Sesión
Hospitality and Leisure
It's 2020. Clear spirits are Australia’s fastest growing alcohol category, led by vodka and gin.
How do you reposition tequila to take on our favourite drinks?
Tequila with a twist.
Australians are happy to enjoy a gin on any number of occasions. But when it comes to tequila, there’s really only one way we drink it: Shots, lots of them, usually well into the night.
Sesión Tequila set out to change this. Developed by Jennifer Hawkins and Jake Wall, Sesión is crafted to be sipped slowly and savoured. Our challenge was to develop the brand to signal a premium tequila experience and help shift people’s behaviour.
Sunset escape.
The brand works to reposition tequila from the last drink of the night to the first. The O in the logo dips over the horizon like a setting sun, and brand photography brings in the long shadows and muted tones of evening.
Set up for success.
In Australia, vodka is the biggest spirit category in terms of volume and value. By positioning tequila to be enjoyed at any time of evening, just like vodka, the new brand sets up Sesión to steal share from a thriving market segment.
