Jose Cuervo

Tip it Forward

Turning a holiday about “tipping it back” to one about tipping it forward.

Project Overview

Bartenders have always looked out for us. On Cinco de Mayo, we returned the favor. 

By spring 2022, bartenders had been through it. They'd just spent 2 years working through COVID lockdowns, short-staffed restaurants, and industry-wide burnout. Cuervo badly wanted to reward these hardworking bartenders as most people do: with a nice, generous tip. But legally, Cuervo couldn’t tip bartenders directly; they needed consumers to do it for them. So we created a cheeky program giving away cash to the public so they could show love to restaurant and bar staff.