It seems like every celebrity has a tequila or spirits brand now, which makes longevity in the liquor industry all the more notable.
One of those brands, Tres Generaciones, is celebrating its 50th anniversary and instead of celebrities making the tequila, a collective of music, art and culture creatives are leading the revelry.
The heritage tequila brand, part of the Sauza family, is a premium, triple-distilled tequila rooted in the spirit of perseverance, according to the brand, and it has gathered together Generaciones by Tres, a one-of-a-kind talent collective of creatives for a brand magazine and digital content hub.
The collective, also called Familia Tres), is led by Grammy Award-winning artist Victoria Monet, who will be championing and celebrating the creative through special celebrations, storytelling, and a dedicated content hub.
The brand will celebrate its heritage by featuring a print publication and digital hub of articles, special cocktail recipes and more about Tres Generaciones. The Generaciones by Tres zine will feature the collective and some of the industry’s top music and lifestyle journalists, including Rembert Browne, Hunter Harris and others.
Aside from Monet, who is the cover star, the Generaciones by Tres family includes: Shaniqwa Jarvis, a photographer who has worked with Barack Obama and Serena Williams; Immasoul, a Caribbean singer known for representing women empowerment through her music; Terrell Jones, a longtime stylist for DJ Khaled and other hip-hop acts; Cory Townes, a DJ and photographer and son of DJ Jazzy Jeff; Letty Peniche, host of the syndicated morning show, Brown Bag; and Sam Selolwane, current head of promotion at RCA Records who has helped build today’s biggest artists including H.E.R., SZA, Usher, Miguel, Doja Cat and others.
A star-studded launch party with exclusive performances took place in Los Angeles on July 27.
One of the displays at the activation for Tres Generaciones tequila’s 50th anniversary.
Influencer agency Team Epiphany handled strategy and production for the experiential, as well as producing the digital spot.