Diageo-owned brand José Cuervo, the world’s most popular tequila, is set to launch a global campaign to change its image.

José Cuervo International’s managing director, Carlos Arana, believes that the campaign, titled Vive Cuervo, will turn the drink from a “party catalyst” into a means of “self-expression”. Said Arana: “We want to be more than just a tequila brand.”

The campaign will be handled by AG Worldwide and focus on “making it less young and going after the 25 and older market”, according to agency chairman and chief creative officer Peter Arnell.

News source: New York Times