A liquor-themed holiday, is there much more to ask for? This month celebrates National Tequila Day and Jose Cuervo chose to honor it by replacing three different water fountains throughout Los Angeles with #H2Cuervo! For thirsty tequila enthusiasts (over the age of 21 of course), the silver liquor was available for free (!) between 12:00-6:00pm. The brilliant and ‘impromptu’ event is part of the brand’s ‘Tomorrow is Overrated’ campaign, which celebrates living in the moment. “We noticed that the tequila category has fallen victim to uniformity with brands trying to pursue premiumness, with brands trying to behave like vodkas, with beautiful shots and images of people drinking cocktails. We wanted to challenge that trend and recapture tequila’s intensity, remind people that tequila’s anything but bland”, the brand said about their ‘celebrate the now’ campaign. For an event with free tequila, the scene was relatively calm most likely because a Jose Cuervo employee operated the tequila lever, smart move on their part. Although a bit messy and a bit splashy, the event was exceptionally controlled. The locations handpicked were key in attracting large (and the right) crowds. The three tequila fountains were located in West Hollywood’s The Abbey and the Venice Boardwalk. This marketing effort was about having fun in the moment and being subconsciously aware. Whether it is sitting in a cubicle, a laundry list of to-dos, the tequila brand is asking you to not wait for tomorrow, but enjoy today. Sadly, salt and lime were not included.