Elle France’s friends and colleagues know her as an energetic, enthusiastic and entrepreneurial free spirit. So it comes as no surprise that her latest venture is called Cosa Salvaje or “Wild Thing,” an ultra-premium Plata sipping tequila. For those familiar with France’s business prowess, the Cosa Salvaje's unique taste and creative packaging is what they have come to expect from the San Diego businesswomen.

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.

el Jimador, an official sponsor of the Mexican National Soccer Team, is offering soccer fanatics the chance to win a VIP trip with "The Ultimate Fan Experience" as part of the brand's soccer platform. Now through September 30, fans are invited to enter for the chance to win an exclusive trip to Chicago to watch Mexico's National Soccer Team take on Panama on October 11, 2016.

Dulce Vida Tequilas, recently acquired by newly formed alcohol beverage investor, Milestone Brands LLC, announces the introduction of 70-proof Dulce Vida Lime Tequila and Dulce Vida Grapefruit Tequila. Dulce Vida also adds an 80-proof portfolio (Blanco, Reposado and Añejo) to its existing lineup of 100 percent blue agave, organic, Los Altos tequila.

Tequila Herradura Ultra is thrilled to announce a new global creative campaign, "Sound of Smoothness." Featuring mesmerizing visuals paired with upbeat audio, the campaign literally illustrates Ultra's smooth quality. The campaign's cymatic approach balances science and art, depicting sound frequencies reverberating through the crystal clear tequila, suspended above a speaker.

The "Sound of Smoothness" campaign:

  • Positions Ultra as the superior choice, especially in the nightlife occasion.
  • Shows a "never before seen" concept, featuring actual Ultra liquid at the heart of the creative.
  • Visualizes the effects of sound frequencies and connects to human emotion.
  • Engages consumers through social media with behind-the-scenes video to show how the campaign came to life.