JERSEY CITY, N.J. — Gran Centenario®, México’s #1 tequila, today announced the appointment of two new Agencies of Record, MEL and BODEN Agency, as part of a strategic shift to deepen connection with Mexican American consumers and the broader Hispanic market. Founded in 1857 in Jalisco, Mexico, by the world’s first Maestro Tequilero, Gran Centenario is a Mexican family-owned brand rooted in craftsmanship and heritage. This 150+ year legacy has earned Gran Centenario deep love among generations of Mexican tequila drinkers, the people who know tequila best. Today, the brand carries that authentic Mexican spirit forward to connect with new audiences across the U.S.
The new agency lineup includes leading culture-first, integrated creative agency MEL, led by multiple Cannes Lions-winning Chief Creative Officer Luis Miguel Messianu, along with a best-in-class team that counts over 500 major creative and strategy awards among them. MEL will develop insights-driven strategy, creative, and social content, bringing a culturally strategic lens to its role as lead agency within the newly formed integrated agency team.
BODEN Agency, a PR and influencer powerhouse recently named a PR Week and AdWeek “Agency of the Year,” will lead all earned media relations, influencer engagement, and community management, while executing the brand’s long-term communications strategy focused on building brand affinity with the Hispanic community first, and transcending across mainstream audiences.
To kick off the new agency relationship, Gran Centenario is launching a bold new creative campaign, social-led storytelling, and influencer collaborations designed to engage fans leading into and throughout this summer’s iconic fútbol season. Building on centuries of connection, these 2026 initiatives extend far beyond the pitch to celebrate the culture and pride of the 68 million Hispanic adults in the U.S. who, according to the Pew Research Center, represent one of the nation’s fastest-growing segments. While fútbol remains a core focus—anchored by the brand’s role as the Official Tequila of the Mexican National Team and the Leagues Cup Tournament, Gran Centenario is bringing its iconic #1 status from Mexico beyond the stadium.
“Hispanic culture has long been a unifying force in the U.S., shaping sports, food, music, and everyday life. For a brand like Gran Centenario, built on a family-owned legacy that helped set the standard for tequila craftsmanship, this is a natural moment to deepen our commitment to this market,” said Lander Otegui, EVP of Marketing and Innovation at Proximo Spirits. “Our new agency partners bring deep cultural expertise and creative, earned, and influencer capabilities that will help us honor the spirit of Mexico, strengthening our connection with the Hispanic community, while introducing Gran Centenario’s quality and heritage to new audiences nationwide.”
“We couldn’t be more excited to partner with Gran Centenario Tequila as we help enhance the resonance of the brand in the U.S. This is an amazing opportunity to celebrate the greatness of a Mexican legacy brand and elevate the presence, cultural contributions, and passion points of our core consumer group. We look forward to developing great ideas together,” said Luis Miguel Messianu, Founder and CCO of MEL.
Built on a legacy shaped by generations of loyalty, Gran Centenario is a brand deeply rooted in Mexican culture. The renewed focus is to honor that foundation while connecting the brand with consumers, creators, journalists, and tastemakers shaping today’s conversation.
“We’re proud to be selected as the PR and influencer marketing agency of record for Gran Centenario Tequila,” said Natalie Boden, CEO and Founder of BODEN Agency. “We’re excited to bring our fútbol expertise and a proven ability to drive earned media and influencer momentum to the table, drawing new fans closer to what makes Gran Centenario so exceptional.”
These new partnerships mark a pivotal step in Gran Centenario’s continued evolution, amplifying its Mexican legacy while fueling momentum with one of the fastest-growing consumer segments in the U.S.
