Hanky Panky Bartenders Eco-Friendly Promotional Cups Made from Agave Fiber and Biodegradable Materials

Challenge

In a market where consumers value both authenticity and sustainability, José Cuervo faced an inspiring challenge: how to express its Mexican legacy through a promotional activation that spoke the language of modern environmental awareness.

The stage was the renowned Hanky Panky Bartenders event — a celebration of creative mixology and craftsmanship behind the bar. José Cuervo sought not only to stand out among other top-tier brands but also to create a sensory and visual experience that resonated with a young, eco-conscious, and culturally aware audience.

Through its innovation division Ecoware, AIM proposed a bold idea: to transform agave waste — the same plant that gives life to tequila — into a new medium for sustainable storytelling. Thus emerged the biobased agave promotional cups, designed to catch the shopper’s eye and raise awareness about environmental care, offering that extra spark of attention that only meaningful, story-driven products can deliver.

Solution

The collaboration between Ecoware and José Cuervo resulted in an exclusive line of eco-friendly cups produced specifically for the Hanky Panky Bartenders event. Every design detail was conceived to reflect the soul of tequila — from material texture to color palette.

Materials

The cups were crafted using a blend of biodegradable polymers and natural agave fiber, a formula that significantly reduced traditional plastic content while upcycling by-products from tequila production. This circular-economy approach completed the story’s full circle: from agave comes tequila — and from agave, the cup that holds it.

Design and Experience

Each cup featured a 360° in-mold label (IML) and a soft orange-peel finish that evoked the tactile feel of the agave plant. The visual design, inspired by the desert tones of Jalisco and the distinctive green of blue agave, became a focal point within the event.

During Hanky Panky Bartenders, guests received their signature cocktails in these limited-edition cups. Upon holding them, they could feel the natural fibers beneath their fingertips — a tangible connection to the story of sustainability. Many attendees kept their cups as collector’s items, a functional souvenir that embodied environmental purpose.

Consumer Benefits and Convenience

These cups proved versatile and functional across multiple brand environments:

• At retail, they worked as reusable brand memorabilia, extending consumer engagement beyond the store.
• At music and lifestyle events, the eco-aesthetic encouraged organic social-media sharing and heightened brand affinity.
• In promotional campaigns, they became the centerpiece of sustainable activations, proving that conscious design can also be commercially effective.

Moreover, the collaboration underscored José Cuervo’s global commitment to recyclable and renewable materials, aligning the initiative with international ESG standards and the UN Sustainable Development Goals on waste reduction and responsible consumption.

Results

The product showcase was supported by eco-designed cardboard displays with passive cooling modules, keeping beverages chilled while maintaining full visual harmony with the sustainability message.

At the Hanky Panky Bartenders event, the impact was unmistakable:

• Attendees paused in front of the stands, drawn by the sign reading “Made with Agave Fiber — 100% Biodegradable.”
• Bartenders and consumers began posting photos and stories across social media, tagging José Cuervo and praising the environmental initiative.
• The experience fostered an emotional connection: the cup was no longer a disposable object — it became a symbol of innovation and authenticity.
• Event organizers highlighted the activation as one of the most coherent and forward-thinking sustainability efforts of the festival, sparking wider conversations about eco-design in the premium beverage industry.

Through this project, José Cuervo successfully met its goal of capturing attention and promoting environmental consciousness, setting a new standard for brand collaborations that merge storytelling, sustainability, and design excellence.

If your brand aims to make an impact while caring for the planet, Ecoware turns purpose into tangible design.Discover how eco-friendly promotional cups made from agave fiber can transform your next campaign into a story worth remembering.

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