Abasolo Ancestral Corn Whisky
Abasolo is the first-ever 100% Mexican corn whisky. At the Destilería y Bodega Abasolo, the first distillery dedicated to Mexican whisky production, a 4,000-year-old process called nixtamalization unlocks the deepest notes of the finest, non-GMO ancestral Cacahuazintle corn.
- Public Relations
- Influencer Marketing
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Case Study: Celebrating Cinco De Mayo With Time-Honored Traditions
Though Cinco de Mayo is more commonly known as a drinking holiday in the US, RHC utilized the opportunity to introduce media and influencers to Mexico’s more authentic history by introducing them to Abasolo Ancestral Corn Whisky, and more importantly, the nixtamalization process that dates back to Mesoamerican times. RHC took a two-pronged approach, executing both an in-person event at Brooklyn’s For All Things Good for key media in NYC and distributing a mailer for a virtual activation. Both initiatives allowed participants to get hands-on with nixtamalization by having them make their own corn tortillas while learning about why its such an integral part of Abasolo’s production process.
Results
For the in-person event, RHC secured ten writers representing key outlets including InsideHook, Bloomberg, Forbes, Vogue, AFAR, Barron’s, Sinclair Broadcasting Group, Condé Nast Traveler, Edible Brooklyn, and more. The virtual event targeted media and influencers in Abasolo’s key markets across California, Texas and Miami, securing 22 attendees total including writers from Dallas Morning News, Marie Claire, Dallas Observer, Robb Report, Edible San Antonio, Eater Houston, San Francisco Examiner, and much more. Overall, the team’s efforts amassed 372,441,673 impressions.