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Gaining a competitive edge

Home decor or a tequila bottle?
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Consumers in major markets across the U.S. are probably describing Cabo Distributing Co.'s new Tenoch® tequila as a little bit of both. "I don't know of another tequila that's in this type of bottle" says Meyer Moussa vp of the South El Monte CA-based company. it's given us quite the edge." Grupo Basico (Monterrey Mexico) supplies the bottle and jigger set filled at Cabo's Jalisco Mexico distillery. The jigger placed on top stays affixed to the bottle via a polyvinyl chloride shrink label flexo-printed in one color by Halpak (Deer Park NY). Beneath the jigger is a crown cork that seals the bottle. A pressure-sensitive polypropylene label flexo-printed in three colors by Ideal Packaging (Northfield IL) is hand-applied. A brochure containing product information consisting of a 12-pt tagstock offset-printed in four colors by Ideal hangs from the bottle's neck. It's also hand-applied. Though hesitant to quantify Moussa said that the package costs significantly more than typical liquor packages. Premium-priced Tenoch tequila retails at about $31.95 for a 750-mL bottle.

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