For many, their “life-of-the-party” alcohol of choice is tequila. The spirit also has been seeing a “spike” recently, pun intended, as it is being used in some recent ready-to-drink (RTD) beverages. According to Drizly, over the Fourth of July weekend (July 2-5), tequila encompassed a 21% share of the liquor category, which is up from its 19% share in June 2021 and the July 4th 2020 weekend, respectively. Also of note, RTD share grew to 7% of the liquor category over the long weekend, up from its 5% share in June 2021.

Capitalizing on both of these consumer trends, Tequila Cazadores recently introduced its lineup of premium RTD canned cocktails made with 100% blue weber agave Tequila Cazadores Blanco. The variety pack includes the varietals Margarita, Spicy Margarita and Paloma.

In an immersive online experience, I recently had the opportunity to learn more about the new lineup from Tequila Cazadores North America Ambassador Alan Ruesga-Palayo. Along with details about its launches and recent campaigns, Ruesga-Pelayo shared details about the brand’s sustainability practices.

“Many companies sell the agave for cosmetics products, but we leave it on the soil to compost and make it healthier,” he says. “We also use the agave to create electricity to power operations. You take the agave sugars to produce a biofuel, which powers 60% of the facility.”

Ruesga-Pelayo also explained that for tequila to be called tequila, it should be made from 100% blue weber agave originating from one of five Mexican states: Jalisco, Tamaulipas, Guanajuato, Nayarit or Michoacan.

“A point of pride for the brand, Tequila Cazadores meets these standards,” he says, pointing out that the brand’s roots go back to 1922 in Arandas, Mexico, resulting in a smooth, bold, highland tequila.

Leading up to National Tequila Day July 24, Cazadores launched a social media campaign with the hashtag #RealTequilaForRealPeople, calling attention to the fact that it’s made with 100% blue weber agave, which is then fermented and distilled with 100% of the sugars of the agave. For 51 years, the recipe remained a family secret until it was decided that the time was right to share Tequila Cazadores with the world. In 1973, the first commercial distillery was built, in the exact spot where the stag (which is now the brand’s logo) stood in the agave field. BI

On July 1, Dogfish Head Craft Brewery announced the launch of a four-episode “Mother Nature, Let’s Do This!” docuseries highlighting the East Coast conservation initiatives of The Nature Conversancy (TNC), one of the world’s leading conservation organizations. Hosted on Dogfish Head’s website and YouTube channel, the docuseries follows Dogfish Co-founders Sam and Mariah Calagione as they embark on an eco-friendly road trip from Miami, Fla., home of the brand’s newest brewpub, to Dogfish Head, Maine, the brewery’s namesake region. Along their journey north, the Calagiones stop at various preserved lands and project sites to learn about TNC’s East Coast conservation initiatives, speak to local environmental experts and explore Mother Nature’s splendors. During the month-long excursion, the duo visited with TNC at 13 outdoor sites and met folks at Epiphany Craft Malt. Each stop offered a unique educational opportunity and the chance to learn how to protect the planet.

Malibu celebrates “Summer Fridays”

To help everyone make summer count, Malibu Rum asked its fans to define what a “Summer Friday” means and discovered that the majority of Americans (63%) define it as taking a half-day and logging off at 12 p.m. every Friday. So, every Friday in July and August at noon, Malibu is giving consumers age 21+ a virtual “punch out” for the day and a chance to win $2,021 along with other fun prizes such as a Malibu Funshine kit (inflatable ring toss games, visors, pineapple sunglasses and more). Fans are then asked to share celebratory photos using the hashtag #FunshineFriday on social channels.

Sparkling Ice announced the top three finalists of their second Cheers to Heroes contest to celebrate the nation’s unsung heroes. They are: Kay Menashe, Ozone Park, N.Y., for her dedication to strengthening children’s education in her local community; when the local public libraries in Howard Beach and Ozone Park closed due to the COVID-19 pandemic, Menashe stepped up and set up an outdoor library in front of her home where neighbors were encouraged to bring a book and grab a book to take home. Michael Bayer, Ballston Lake, N.Y., served his country for 25 years in the U.S. Navy and now serves his local food pantry where he collects groceries for families in need. Ryan Dwyer, Kenmore, Wash., founded a nonprofit Fine Dine Front Lines (FDFL) to thank the healthcare workers that helped his 10-year-old stepdaughter through her cancer treatment. Through the end of July, consumers were able to cast their vote at sparklingicerewards.com/cheerstoheroes. The winning hero, to be announced on Aug. 13, will win $10,000, and his/her nominator will receive a $500 prize.

1800 Tequila debuted a cinematographic campaign for its new 1800 Cristalino Tequila, displaying the talents of two Grammy award-winning artists: singer-songwriter and brand ambassador Kali Uchis and director Jenn Nkiru. As the “Best Taste in Tequila,” the brand’s new partnership features acclaimed culture-driving music and entertainment creatives, it said in a statement. The female-led film, directed by internationally-regarded music video director Nkiru and starring global superstar Uchis, highlights 1800 Cristalino Tequila’s crystalline añejo liquid set to a never-before-heard remix of Uchis’s chart-topping single “telepatía.” 1800 Tequila released the new video alongside its current “Taste of Victory” commercial. The campaign aired on June 28 across national TV, digital video and social media on a variety of platforms.

Sonoma-Cutrer recently released its 40th Anniversary Chardonnay as part of its highly-anticipated annual Winemaker’s Release, which represents a final collaboration between its founding and current winemakers, it says. In celebration of its 40th anniversary, Sonoma-Cutrer also launched an online consumer photo contest, “Share Your First Time” (With Sonoma-Cutrer) using the hashtag #40YearsOfCutrer, which ended July 31. Participants could enter by sharing a photo and story about their first time tasting Sonoma-Cutrer’s wines or visiting the winery for a chance to win a fantasy trip to Sonoma County, Calif., during harvest. A panel of judges then selected a winner to receive a four-day, three-night round trip to experience all that California’s wine country and Sonoma-Cutrer have to offer, the company says.