07:18 AM

California Beef Council, Camarena Tequila and Real California Milk Launch "Tacos, Tequila y Más" for Cinco de Mayo

Three Key Retail Categories Partner for Promotion

2021 Tacos, Tequila y Más

Rocklin, CA—In a partnership that combines three key retail categories—meat, dairy and spirits—the California Beef Council (CBC) is teaming up with the California Milk Advisory Board (CMAB) and E. & J. Gallo’s Camarena Tequila for a co-branded Cinco de Mayo promotion. Dubbed “Tacos, Tequila y Más,” the 5-week campaign runs April 7 through May 11 and provides consumers with product offers and savings, recipes, videos and other taco and margarita-inspired content on a single online hub at

“The site celebrates the fact that in California, ‘taco time’ is ALL the time. Beef and California Hispanic-style cheeses and cremas make for a perfect taco. Pair with Camarena—the most awarded tequila—for the ultimate taco night at home,” said Christie Van Egmond, the CBC’s Director of Retail & Foodservice Marketing. “For this campaign, the CBC is focusing on beef cuts for Carne Asada. We’re offering consumers two options to earn cash-back: $2 cash-back on any brand Carne Asada beef cuts 1 pound or larger through the Ibotta mobile app; or a $1 rebate on a $10 any brand Carne Asada purchase through Checkout 51.” Camarena Tequila and Real California Milk Hispanic-style Cheese and Crema are offering savings through in-store coupons.

Research from IRI reveals that the average shopping basket with beef is more than twice that of the typical ring ($85.70 vs. $41.33, respectively), and beef in the basket drives 44% more total store sales than baskets with chicken and 21 times the total sales as baskets with beef substitutes. What’s more, in-store spirits displays see a lift in sales when displayed near or with meat (+9%), and the average basket ring for natural cheese is $90.86 compared to a much lower $39.74 on average basket without cheese.

“When shoppers head in-store we are optimistic that they will see the mouth-watering campaign point-of-sale. And whether they’re shopping in-store or via e-commerce, we’re encouraging shoppers to add these three powerhouse products—meat, cheese and spirits—to their cart so they can create their own Tacos, Tequila y Más experience at home,” Van Egmond said.

Shoppers can take advantage of the following opportunities through

  • Consumer Mobile App Offers and In-Store IRCs: CBC will offer cash-back on Carne Asada beef cuts through Ibotta and Checkout 51 mobile apps. Real California Milk will have in-store IRCs for Hispanic-style cheeses and cremas, and Camarena Tequila will have in-store bottle-necker savings. Links to all offers will be on the campaign landing page, and quantity and pricing terms apply.
  • Recipe Inspiration: Look through mouth-watering images of tacos and margaritas and click-through to get the recipes and create them on your own, or gain meal inspiration through cooking videos.
  • Beef Product Knowledge: A portal for consumers to learn more about Carne Asada, such as which beef cuts are best, where they come from on the carcass, and how to prepare.

“In addition to the offers, recipes and videos, we’re also using the site to launch the CBC’s new Virtual Beef Cooking Classes,” Van Egmond added. Consumers who click the link to our ‘Taco Bout Delicious!’ microsite will find an opportunity to sign up for the CBC’s first ever Beef Cooking Class, which will be a Virtual Taco Party.” There is a cost to attend the Virtual Taco Party and space is limited, Van Egmond added.

To “taco bout” more, visit or contact Christie Van Egmond.


About the California Beef Council

The California Beef Council (CBC) was established in 1954 to serve as the promotion, research, and education arm of the California beef industry, and is mandated by the California Food and Agricultural Code. The CBC’s mission is to position the California beef industry for sustained beef demand growth through promotion, research and education. For more information, visit

About the Beef Checkoff

The Beef Checkoff Program was established as part of the 1985 Farm Bill. The checkoff assesses $1 per head on the sale of live domestic and imported cattle, in addition to a comparable assessment on imported beef and beef products. States may retain up to 50 cents on the dollar and forward the other 50 cents per head to the Cattlemen’s Beef Promotion and Research Board, which administers the national checkoff program, subject to USDA approval.

About Real California Milk/California Milk Advisory Board

The California Milk Advisory Board (CMAB), an instrumentality of the California Department of Food and Agriculture, is funded by the state’s dairy farm families who lead the nation in sustainable dairy farming practices. With a vision to nourish the world with the wholesome goodness of Real California Milk, the CMAB’s programs focus on increasing demand for California’s sustainable dairy products in the state, across the U.S. and around the world through advertising, public relations, research, and retail and foodservice promotional programs. For more information and to connect with the CMAB, visit, Facebook, YouTube, Twitter, Instagram and Pinterest.

SOURCES: IRI Data 2015, 2019, 2020