Culture
Bilingual, bicultural ambassadors who don’t perform the culture — they live it. The right Spanish, the right music, the right neighborhood: that’s what turns a tasting table into a conversation.
Who we are
We started Impulso because “trust us” isn’t a metric.
We’re a bilingual liquor and beer activation agency built for the U.S. Hispanic market — founded on the idea that culture opens the door, but proof and data are what keep brands coming back.
Juan José Mesa
Co-founder
The co-founder
Co-founded by Juan José Mesa to answer one question.
Impulso exists because of a question Juan José Mesa couldn’t stop asking: when a brand pays for an activation, what does it actually get back? Too often, the honest answer is a folder of photos, an invoice, and “trust us.”
So he co-founded the agency on a simple thesis: the U.S. Hispanic market is the biggest structural growth story in beverage alcohol — $2.4 trillion in buying power (NielsenIQ, 2024) — and the agencies serving it should be held to the same standard as any other line on a marketing budget. Culture starts the conversation. Proof and data are what make it worth paying for.
That’s why every part of the agency is designed to be verifiable: bilingual ambassadors who share the culture of the consumers they pour for, W-2 employment with real insurance behind it, GPS-verified shifts, and a recap built on sales data instead of adjectives.
If a shift can’t be verified, it didn’t happen. If a result can’t be measured, it shouldn’t be sold.
Our mission
Culture, proof, and data for the Hispanic liquor market.
Our mission is to make Hispanic-market activations the most accountable line on a brand’s budget: teams that belong to the culture, shifts that verify themselves, and recaps a finance director can actually read.
Proof
GPS check-in and check-out on every shift, timestamped photos, and manager sign-off. You see that the work happened — without driving to the store to check.
Data
Recaps built around numbers: bottles sold, samples poured, interactions, and the leads captured — the contact data most brands never collect from their own events.
$2.4THispanic buying power (2024)NielsenIQ, 2024
65.2MHispanic population in the U.S. (2023)U.S. Census Bureau, 2024
91%more likely to buy after taking part in a brand experienceEventTrack, 2021
Coverage model
Built in the key Hispanic markets. Extended on demand.
Six states concentrate the heart of the U.S. Hispanic market. That’s where our coverage starts — not where it ends.
Expansion on demand
If your program runs beyond these states, we recruit, certify, and insure a local team for it. One thing we never do is fly in staff with the wrong state credential: RBS, TABC, and BASSET don’t transfer across state lines, so every market gets locally compliant ambassadors.
California
15.7M Hispanic residents (U.S. Census, 2023) — RBS-certified teams, mandatory statewide since July 2022.
Texas
12.1M Hispanic residents (U.S. Census, 2023) — TABC-certified teams.
Florida
6.2M Hispanic residents (U.S. Census, 2023) — on- and off-premise coverage.
Illinois
BASSET-certified teams for on- and off-premise programs.
Arizona
TIPS-certified teams, staffed on demand per program.
New York
3.9M Hispanic residents (U.S. Census, 2023) — TIPS-certified teams.
Insurance & compliance
Insured, certified, employed — in that order.
The unglamorous guarantees are the ones that matter when alcohol is involved. Ours come standard on every program.
The W-2 difference
Our ambassadors are W-2 variable-hour employees, not 1099 contractors. That means workers’ comp coverage, faster pay, and motivated, reliable talent—and it protects you from the joint-employer misclassification liability that 1099 staffing creates.
Liquor liability insurance
Coverage designed for exactly what we do: serving and sampling alcohol on behalf of brands. It’s the first question venues and distributors ask — and the one we like answering.
Workers’ compensation
Because our team is employed, every ambassador works under workers’ comp. If something happens on a shift, it’s our responsibility — never passed on to your brand.
Certified staff, state by state
RBS in California (mandatory since July 2022), TABC in Texas, BASSET in Illinois, TIPS nationally. Certifications expire and don’t transfer between states, so we verify and track every credential per market.
The why
Why we exist
The market outgrew the old playbook.
In May 2023, Modelo Especial overtook Bud Light as America’s #1 beer (Circana via CBS MoneyWatch, 2023) — and Hispanic consumers have historically represented roughly half of Constellation’s customer base (CNBC, 2025). At 65.2 million people and ~71% of all U.S. population growth in 2022–2023 (U.S. Census Bureau, 2024), this is not a niche segment. It’s the growth engine — and it deserves more than translated campaigns and borrowed staff.
Sampling converts — and goes unmeasured.
More than 90% of new-spirit adoption starts with an introduction or a sample (The Kat Agency), and 91% of consumers say they’re more likely to buy after taking part in a brand experience (EventTrack, 2021). Yet without proper capture, brands lose contact data on roughly 66% of their event audience (AnyRoad, 2022). The channel that converts hardest is the one measured least. We exist to close that gap.
Trust should be a deliverable, not a slogan.
Verification you can open — GPS-stamped shifts, photo evidence, recaps with numbers in them — plus the boring guarantees that actually protect you: W-2 employment, liquor liability insurance, workers’ comp, and certified staff in every state we serve.
Work with us
Culture opens the door. Proof keeps the contract.
Tell us the brand, the market, and the goal. We’ll come back with a plan — and a recap format you can hold us to.
FAQ
Frequently asked questions
Who co-founded Impulso?
Impulso was co-founded by Juan José Mesa, who helped build the agency around one conviction: Hispanic-market activations should be judged by verified shifts and sales data, not by promises. That thesis — culture plus proof plus data — shapes everything from who we hire (bilingual, certified, W-2 employed) to what we hand you after every event: a recap with numbers in it.
Do you cover activations nationwide?
Our core coverage is the key Hispanic markets: California, Texas, Florida, Illinois, Arizona, and New York. For programs beyond those states, we expand on demand — recruiting, certifying, and insuring local teams for your program. Because alcohol-service certifications don’t transfer between states (RBS, TABC, BASSET), every market is staffed with locally compliant ambassadors.
Are your ambassadors employees or contractors?
They’re W-2 variable-hour employees, not 1099 contractors. That means workers’ comp coverage, faster pay, and motivated, reliable talent — and it protects you from the joint-employer misclassification liability that 1099 staffing creates.
Are you insured?
Yes. We carry liquor liability insurance, and every ambassador works under workers’ compensation. Combined with the certifications each state requires (RBS, TABC, BASSET, TIPS), that means your brand, the venue, and the team are protected on every shift.
How do I start working with you?
Book a strategy call or send the short form on our contact page — it’s four fields, and a real person follows up fast. If you’d rather join the team as a bilingual brand ambassador, apply through our join page instead.