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    Giveon fronts Tres Generaciones Tequila’s ‘Get up Tres’ campaign

    Supporting Giveon’s first North America tour, Tres Generaciones will host elegant cocktail events and release a video series chronicling the R&B star's life story.

    Legacy brand Tres Generaciones Tequila has embarked on ‘Get up Tres,’ the largest campaign in its 50-year history with seven-time Grammy nominee and multi-platinum R&B star Giveon.

    The campaign comes as Giveon kicked off his first North American tour, the ‘Give or Take’ tour, on August 16 in Philadelphia. Tres Generaciones will serve as an official sponsor during the tour, hosting branded cocktail events in select cities and unveiling a series of digital videos that tell Giveon’s story. “For me it’s all about the process. That’s where the hard work shows up; that’s where the heart, and heartache, and all the storytelling reside,” Giveon said in a statement. “I’m looking forward to working with Tres Gen Tequila to not only share my story, but to offer a platform through Get Up Tres for others – to tell us about their own journey and celebrate their own successes both big and small.”

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    Tres Generaciones, which translates to “three generations,” was originally established in 1973 to commemorate the Sauza family's century-long, multigenerational commitment to their craft. After a rather unsmooth journey to the top, the brand relaunched last year. Since then, Tres Generaciones has reportedly grown over 35% year-over-year, making it the fastest growing super premium tequila brand in its category.

    According to the brand, the campaign celebrates this journey and aims to inspire consumers to persevere when they fall. “We want to be a brand that encourages people to appreciate every step of the journey; it’s not about perfection, it’s about progress, and Get Up Tres represents the resilience you need in order to forge your own path,” senior marketing director of Tres Generaciones Andrew Eis said in a statement.

    It's a big week in premium tequila news. Yesterday, Don Julio launched a global campaign highlighting the heart it takes in order to make high-quality tequila.

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