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El Jimador Tequila reveals new bottle design

Brown-Forman has redesigned its El Jimador Tequila bottle in a bid to attract a wider audience.

The new-look El Jimador Tequila bottle is designed to give the brand greater shelf presence

The new-look bottle has more pronounced corners at the shoulders and base to give it a “sleek, modern appeal”, and prominently features an embossed image of a jimador (agave farmer) on the front to communicate the brand’s central values of craftsmanship and dedication.

In addition, the bottle now features a slimmer, metallic label designed to improve El Jimador’s shelf presence.

“With more than 1300 Tequila brands in the marketplace, consumers are faced with many options making packaging an important and differentiating aspect,” said Jesus Ostos, brand manager for Tequila el Jimador.

“By revamping our bottle design, we are aligning our packaging with our great tasting liquid and making it more relevant to consumers. El Jimador will continue to offer consumers a premium tequila at an accessible price but now with a better presentation.”

The bottle will roll out across its core markets alongside a new marketing campaign featuring on OOH, digital, print and social media platforms.

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