New look unveiled for el Jimador tequila

Brown Forman has unveiled a fresh look for its premium tequila brand el Jimador.

Representing a design evolution to create momentum for growth, the new bottle has stylized, pronounced corners at the shoulders and base, giving the glass a sleek and modern appeal. The label has been reduced in size and streamlined to reveal more of the product.  Also, to reinforce the brand’s heritage, the bottle includes an embossed illustration of a jimador (Mexican farmer who harvests agave plants).  All the tequilas within the range – Blanco, Reposado and Añejo – have also been given a uniform bottle cap giving greater consistency to the overall look.

A robust social media and advertising campaign is kicking off support around the re-launch, backed by new point of sale materials in outlet and a range of PR initiatives.

Nick Gillett, managing director of Mangrove, the UK distributor for the brand, comments: “Tequila is one of the categories to watch in the UK and el Jimador is fast becoming a key focus brand within our portfolio. We’ve created a range of activities, including bespoke brand events with a number of partners, to support the new look and drive further penetration in both the on and off trade.”

el Jimador was created in 1994 to pay tribute to Casa Herradura's expert jimadors, the harvesters of the agave plant, whose job requires the great skill of identifying when the agave is ready. el Jimador tequilas are produced and estate bottled in the heart of Mexico's tequila region, using locally grown, high quality 100% blue agave. 

The range comprises: el Jimador Blanco - the perfect mixing, clean and fresh; el Jimador Reposado - soft and highly accessible; el Jimador Añejo - a digestif tequila with deep toffee and oak notes.

25 November 2014 - Felicity Murray The Drinks Report, editor