Tequila brand Tapatio has announced brand redesign that encompasses new bottle packaging for all its expressions. 

With a focus on highlighting key elements of its heritage since its foundation in 1937, Tequila Tapatio's redesign revolves primarily around a new agave plant-inspired bottle, featuring a cork closure and a shorter silhouette that the brand believes is better suited for shelf display. 

The iconic motif of two traditional dancers - El Charro and La China, representing the traditional dance ‘Jarabe Tapatío’, a key symbol of Mexican culture - remains on the label, but now accentuated with a textured surface. 

Other details, like the brand's founding year, agave type, production process, and tasting notes, now feature more prominently, alongside a more contemporary font, a new 'TT' symbol and the number 37 - a call out to its founding year of 1937 - on both the bottle and its closure.

Each of Tapatio's five expressions will also feature new colour variations. The recipes for the range remain unchanged, except for its Reposado and Añejo variants, which have had an ABV increase 40% from the previous 38%.

The rebranding follows the appointment earlier this year of Jenny Camarena as the master distiller and CEO of Tapatio's La Altena Distillery. Consumers can expect to see the new packaging for Tequila Tapatio Blanco in the UK at the end of this month, the Reposado in December, and the rest of the range next year.

Kanpai!

88 Bamboo Editorial Team