The Perfect Country Song. If The Country is Mexico.
- Challenge
- Two cousins had the vision, the juice and the star power, but still needed a brand strong enough to stand on its own.
- Solution
- We built everything from the promise up: strategy, identity, campaigns and merch that made the brand feel right at home.
- Results
- Launched in 40 states year one with impressive social success.
Dos Primos
Challenge
When Thomas Rhett and his cousin Jeff Worn set out to launch Dos Primos Tequila, they were stepping into one of the most crowded spirits categories in the country as a brand-new challenger. They came with a clear vision for a top-shelf tequila that married Mexican distilling tradition with Southern sensibility, built around family, the outdoors, and the kind of authenticity that celebrity alone can’t manufacture.
Our job was to build a brand compelling enough to earn distributor enthusiasm and national retail buy-in on a lean budget – one that could compete directly against bourbon and Tennessee whiskey for campfire occasions.
Solution
We started where we always do: research. Competitive analysis and consumer interviews revealed how this audience actually connects over tequila, and gave us everything we needed to build around a single, ownable promise: Dos Primos makes anywhere feel like home.
That sentiment built the whole thing. An earthy, desert-inspired palette, textured typography, and a rustic, lyrical voice that brought a little country poetry to every touchpoint. Then production: cinematic TV spots featuring acoustic guitar and rugged outdoor visuals for the launch, followed by a trip to the Jalisco highlands to capture the González distilling family and the heritage of the Reposado rollout firsthand.
Media ran broad across paid digital, print, radio, TV and OOH, all anchored to the outdoors, good company and the Dos Primos way of unwinding. The website was designed to match with rich visuals, minimal copy, the kind of page you scroll slowly. Two national sweepstakes leveraged Thomas Rhett’s reach with custom web design, video, social and merchandise behind each one.
Speaking of merch: several pieces were handpicked by Thomas Rhett to wear onstage during national tours. And for PR and influencer outreach, we built The Essential Dos Primos Collector’s Edition: a custom two-bottle box styled after a vintage vinyl compilation, housing Blanco and Reposado alongside branded glassware. The kind of thing people keep.
Results
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40 States, Year One
Distributor buy-in came fast and went wide with almost national availability from launch.
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A Unique Position
Mexican tequila heritage meets Southern outdoor culture, a space no one else occupies.
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A Brand Built to Grow
Fan promotions, national tour visibility and sustained digital performance carried the brand through line extensions without missing a beat.
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Social Success
Steady audience growth from storytelling content and strategic amplification, leading growth among the Luxco portfolio for years.
