Espolòn Tequila's Urban Cenote

The brief was a new spirits launch. The obvious industry default would have been a bar takeover, some branded glassware, and an influencer list. We went the other way.

The product's differentiator was clarity: crystal-clear tequila inspired by the pristine cenotes of Mexico. So we asked a simple question: what if people could actually be in that world? We took over a raw space in downtown Manhattan and built Espolòn Tequila's Urban Cenote from scratch: digital water, crystalline caves, swings over pools of light. The environment was the product story. Everything else — the food, the music, the artist collaborations — grew from that one true idea.

25 million impressions. But more importantly, people understood what made this tequila different the moment they walked through the door. The public was invited to descend into a world of complex flavors and experience Espolòn Cristalino surrounded by the very setting that inspired it.

The Urban Cenote featured digital waters and waterfalls with swings to pose on, caves to explore, neon photo moments and a #Skelfie mirror that transformed guests into skeleton versions of themselves, all to share directly to social. The event also featured food inspired by vibrant Mexican culture, LatinX artist collaborations, music from DJ Paurro, special guests, and, of course, signature Espolòn Tequila cocktails at our gorgeous cenote bars, plus the opportunity to be one of the very first to sample Espolòn Cristalino.​

25,000,000+  Impressions   |   263 User Generated Stories   |   2,500+ Attendees