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Bottle and gift pack help reflect high-end tequila

Tequila packaging gets an upgrade from Brown-Forman’s Casa Herradura Selección Suprema tequila.
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FILED IN:  Package design  > Redesign
     

Casa Herradura, considered one of Mexico’s most historic and renowned tequila producers, has refined the primary and secondary packaging for its high-end, extra añejo Selección Suprema tequila. The updated packaging is designed to reflect the craftsmanship, quality, and authenticity of what the company regards as the first-ever extra añejo in the tequila industry.

The new package features a beautiful earth-tone gift box with a bi-fold opening, bearing the brand’s iconic horseshoe on the bottom right panel. The center interior of the box props and cradles the bottle on a fitted pedestal. Once opened, the bi-fold panels display the story of the tequila handcrafted using traditional production methods and aged for 49 months in American white oak barrels. The gift box is supplied by SigmaQ Specialty.

Although the glass bottle structure remains unchanged, the bottle’s subtle design refinements include a real copper finish metal die-cast horseshoe, a copper neck band, a brand mark update, and an authenticating strip label signed by Master Distiller, Maria Teresa Lara. The bottle is supplied by Pavisa Latinoamericana de vidrio, S.A.

“The refinements are meant to better reflect the quality and sophistication of the tequila within and align the packaging with the rest of the Herradura brand family,” says Valdemar Cantu, Herradura’s Brand Manager.

The new packaging was designed by Johnny Cardenas, design director for Brown-Forman. Casa Herradura has been hand harvesting, handcrafting, and estate bottling fine tequilas from the small town of Amatitán, Jalisco since 1870. In 2007, Casa Herradura was acquired by Brown-Forman, a Louisville, KY producer and marketer of fine quality beverages and alcohol brands. The new Selección Suprema package began shipping recently and is now available in fine wine and spirits stores.

 

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