Campari America is targeting the outdoor cooking season with a new ad for Cabo Wabo Tequila that features a three-time world barbecue champion.

"Grill master" Myron Mixon stars in the 15-second spot with his son Michael, and they urge consumers to take "A Thicker Cut of Life". The pair also host YouTube grilling lessons "that will empower the home grill master", Campari America said.

Last month, the master blender of Jose Cuervo told just-drinks that the mixto segment of the Tequila category is on the cusp of "a golden age".