Herradura

Nativa used social listening, cultural research, and influencer strategy to understand how Hispanic consumers talk about tequila, cocktails, flavors, brand loyalty, and cultural celebration online.

The team analyzed more than 54,000 tequila-related conversations, including nearly 10,000 conversations from U.S. Hispanic audiences, to identify what was driving interest, engagement, and sentiment in the category.

The research showed that Herradura had strong positive sentiment, but lower memorability compared to larger competitors. This created an opportunity to elevate the brand’s unique strengths: authenticity, craftsmanship, heritage, and its claim as “The World’s First Reposado.”

To bring the strategy to life, Nativa identified and coordinated three Hispanic influencers who already created food, drink, and lifestyle content. Each creator was selected for their ability to naturally connect the Cantarito recipe to Hispanic culture, heritage, and everyday celebration moments.

Nativa also developed a full influencer content deck to guide creative execution, including product visibility, cocktail preparation, captions, responsible drinking language, FTC disclosures, brand approval, and performance reporting. The content deck instructed creators to produce one Instagram Reel under 60 seconds, featuring Herradura Reposado, the cantarito recipe, and heritage storytelling. Check out an example here.