Even though anyone who knows me well, knows I am ready as the next guy to indulge in the odd beverage or three, I'm not sure the new campaign for Partida Tequila is such a good idea. Part of the effort focuses on tequillaconfessions, a site where people are asked to confess to indiscretions that took place while they were drinking tequila. Shot in New York, the site features four shorts of people confessing, one to fathering a child in Chicago. There are also six vignettes of bartenders telling funny tequila stories. Each averages about two-and-a-half minutes in length and generally centers on patrons enjoying large quantities of tequila and then doing things such as downing a worm dug up from the ground. Hey, you know what? When I was in my teens I would have thought drinking that stuff, eating worms and making babies was cool (Don't forget, I grew up in England, so I could drink in my teens!) Right now, for a "Premium" Tequila I don't think that's the way to go. But what the hell do I know. Maybe that approach will appeal to grown up Americans with more money than brains!
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Yeah... Tequila is such a delicate, sipping drink!
Dear George,
Good afternoon. My name is Benjamin and I am the Account Executive on Partida’s ‘Experience the True Spirit of Tequila’ / Tequila Confessions campaign. The point of this initiative is to demonstrate the ‘true spirit of Tequila’ and educate people about what premium Tequila is suppose to be. As you stated in your article, people have a misconception of Tequila as being a cheap, low quality spirit which is downed in shots by college kids (as seen in your photo). While there are plenty of cheap Tequilas, there are also many premium Tequilas which should be savored like fine wines, Cognacs or Signal Malt Scotches. We are trying to correct this stereotype in a fun and interesting manner and demonstrate that Tequila is a premium spirit. Tequila is something that all spirit lovers can enjoy and at the same time honor the heritage of a very proud and vibrant culture. This is the purpose of the Partida Tequila campaign and TequilaConfessions.
Posted by: Benjamin | October 22, 2007 2:50 PM | Permalink to Comment