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A Golden Launch For a Product That's Gold

As Cincoro – the ultra-premium tequila crafted by five of NBA’s prominent owners – approached the brand’s third anniversary amongst the increasingly crowded celebrity-based tequila marketplace, it turned to Reddish to help create excitement and exposure around the launch of its newest expression, Cincoro Gold.

Cincoro Gold was a kismet launch – its fifth tequila expression, a masterful blend of their prior releases, alongside the brand’s anniversary that was bringing the owners together to celebrate the occasion. This provided Reddish with an opportunity to give consumers, fans on social media, and the press what they want most: a little face time with the greats.


Strategically timed to both New York Fashion Week and the NBA Board of Governors Meeting, Reddish helped launch Cincoro Gold with an exclusive party at New York City’s Zero Bond that further solidified the brand’s trophy status. We brought out Hollywood elite, sports royalty, and the who’s who of the fashion world to toast to a “Life Well Played.”

While brand ambassador DJ Crespo spun all night, Reddish conducted media interviews with CNBC, Forbes, Insider, and ESPN, granting unprecedented access to Cincoro’s ownership team. Simultaneously, Reddish creative teams conducted a full multi-media production to commemorate the night. Product photography, interviews with the founders, and cocktail videos highlighted the energy of the event through a social-first execution.

The Reddish objective was to drive awareness, consideration, and advocacy of Cincoro Gold, the newest luxury expression in the portfolio, as well as support Cincoro’s sales objectives for the product launch. We began our media outreach on September 14 to business, lifestyle and spirit outlets. Our outreach generated more than 300 placements including Forbes, Yahoo! Finance, Associated Press, US Weekly, E News, and more. In total, our efforts generated more than 1.7 billion earned media impressions.

earned media impressions

1.7 billion

editorial placements