Sauza Tequila gets ‘contemporary’ pack refresh

9th November, 2016 by Kristiane Sherry

Beam Suntory’s Sauza Tequila is to benefit from a packaging refresh as the brand seeks to communicate a “more premium and contemporary position” to consumers.

Sauza Tequila has refreshed its pack design following a consultation in Europe, the US and Canada

Sauza Tequila has refreshed its pack design following a consultation in Europe, the US and Canada

The revamped bottle design follows a 14-month review that saw quantitative and qualitative research carried out across Europe, the US and Canada.

As a result of the evaluation, the cleaner bottle design now focuses on the cockerel or ‘gallo’ motif that has featured in the Sauza family crest since 1873, representing “courage, passion and perseverance”.

The bottle itself is a squarer shape with more defined shoulders and carries a “Tequila Sauza” embossing on the side.

In addition, a “Hecho en Mexico” stamp on the label communicates the origin of the Tequila and notes the location of the distillery, La Perseverancia.

“Sauza has put a huge amount of research and insight into this redesign to produce a brand range with premium stand-out emphasising its authentic tequila credentials,” said Mike Miller, marketing director for Catalyst Brands, Sauza’s UK distributor.

The pack refresh follows the brand’s “largest ever” rebrand in May 2015, when a similar bottle design was rolled out in emerging Tequila markets, including Japan, Brazil, Russia and China.

The 150-year-old Tequila brand is the second largest in the world by volume behind rival Jose Cuervo.

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