Tequila El Mexicano has revised the pack look across its entire portfolio.
The move, unveiled this week, sees the updated packaging roll out at the same time as the brand’s blanco expression is the subject of a relaunch in the US. Retaining its US$40 SRP, the blanco sits alongside a reposado at $45 in the market and a newly-launched blanco at a higher ABV of 45%.
Blanco 90 (below) has a price point of $50.
The revised packaging has a more premium appearance to El Mexicano’s previous look (below). The “sleek and minimalist aesthetic” features a “glass symbol depicting an agave field, complete with a piña and the setting sun”.
“El Mexicano Blanco is a versatile spirit that pays respect to the purity of just agave, yeast and water,” said León Bañuelos Jr from the brand’s founding family. “We want to highlight and showcase the rich, earthy flavour of agave – whether it’s enjoyed in a margarita or simply sipped neat.”
Almost exactly a year ago, the Bañuelos family signed a distribution agreement for El Mexicano with Foley Family Wines & Spirits. The California-based company handles the brand worldwide with the exception of Mexico.
