• by Teresa Buyikian , May 2, 2025

With this year’s Cinco de Mayo falling on a Monday, those who like to imbibe tequila the evening before may have to think twice as the Tuesday workday looms before them. One non-alcoholic spirit brand may have the solution.

Blue agave spirit Almave launched a MSFW (Margs Safe For Work) promo for Cinco de Mayo. The campaign, created with LA-based creative agency Fellow Kids, highlights that while May 5 may have to be alcohol free, it doesn’t have to lack a tasty margarita -- and better yet, a margarita served from a water cooler in the office.

A short video, posted to the brand’s Instagram @almave, seen here, shows the one-of-a-kind margarita water cooler in an office setting, complete with lime wedge dispenser and emblazoned with MSFW and the Almave logo.  A voiceover says “Even though you’re stuck at the office, you can still enjoy a margarita." Images of the tricked-out cooler follow, with co-workers toasting with the dispensed alcohol-free margaritas.

“Cinco De Mayo is a big moment in our category,” Almave’s Director of Marketing Marco Serino told Marketing Daily. "The margarita makes up almost half of all drinks ordered on Cinco, and as the first non-alc made with blue agave… we saw an opportunity to highlight our unique liquid proposition in a cheeky way.”

He continued, “We knew we wanted to double down on celebrating the midday and lunch-time occasion. And, as return-to-office mandates continue to grow, we're reminding consumers that an alcohol-free ‘midday margarita’ is a perfect fit to enjoy with coworkers during lunch or after work. Once we nailed down the concept, our partners at Fellow Kids helped us bring it to life.”

Consumers can enter to win a chance at having a cooler of their own to be delivered to their own office by liking the video post on brand’s Instagram or TikTok, following @Almave on Instagram or TikTok, and/or commenting on the post with #AlmaveMSFW through May 7. The video will also run on YouTube.

Almave was co-founded by F1’s Lewis Hamilton and is available at Amazon, BevMo and Total Wine, among other retailers.