Rooster Rojo Tequila appoints first Global Brand Ambassador

February 05, 2020

Luxembourg-based Amber Beverage Group (ABG) has appointed its first Global Brand Ambassador for Mexican spirited Rooster Rojo® tequila – category expert and experienced bartender, Ansis Ancovs. The newly appointed brand ambassador has released a series of short films on his experiences harvesting blue agave alongside the jimadores and exploring the birthplace of Rooster Rojo tequila – Tequila Town.

Rooster Rojo Ansis Ancovs

“It is a truly magical place; Tequila Town has stolen my heart. I swear harvesting alongside the jimadores was one of the hardest things I’ve ever done. The tool is very sharp and actually can be quite dangerous if not used professionally. My utmost respect and gratitude goes out to the jimadores for doing this every day, making our 100% blue agave tequila possible,” continued Ansis.

“Rooster Rojo is an authentic and adventurous tequila brand that captures the real spirit of Mexico. There is no better combination for a Tequila brand ambassador, so I believe that my everyday will be all about new opportunities and new people who will fall in love with this brand and order extra 9LCS to ensure that they have the best tequila in the house,” said Ansis Ancovs.

“The experience that Ansis has gained over the years will be vital in establishing and opening new markets and opportunities for Rooster Rojo. We love the way Ansis has carried out his role as William Grant & Sons ambassador in the Baltics, and we especially love his secret passion for tequila; it will be a great partnership that will strengthen our positions in the global market,” said Pepijn Janssens, Chief Marketing Officer at ABG.

Rooster Rojo® tequila is produced in small batches in the town of Tequila in Mexico, using only 100% blue agave. Carefully crafted by the Fabrica de Tequilas Finos master distiller, Arturo Fuentes Cortes and blended with water filtered through real Mexican silver, Rooster Rojo is the first tequila to use this technique, resulting in an authentic and high quality spirit.

The brand is owned by Amber Beverage Group (ABG), a leading producer, distributor, logistics provider and retailer of beverages. ABG operates internationally from its head office in Luxembourg and through its production and distribution companies in Russia, Mexico, the UK, Australia, Austria and the Baltics, its historical home.



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