For Diageo, their handcrafted luxury tequila brand Don Julio is a global winner, but until 2017 had not been promoted direct to consumers via activations in Europe. After successes across North America with roadshow format, Diageo wanted to replicate the model and find a safe pair of hands for all logistics and delivery.

First step? Finding a Chevrolet truck from the 1940’s to play the iconic Don Julio truck. We restored, painted and styled it. Then we made sure it was equipped with the authentic bar, barrels, built-in lighting and promotional collateral. We then mapped out a route for the truck – starting in London, then onto Rome, Ibiza and Athens, and ending back in London.

The La Cantina 1950 Chevy truck epitomises the style and substance of Don Julio and establishes the brand as truly authentic.

Music brings the energy and atmosphere, while Mexican inspired art brings style. The food brings the texture but at the heart is the original and best tequila Mexico has to offer served from La Cantina bar.

La Cantina, First year -In numbers

• 75th anniversary celebration

• Helping recruit +500,000 million new consumers

• Introducing superior tequila via craft cocktails

• +66 events

• Liquid lips +22,000

• 6 countries

• 4,000 miles covered by the truck