Finest Highland Tequila

OVERVIEW

Camarena Tequila, founded over 250 years ago in the highlands of Arandas, Mexico, lacked a digital presence despite its rich heritage. As part of its recent acquisition by E. & J. Gallo, I was tasked with designing a website.

Client

E & J Gallo Winery

Scope

Create a website that brings the brand’s story to life while honoring the spirit and traditions of its origin.

Results

The site became a destination for brand education and cocktail inspiration, driving increased traffic and helping more users find Camarena in local stores.

PROBLEM

Create a new website rich in history

This newly acquired tequila in the Gallo portfolio did not have a digital presence or a way of marketing itself. A new website was needed to portray the brand, its history, and sell the product.

1

Needed its first website to centralize storytelling, recipes, and purchase paths in a cohesive experience.

2

The brand had to engage younger drinkers with a modern feel without sliding into “party” imagery that conflicted with its heritage-led positioning.

3

Needed to clearly present its three tequilas and help users understand how to enjoy each one.