Gracias Madre
Spirits with Substance
Turning A Menu
Into a Mission
Our multifaceted PR campaign for Gracias Madre artfully blended their pioneering sustainability initiative with an educational component and exciting new cocktail menu launch. By weaving together traditional Mexican agave farming practices with modern environmental stewardship, we created a narrative that transcended typical restaurant promotion. The comprehensive strategy leveraged traditional media coverage, strategic influencer partnerships, and an immersive event series that both educated consumers on sustainability practices and showcased the innovative new menu, elevating Gracias Madre's brand story while highlighting their commitment to protecting cultural heritage and ecological balance. This campaign still remains as the forefront of Gracias Madre's mission.
From Press Release to Purpose: Elevating Gracias Madre's Mission Beyond Mixology
When most restaurants launch a new cocktail menu, they focus on flavors and Instagram appeal. But our team recognized something more profound taking shape at Gracias Madre in West Hollywood—a chance to blend beverage innovation with environmental advocacy and cultural preservation.
The beloved plant-based Mexican restaurant had built its reputation on authenticity and sustainability. When Beverage Director Maxwell Reis approached our team about unveiling their new agave-focused cocktail program, we recognized an opportunity that transcended typical food and beverage PR.
Maxwell wasn't just crafting beautiful drinks; he was taking a bold stand against harmful industry practices. After witnessing traditional tequila production firsthand in Mexico, he had made the decision to eliminate all diffuser-produced spirits from Gracias Madre's bar—a practice that, while increasingly common, damages both the environment and the livelihoods of Mexican agave workers.
Rather than simply announcing new signature cocktails, I developed a multifaceted campaign that positioned Gracias Madre as a thought leader at the intersection of hospitality, sustainability, and cultural preservation. We crafted a narrative that educated consumers about the hidden costs of mass-produced tequila while celebrating the rich heritage and craftsmanship behind traditional agave spirits.
The campaign seamlessly integrated traditional media outreach, influencer partnerships, and an immersive event series that transformed what could have been a standard menu launch into a platform for meaningful conversation about production ethics and environmental responsibility.
The results resonated far beyond typical restaurant coverage, we secured features to the lengths of ABC, Forbes, Local Eats, and many more, that highlighted not just the innovative cocktails but Gracias Madre's commitment to ethical sourcing and cultural authenticity. By elevating a simple menu announcement into a mission-driven story, we helped position the restaurant as a pioneer in conscious hospitality, reinforcing their brand values while driving renewed interest in their offerings.
What began as a product launch evolved into a defining brand identity, this campaign remains the cornerstone of Gracias Madre's mission today, continuing to influence their operations, partnerships, and communication. Their unwavering commitment to sustainable agave practices has established them as an industry leader whose influence extends far beyond their menu.
This campaign demonstrated how thoughtful PR can transform a routine announcement into an opportunity for meaningful advocacy, proving that the most compelling brand stories are those that stand for something greater than themselves.
Watch the ABC Localish Feature
Read more about the Agave Mission.
