21 Seeds Teams up with Birdies For Sneaker Drop
Footwear company Birdies and infused tequila 21 Seeds have teamed up to launch a “Top Shelf” sneaker collection, inspired by “empowered women who call the shots.”
The limited-edition collection features Birdies’ Roadrunner style and are available in three different colorways that take inspiration from the 21 Seeds range of infusions: Jalapeño Cucumber, Grapefruit Hibiscus and Valencia Orange.
This new collection brings together the female-founded brands, along with “Selling Sunset” actress Chrishell Stause, and influencers Cynthia Andrews and Pam Arias, as the faces of the campaign.
“We’ve admired 21 Seeds for years as another female-led brand, from its founders to its distilleries, whose focus is empowering women to share ideas and make connections,” said
Bianca Gates, co-founder and CEO of Birdies. “Our brands coming together felt like a natural fit based on these shared values, and we’re excited to bring this fun new sneaker to our communities just in time for summer.”
21 Seeds Infused Tequila was founded in 2019 by three entrepreneurs: sisters Kat Hantas and Nicole Hantas-Emanuel, along with their friend Sarika Singh. In March 2022, Diageo announced its acquisition of the brand. The sneakers were available to purchase starting April 25 in stores and online.
Big Tequila Launches Cinco de Mayo Campaigns
Mexico’s hardfought 1862 battle against the French Empire will be marked in 2023 by special edition streetwear – and free guac.
Campari Group’s Espolòn Tequila has partnered with Mexican-American creatives for a national campaign that includes live events, a social media and digital campaign, a sweepstakes, and a streetwear collection.
Dropping on May 5, the collection is a collaboration with artist Sentrock, presented by streetwear marketplace Stadium Goods, and cult-favorite streetwear brand Paisaboys. In addition to the “Cinco Para Todos” streetwear collection, the brand is launching a roving taco truck tour and hosting tortilleria takeover parties in major cities across the country, led by Jesus Trejo, star of First We Feast’s online series Tacos con Todo.
Don Julio and Teremana Tequila are celebrating the holiday by encouraging visits to restaurants and bars. For a third year, Teremana will reimburse restaurant goers $10 at a time for their guacamole order, up to $1,000,000, when they purchase guacamole with any Teremana Tequila cocktail from May 1 through May 7.
Meanwhile, Tequila Don Julio is unlocking 100,000 “Don Julio Cincos,” or $5 digital and paper vouchers for people to spend at a local bar or restaurant of their choice. The activation will reward participants via Instagram and the Don Julio Automated Tequila Machine (ATM) in New York City.
Monaco, Hijole, and Jägermeister Announce Sports and Esports Partnerships
UFC and Monaco Cocktails announced a multi-year national marketing partnership focused on Monaco’s ready-to-drink Hard Lemonade beverages this week. The 9% ABV canned cocktail will become the official hard lemonade and RTD vodka cocktail of UFC, providing the brand with integration into UFC assets, including live events and select broadcast features, and prominent branding inside the Octagon, according to a press release.
Monaco and UFC will also collaborate on original content that will be distributed through UFC’s digital and social channels, and the agreement includes an annual brand ambassador fund that will bring the partnership to life through appearances, content, and creative campaigns with UFC athletes.
“Customer demand for ready-to-drink beverages continues to grow, and UFC, with a median fan age of 36, the youngest among major sports in the U.S., is in the best position to help our alcohol and spirits partners reach those consumers,” said Grant Norris-Jones, UFC senior vice president of global partnerships.
Elsewhere, at Citi Field in New York, Mets fans can now get their Cinco de Mayo cocktails at two new Híjole! Tequila-branded bars and other locations throughout the stadium. The Mets’ new official tequila is also a partner of the NFL’s Denver Broncos, the NBA’s San Antonio Spurs and hockey teams the New Jersey Devils and the Henderson Silver Nights.
In the world of competitive video gaming, G2 Esports has launched a collaboration with Jägermeister. The partnership will seek to enhance the experience of fans by taking “community activities to the next level” including nights for gaming enthusiasts, rewarding fans, and giving them access to special moments and their favorite talents. The announcement is kicking off with its first party in London on May 12, before launching a content series later this year. Competitive video gaming is a fast-growing phenomenon with audiences ranking in the millions. The herbal liqueur brand will join Logitech, Red Bull, Herman Miller, Oakley, Ralph Lauren and Mastercard as a commercial partner of G2.
Belvedere Taps NBA’s J.R. Smith and Skateboarding Pros for New Bottle Campaign
Following the release of Belvedere’s limited-edition 1.75L Miami bottle for the Miami Music Festival in March, the vodka is releasing a second Miami-inspired 1 liter bottle and an accompanying marketing push. The new limited-edition offering is backed by a campaign directed by skate photographer Atiba Jefferson and starring former NBA player and Miami local J.R. Smith alongside skateboarding pros Ishod Wair and Sean Malto. Last year, the vodka brand launched a global campaign featuring actor Daniel Craig, directed by Academy Award-winning filmmaker Taika Waititi.