El Tesoro redesigns bottles and label

Beam Suntory's El Tesoro de Don Felipe Tequila has revealed the new bottle and label for its core expressions, which includes a Blanco, Reposado and Añejo. The new look combines the brand's heritage and production methods.

Don Felipe established La Alteña Distillery in 1937 in Mexico where the El Tesoro Tequila is made.

Carlos Camarena, El Tesoro master distiller says: “I am proud to make tequila here at La Alteña the same way my grandfather, Don Felipe, made tequila more than 80 years ago. We believe our practice of making tequila ‘the old-fashioned way’ allows us to craft the tequila we’re proud of – the tequila that allows the full flavour of our estate-grown agave to shine through. My father’s signature is on each label, in honour of my grandfather and the tequila my family has created for generations.”

Within this packaging refresh, the liquid of El Tesoro Tequila remains the same, while the artisanal bottle and label is intended to further visually communicate the process and attention behind the brand. Notable packaging features include the following:

• A tahona stone closure highlights El Tesoro tequila’s commitment to the ancient method of crushing cooked agaves with a two-ton volcanic rock to extract as much flavor as possible prior to fermentation. El Tesoro is one of the only tequila brands to use 100 per cent tahona-crushed agaves.

• Agave flourishes celebrate and honour founder Don Felipe’s most precious asset: his estate-grown agaves. One-hundred percent of agaves used to make El Tesoro are grown on the Camarena family estate in the highlands of Jalisco, where the terroir gives the liquid a more rounded, fruity and floral taste.

• Process Icons detail the traditional production methods used by El Tesoro since its founding in 1937: “agave completely mature,” “natural fermentation,” “traditional oven cooking,” “copper stills” and “aged in American Oak.”

• Don Felipe’s signature honors the knowledge, passion and methods that have been passed down through five generations and are still honored today by master distiller Carlos Camarena.

• Batch number is now included on every bottle to acknowledge that each distillation of El Tesoro has unique flavour and aroma characteristics due to the influence that the Jalisco climate and unique soil conditions have on agave harvests.

Photo courtest of Beam Suntory

30 April 2018 - Sam Coyne The Drinks Report, news editor