The U.S. is the largest tequila market in the world, and for a premium tequila brand like Tequila Herradura, successfully positioning itself for continuous long-term growth is paramount in the battle for shelf space. Consumers are becoming more educated and beginning to choose 100% agave brands and ultra-premium offerings.

In an effort to increase brand awareness, the company held the “Tequila Herradura Barrel Art Collection” contest, challenging artists from eight U.S. cities – New York, Los Angeles, Chicago, Atlanta, San Francisco, Austin, Miami and Santa Fe – to transform a Tequila Herradura barrel into a work of art. “Since handcrafted oak barrels play a key role in the process of creating what many consider to be the finest tequila in the world, Tequila Herradura decided to share its heritage and passion for crafting the tequila with artists,” says Valdemar Cantu, brand manager at Herradura.

The brand team distributed a press release and followed up with a unique mailer to top-tier media contacts. Each mailer included a two-liter barrel of American oak engraved with the program logo, an art supplies kit in a wooden box, a sample of Herradura Silver 750 ml. in a branded black gift box, a barrel-shaped, logoed USB which featured program and brand information, and a postcard with barrel artwork imagery and a description of the program including social media information.

Nearly 1,000 artists submitted to the open call, and 80 were chosen to compete. In each city, art critics, gallery owners, notable collectors and media editors served on the judging panels to select the regional winner that would compete in the grand finale event, says Cantu. “All works of art were judged on originality, creativity, overall quality, and the inclusion of elements that represented Tequila Herradura,” he says. “Art fans also had the opportunity to vote for their favorites online to crown the Fan Choice Award winner in each city, all of whom will be guaranteed a spot in a Creative Capital professional development workshop.”

Herradura donated $70,000 to arts organization Creative Capital, which supports artists nationwide through funding and career development services. Creative Capital will use these funds to bring its Professional Development Program workshops to artists in the participating cities free of charge.

“Tequila Herradura awarded a $100,000 cash prize to Micah and Whitney Stansell from Atlanta,” says Cantu. “Art lovers in the eight cities will have the opportunity to see the winning piece and all the participating pieces firsthand as they will be showcased at select venues in each city in early 2014.”