker
Ben Strebel, celebrated for his bold
visual storytelling, to create a film and sequence that brings the
power of flow and movement to life. With a background in dance and
music, photographer Kanya Iwana,
captures the emotions of movement in striking, dreamlike visuals
that truly reflect DELEÓN's spirit. Together, these artists craft a
powerful narrative that embodies the essence of boldness and
creativity.
"Drawing inspiration from the excitement of opening a bottle
of DELEÓN, I envisioned a circular flow of movement to symbolize
how one bold choice can spark a chain reaction for everyone,"
says Shay Latukolan. "Collaborating on 'Bold Spirits, Rise'
with DELEÓN empowered me to express how one bold movement can
spark something powerful and foster a collective community to have
an elevated experience from dance to tequila."
"'Bold Spirits, Rise' is all about celebrating the magic
moments that happen when you live with authenticity and
confidence," says Ari Anderman,
DELEÓN Tequila Brand Director at Diageo North America. "At
DELEÓN, we believe in creating the space to transform the ordinary
into the extraordinary, just as our tequila elevates everyday
moments. This campaign was created with, and in tribute to, those
who aren't afraid to stand out, who lead with inspiring boldness,
and encourage others to do the same."
The campaign, created by New
York-based Creative Solutions Company, Translation, features
a lively collection of video spots and striking visuals that will
be displayed across digital and social media channels as well as
out-of-home (OOH) platforms.
The DELEÓN portfolio—featuring Blanco, Reposado, and Añejo—captures the
essence of craftsmanship, drawing inspiration from the artistry of
French luxury winemaking. Its bold, modern, and award-winning
bottle design mirrors the smooth yet dynamic nature of the liquid
inside. DELEÓN sets itself apart by aging its Reposado and Añejo in
a unique combination of American Oak barrels and French Oak wine
casks, allowing the tequila to flow seamlessly between the rich
flavors of both worlds. The result is a spirit with a smooth,
balanced character, layered with complexity and depth. Whether
you're savoring the crisp notes of DELEÓN Blanco in a cocktail, the
rich, complexity of Reposado (aged for at least four months), or
the elegant, refined depth of Añejo (aged for over a year), each
bottle transforms moments into vibrant celebrations, where bold
spirits takes center stage.
Join the movement and follow the conversation on Instagram as
DELEÓN creates spaces for bold spirits to rise across the country
with inspired celebrations.
About DELEÓN Tequila:
At the forefront of luxury since
it was first introduced to the world in 2009, DELEÓN Tequila was
always ahead of its time with its elevated standard of aging and
its bold, sleek design.
Only our finest, fully matured, 100% blue weber agave goes into
our Tequila, and an ambitious, longer fermentation process allows
the agave nectar to fully capture all the flavor of the
Jalisco region.
And an unconventional aging process: While most tequila brands
age their tequila in American Oak casks, DELEÓN takes it a step
further. For our Reposado and Añejo variants, we combine the bold
American Oak and French wine casks to achieve the smoothness,
balanced character, and nuanced complexity of DELEÓN tequila.
This is Tequila redefined—more than just a spirit, DELEÓN
Tequila offers an unparalleled tasting experience that transcends
boundaries. Imbued with a refined liquid elegance perfected through
a blend of traditional and innovative processes, every sip of
DELEÓN Tequila invites you to taste the difference. Whether enjoyed
neat or as the centerpiece of a meticulously crafted cocktail,
DELEÓN Tequila embodies the essence of luxury and sophistication.
For more about the exceptional tequila, information visit:
www.deleontequila.com and www.instagram.com/deleontequila.
Credits:
Creative: Translation
Choreography: Shay Latukolan
Music: Obongjayar
Director: Ben Strebel, Biscuit
Filmworks
Photography: Kanya Iwana, De La
Revolucion
Production: Biscuit Filmworks
Edit: Cabin Editorial
Color: Electric Theatre Collective
VFX/ Finishing: Shepherd VFX
Sound Design/Mix: Sonic Union
About DIAGEO:
Diageo is a global leader in beverage alcohol with an outstanding
collection of brands including Johnnie
Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel
One vodkas, Casamigos, DELEÓN Tequila and Don Julio tequilas, Captain Morgan, Baileys,
Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and
performance, visit www.diageo.com. Visit Diageo's global
responsible drinking resource, www.DRINKiQ.com, for
information, initiatives, and ways to share best practice. Follow
at Twitter and Instagram for news and information about Diageo
North America: @Diageo_NA.
Media Contact:
HUNTER | deleon@hunterpr.com
DIAGEO | marissa.cassinelli@diageo.com
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SOURCE DELEÓN Tequila
