Arandas, Jalisco. A small town tucked away in the highlands of Mexico and the birthplace and home of Tequila Cazadores. It is a place unknown to most but teeming with life and character. We launched the brand refresh with “Born in Los Altos,” a 40-part series of bitesize vignettes that came from spending time with the inhabitants of Arandas. It includes everyone from the town barber whose clients are the jimadors to the master tequilier who checks every batch of Cazadores before it is bottled. Down in Arandas we celebrated two of Mexico’s most important holidays: Día de la Independencia and Día de los Muertos, capturing the spirit and the charm of rural Mexico through the words and wisdom of the town’s residents.
We enlisted Mexican-American street photographer Mark Alor Powell for the crude realism and honesty in his work — he’s since shot all of our hero photography as well as a bank of hundreds of images for social that continues to be rolled out on a daily basis.