Heaven Hill revamps Lunazul Tequila packagingBy Annie Hayes
Heaven Hill Brands has launched its “One Sip and You Know” marketing campaign for Lunazul Tequila, unveiling new packaging which “reflects the brand’s quality and heritage”.
To kick-start the campaign, the 100% agave Tequila brand now features a new “cleaner” bottle shape – designed to give the brand a “premium” appearance.
The new label design contains the Tequila’s hallmark black label, which is accompanied by a blow-in of the Lunazul wolf and a new cork closure.
The campaign is focused on championing the flavour of Lunazul by suggesting, “Let’s Not Complicate Things”, and will mark the start of a partnership with Thrillist.
It will be accompanied by digital advertising and a summer sweepstake, while all web presence, on- and off-premise POS and local market activations will reflect the transition to the new campaign.
“This beautiful package update and campaign will contribute immensely to the next stage of growth for Lunazul,” said Reid M. Hafer, senior brand manager for Lunazul Tequila.
“The product was a market innovator upon initial release has grown double digits each year for the past five years. The foundation for its success is built and a bright future is ahead with this package and campaign.”
Lunazul Tequilas are available in four varieties: Blanco, Reposado, Añejo and Primero.
Blanco and Reposado are available in 1.75 litre, 1 litre, 750ml and 50ml sizes, while the Añejo and Primero are only available in the 750ml size.
All are bottled at 40% abv and priced at an RRP of between US$19.99 and US$24.99.