New spirits brand Familia Camarena Tequila this summer is spicing up the streets of Los Angeles with free tequila-infused tacos to enable consumers to sample the tequila’s flavor without sampling the spirit, which is against the law.
The tacos, created by local chef Sevan Azarian, are infused with Familia Camarena Tequila. The 120-stop tour began on June 1 outside of Azarian’s latest restaurant, Recess Eatery. The taco truck will appear at the hottest L.A. events and venues this summer, including events and nightclubs from the Santa Monica Pier to the Sunset Strip.
“We can’t sample the product in California, so we came up with a way for people to experience the brand and turn them into consumer brand ambassadors,” Gerard Thoukis, director-marketing, spirits at Gallo, told Buzz. “It’s more efficient for us to do events like this than to do mass market. It’s important for our target consumers to have that personal experience.”
The truck’s schedule is available online at tequilacamarena.com/tacotruck and on Facebook at Facebook.com/tequilacamarena. Agency: Rebel Industries, Los Angeles.