The Challenge

The celebrity liquor space is crowded, with more than 150 celebrity-founded brands globally; 15% by sports stars and 21% in tequila. Many are short-lived, trading on fame rather than foundations.

From day one, Gilly and his team were clear: slapping a name on a bottle wasn’t going to cut it. This had to be something real — a pure, additive-free, artisanal tequila built around a brand Australians could genuinely connect with.

Our brief was to create a brand and bottle that celebrate the artistry of true tequila while connecting with the easy-going spirit of Australia. Mexican made and Aussie owned, El Arquero bridges two worlds — crafted authentically in Jalisco yet built for how Australians drink and celebrate. It needed to feel uplifting and approachable, balancing artisanal soul with a modern edge that stands out wherever it’s poured.

Insights

In Australia, tequila has long carried a reputation as a harsh party drink. The kind you endure rather than enjoy. But that tide is turning. A new wave of drinkers is discovering tequila not as they knew it, but as it should be: pure, smooth, and full of life. A versatile spirit that can be equally enjoyed neat, in a highball, or in far more cocktails than just the classic margarita. When people make a night of it, they want drinks that lift their energy, elevate the mood, and bring others along for the ride.

The Approach

Brand Idea – People of the Sun

Meet Max — El Arquero’s central brand symbol, arms outstretched to the sky. Here, the radiating sun connects the liquid story, Australian culture, and Gilly himself. Crafted by a third-generation distilling family in Jalisco, Mexico, where ancient tribes worshipped the Sun God as the giver of life, El Arquero carries that same warmth and energy to Australian shores. It reflects our natural pull toward sunshine, the outdoors, and good times — and at its heart, Gilly’s unmistakable spark: the energy to lift spirits, ignite connection, and bring people together.

The Bottle

The bottle became a beacon for what Gilly and the team wanted Aussies to feel about tequila — uplifting and full of spark, yet soulful and made with real integrity. Getting that balance right was everything. We didn’t stop until it hit just right… and when it did, we knew we’d created something that could bring fresh enthusiasm and broader appeal to tequila in Australia.

El Arquero’s custom bottle was made to feel effortless and unpretentious, yet still carry that spark of something special, the kind of bottle that just feels beautiful in hand. Once the form was nailed, its character came to life: an accentuated rounded finish dressing up the naked neck, People of the Sun embossed on the heel, and Máximo, our mascot, shining through the base of the punt.

Practicality mattered too. Modest in weight, locally produced near the distillery in Mexico, built for the back bar, and it pours like a dream. 

The ‘Show Stopper’ Label

The design needed to capture two worlds — soulful and artisanal, yet bold and modern. The 3D moulded silicone band did exactly that, and more. Inspired by the way Mexican distillers hand-wrote batch details and secured them with rubber bands, it adds a tactile moment of intrigue and an unmistakable presence on the shelf or back bar.

Results

“The response to El Arquero Tequila has been nothing short of phenomenal. Within our first month on shelves, we gained national distribution and secured over 1,500 points of distribution across major wholesalers, independent retailers, and leading on-premise venues around the country.

The support from the trade has been exceptional, with wholesalers moving stock quickly into stores and some of Australia’s most respected hospitality groups, including Mucho Group and Liquid & Larder — proudly pouring El Arquero across their venues.

The consumer response has mirrored that enthusiasm, with tasting events often selling through successfully within an hour. It’s proof that Australians were ready for an approachable tequila that delivers on both quality and story.”

– Dan Fitzgerald, Co-Founder El Arquero Tequila

A Word from Gilly

“We started with an idea, a dream, and ended up with something we’re incredibly proud of. Matthew and Terry truly listened and invested themselves in what we were trying to achieve. It’s authentic, premium, and has a touch of contemporary, yet completely accessible. The Squad team were brilliant from the start. They didn’t tell us what to do; they guided us on how to achieve our best result. It feels like we’ve absolutely nailed it together, in partnership.”
– Adam Gilchrist, Co-Founder El Arquero Tequila