Milestone Brands has unveiled the first packaging refresh for the Dulce Vida tequila brand since its launch, alongside a marketing push in the US.
The brand, which was founded in 2009, consists of three core expressions – an organic blanco, a reposado and an añejo – all of which have been given new labels designed to push Dulce Vida’s organic credentials. Milestone Brands, which is based in Texas and purchased the tequila mark from its also-Texan founders in 2016, added that the refresh aims to “[differentiate] each expression for stronger shelf presence and visibility behind the bar”.
The new packs will roll out across the US this month alongside a marketing campaign, ‘For Those Who Know’, which aims to “reward consumers who look beyond celebrity labels, dubious ingredients and inflated price tags”. Adverts have been taken out on television, streaming channels, digital & social media, out-of-home and print. Total spend on the campaign was not disclosed.
“As consumers become more educated about tequila, they’re paying closer attention to what goes into the bottle,” said Milestone CEO Eric Dopkins. “At the same time, many are experiencing fatigue with inflated pricing, and are looking for brands that deliver genuine quality and value without compromise.
“Dulce Vida exists for those who know to look beyond flashiness for a tequila that truly speaks for itself.”
Mast-Jägermeister has employed a similar mantra for its latest Teremana Tequila push, announced today, in the global travel retail channel. “Teremana is standing out in the tequila category by rejecting polished premium cues,” the German liqueur maker said.
