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Printing gives distinction to new Sam's Club tequila

Eye-catching graphics that convey traditional Mexico, printed with a special UV technique, give the Calle Azul brand visibility in the spirits aisle.

Calle_Azul
Calle_Azul

Sam’s Club is making a play for a share of the global tequila market, which has grown 9% in the past decade, led by the premium and ultra-premium segments. Sam’s Club has introduced its own tequila, marketed under the Calle Azul brand.

Collaborating with Dragon Rouge, a design consultancy, Sam’s Club developed a brand that would appeal to consumers looking for top-quality luxuries for everyday enjoyment. The brand identity and package design were built around the concept of “mastering the art of tequila,” explains Eric Zeitoun, president of Dragon Rouge’s New York office. The idea was inspired by Mexico’s enduring passion, culture, and history that uniquely cultivated tequila’s refined taste and excellence.

The brand experience starts with the product name. Calle Azul suggests the path to the blue agave source and region. The brand’s visual identity, expressed through the package, balances the best of old and new for Mexico.

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