Emerging artists who embody the independent spirit that is the touchstone of Proximo Spirits’ 1800 Tequila brand are now featured on nine limited-edition bottles of the premium spirit. The Essential Artists campaign is a “unique mix of palette and palate,” says Proximo senior marketing manager Michelle Sanders. “By identifying specific artists from around the U.S. and Mexico who embody 1800 Tequila’s brand essence, we’ve been able to bring the core of our brand to life in a way that’s entertaining, fresh, and inspiring to consumers, and empowering to the artists themselves.”
Unquestionably modern and ranging from comic book-influenced to graffiti-inspired, the nine bottle designs are decorated using either screen printing or applied ceramic labeling (ACL) in up to six colors. During the ACL process, inks are fused onto the glass in an oven to create a slightly raised design. Grupo Aroza
) of Mexico City decorates the 750-mL cosmetic-grade, flint-glass bottles, which are supplied by Grupo Pavisa, S.A. de C.V
), also of Mexico City. The bottle is the same custom container as is used for all of the 1800 Tequila brand (see Iconic bottle launches 100-proof tequila
, published Aug. 2008), but a special mold created by the bottle maker eliminates a cut-crystal agave-plant motif usually found on the front panel, as well as a label panel. 3D rendering presents challenges
Sanders reports that New York City-based Proximo had to overcome some challenges to reproduce the intricate artwork on the three-dimensional bottles. “For the designs that weren’t already digital, we had museum-quality photographs taken, and then Grupo Aroza separated the colors,” she says. “We also wanted to ensure that the artwork looked great from both front and back, so that the bottles would have two beautiful views and that light would pass through wherever the original artwork naturally called for a break in decoration.”
Branding information is placed on the sides of the bottles using the same heat-transfer decoration process. Artes Gráficas Hispano
), Mexico, provides the neckbands.
The limited-edition series is expected to have broad consumer appeal. “Beautiful, inspiring art has cross-category appeal,” says Sanders. “So we wouldn’t be surprised if the 1800 Essential Artists bottles get interest not only from longstanding, loyal fans of 1800 Tequila, but also from a whole new segment of consumers who respond to the campaign’s edginess and energy—and who get curious about a brand that takes the time to celebrate independent achievement in art.”
Proximo released 1,800 bottles of each of the nine designs to high-end liquor stores across the country in September. Each bottle includes a holographic security sticker that indicates the bottle’s number in a closed series of one through 1,800. The limited-edition tequila is priced at $34.99 per bottle.