The campaign communicates the life stories of people who emulate the “courage” of Tequila Herradura by “resisting compromise and exceeding standards on the path to greatness”.

The campaign honours the brand’s horseshoe logo, which refers to founder Aurelio Lopez’s discovery of a horseshoe in his agave fields, leading him to name his Tequila ‘Herradura’ – meaning horseshoe in Spanish.

“We’re excited to launch a global marketing campaign that illustrates Tequila Herradura’s history, heritage and Tequila leadership,” said John Tichenor, VP global brand director, Tequila Herradura.

“The ‘Luck Is Earned’ campaign not only reinforces the brand’s courageous legacy, but pays tribute to our consumers’ real stories of conviction and eminence.”

For more:TEQUILA HERRADURA