Building Brands That People Love: Mi CAMPO

Pushing the Boundaries of Tequila and Fueling Growth  
Mi CAMPO is reimagining tequila for the modern spirits lover—the freestylers, scene shakers, and ones who don’t need a script to steal the spotlight. Rooted in the rich traditions of Jalisco, Mexico, and elevated by bold innovation and a forward-looking perspective, Mi CAMPO celebrates self-expression in all forms by never looking backward. Always original, relentlessly curious, and irreverently fun, Mi CAMPO is redefining tequila for a new generation.


Mi CAMPO is not just another tequila. It blends cultures and confronts what people believe tequila should be in pursuit of what it could be. It embodies Constellation Brands’ commitment to building brands that people love. Since its debut in 2018, Mi CAMPO has achieved impressive growth and carved out a strong presence in the highly competitive spirits category: 

• In 2024, Mi CAMPO grew nearly five times faster than the overall tequila category.₁
  
• In the latest 12-week period, Mi CAMPO’s dollar trends increased by over 5%, outpacing the category.₂
  
• Mi CAMPO has earned prestigious accolades, including Double Gold and Gold medals at the 2025 SIP Awards International Spirits Competition and recognition as a 2024 Impact Hot Brand.

When asked what differentiators help Mi CAMPO stand out in such a competitive category, Jackie Jacobs, Craft Spirits Director for the brand described its “unique combination of bold storytelling, craftsmanship, and the right partnerships” that truly separate Mi CAMPO from the rest. “Our approachable flavor profile, creative activations, and modern brand identity make it easy for people to fall in love with Mi CAMPO and share it with friends,” she added. 

Mi CAMPO’s identity is refreshing and modern while still honoring the heritage of tequila. Its branding, packaging, and communication are all crafted to resonate with today’s consumers – people who value authenticity, creativity, and visual storytelling.

Bold Storytelling and Vibrant Branding 
Inspired by the electric pulse, passion, and culture of Modern Mexico, Mi CAMPO—Spanish for “My Field”—represents tequila makers who take pride in their craft, their city, and the mark they leave on their community.  

The brand is bold and bursting with artistry, blending Mexican and American cultures with contemporary innovation—resulting in a tequila that tastes as good at it looks. Mi CAMPO crafts its tequila by gently squeezing the agave piñas (never crushing them!) to extract rich, flavorful juices without bitterness. After fermentation, the tequila is aged in Napa Valley wine barrels, resulting in an impeccably smooth taste. 

“We worked with expert distillers in Jalisco and our distribution partners to create an artisanal, authentic 100% Blue Weber agave Mexican tequila that reflects modern Millennial and Gen Z taste preferences,” says Jacobs. 

Its logo is anchored by an anatomical heart, symbolizing the brand’s deep passion for tequila. From it rises a Blue Weber agave plant, an homage to the sacred heart, with agave taking the place of flames. Surrounding this centerpiece are tributes to Mexican heritage: a calavera (sugar skull), Mayahuel (the goddess of agave), and the national flower (the dahlia). These elements rest atop a wine barrel, a nod to the brand’s unconventional aging process. 

Freestyling with Mi CAMPO
At the heart of Mi CAMPO is a commitment to its customers. As Jacobs explains, “We wanted to reimagine tequila for the modern consumer—those who seek authenticity, quality, and a sense of discovery.”

This target audience is affectionately referred to as “The Freestyler.” These are consumers who represent everything Mi CAMPO stands for: being culturally dialed in, always saying “yes” to the unexpected, and staying allergic to routine. Just like Mi CAMPO, Freestylers never follow the traditional recipe, yet somehow always make it better. They speak their truth, live in motion, and always make magic happen.

 
Living Louder and Creating Meaningful Moments Through Strategic Partnerships
Mi CAMPO’s unscripted spirit is always ready to create, remix, and shake things up. This energy comes through clearly in its “Live Louder” campaign and partnership with Live Nation.  

With a presence in more than 70 venues across 30 markets, Jacobs notes that the “Live Louder” campaign launched a new chapter for Mi CAMPO, as the brand became highly visible at major concerts and events, reaching audiences in authentic, memorable ways.

Live Louder encourages consumers to embrace boldness, self-expression, and the enjoyment of life, all while highlighting Mi CAMPO’s contemporary, smooth tequila. With every new partnership, the brand is aiming to deepen its connection with a vibrant community of modern tequila drinkers who embrace life authentically. 

Outside of concerts and live shows, Mi CAMPO is achieving this goal through a dynamic mix of strategic partnerships, bartender advocacy, and culturally relevant collaborations with trendsetting brands and influential organizations, including:

• The NBA's Golden State Warriors - As the ‘official spirit’ of the franchise, the brand is highly visible in the Chase Center, home of the Golden State Warriors, where consumers can enjoy Mi CAMPO during some of basketball’s most thrilling moments. 
• United States Bartenders Guild - Through collaborations with the USBG and other industry groups, Mi CAMPO has become a trusted spirit among mixologists – and is often referred to as a ‘bartender’s darling’— gaining valuable exposure in bars and restaurants and becoming a go-to spirit for cocktail enthusiasts. 
• Tinder - Mi CAMPO teamed up with the popular dating app to launch the #ShootYourShot campaign, getting massive exposure among key audiences by helping people introduce themselves to their crush – and making some of life’s most memorable moments happen with the help of Mi CAMPO.  
• Tipsy Scoop - The brand has regularly partnered with the nationally recognized liquor-infused ice cream maker to craft unique flavor experiences that helps consumers celebrate special occasions with a twist. 

“Partnerships and programming will continue to be a major focus for Mi CAMPO. By collaborating with brands and organizations that share our values and connect with our consumers, we’re able to replicate and amplify the successful activations that have driven our momentum so far,” Jacobs adds.

Driving Momentum by Making Every Sip Memorable 
Mi CAMPO is a vibe that’s weaving into life’s most memorable moments and is poised for continued growth in a highly competitive category. 

From unforgettable, award-winning flavor to bold storytelling and powerful partnerships, Mi CAMPO is showing what happens when creativity, culture, and community collide. And as we keep pushing boundaries and remixing tradition, one thing’s for sure: the best moments are still ahead.