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Jose Cuervo
Agave Bar
Experience
Los Angeles
August 2021
Experiential, PR
Context
A total experience made from agave
In the alcoholic beverage industry, very few companies implement sustainability actions both internally and for their consumers. Jose Cuervo is the most important tequila producer in Mexico and one of the largest agricultural companies on the continent. Responsibility for its environmental impact is fundamental.
Objective
Generate a transcendental sustainable action that positions Jose Cuervo as a leader within the industry and in environmental care before its consumers.
Challenge
How can we involve Jose Cuervo's suppliers and local artisans in the reuse of bagasse (the main agave waste product) within a local and circular economy process that leverages the plant's versatility and demonstrates Jose Cuervo's commitment to the environment?
The Idea
Create the first total experience based on recycled agave, where everything touched, eaten, drunk, and perceived is made from it.
Agave Bar: the first fully sustainable bar on the planet, made entirely from recycled agave. This would help us trigger media amplification while simultaneously spreading Jose Cuervo’s sustainability initiative and raising environmental awareness.
We produced a detailed report to measure the carbon footprint of all elements involved in the creation and implementation of this event. In accordance with our commitment to the environment, the 2030 Agenda goals, and the United Nations Global Compact, we offset 100% of this footprint through reforestation certificates in the ejido of Hueyapan, Tulancingo, Hidalgo.
Agave Bar: the first fully sustainable bar on the planet.
