Dive Brief:

• Tequila brand Don Julio is reviving its Cinco de Mayo campaign for the third consecutive year to disperse $5 vouchers, called Don Julio Cincos, to consumers celebrating the holiday, according to a press release.
• In total, Don Julio will give away a total of 100,000 vouchers, totaling $500,000, intended for recipients to spend at local bars or restaurants. From May 1-7, consumers on the brand’s Instagram Stories can follow along for the chance to win. 
• The brand will have an Automated Tequila Machine (ATM) pop-up in New York and will supply coasters nationwide that offer consumers additional chances to win.The campaign arrives as the brand has seen strong sales. 

Dive Insight:

Diageo-owned Don Julio, a premium-priced brand, is hoping to earn goodwill this Cinco de Mayo by helping consumers make the celebration of Mexican heritage a tad more affordable amid ongoing economic uncertainty. Tequila is immensely popular on the holiday, with 126 million liters consumed in the U.S. The campaign arrives at a time when tequila is positioned to potentially overtake vodka’s status as the most popular spirit in the U.S.

The forthcoming installment in the brand’s Cinco de Mayo campaign is largely built around mobile. On Instagram Stories, consumers will be able to tune into the brand’s posts to learn when digital Don Julio Cincos are available to be won. Consumers can enter to win once daily over the seven-day period for the chance to collect $35 total, with all winnings deposited via Venmo. The effort is not sponsored by Venmo.

Additional activations include the brand’s Automated Tequilla Machine, which will be stationed on Lafayette Street in New York on May 5. Through the ATM, consumers can win up to 10 physical Don Julio Cincos, with each yielding a QR code and PIN that can be redeemed using Venmo. Additionally, participating establishments will disperse limited-edition drink coasters that also yield a $5 prize. 

This year’s Cinco de Mayo activation marks the third year the brand has launched its themed giveaway. In 2021, the company dispersed $125,000 worth of Don Julio Cinco’s and also made a large donation to support restaurant workers. This year’s prize pool of $500,000 is significantly higher. The Don Julio Cinco for this year was designed by Mexican artist Claudio Limón.

Don Julio delivered a 36% increase in organic tequila sales in 2022, according to parent company Diageo. While the brand’s offerings come in at a higher price point in its category, an increased appetite for luxury spirits broadly may have helped drive sales. In mid-2022, the brand released a cinematic campaign to further raise the profile of its founder Don Julio González, as well as its brand recognition.