Sanctus Aquam: The “Blessed Tequila” Campaign

There's no shortage of tequilas on the market, but until now, none could lay claim to the supernatural. Sanctus Aquam Premium Tequila heeds a higher calling-helping migrant children escape violence and poverty-and it is literally blessed by its founder, progressive Episcopal priest Rev. Lorenzo Lebrija.
Agency: Cornett

All proceeds from the sale of Sanctus Aquam, which is Latin for “holy water,” are donated to Border Compassion, a nonprofit dedicated to assisting refugee children at the U.S.-Mexico border.

The brand aims to popularize that fact and the passion of Rev. Lebrija with the help of new creative produced pro bono by ad agency Cornett, based in Lexington, Kentucky.

The “Blessed Tequila” campaign showcases the superior quality and selfless mission of Sanctus Aquam, a 100% blue agave blanco tequila expertly distilled in Jalisco, Mexico.

“If you think of holy water as an instrument to carry God’s grace, then is this tequila not an instrument to carry God’s grace to a population that’s on the margins and forgotten?” said Fr. Lebrija. “It’s not the holy water we think about used in churches or to bless people, it is holy in the sense of what it’s meant to do.”

About two years ago, Lebrija was in Mexico, where he supports a shelter for children and an orphanage. The shelter’s power had been turned off for weeks.

Lebrija recalled a century-old legend about a Mexican priest who was able to save a similarly struggling orphanage after he inherits a tequila factory and cleverly skirts Prohibition laws by disguising his product as “Sanctus Aquam.”

“I could do that,” Lebrija thought.

Today, Sanctus Aquam aims to raise $100,000 per year for children’s shelters in Mexico by selling small quarterly batches of premium tequila online and at select retailers. The price per bottle is $84-$89 plus tax and shipping, which allows Border Compassion to make enough per bottle to provide full room and board for a family in the shelter for one month. Production is limited to 300 cases (1,800 bottles) per year, which allows Sanctus Aquam to shelter and feed 150 families for an entire year.

“There isn’t one salary in any of this,” Lebrija said. “The importer has forfeited any fees, and I only have to pay taxes to the federal government. Everyone helping me realizes this is for a good cause, so when we say 100% of the profits, we mean it.”

For more information, contact the Rev. Lorenzo Lebrija (213)238-0113 or via email lorenzo@sanctustequila.com.
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About Rev. Lorenzo Lebrija
Internationally noted as an expert in the innovation field, Fr. Lorenzo is the chief innovation officer of Virginia Theological Seminary and the executive director of TryTank Experimental Lab.

Prior to launching TryTank, Fr. Lorenzo was the chief development officer for the Episcopal Diocese of Los Angeles. He also served as the pastor on behalf of the bishop at St. John’s Episcopal Church in San Bernardino, CA., and as priest associate at St. Athanasius Episcopal Church at the Cathedral Center of St. Paul in Los Angeles. He studied at the General Theological Seminary in New York City where he earned his Master of Divinity degree. He is also currently finishing the doctoral program at Virginia Theological Seminary.

Before entering seminary, Lorenzo was president and CEO of Seraphic Fire & Firebird Chamber Orchestra, Miami’s professional choral and orchestral ensemble. He was also the Miami program director for the John S. and James L. Knight Foundation responsible for a substantial grant portfolio and the launch of the Knight Arts Challenge. Having been general manager for RadioActiva Hispanic Radio as well as editor and director of Operations for Miami’s Community Newspapers, Lorenzo also has vast experience in media and marketing.

Beyond the MDiv degree, he also has an MBA and a B.A. from Florida International University, has completed the full training at the Fundraising School at Indiana University, is a Certified Foresight Practitioner from the Institute for the Future in Palo Alto, CA, has a certificate in design thinking from IDEO in Palo Alto, CA, and is a graduate of Rice University’s Executive Education Program. lorenzolebrija.com