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Brown-Forman has launched a global marketing campaign for its Herradura Tequila brand. 

'Luck is Earned' will roll out to the US from 16 September to coincide with Mexican Independence Day. Brown-Forman said additional activity will follow globally during the rest of 2016 and into 2017. 

The campaign includes video and music streaming, print advertising, social media activity and events in the US market. 

"We're excited to launch a global marketing campaign that illustrates Tequila Herradura's history, heritage and tequila leadership," said John Tichenor, VP global brand director for the Tequila. "The 'Luck Is Earned' campaign not only reinforces the brand's courageous legacy, but pays tribute to our consumers' real stories of conviction and eminence."

In its latest set of results, Brown-Forman said the Herradura brand grew sales by 18% in the three months to the end of July, boosted by the US and Mexican markets. 

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