RTO+P Celebrates Ancho Reyes Liqueur Win With a Fiery New Video

By Patrick Coffee 

Philadelphia-based RTO+P definitely has its own unique way of announcing news. In October, for example, the agency told the world about its two new creatives by turning them into 3D-printed Pez dispensers.

This week, the shop won the business for Ancho Reyes Liquer, a spicy alcohol launched by William Grant & Sons last year. The product was created by Licorera Ancho Reyes y CIA in Mexico, and it’s “inspired from a 1900’s-era recipe,” so it’s kind of like Turtle’s tequila on Entourage except that it’s more of a real product…or is it?

Here’s the video, which does look very hot and comes complete with Southwestern guitar stylings and Spanish copy about starting a spicy new relationship.

So far, Ancho Reyes lives in a category of its own. While plenty of liquors market themselves as “spicy,” this one appears to be unique, and Food & Wine tells us that its “reputation among cocktailians is growing rapidly.”


RTO+P scored the business based on its past work for William Grant brand Reyka Vodka, which it won in 2013. (The agency’s most recent work for the brand involved a series of impressive bartender tricks.) The client’s category marketing director Lindsay Prociw says:

“RTO+P has been a valued partner to us over the past few years, delivering truly remarkable creative work for our Reyka Vodka brand. Based on their results, creativity and strategic capabilities, we are pleased to grow our relationship by appointing the agency as AOR for Ancho Reyes Chile Liqueur, an exciting Mexican spirit that is poised for amazing growth in the US.”

While Ancho Reyes has been around for a little while, the parent company wants to officially launch it with a big U.S. marketing push next year before expanding overseas.

RTO+P’s Philly and Santa Monica offices will work on the account, with the first campaigns to come in 2016.