Sierra Tequila reveals new logo
Stock Spirits-owned Sierra Tequila has unveiled a new brand identity and logo that showcases the brand’s ‘festive spirit’.
Sierra said the rebrand reflects its commitment to transforming ordinary moments into memorable celebrations by capturing the essence of its playful, proud and spontaneous spirit with its established tagline ‘Lead the Party’.
At the heart of Sierra’s new brand identity is a renewed focus on its Mexican heritage, highlighting its dedication to high-quality products while embracing its three new brand values: proud, live now, and self-ironically humorous.
The updated identity is said to be a testament to Sierra’s mission: to be the ultimate party companion, bringing people together for moments they’ll never forget.
Philipp Stahl, head of global brand marketing at Stock Spirits Germany, said: “Sierra’s rebranding celebrates what makes us unique – boldness, vibrant Mexican roots, and a commitment to unforgettable experiences.
“Our new logo, featuring the Sierra word-mark and iconic sombrero, was crafted with our long-standing partner, Claessens International, who has shaped our brand image since the 1980s. We’re proud of this enduring relationship and excited to share this new chapter with our consumers, leading the party for years to come.”
As part of the rebranding, Sierra is also redefining its brand experience with a ‘distinctly Mexican atmosphere’. The brand experience has been designed to engage guests fully with its ‘lively energy and colourful flair’.
James Boulton, creative director at Claessens International, added: “We have been privileged to work with Sierra for over four decades, creating designs that reflect its authentic Mexican spirit. The new logo honours Sierra’s heritage while embracing an exciting future. We’re proud to continue this journey, celebrating a brand that truly knows how to lead the party.”
Sierra’s new logo will be officially unveiled at the start of Stock Spirits Group’s fiscal year in October.
This year’s Bar Convent Berlin conference will mark a significant milestone for Sierra, as the brand will showcase the new brand on one of the beverage industry’s largest stages.
Last year, Sierra Tequila announced an update for its sombrero bottle toppers, which are now made with 100% post-consumer recycled plastic.
Last month, Stock Spirits shared its new sustainability strategy and inaugural sustainability report for 2023.
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