Hornitos Reimagines Cinco de Mayo with Art, Music, and Community

NEW YORK, NY – May 04, 2026 – As brands gear up for Cinco de Mayo, Hornitos® Tequila is orchestrating a significant shift away from conventional holiday marketing. The premium tequila maker today announced "All You Need Is Three," an ambitious campaign culminating in a New York City "Mex Gala" that fuses high-concept art, modern music, and Latin-inspired mixology. This initiative, created in partnership with rising DJ trio Las Flaquitas, aims to redefine cultural celebration by prioritizing participation and authentic expression over passive observation.

Beyond the Red Carpet: A New Model for Celebration

At the heart of the campaign is the Hornitos Mex Gala, an event positioned not as an alternative to the high-fashion galas that dominate the cultural calendar, but as a different kind of gathering altogether. Instead of a traditional red carpet focused on exclusivity, the event will feature an "Open Carpet" designed by acclaimed contemporary artist Bianca Romero. This interactive installation reimagines the arrival moment as a stage for self-expression, aligning with the brand's ethos of being "The Tequila de Todos," or "Tequila for Everyone."

This approach signals a strategic pivot in how major spirits brands are engaging with cultural holidays. Moving beyond simple cocktail promotions, Hornitos is investing in a multi-sensory, immersive experience that reflects a deeper understanding of its target audience—one that values authenticity, community, and cultural appreciation over appropriation.

"Through this collaboration, we set out to celebrate Mexican heritage through a distinctly modern cultural lens—bringing together art, music and community in a way that feels new, bold, and of the moment," said Rashmi Raine, vice president of Tequila at Suntory Global Spirits, in a statement. "We're proud to partner with creators who share that vision and help us build experiences that are open, expressive and bring people together in meaningful ways."

The campaign taps into a growing market trend where consumers are increasingly drawn to brands that facilitate genuine connection and cultural dialogue. By creating an event centered on participation, Hornitos aims to foster a sense of community that lasts long after the cocktails are finished.

A Symphony of Modern Creators

The selection of collaborators is central to the campaign's message of modern cultural fusion. Headlining the Mex Gala's music is Las Flaquitas, a New York-based DJ trio that has been taking the city's music scene by storm. Known for their "genre-bleeding" sets that seamlessly weave between dancehall, bachata, hip-hop, and house, the trio embodies the multicultural melting pot of their home city. Their rapid ascent, marked by performances at Paris Fashion Week and a coveted Boiler Room set, highlights their relevance and connection to a culturally savvy, global audience.

"Our music has always been about bringing people together, and we're excited to bring that same energy to life through Hornitos, the Tequila de Todos," the trio stated. "We like our cocktails like our sets: vibrant, a little unexpected and an experience meant to be shared."

The visual centerpiece, the "Open Carpet," is in the hands of Bianca Romero. A mixed-media artist and muralist of South Korean and Spanish heritage, Romero's work frequently explores themes of identity, empowerment, and the urban human experience. She is renowned for her large-scale public art, including a powerful "Spread Love, Stop Asian Hate" mural in Manhattan that became a significant cultural landmark. Her distinct style, which layers hand-cut street posters with spray paint and acrylic, creates a vibrant, textured visual language that is perfectly suited to an experience celebrating diverse identities. Her past collaborations with other Suntory Global Spirits brands, such as Maker's Mark, demonstrate a proven ability to translate brand values into compelling, culturally resonant art.

"Tequila for Everyone" in Practice

The "All You Need Is Three" campaign is a tangible manifestation of Hornitos' long-standing philosophy. The name itself is a nod to the tequila's three core ingredients—agave, yeast, and water—as well as the trio of collaborators and cocktails. This theme of three reinforces a message of simplicity and authenticity. By championing moments that bring diverse communities together, the brand is putting its "Tequila de Todos" tagline into practice.

The campaign intentionally moves away from the exclusivity often associated with high-profile events. The focus on an "Open Carpet" and the inclusive energy of collaborators like Las Flaquitas and Bianca Romero underscore a commitment to creating spaces where everyone feels welcome to participate and express themselves. This values-driven approach is increasingly important for connecting with modern consumers, who often look for brands that align with their personal values.

A Taste of Modern Latin Flavors

The collaboration extends into the glass with three new signature cocktails, each designed to offer a modern twist on traditional Latin flavors. These vibrant recipes will be served at the Mex Gala and promoted for at-home celebrations throughout the summer, providing a direct way for consumers to engage with the campaign.

The Horchata Colada blends the creaminess of the traditional rice-based drink with tropical pineapple and the smooth Hornitos Cristalino Reserve Tequila. The Jalisco Sunrise offers a bright, fruit-forward experience, layering mango and citrus with a float of hibiscus syrup over Hornitos Reposado Tequila. Finally, the Flaqui Margarita, a nod to the DJ trio, elevates the classic with a spicy and savory chamoy and Tajin® rim, complementing the crisp notes of Hornitos Blanco Tequila.

Each cocktail is designed to be an experience in itself, reflecting the campaign's overall goal of celebrating Mexican heritage with creativity and contemporary flair. By pairing innovative flavors with accessible recipes, Hornitos invites everyone to be part of the celebration, reinforcing its identity as a tequila for all.