Bruce Brown’s classic 1966 surf film The Endless Summer served as the inspiration for Tequila Eterno Verano, a range of ultra-premium tequilas made for adults with adventurous souls. As the brand says, "Eterno Verano is for anyone who’s ever wanted to strap a surfboard to a van and head south... The ultra-premium tequila is meant to be enjoyed in the pursuit of good times, with great friends and perfect waves."
The movie poster influenced everything from the bright colors to the bold font used by the brand on its Blanco, Reposado and Añejo labels.
The launch of these ultra-premium tequilas comes at a time when people have found themselves confined to the same spaces for many years and crave a sense of escape.
What's Driving This Trend
- Adventurous Tequilas
- Creating premium tequilas inspired by adventurous surfing culture, with branding reminiscent of 60s surf film, creates opportunities for niche marketing and targeting specific audiences.
- Escape-inspired Alcohol
- Creating drinks and experiences that transport people to a different place or time period can cater to people's desire for novelty and engagement.
- Nostalgia-inspired Spirits
- Taking inspiration from old-school pop culture in the branding of alcohol can appeal to consumers seeking something new, or a fresh take on something nostalgic.
Who This Affects Most
- Craft Alcohol
- Craft alcohol businesses have the ability to directly appeal to niche audiences, and can experiment with niche branding ideas or unique flavors to draw more attention.
- Tourism
- Tourism that offers niche or unique experiences, such as surf-themed travel packages or 60s-inspired getaways, could draw visitors who are interested in culture-specific experiences.
- Marketing/branding
- When developing marketing or branding campaigns, incorporating nostalgic or adventure-inspired themes could help create more impactful and memorable campaigns that stand out from competitors.
