U.S. HISPANIC
Centenario Tequila Appoints MEL as Lead Creative Agency
6 de marzo de 2026
The first campaigns from the partnership are expected to debut later this spring
MEL has been named Agency of Record and lead creative partner for Centenario Tequila, Mexico’s No. 1 tequila brand and one of the country’s most recognized spirits with a legacy rooted in generations of tequila-making tradition.
The partnership marks a new chapter for the iconic brand as it looks to further strengthen its cultural relevance and expand the storytelling around its heritage, craftsmanship and connection to modern Mexican identity. MEL will lead the brand’s strategic and creative development, with the first work from the collaboration expected to launch later this spring.
For MEL, the appointment represents both a creative milestone and a deeply personal collaboration with one of Mexico’s most emblematic brands.
“Today is a very special day for us at MEL,” said Luis Miguel Messianu, Founder, President and CCO at MEL. “We are honored to be named lead agency for Centenario Tequila, a brand that has safeguarded our country’s tequila-making tradition for generations. As a Mexican, it fills me with pride to partner with a company that truly celebrates Mexican greatness—not as a cliché, but as a living, breathing culture built on hard work, craft and corazón.”
From the outset, both teams share a clear ambition: to build bold, elevated and emotionally resonant storytelling that honors the people and heritage behind the brand while connecting with the modern Mexican-American spirit that has helped take Centenario from a local icon to a global reference.
According to the agency, the collaboration goes beyond a traditional client-agency assignment, aiming instead to create culturally grounded work capable of traveling far beyond Mexico.
“This is more than a new assignment,” the agency added. “It’s an opportunity to pour everything we love about Mexico into ideas that can resonate globally.”
The first campaigns from the partnership are expected to debut later this spring.
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