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    Billboard pours its first tequila brand partnership with Tres Generaciones

    Tequila has recently poured into U.S. market, so much so that it has become the second fastest-growing alcohol beverage category today, according to a report by the Distilled Spirits Council, one of the sector’s trade associations. Mexico’s Tequila Regulatory Council estimated exports of 420 million liters in 2023, with the U.S. being its main buyer.

    So it is not surprising that big brands and Hollywood celebrities are looking to Jalisco, Mexico for their best allies in the industry, including George Clooney, Dwayne Johnson, and urban artist Maluma , to name a few.

    The latest to take the plunge is music giant Billboard, which recently announced a partnership with Tres Generaciones tequila, the first time the company has shared the stage with a tequila brand.

    Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

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