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.
