TEQUILA HERRADURA

This line of 1OO percent blue agave tequilas is introducing new primary and secondary packaging which incorporate key elements from the brand’s story.  Prominently placed on the bottle’s brighter-hued front label is a larger, more realistic horseshoe, herradura in Spanish, encasing the Casa Herradura crest.  Imagery from the Hacienda located in the heart of Mexico’s tequila region is also displayed in the front and back of the square bottles.  In addition to the updated labels, the new all-black closures of the bottles and colored ribbons that differentiate the Blanco, Reposado and Añejo expressions help unify the line extension.  The secondary packaging and shipper cases align with the bottle designs, utilizing the same colors, Hacienda images and super-sized horseshoe.  On the single-bottle boxes, the black herradura is wrapped around its corner; when positioned next to another box, a complete horseshoe is displayed.  A national ad campaign, which includes print, out-of-home, POS and online elements, will support the new packaging.  Playing off of the lucky charm connotation of the horseshoe, the ads feature the tag line “Good Fortune Awaits”.  Available from Horizon Beverage Company.