Chili’s celebrates its unique margarita, partners with Spire Motorsports on 02/12/2025

Chili’s Grill & Bar has launched a new campaign centered around its iconic Presidenté margarita, giving the popular drink its own theme song and music video. Since its debut on the menu back in 1994, the Presidenté has been a fan-favorite, made with reposado tequila, brandy, and orange liqueur. Served in a blue-rimmed glass alongside a blue shaker with a revamped logo for 2025, the drink is a staple at Chili’s.

The heart of the campaign lies in a country music video that features the Presidenté shaker prominently. The video, which can be seen on Chili’s social media channels and during NASCAR races on Fox, tells the story of a fictitious former NASCAR driver who trades in his racing days to “Ride the ‘Dente.” Instead of a bucking bronco, he mounts an oversized Chili’s Presidenté margarita shaker, accompanied by the catchy tune “Ride the ‘Dente,” created for the campaign.

This innovative campaign also marks the extension of Chili’s partnership with Spire Motorsports, featuring the new Spire Motorsports No. 7 Chili’s Ride the ‘Dente Chevy car driven by racer Justin Haley during Daytona Speedweeks. Haley will be sporting a new firesuit with Texas-inspired details, paying homage to the western theme of the campaign’s music video.

On February 15th, Chili’s will host the “Ride the ‘Dente” 200 at Daytona International Speedway as part of the ARCA Menards Series season-opening event. George Felix, Chili’s CMO, expressed excitement about the brand’s involvement in NASCAR, stating, “We wanted to take our relationship with NASCAR fans to the next level, and what better way than breaking into country music to tell the story of the ‘Dente? ‘Ride the ‘Dente’ will be the newest Chili’s earworm – and hopefully the new shorthand for grabbing a marg at Chili’s.”

This creative and engaging campaign combines the spirit of NASCAR with the allure of country music to celebrate Chili’s iconic Presidenté margarita. By leveraging visual storytelling and catchy music, Chili’s has found a unique way to connect with fans and create a memorable experience centered around their popular drink. The blend of racing, music, and a refreshing margarita sets the stage for an exciting and entertaining campaign that is sure to resonate with audiences.