Jose Cuervo has teamed up with Latin artists to reach young drinkers.

Jose Cuervo has teamed up with Latin artists to reach young drinkers. The 222-year-old brand is “under enormous pressure as consumers gravitate toward craft brands they discover on their own,” so they turned to artist Ricardo Cavolo to design a limited-edition collection of Tequila bottles, and fashion designer Carlos Campos to create a clothing line for influencers. According to a spirits consultant, the line is “beautifully done and well executed,” but this kind of campaign can be “a hit-and-miss thing because often people like artists but don’t believe [the marketing] is authentic.” (Adweek)