Stateways

Sauza Blue, a 100% agave tequila, is the newest addition to the popular Gold and Silver expressions in the brand’s portfolio. and hopes to launch something this year. “We’ve recently introduced an elegant new package design for our Gran Patrón Platinum and Gran Patrón Burdeos tequilas, and last year we updated our bottle design for Patrón Citrónge orange liqueur,” explained brand director Long. The company also added a 200 ml bottle for its tequilas and a 1.75 liter size for its Patrón XO Café that will be distributed nationwide. In its latest introduction to the tequila cate- gory, Heaven Hill’s Lunazul Añejo stands out from the crowd with a 750 ml bottle, tribal and tattoo-like detailing, and packaging that echoes the category’s tradi- tional homage to the wolf and agave. When Palm Bay International became the U.S. importer of 901 Silver Tequila beginning in April 2011, the 100% Blue Weber Agave triple- distilled tequila got a new look. You’ll still see the same signature tall, angular bottle with silver cap, but now there’s a red ribbon painted on the front that holds a white logo. It’s all part of the new look to go with the new importer. Retailing at $40, the brand has already seen tremendous success in only two years on the market. duced from 100% estate-grown blue agave and uses the original recipe that was created more than 200 years ago by Don Jose Maria Guadalupe de Cuervo. Then, a facelift for Jose Cuervo Especial Gold and Jose Cuervo Especial Silver to better showcase its Mexican heritage. Ami-Lynn Bakshi, vice president Jose Cuervo marketing, Diageo, explains that the bottle shape will change slightly while the label changes to a simpler and sleeker design with the goal to strengthen its presence in consumers’ minds. “Innovation has been one of our pillars to success over the years,” Bakshi said. “We’re always looking for new ways to fill our con- sumers’ needs, whether it’s from a new liquid, new packag- ing or a new format, while always maintaining the consis- tent quality the brand stands for.” Expect a new look to Proximo Spirits’ 1800 Tequila package with its third essential artist series, a 12- bottle collection that features designs by up-and-coming artists. “We received an overwhelm- ingly positive response to the first campaign,” said Elwyn Gladstone, vice president of marketing for Proximo. To celebrate its 140th anniversary, At Skyy Spirits, the focus is on the relaunch of Espolon Tequila in the U.S. after a three-year absence. Andrea Conzonato, Skyy Spirits chief market- ing officer, explains that its packaging depicts Mexican street life through famed Mexican artist Posada’s “Day of the Dead” representations, a departure from traditional tequila packaging. “The response has been outstanding, easily surpassing our sales expectations,” Conzonato said. Retailing between $20 and $25, it delivers one of the low- est-priced 100% blue agave tequilas that’s high in quali- ty, and available as reposado or blanco, he said. With Gold and Silver already in the fold, Sauza Blue is the latest addition to Beam Global’s portfolio, and Sauza’s first 100% agave tequila. Previously, Beam’s other brands, Hornitos and Tres Generaciones, boasted the 100% agave tag. Launching for Cinco de Mayo, Sauza Blue comes in Silver and Reposado and offers an attractive price point, approximately $12, to mix a 100% agave margarita. Whether it’s to maintain its top seed among the tequi- la category or simply to keep up with innovation, Jose Cuervo is evolving throughout the year. First, the national roll-out of Jose Cuervo Tradicional Silver, which is pro- 54 Tequila Herradura debuted a dramatic updated packaging design for its portfolio late last year. Tequila Herradura rolled out with updated brand identification in September 2010. A new bottle design—an angular, square cut-glass bottle—streamlines the global image while the metal horseshoe inset on the front face honors the brand’s namesake. For consumer familiarity, Herradura Blanco now goes by Silver in the U.S. and Plata in most other places. Undergoing a design overhaul in late 2010, Don Julio upgraded to modernized designs for its blanco, reposado and añejo expressions. The three expressions maintained its authentic feel but with a contemporary look. The bottle itself offers a new lip for easier pour- ing while the hand- blown Mexican glass and easier-to-read batch number enhance the tequila’s hand-crafted characteristic. Worth Their Weight B esides the top three heavy hit- ters of the cate- gory — Jose Cuervo, Patrón and Sauza. — El Jimador had a signifi- cant sales increase of 23.5% in 2010; the line of tequilas also intro- duced new packaging last year. StateWays s www.stateways.com s May/June 2011

• Cover
• Table of Contents
• Editors Note
• Dateline
• Explanation of Benefits
• NABCA Roundtable
• Champagne
• Vodka
• Tequila
• Products