CHICAGO, May 1, 2026 – At a time when speed and shortcuts increasingly define how things are made, Tequila Herradura is doubling down on a different philosophy: patience, precision, and craft without compromise. Today, the brand announces the launch of its new campaign, “We Leave Nothing to Luck and Everything to Craft,” a bold statement of its enduring commitment of 155 years to doing things the right way—no matter how long it takes.
Developed by creative agency BBDO Chicago and directed by Santiago Sierra Soler, the campaign celebrates the meticulous process behind every bottle of Herradura. From 100% agave slow cooked in traditional clay ovens, to natural fermentation and aging that exceeds industry standards, each step reflects a deliberate choice to prioritize quality over convenience. The result is a tequila designed not just to be consumed, but to be experienced.
“This campaign is not a reinvention of Tequila Herradura — it’s a return to the truth of who we’ve always been,” said Shannon Taylor, VP Global Managing Director, Tequilas. “In a world moving faster than ever, Herradura stands for the power of time, intention, and craft. Every bottle is the result of patience, expertise, and a refusal to compromise — and that’s something today’s consumers can truly taste.”
Shot at Casa Herradura in Amatitán, Jalisco, and brought to life by Mexican talent and crew, the campaign offers a glimpse into the craftsmanship behind the liquid, inviting audiences into the process and reinforcing the brand’s belief that extraordinary experiences can’t be rushed.
“Consumers today are seeking more meaning in what they choose — from what they drink to how they spend their time,” Taylor added. “Tequila Herradura delivers on that desire with a tequila that is not simply made, but carefully crafted. ‘We Leave Nothing to Luck and Everything to Craft’ captures that ethos in a way that feels both timeless and incredibly relevant.”
Rolling out across TV, out-of-home, social, digital, and in-store, the campaign ensures that wherever consumers encounter the iconic horseshoe-emblazoned bottle, they recognize it as a symbol of authenticity, heritage, and uncompromising craft.
The campaign will debut on NBC during the 152 Running of the Kentucky Derby.
