Making a lasting impression in the tequila category is no small feat. It’s a space defined by tradition, flair, and fierce competition for visibility, especially in the on-trade where every brand fights for glass and mind share. To cut through, we knew we had to move beyond function and into feeling. With Espolòn, we had an advantage: a strong visual world already built into the brand. Instead of creating generic barware or filler materials, we elevated their key visuals and infused each piece of POSM with narrative weight. The result was a suite of bar tools, trays, and display elements that didn’t just support service but actively built brand presence with every pour. This approach draws on a core principle we’ve learned from high-performance on-trade strategy: even the smallest asset can carry immense value when it’s rooted in identity. By turning standard tools into distinctive ones, we gave Espolòn a way to show up meaningfully in high-pressure environments, where memorability is worth more than volume. Because in bars filled with noise, what stands out isn’t always what’s loudest. It’s what feels crafted, considered, and just strange enough to be remembered.