The playful and tongue-in-cheek This is The ShXt campaign was first introduced to the Philippine market a few months ago in a series of billboards, radio spots, and viral videos. The buzz generated by these initiatives served as a call-to-action to legal drinkers nationwide to savor a shot of Jose Cuervo® in moments of celebration and conquest.

A shot of Jose Cuervo® tequila is a tradition that dates back to 1795 in Jalisco, Mexico. While other brands of tequila have come and gone, Jose Cuervo® remains the shot of choice among drinkers worldwide. This is The ShXt is a war cry in moments of victory – Jose Cuervo® is THE tequila that will give you "moments you will never forget."

The campaign was formally launched at Flume Live in Manila. Presented by Jose Cuervo®, the event was one of the most-anticipated concerts of the year and drew a sold-out crowd at The Palace Pool Club in Bonifacio Global City. Flume is a Grammy-award winning producer and DJ who has remixed the music of artists like Arcade Fire, Sam Smith, and Lorde.

To commemorate the launch of This Is The ShXt, Jose Cuervo® unveiled their new bottle design. The bottles were released to the North American market earlier this year and retained its iconic shape, with updated touches that reflect the centuries-old tradition of the brand.

Be sure to check out Jose Cuervo®’s social media accounts on Facebook, Instagram, and Twitter for more updates on anything and everything Jose Cuervo®!