October 27, 2008
by Canadian Packaging Staff
With the worldwide popularity of tequila growing in leaps and bounds in recent years, the world’s second-bestselling tequila brand is placing high hopes on a sleek new packaging redesign to help position it for sustained stellar growth in the Canadian marketplace.
Produced in Mexico by Tequila Sauza S.A. de C.V., the Hornitos Reposado—marketed as one of the world’s smoothest 100-percent algave tequila—boasts a distinct pentagonal bottle profile intended to make the product stand out from the competition wherever it is placed, according to the brand’s Canadian distributor Maxxium Canada.
“Hornitos tequila is what real tequila is supposed to taste like [and] being a premium 100-percent agave tequila, it deserves a bottle that showcases its quality and reinforces everything that it is about,” says Maxxium Canada brand manager Franco Timpano.
Designed by the Chicago-based branding agency Akimbo Group, the shapely bottle was conceived as part of Hornitos’ newly-launched global brand image that promises to “awaken your senses,” according to Tequila Sauza, one of Mexico’s oldest tequila makers with a diverse selection of premium, super-premium and ultra-premium tequilas for mixing, sipping and “straight-up” consumption.
Currently ranking as the world’s second-largest premium tequila product in the world, Sauza claims to be the fastest-growing tequila brand in the world, and the company is planning to support its somewhat limited Canadian product launch with a series of product samplings, public relations campaigns, and the so-called ‘guerrilla marketing’ blitzes.
“We want our consumers to know that Hornitos electrifies your drinking experience, making it more stimulating and vibrant,” Timpano states. “Everything we are doing with this premium tequila is exhilarating and rewarding to our consumers.
“Hornitos is what real tequila should taste like and our customers will know they are experiencing a premium brand and product.”
Although Hornitos Reposato is currently available in Ontario only at bars and restaurants, the product may be purchased a liquor retail outlets in British Columbia, Alberta, Manitoba and Nova Scotia, according to Maxxium, which is currently preparing for an Alberta launch of its sister-brand Hornitos Plata (unaged tequila) later this year.
To compliment the new bottle’s striking shape, the Hornitos Reposato also boasts an elegant front label in the contour of a large agave leaf in an iconic Hornitos shade of green—topped off with a stylized, red-colored Hornitos trademark label and touched up with sub-lines reading “100% puro de agave (100% pure agave).”