Cocuy Saroche’s Global Debut Blends Venezuelan Heritage with Premium Agave Craft

Cocuy, a spirit drink originating in Venezuela and with strong roots in the Ballesteros family behind DUG, was preparing to leap onto the global stage through the Cocuy Saroche brand. Accompanied by Morillas’ vision and know-how, the objective was simple: to build a global icon from a local brand that could embody authenticity, origin, know-how and premiumness across all touchpoints. To kick-off the project, we immersed ourselves in the brand and its context. We met the Ballesteros family, the marketing and commercial managers, and the cocui agave farmers, to fully understand what makes Cocuy Saroche a unique brand. Following this initial analysis phase, we defined the brand platform and developed its verbal and visual expression. We set ourselves the ambitious task of ‘reinventing the pre