Sauza Tequila gets packaging revamp

The tall, sleek bottles have a simplified label with more prominent agave imagery to reflect Sauza's heritage and authenticity - all its tequilas are still made from the hand-picked blue agave pinas at the original La Preserverancia in Tequila.

The new packaging will appeal to Blanco and Reposado's core consumers of 20-29 year-olds who are at the forefront of modern lifestyle trends - on-line social networking and the latest clothing labels - but who also seek out heritage and authenticity to make themselves stand out from the crowd.

Beam is supporting the repack with a new communications platform - Fresh & Unexpected - which will be used as the basis for all Sauza activity for 2008, including sampling at summer events and in the on-trade. Fresh & Unexpected reflects the unique taste of Sauza tequila and its fresher, smoother, cleaner look.

Daniel Deephouse, Sauza brand manager, says: "The tequila category is growing by 4% in value in the on-trade and Sauza is outperforming the category, at 32%.* The more sophisticated bottle communicates that Sauza tequila is a modern versatile white spirit. Bartenders and consumers are increasingly recognising Sauza as an ideal cocktail ingredient and we believe this is where the future of the tequila category lies.

"Fresh & Unexpected builds on our long-drinks strategy launched last summer, developing new drinking occasions for tequila and opening the category up to new consumers. Sauza's smooth and distinctive agave taste lends itself perfectly to long drinks and we know from our research that it fulfils consumer demand for authentic, premium brands which are steeped in provenance.

Sauza Blanco is a premium, unaged tequila which has a bold, fiery, white-pepper taste combined with clean citrus notes. Sauza Reposado is a premium tequila which is rested in American white oak barrels for four months giving it a light and mellow aroma with a vanilla, caramel taste. Sauza Reposado is the new name for Sauza Hacienda, designed to clearly communicate the two distinctive tequila styles.

Source: Beam Global UK