In the ever-evolving landscape of luxury tequila, two brands have recently made waves in wildly different — yet equally compelling — ways. One chose the spotlight of the Premier League and cultural storytelling; the other quietly racked up more gold than a Roman emperor at a jewelry expo.
Let’s start with the bold newcomer playing at the intersection of sport, mixology, and modern identity: Tequila Enemigo.
photo: The @Tequila Enemigo cocktail made its exclusive debut at Craven Cottage alongside Jiménez and his Fulham teammates Jorge Cuenca, Bernd Leno, and Andreas Pereira.
The Margarita Goes Mainstream (and Premier League)
With its launch of the “Jiménez Handshake Margarita”, Enemigo isn’t just pouring drinks — it’s pouring cultural relevance into a glass. Partnering with the World’s Best Bar, Handshake Speakeasy, and none other than Fulham FC, this audacious campaign debuts a cocktail created in honor of Mexican footballer Raúl Jiménez.
Yes, a cocktail — named after a striker — debuted in a football stadium.
Before you scoff, let’s admit it: this isn’t just savvy brand alignment. It’s a champagne moment in tequila storytelling. From the hibiscus notes that nod to Mexican heritage, to the elegant lime-vanilla blend that complements Enemigo Blanco 55’s silky profile, the drink is part tribute, part trend-setting.
It’s also the first in a “Player Cocktail Series” — a concept that sounds like it belongs equally in a Soho House cocktail list and a FIFA 26 sponsor deck.
Here, Enemigo positions itself as more than a luxury tequila; it becomes a bridge between cultures, a celebration of narrative, and a fresh way to experience football’s favorite post-match pastime. It’s fun, unexpected, and executed with design and flair. It’s tequila with a narrative arc — and that arc bends toward global fanbases, elevated experiences, and the kind of storytelling luxury audiences are hungry for.
But here’s the soft criticism: while the campaign is innovative, the question lingers — will the tequila shine as brightly as the theatrics? With the spotlight on the experience, the product risks being cast as a supporting act in its own show.
Meanwhile, in Jalisco… Cierto Keeps Winning. And Winning. And Winning.
While Enemigo courts influencers, players, and punchy brand experiences, Cierto Tequila has taken the high road — quite literally. From its roots in the Jalisco highlands, Cierto has focused obsessively on what’s in the bottle. And at the 2025 Tequila Mezcal Challenge, the results were undeniable: nine medals, including two Double Golds, Best of Show twice, and the grand title of “Brand of the Year.”
That’s not just applause — that’s a standing ovation.
Let’s put this into context: with 1,127 international medals and awards, Cierto is now officially “The Most Awarded Tequila in History.” That’s more than just a flex. It’s a coronation.
While Enemigo courts Gen Z fans and mixology trendsetters, Cierto whispers to the discerning palate. This is the Rolex of tequila — less Instagram moment, more connoisseur’s cabinet. Every bottle in their Private and Reserve collections tells a story of purity, patience, and fifth-generation craftsmanship. It doesn’t need to shout. It simply wins. Again. And again.
But, if we’re being cheeky — and we are — perhaps a touch more personality wouldn’t hurt. As Enemigo raises the bar on brand engagement, Cierto risks becoming the Hermès of tequila: peerless in quality, but slightly aloof to a younger, experience-hungry audience.
The Verdict? Two Tequilas, Two Timelines
So what happens when tequila splits into two visions of luxury? One vibrant, collaborative, and culture-forward. The other patient, precise, and practically peerless.
We toast them both.
Enemigo is the charismatic new player rewriting the rules of what a luxury spirit can do in culture — storytelling, spectacle, football kits and all. Cierto, by contrast, is a master class in what a luxury spirit should taste like — smooth, complex, revered.
And in a world hurtling toward the 2026 FIFA World Cup — hosted partly in Mexico — both are brilliantly poised. One to light up the fan zones and VIP lounges. The other to take home yet another medal.
Salud to that.
