The News
Centenario Tequila, México's #1 tequila, announced a new campaign named "Todo o Nada," which emphasizes Mexican pride and cultural heritage. The campaign was developed with a Mexican creative team including Director La Sister and composer Carlos Mier. The launch took place in Jersey City, N.J., on May 20, 2026.
The “Todo o Nada” campaign goes beyond a simple ad rollout for Centenario Tequila—it represents its sharpest effort yet to reshape its U.S. presence, blending heritage storytelling with a high‑margin, limited‑edition offering.
Centenario’s campaign rolls out across TV, digital video and social media, all coordinated around the 2026 FIFA World Cup. The creative team—led by La Sister and composer Carlos Mier—underscores the brand’s Mexican heritage, a key factor in its status as Mexico’s #1 tequila by volume.
Centenario sold 275 k cases of U.S. retail last year—a 1.5 % YoY rise that accounts for roughly 13 % of its 2.1 m global case output, highlighting the United States as a pivotal growth market.
The Tri‑Nation Fútbol Reposado—aged in oak sourced from Mexico, the U.S., and Canada—retails at $37.99 per 70 cl bottle. Compared to Centenario’s standard reposados that sit around $29–$32, this edition occupies a higher spot on the premium ladder, offering distributors an attractive margin while also serving as a cultural touchstone during World Cup season.
Because it is a limited‑edition release, depletions will closely follow marketing activity; distributors who do not plan ahead risk missing both volume and the perception of being in sync with the event. Bars can view the Tri‑Nation Reposado as more than a novelty; it is well suited to cocktail building during high‑traffic periods such as match days and post‑game celebrations. Placing it alongside classic margarita mixes or premium sours helps sustain depletions beyond the immediate hype cycle.
Distributors should anticipate a spike in demand driven by media activity in the weeks leading up to the World Cup, then shift focus toward promotion of the limited‑edition product to maintain sales momentum after the event. This approach aligns with Centenario’s broader strategy of leveraging its partnership with the Mexican National Team to generate repeat purchases.
Original Press Release
New campaign channels the all-or-nothing mindset of Mexican pride, assembled with a best-in-class Mexican creative team including Director La Sister and composer Carlos Mier.
JERSEY CITY, N.J., May 20, 2026 /PRNewswire/ -- Centenario Tequila™, México's #1 Tequila1 and the Official Tequila of the Mexican National Team, today announced "Todo o Nada," a new brand campaign rooted in the spirit of Mexican greatness. At its core, "Todo o Nada" (All or Nothing) is more than a tagline. It is a mindset, a way of moving through the world that is always fully in, never halfway, in the most Mexican sense: full of heart, pride, and commitment. It is the same spirit carried across generations, from those who built a life in México to those who built one here, never letting go of where they came from. For a family-owned brand built on nearly 170 years of uncompromising Mexican craftsmanship, "Todo o Nada" is a homecoming.
"Mexican pride has always been Centenario Tequila's north star. It's a spirit woven into the fabric of nuestra cultura and reflected in moments of celebration, ambition, resilience, and community across generations," said Lander Otegui, EVP of Marketing and Innovation at Proximo Spirits. "This brand has been rooted in those same values for nearly 170 years. 'Todo o Nada' is a continuation of who we have always been, an ongoing commitment to the culture, the craft, and the people who have made this brand what it is."
A Campaign Built on Real Mexican Life, by Mexicans
The campaign will run across linear TV, digital video, and paid and organic social channels, brought to life through a series of intimate vignettes and cinematic snapshots that illuminate what it means to live con todo, in all its forms. Whether it is someone summoning the courage to face their deepest fear, a community coming together in prayer for a national team victory, or a craftsperson pouring their soul into their work, Centenario Tequila is present in each of those moments—not as a prop, but as a connector woven into the fabric of the culture it comes from.
As a brand woven into the fabric of cultura, Centenario Tequila assembled a best-in-class Mexican creative team to bring "Todo o Nada" to life, each embodying the all-in ethos at the heart of the campaign. Behind the camera is La Sister, an award-winning Mexican film director and writer born in Baja California, whose storytelling brings the texture of Mexican daily life with authenticity. The score is composed by Carlos Mier, Latin Grammy-nominated and a Berklee College of Music graduate born and raised in Mexico City, whose music is rooted in tradition while feeling entirely of the moment. The creative vision is developed by MEL, a culture-first agency led by CCO and Founder Luis Miguel Messianu, a multiple Cannes Lions award-winner, juror, and keynote speaker, born and raised in Mexico.
"Some campaigns are milestones. A few are turning points. For me, this campaign is both, as a love letter to Mexican greatness. Our aim with this work was to shine a light on the many ways culture is so deeply ingrained that it ignites shared pride among all who carry tradition and love of country in their hearts," said Messianu. "We believe we've done right by them."
Building on a Landmark Year
"Todo o Nada" builds on the momentum of this summer's iconic fútbol season and extends the brand's presence far beyond the pitch. It arrives on the heels of one of the most impactful years in Centenario Tequila's recent history. The launch follows the "Memos for Mexico" campaign, which brought together legendary Mexican goalkeeper Memo Ochoa and fans across the country for a fan-fueled "Cielito Lindo" remix, galvanizing the brand's connection with the Mexican community in the U.S. Also, the release of the Tri-Nation Fútbol Reposado, a limited-edition blend aged in Mexican, American, and Canadian oak—a unique expression in the tequila category and a testament to the passion of fans who never stop believing.
"Todo o Nada" builds on that foundation, pushing the brand further into culture and cementing Centenario Tequila's position not just as México's #1 tequila, but as the brand that most authentically reflects what Mexican greatness means to the 68 million Hispanic adults in the U.S. today.
Campaign images and video can be found HERE.
Sources consulted (web research):
- Centenario Tequila Celebrates Generations Of The Mexican Community Wi…
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- Centenario Tequila Omnichannel Strategy For Hispanic Market Growth
- Centenario Tequila Declares Todo O Nada In New Campaign A Celebration…
- Centenario Tequila Declares Todo O Nada In New Campaign A Celebration…
- Proximo Backs Centenario Tequila With New Campaign
Source: BevNET