Tequila Rose gives Tesco shoppers a free shot cup and two bag charms with every 500ml bottle of its strawberry cream liqueur

Key Takeaways

• Tequila Rose, the strawberry cream liqueur distributed in the UK by Sazerac, is giving away a limited edition shot cup and two bag charms.

• The free gift comes with any 500ml bottle of Tequila Rose bought in Tesco stores across the UK, while stocks last.

• TV personality and former Love Island contestant Chloe Burrows is supporting the promotion.

• The idea centres on the moments friends spend together before a night out, a festival, a celebration or a social gathering.

Anyone who has ever hunted through a handbag for a missing lip gloss while a taxi waits outside will recognise the moment Tequila Rose is trying to own, because the pink strawberry cream liqueur has teamed up with Chloe Burrows on a Tesco offer that hands shoppers a free shot cup and two bag charms with every 500ml bottle.

The promotion borrows the bag charm, which the brand itself has described as the most in demand accessory of recent years, and gives it a drinks brand twist, so the shot cup is designed to travel with you on the way out. It is a small and very pink piece of merchandise, although it sits on top of a wider idea about where Tequila Rose wants to be in people's evenings.

Sazerac, which distributes the liqueur in the UK, has framed the whole thing around the getting ready ritual, which means the music, helping each other get ready and the shared shot before everyone heads out of the door, and Burrows has been brought in to talk about exactly that part of the night.

Former Love Island contestant Chloe Burrows backs the Tequila Rose charms while stocks last in UK Tesco stores

The brand sees the time friends spend together before a night out, a festival, a celebration or a social gathering as a key occasion for its drinkers, and Burrows, the former Love Island contestant and radio host, has been chosen to speak for that crowd. "The best part of any night out is getting ready together, music on, being a bit silly, helping each other out and that shot of Tequila Rose to get the night started," she said, before adding that "When I’m having a night out, I just want to have fun with the people around me."

Burrows also explained where the charms fit into her own routine, saying "I like to show a bit of my personality where possible, so what better way than customising my handbag with a charm? It’s right up my street, even a bit nostalgic and the perfect way to enjoy my fav drink on the go." Her nod to nostalgia gives the promotion a playful, slightly retro tone, which suits a liqueur whose marketing has leaned so heavily on its colour.

James Johnstone, European marketing manager at Sazerac, connected the gift directly to the shared shot, explaining that "We know that sharing an ice-cold shot with friends is often the moment a great night begins, so the on-the-go shot cup charm was created to celebrate that ritual in a way that feels relevant, memorable and culturally connected." He went on to describe why the brand chose a charm in the first place, saying "Bag charms have become a huge trend because they’re personal, collectable and allow people to carry the things they love with them every day. Our limited edition charm brings together that consumer behaviour with the friendship, fun and pink energy that sit at the heart of the Tequila Rose brand."

Tequila Rose has built its pink energy around Love Island, festivals and a Manchester gala since 2024

That phrase about pink energy is not new, because Tequila Rose has been using it for a few summers now, and its route to the bag charm runs through some very recognisable parts of British youth culture. In June 2024 the brand launched a summer campaign whose TV spot premiered during Love Island on ITV2, with Supernova on creative, Bountiful Cow on media and Democracy on PR, while polaroid style party scenes and a silky pink visual world pitched the drink as the way to kick off a summer night.

That summer ended in Manchester, where Tequila Rose closed its Endless Pink Summer campaign with its first Pink Gala, hosted by GK Barry with a set from DJ Joel Corry and more than 250 guests including content creators, competition winners and celebrity press. Last year the brand moved on to festival season, as reality TV star Tasha Ghouri helped launch a campaign built around a bright pink vending machine at Paddington Station that handed out festival glam bags filled with lip gloss, a poncho, hand sanitiser and a pink shot glass, which tied in with an on pack competition on limited edition bottles sold exclusively at Tesco.

Seen in that order, the shot cup and charms look like the next step in a pattern where Tequila Rose turns its drink into props for a night out, whether that is a festival glam bag, a pink gala or now an accessory that hangs off a handbag. Other spirits brands have been playing with the same idea, with Fireball recently hiding two whisky bottles inside a romantasy book, another case of a spirits brand designing an object that people carry into a social occasion alongside the drink itself.