Colossus Wins Creative Duties for Cantera Negra Tequila and Gray Whale Gin

Jun. 27, 2024

Agency Colossus has entered into a relationship with Deutsch Family Wine & Spirits that will involve a range of marketing duties for various brands in the company’s portfolio. Up first? For Cantera, developing a full-funnel integrated campaign and launching the brand to markets nationwide; and for Gray Whale, developing a digital and social-first creative platform that continues to build the brand momentum.

Deutsch has ambitious goals of making Cantera Negra Tequila a household name, and they are getting it ready to launch onto the world stage. The tequila recently entered the United States in select markets and is growing quickly, with distribution in 28 states.

Founded nearly 40 years ago, Cantera Negra Tequila is made in small-batch quantities from hand-selected blue agaves, which are grown to maturity in the valley regions of Jalisco, Mexico. It features four different expressions of tequila and an agave-based coffee liqueur, many of which earned bronze, silver or gold medal recognitions at the 2017 San Francisco World Spirits Competition.

Justin Miller, VP of Marketing, Spirits said:

“Gray Whale Gin and Cantera Negra Tequila are two of the most exciting brands in our portfolio. Both are poised for explosive growth in the coming year and finding the right agency partner was essential. We looked at a bunch of talented agencies through the pitch process, and Colossus rose to the top. From the jump, we felt a tremendous sense of enthusiasm and expertise from and collaboration with the team. Their positive energy was infectious, and their creative work spoke for itself. We’re incredibly excited about this partnership."

 

Gray Whale Gin is a California-based gin. Crafted for celebrating the good life with family and friends, it’s light, bright and refreshing along with fun, approachable and social. The six Californian botanicals it contains kombu, mint, lime, fir tree, almonds and California juniper—are sustainably sourced or wildly foraged along the migratory path of the gray whale and pay homage to the coastline it hugs on its journey.

Sustainability is a key brand pillar for Gray whale. The gin itself is made with sustainably sourced ingredients while the packaging is thoughtfully considered with organic paint and even a biodegradable cork. The brand supports ocean conservation through partnerships with Oceana and 1% for the Planet—with 1% of all sales going to environmental causes.

The project-based relationship with Colossus resulted from a two-month-long pitch that concluded in March.