Event With a Twist: Jose Cuervo Dares Guests to Ride a Bucking Lime Wedge

Activities at the beach event included a game called 'Ride the Lime.'
Activities at the beach event included a game called "Ride the Lime."
Photo: Dustin Berta for BizBash

Bucking bulls may not be prominently featured in Jose Cuervo's marketing materials, but limes certainly are. So when the tequila brand took over Oak Street Beach for its Pro Beach Volleyball series Chicago Open Friday through Sunday, the traditional bull-ride game took on a brand-appropriate twist. Called "Ride the Lime," the cheeky activity let guests straddle a giant citrus slice and try to stay aboard as the fake fruit twisted, turned, and tilted.

The volleyball series, now in its second year, is put on by IMG Action Sports and sanctioned by USA Volleyball. The tour will make six stops this summer, with three events in southern California coming next.

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