Beam Global Spirits & Wine is to launch a mulitmillion dollar advertising campaign for the Tequlia brand Hornitos.

The marketing push, named Mischieve, will be aimed at social, urban males and will incorporate print avderts, out-of-home placements, viral videos, on-premise events and point-of-sale materials.

"Mischieve...is about the experience our consumers are searching for in their night out, helping create stories and memories," said Antonio Portillo, senior brand manager, Hornitos Tequila.

As well as print executions, Hornitos will have a presence on-premise through photo booths where consumers can capture their evening.