Global R&B sensation, songwriter, and seven-time Grammy nominee, Giveon, announced that he has partnered with the tequila brand, Tres Generaciones, to launch the companies' new endeavor during his upcoming tour.
Tres Gen will celebrate Giveon's North American tour with cocktail events in select cities and reveal exclusive content, giving fans a glimpse into the singer's journey as a musician.
For this campaign, Giveon fronted and consulted, as the brand announced that its mission was to rally and motivate a new generation of artists, creators, and fans to overcome mistakes and focus on the future and always getting back up no matter what happens along the way.
Speaking on the collaboration, Giveon says, “For me it’s all about the process. That’s where the hard work shows up, that’s where the heart, and heartache, and all the storytelling reside. I’m looking forward to working with Tres Gen Tequila to not only share my story, but to offer a platform through ‘Get Up Tres’ for others to tell us about their own journey and celebrate their own successes both big and small.”It is a tribute to the founding family's passion for the development of a super-premium, smooth tequila and its sometimes unsmooth journey to the top.
In keeping with the brand's DNA, "Get Up Tres" encourages a new generation of changemakers to pursue their dreams.
Tres Gen has long been a pioneer in the distilling industry because of their 3-times distilling process that removes all impurities and reduces a harsh aftertaste.