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This Tequila Brand Celebrated Its Roots (Literally) With a Plant-Filled 50th Anniversary Celebration

Tres Generaciones also celebrated the launch of its new talent collective and content hub, along with the musicians, artists, and tastemakers who embody the brand’s "Fail Twice, Get Up Tres" mantra.

Claire Hoffman
September 8, 2023

The event featured DJ sets from Cory Townes and Joe Kay, along with exclusive performances by Grammy-winning singer-songwriter Victoria MonĂ©t and Caribbean R&B and soul singer Immasoul. 'Our goal from the beginning was twofold: Capture all sides of the music industry, from those on the stage to those behind the scenes, while telling the stories of those who are truly dedicated to their craft and it shows in their work,' said Curtis.The event featured DJ sets from Cory Townes and Joe Kay, along with exclusive performances by Grammy-winning singer-songwriter Victoria MonĂ©t and Caribbean R&B and soul singer Immasoul. "Our goal from the beginning was twofold: Capture all sides of the music industry, from those on the stage to those behind the scenes, while telling the stories of those who are truly dedicated to their craft and it shows in their work," said Curtis.Photo: Team Epiphany/Dorothy HongLOS ANGELES—For Tres Generaciones’ 50th anniversary, the team wanted to bring the tequila brand back to its roots—sometimes literally—with a plant-filled gathering earlier this summer at Citizen News in Hollywood. 

But the event, created in collaboration with experiential agency Team Epiphany, didn’t just celebrate the milestone anniversary: It also marked the launch of the brand’s new Familia Tres talent collective, which consists of world-renowned music, art, and culture creatives, along with Generaciones, a new magazine and content hub spotlighting stories of perseverance.

All of these elements helped inform the gathering’s design, explained Team Epiphany founder and managing partner Coltrane Curtis. â€śWe were inspired by the print publication with a fresh Team Epiphany twist, hence the Citizen News venue and various newsstands to showcase the launch of the Tres Generaciones magazine,” he explained. “We pulled other design elements from the brand’s rich history as it celebrates its 50th anniversary—and over 100 years of heritage in the tequila industry.”

Scroll down for a look inside the stylish, star-studded event, which also featured engaging content moments, on-theme photo ops, signature cocktails, and exclusive performances by Victoria Monét and Caribbean R&B and soul singer Immasoul.

When guests arrived, they walked through a hallway spotlighting the history of the tequila brand. 'The name Tres Generaciones, along with the three stripes on the bottle, represents the brand's 'three Dons' and how the brand is literally three generations from the founding of tequila itself,' explained Curtis. 'In balancing the brand story with the stories we told across music, we wanted to start with the entrance to the space being a journey through the legacy of these three Dons and the history of Tres Generaciones.'
When guests arrived, they walked through a hallway spotlighting the history of the tequila brand. "The name Tres Generaciones, along with the three stripes on the bottle, represents the brand's 'three Dons' and how the brand is literally three generations from the founding of tequila itself," explained Curtis. "In balancing the brand story with the stories we told across music, we wanted to start with the entrance to the space being a journey through the legacy of these three Dons and the history of Tres Generaciones."
Photo: Team Epiphany/Dorothy Hong
The entrance doubled as a promotion for the new print publication. 'The copy from the pillars was pulled from the magazine itself, with these sections co-authored by our very own strategy team,' said Curtis. '[It's] another display of us bringing the pages of our work to life.'
The entrance doubled as a promotion for the new print publication. "The copy from the pillars was pulled from the magazine itself, with these sections co-authored by our very own strategy team," said Curtis. "[It's] another display of us bringing the pages of our work to life."
Photo: Team Epiphany/Dorothy Hong
Real plants and soil were used as decor throughout the space. 'With roots that trace back to the origins of tequila, it was important to showcase it both literally and figuratively,' explained Curtis. 'We loved having the plants all around the venue with real soil. It represents the brand's rich history, and the commitment to the process that goes into the development of Tres Generaciones tequila.' In a fun detail, the team created a mirror wall where guests could pose as cover stars of the new magazine. Printed on the mirror was a quote from Terrell Jones, a stylist for Fat Joe and DJ Khaled and one of the people highlighted in Generaciones.
Real plants and soil were used as decor throughout the space. "With roots that trace back to the origins of tequila, it was important to showcase it both literally and figuratively," explained Curtis. "We loved having the plants all around the venue with real soil. It represents the brand's rich history, and the commitment to the process that goes into the development of Tres Generaciones tequila."

In a fun detail, the team created a mirror wall where guests could pose as cover stars of the new magazine. Printed on the mirror was a quote from Terrell Jones, a stylist for Fat Joe and DJ Khaled and one of the people highlighted in Generaciones.
Photo: Team Epiphany/Dorothy Hong
Various signage tied into the brand's 'Fail Twice, Get Up Tres' mentality of perseverance, which will be showcased in the new content hub.
Various signage tied into the brand's "Fail Twice, Get Up Tres" mentality of perseverance, which will be showcased in the new content hub.
Photo: Team Epiphany/Dorothy Hong
'The foundation of the party was celebrating the magazine's launch [by] bringing its elements to life, from brand history to the stories of our featured talent to even the photo moments,' said Curtis. 'A strong part of the focus was making the magazine show up one-on-one: blowing up imagery from the photo shoots and quotes from the interviews to place around the space in order to stick with attendees.'
"The foundation of the party was celebrating the magazine's launch [by] bringing its elements to life, from brand history to the stories of our featured talent to even the photo moments," said Curtis. "A strong part of the focus was making the magazine show up one-on-one: blowing up imagery from the photo shoots and quotes from the interviews to place around the space in order to stick with attendees."
Photo: Team Epiphany/Dorothy Hong
Throughout the space, guests could find copies of the magazine, including on a newsstand, along with QR codes linking to the content hub.
Throughout the space, guests could find copies of the magazine, including on a newsstand, along with QR codes linking to the content hub.
Photo: Team Epiphany/Dorothy Hong
'We used what we knew about the brand and talent to inspire even more unique pieces,' Curtis said. 'A Don founded the first radio station in Guadalajara while we had featured talent who worked in radio, so we made a radio station photo moment. ... Synergy was the name of the game.'
"We used what we knew about the brand and talent to inspire even more unique pieces," Curtis said. "A Don founded the first radio station in Guadalajara while we had featured talent who worked in radio, so we made a radio station photo moment. ... Synergy was the name of the game."
Photo: Team Epiphany/Dorothy Hong
The event featured DJ sets from Cory Townes and Joe Kay, along with exclusive performances by Grammy-winning singer-songwriter Victoria Monét and Caribbean R&B and soul singer Immasoul. 'Our goal from the beginning was twofold: Capture all sides of the music industry, from those on the stage to those behind the scenes, while telling the stories of those who are truly dedicated to their craft and it shows in their work,' said Curtis.
The event featured DJ sets from Cory Townes and Joe Kay, along with exclusive performances by Grammy-winning singer-songwriter Victoria Monét and Caribbean R&B and soul singer Immasoul. "Our goal from the beginning was twofold: Capture all sides of the music industry, from those on the stage to those behind the scenes, while telling the stories of those who are truly dedicated to their craft and it shows in their work," said Curtis.
Photo: Team Epiphany/Dorothy Hong
Team Epiphany leaned on its long-standing relationships across the music industry to find the right artists to help tell the brand's story, said Curtis. 'The end result was an amazing collective of talent both in front of the camera (musical artists, DJs, etc.) and behind the scenes (photographers, writers, etc.) to put this content hub together and tell an impactful story.' He added: “A Victoria Monét performance is rare and special—go on Twitter to see her fans rave about it every day—and our launch party came before her album, right after she announced her tour that sold out in 10 minutes. So having Victoria give a real performance with backup dancers and all was a cherry on top of an evening about storytelling around people’s passions.”
Team Epiphany leaned on its long-standing relationships across the music industry to find the right artists to help tell the brand's story, said Curtis. "The end result was an amazing collective of talent both in front of the camera (musical artists, DJs, etc.) and behind the scenes (photographers, writers, etc.) to put this content hub together and tell an impactful story."

He added: “A Victoria Monét performance is rare and special—go on Twitter to see her fans rave about it every day—and our launch party came before her album, right after she announced her tour that sold out in 10 minutes. So having Victoria give a real performance with backup dancers and all was a cherry on top of an evening about storytelling around people’s passions.”
Photo: Natasha Campos/Getty Images for Tres Generaciones
Caribbean R&B singer-songwriter Immasoul also performed.
Caribbean R&B singer-songwriter Immasoul also performed.
Photo: Team Epiphany/Dorothy Hong
Guests at the event could enjoy signature Tres Generaciones cocktails like the Tres Pina Paloma and the Tres Hibiscus Margarita.
Guests at the event could enjoy signature Tres Generaciones cocktails like the Tres Pina Paloma and the Tres Hibiscus Margarita.
Photo: Team Epiphany/Dorothy Hong
Tote bags with the brand's signature three-stripe logo were handed out.
Tote bags with the brand's signature three-stripe logo were handed out.
Photo: Team Epiphany/Dorothy Hong
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