New look for Sauza Tequila

9th November 2016

Sauza Tequila has redesigned its packaging in a move to present a more premium and contemporary proposition to consumers.

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

The new label design centres on the iconographic 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. It was only due to the efforts of Don Francisco Javier Sauza 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 is the second biggest tequila brand in the world and 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 Plc.

Mike Miller, Marketing Director for Catalyst Brands said: “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.”

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