Label redesign for Sauza Tequila

Beam Suntory's Sauza Tequila has been redesigned to present consumers with a premium and contemporary proposition.

The 150 year old tequila brand has evolved its branding and packaging following a 14 month review process, which included quantitative and qualitative research across Europe, the US and Canada.

The new label design centres on the iconic imagery of the cockerel or ‘gallo’ that has been part of the Sauza family crest since 1873. It was chosen by the founding father Don Cenobio Sauza to represent courage, passion and perseverance, three traits that have helped to build and maintain the brand.

The ‘Hecho en Mexico’ stamp on the label highlights the point of origin of tequila, marking the location of the distillery, La Perseverancia.

Don Francisco Javier Sauza played a part in ensuring that tequila won the Denomination of Origin status restricting the use of the tequila name only to spirit made in the Jalisco region of Mexico.

Sauza Tequila claims to be the second biggest tequila brand in the world and is Beam Suntory’s largest tequila brand in its second largest category globally. The Sauza tequila range is distributed in the UK by Catalyst Brands, a brand agency division of Conviviality.

Mike Miller, marketing director for UK distributer Catalyst Brands says: “Sauza have put a huge amount of research and insight into this redesign to produce a brand range with premium stand-out emphasising its authentic tequila credentials.”

21 November 2016 - Sam Coyne The Drinks Report, editorial assistant