Redesign and new campaign for Lunazul tequila

Heaven Hill has given its Lunazul 100% agave tequila a new, premium package to reflect the brand’s quality and heritage.

The refreshed bottle has a cleaner look, cork closure and blown-in elements. The label design presents the Tequila’s hallmark black label trimmed with bright, crisp colours accented by a blow-in of the Lunazul wolf and a premium cork closure.

With the rollout of the package, Lunazul will debut the ‘One Sip and You Know’ marketing campaign, which focuses on the simplicity of the tequila’s great taste.

The Lunazul package redesign is augmented by a new marketing campaign, which underscores the simplicity of the decision to drink Lunazul tequila, “One Sip and You Know.” Cutting through the clutter of the tequila category and the myriad complicated messages, Lunazul is a standout for its unique heritage, production process and commitment to quality. The straightforward campaign, however, champions the award-winning flavour of Lunazul suggesting: “Let’s not complicate things.”

The campaign will kick off with a Thrillist media partnership that features digital advertising and a summer sweepstakes alongside additional digital, social and trade advertising. Plus, all web presence, on- and off-premise POS and local market activations will reflect the transition to the new campaign.

“This beautiful package update and campaign will contribute immensely to the next stage of growth for Lunazul,” says Reid M Hafer, senior brand manager for Lunazul tequila. “The product was a market innovator upon initial release has grown double digits each year for the past five years. The foundation for its success is built and a bright future is ahead with this package and campaign.”

Lunazul has been one of the leading new tequila brands in the 100% agave sub-category.

Lunazul tequilas (RRP US$19.99-24.99) are available in four varieties, blanco, reposado, añejo and primero.  blanco and reposado are available in 1.75 litre,1 litre, 1 bar litre, 750ml and 50ml sizes, while the añejo and primero are available in the 750ml size only.  All are bottled at 40% ABV..

29 June 2015 - Felicity Murray The Drinks Report, editor