To celebrate National Margarita Day, which happened on Feb. 22, Jose Cuervo and McCann New York took margarita mixings where they've never been before -- outer space. Following in the footsteps of brands such as Toshiba and Red Bull, they sent a shaker full of margarita ingredients into space, where it was shaken and frozen before it parachuted back to the earth.
McCann New York worked with independent space program JP Aerospace and the scientists that led the Phoenix Mission to Mars to develop and launch the drink out of Pinal County Park, an hour north of Tucson, Arizona. The spacecraft used high-altitude weather balloons affixed with cameras to document the journey, which subjected the cocktail to strong winds and extreme cold. It reached 100,000 feet before it plummeted back to the earth and landed in a ravine.
According to McCann ECD Mat Bisher, the margarita was then enjoyed by some of the creative team who worked on the project. "It tasted like space," he said. "Silky smooth."