Peligroso Tequila

Rattle The Cage

For years, tequila danced wild and free, pant-less atop the bar. Then Patron came along. Then someone hired Michael Imperioli and Ray Liotta, and, pretty soon, the once drink of choice for reckless youths had been transformed into an industry financing the lifestyles of b-list mob actors. Thankfully, the folks at Diageo were tired of tequila acting boujee, and asked us to help them roll a new, less polished label out nationally, Peligroso.

We set up an ambassador program with nine of the hardest-living surfers, photographers, tattoo artists, and bike builders from strategic markets across the country. A team of bad motherlovers that not only helped us get Peligroso into the stomachs and hearts of key distributors and bar owners, but rolled with us at promotions and sponsored events as well.

From the North Shore to Sturgis to NYC, we made a feast of the tequila-fueled good times—snapping photos and cutting footage to keep the insatiable social media machine sated for months on end.