The art of gift-giving is a delicate one. Both intensely personal and, at times, performative, the practice calls on the giver to encapsulate a relationship. In 2017, LALO tequila co-founders Lalo González and David R. Carballido found themselves walking this tight rope when they attended a friend’s wedding in Guadalajara.

Rather than buying an object for the newlyweds, the two men decided to make their contribution in another way—by crafting a small batch of tequila for guests to imbibe during the festivities, becoming part of the day’s rituals and celebrations. It was the perfect answer to a very simple question: What do you give a friend?

“We were starting to create this effect of, ‘You need to be our friend in order to have LALO,’ because we were not a big company… It became, by accident, something so exclusive,” says Carballido.

This thoughtful inquiry doesn’t just continue to steer the duo’s company. It also grounds their latest campaign, “See New,” an invitation to enjoy the flavors of modern Mexico and a sign of the brand’s evolution from craft leader to mainstream premium. “If you want magic to happen in your life, you have to go down a different road every day,” reasons Creative Director Antonio Navas. “When you do that, you’re breaking with routine.”

Inspired by the striking photography of Flor Garduño, the bold compositions of José Clemente Orozco, and the lively architecture of Luis Barragán, the campaign features models posing against the vibrant backdrops of Mexico City, Guadalajara, Los Altos de Jalisco, and Valle de Bravo. All the better to situate LALO in the vibrant culture from which it was produced.

“Mexico really is what’s next,” asserts Navas. “It used to be Berlin, but fast-forward to today, and Mexico has taken over that role as a pioneer of new things."

For “See New,” the brand tapped Mexican fashion designer Patricio Campillo, who dressed the models in his Charro outfits, the spread collars and horsehead waistcoat buttons adding both referential and reverent flair. All campaign videos are scored with music from a Mexican composer. At the center is LALO, in a sleek glass bottle with a label that speaks to the brand’s ethos—pure, elegant, and fresh.

While the brand has evolved over the last five years, González and Carbadillo have maintained their commitment to the standard they set for themselves back in 2017—spirits made with care, as if for a close friend. It’s a nod to the family tradition that González’s grandfather—Don Julio himself—created three generations ago: to make tequila not only a premium spirit but also one that many would choose to drink.

LALO, which contains no additives, combines only three ingredients: agave, deepwell water, and champagne yeast, distilled twice to secure its rich flavor. In a market that pushes increasingly diluted tequila, and celebrity branding, LALO remains committed to its original calling—to be a spirit by Mexicans for Mexicans. “We enjoy the beauties of Mexico on a daily basis,” muses Navas. “When you go to Mexico, that’s when you say, ‘Okay, now I get why people can’t stop talking about it.’”