Jose Cuervo Plays “Auld Lang Syne” With 57 Tequila Bottles

As you head out for New Year’s Eve festivities tonight, here’s a little inspiration for your evening.

Traditionally, New Year’s Eve is associated with champagne. But Jose Cuervo would like you to alter your mentality on that tradition. To help you do so, they’ve come up with an interesting method of persuasion.

Working with agency McCann Erikson and production company Fall on Your Sword, the brand used 57 tequila bottles, a vacuum, a carousel, and a gramophone to concoct the “Cuervosel.”

When the carousel-like Cuervosel is cranked and the re-engineered vacuum pushes air over the tops of bottles that have been filled to various levels, the net result is that New Year’s favorite, Auld Lang Syne.

Of the effort, a McCann spokeswoman told Ad Age, “As far as alcohol goes, champagne flutes, popping corks and bubbly kind of own the night on New Year’s Eve, so Cuervo needed a way to mark the occasion in a uniquely Cuervo way.”

And they did. Although, personally, the musical qualities of Jose Cuervo bottles leaves much to be desired. “A” for effort, though.

The brand is promoting the Cuervosel on Vine and Twitter:

On #NewYearsEve, get ready for some “good times that won’t be forgotten.” #AuldLangSyne #Remix pic.twitter.com/e1ovxJQW4d

— Jose Cuervo (@JoseCuervo) December 30, 2014

This stunt marks the most recent of Jose Cuervo’s creative advertising endeavors — earlier this year, the brand turned a bottle of Cuervo into an interactive ad with an augmented reality app.