Tequila gets ‘cool’ new packaging

In celebration of Día de los Muertos (The Day of the Dead), one of Mexico’s national holidays, Jose Cuervo wrapped its Tradicional Tequila line in thermochromic full sleeve labels that come to life when the liquid is chilled to temperatures between 32F and 42F.

The thermal sensitive inks enhance the customary design. When the bottle is chilled, the tattoo-like imagery of skeletal and floral beauty becomes more striking and defined as the colours turn deeper shades.

When the design is fully revealed, the tequila has reached its optimal temperature for drinking.

1 November 2011 - Felicity Murray