For National Tequila Day, 3 L.A. Water Fountains Were Upgraded to Dispense Jose Cuervo Silver

The fact that National Tequila Day fell on a Monday this year didn’t stop Jose Cuervo from celebrating in style. The brand, via agency CP+B, set up three special water fountains in Los Angeles to dispense silver tequila, but sadly only for today.

Tequila fountains were set up at the Hollywood & Highland shopping center, iconic West Hollywood gay bar The Abbey and on the Venice Beach Boardwalk. While CP+B didn’t have final turnout numbers yet this afternoon (the fountains were running through 6 p.m. PST), a spokesman said more than 300 visitors had sipped from the Hollywood & Highland fountain by 2 p.m.

An extension of the brand’s recent Tomorrow Is Overrated campaign, the “H2Cuervo” fountain stunt is described by CP+B as part of Jose Cuervo’s focus on “bringing back a historic disregard for anything but celebrating the moment.”

Below are some photos of some of those who managed to get a taste from the tequila fountains. And yes, the brand reps on site did card visitors to ensure no one underage got to sample the silver tequila.

David Griner

@griner

David Griner is creative and innovation editor for Adweek. He's been covering agencies, creativity, technology and marketing innovation for more than a decade and is host of Adweek's podcast.