In honor of Cinco de Mayo, Jose Cuervo is going all-in on the most unexpected of handouts. (Photo: Jose Cuervo)

The latest in a string of over-the-top Cinco de Mayo promos, Jose Cuervo has teamed up with White Lotus star Haley Lu Richardson to give out hundreds of so-called “dumb phones.”

For the uninitiated, a dumb phone is a flip phone. Or, in this case, one wrapped in Jose Cuervo branding.

From April 28 through May 5, Jose Cuervo is holding sweepstakes online where they’ll give out hundreds of the phones and thousands more in cash. As Hayley Lu Richardson puts it in the announcement video; “when you’re phone does almost nothing, you and your friends can do more of everything.”

The dumb phone movement has emerged as something of an unexpected trend over the past few years. On Instagram, TikTok and Twitter, luddites have encouraged the masses to return to “simpler times” by ditching iPhones, Androids and everything in between.

As Gen Z hopes to dial back their screen time, foldable phone sales are projected to reach a market value of $29 billion by 2025.

Admittedly, it’s an unexpected fit for a tequila brand. But they’re not alone — seemingly every tequila company has bet big on unexpected handouts for Cinco de Mayo this year.

Earlier this week, Don Julio announced the construction of a Tequila ATM (“automated tequila machine”) in downtown New York City, where they promise to hand out $500,000 worth of alcohol vouchers.

Upping the ante, Dwayne “The Rock” Johnson pledged $1,000,000 worth of guacamole to anyone who orders a Teremana Tequila cocktail.

If you’re interested in getting a Jose Cuervo phone for yourself, you can find the website here.

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