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Tequila details push premium perception

Presentation positions Trago squarely within the ultra-premium tequila category.

Pw 8654 Web Trago

Chris Condon, chairman and CEO of Trago Intl., San Juan Capistrano, CA, took the high road to differentiate a three-product line of ultra-premium tequilas launched late last year.

“We wanted to create a luxury tequila,” he says. “We’ve filled some of the best ‘juice’ in the world into some of the nicest packaging. These gorgeous, modern-looking square bottles have timeless features.”

The three varieties of Trago— anejo, silver, and reposado—are filled in heavy, thicker-than-usual 750-mL glass bottles that present a slender rectangular shape with sharply beveled shoulders. An angled overcap color-matched to the variety—metallic blue, silver, or gold—fits tightly over the top. The glass base is also tinted with those same product-specific colors, though silver is clear. Condon declines to identify the package vendors, saying only that the custom bottles, like the product, are sourced in Mexico. Trago sells for $40 to $60, depending on the product.

As with many upscale designs, Trago uses graphics sparingly to create a classy, understated look. The decoration on the bottle front artistically depicts agave plant leaves; Trago is made of 100% Webber blue agave tequila. According to Condon, the decoration is a uncommon "burn-on of chrome on color," though further details were unavailable. Condon credits the package design work done in-house to Jimmy Esker.

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