Brown-Forman's Jimador-brand tequila revamps bottle to include embossed icon, pronounced corners at shoulders and base, bigger bottle size, smaller streamlined, colored metallic label to better showcase product and uniform caps for better shelf presence

Elyse Blye

Elyse Blye

Nov 18, 2013 – PR Newswire

LOUISVILLE, Kentucky , November 18, 2013 (press release) – Tequila el Jimador, the No. 1 selling 100 percent agave tequila in Mexico*, significantly updated its bottle aimed at expanding the brand's footprint. Tequila el Jimador's evolution in packaging design presents a new premium look to match the quality of the product. As part of the campaign, the brand will continue to encourage consumers to live life at 100 percent, with courage, passion and pride, attributes that are found in every bottle of Tequila el Jimador.

The revamped bottle features a dynamic embossed illustration of the iconic Jimador, a figure that represents the hard work and dedication to craftsmanship displayed by the master agave harvesters. The slightly modified body of the bottle features stylized, pronounced corners at the shoulders and base, giving the body of the bottle a sleek, modern appeal. Some of the other design changes include a bigger bottle size, smaller streamlined, colored metallic label design to showcase more of the premium tequila, and uniform caps, all aimed at creating a better presence on the shelf. All bottle sizes will be evolving to the new packaging and will maintain the same price point.

To support the launch, the brand will implement a focused brand investment in OOH, digital, print and social platforms including a new intuitive, user-friendly website. Through all these elements, the brand will provide a more valuable experience to consumers.

"With more than 1300 tequila brands in the marketplace, consumers are faced with many options making packaging an important and differentiating aspect. By revamping our bottle design, we are aligning our packaging with our great tasting liquid and making it more relevant to consumers. El Jimador will continue to offer consumers a premium tequila at an accessible price but now with a better presentation," said Jesus Ostos, brand manager for Tequila el Jimador.

About el Jimador
From Casa Herradura, established in 1870, el Jimador is a premium, authentic 100 percent agave tequila that captures the spirit of real tequila. The name el Jimador honors the men who harvest the locally grown agave with great pride and care. Since its introduction in 1994, el Jimador has become the No. 1 selling 100 percent agave tequila in Mexico*. el Jimador is the official sponsor of the MLS, U.S. Men's and Women's National Teams and the annual U.S. Tour of the Mexican National Team. To learn more about el Jimador, visit

Please enjoy Mexico's #1 Selling 100% Agave tequila in moderation*.
Alc. 40% by Vol. (80 proof) Tequila Imported by Brown-Forman, Louisville, KY
*Nielsen/ISCAM May 2013

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