Tequila Herradura today announced the launch of its new global marketing campaign, "Luck Is Earned." Featuring raw and undeniably real stories of people who parallel the ambition, passion and soul of Tequila Herradura, the campaign illustrates that there are no shortcuts to greatness. Whether it's making tequila, music or art, turning one's all-consuming passion into perfection requires dedication to craft and determination for excellence – the way Tequila Herradura has been doing it for over 145 years.

The "Luck Is Earned" campaign:

  • Features real people who emulate the courage of Tequila Herradura by resisting compromise and exceeding standards on the path to greatness.
  • Honors the brand's iconic horseshoe, demonstrating that it isn't just a symbol of good fortune, but a testament to Tequila Herradura's commitment to excellence since 1870, when Aurelio Lopez found a horseshoe in his agave fields, and named his tequila "Herradura" – meaning horseshoe in Spanish.
  • Showcases how Tequila Herradura is crafted with a balance of respect for traditional processes with industry-leading innovation at the last true tequila-producing hacienda on the planet, a true piece of Mexico's cultural fabric.