Deriving from the blue agave plant in the Mexican state of Jalisco, Tequila is a widely known beverage that has seen a jump in sales in the last few years. Its increase in popularity has been so momentous that 2022 is set to be the ‘Year of Tequila’.
In 2021, according to CGA data, sales increased from £68.12m to £140.6m. But what has caused Tequila’s increase in popularity? Long associated in the UK with ‘sipping not slamming’, many people considered Tequila as either a cheap shot that must be followed quickly with a wedge of lime, or an ingredient in a Classic Margarita. However in recent years there has been an awakened awareness around how a good Tequila should actually be enjoyed: sipped slowly.
It could be argued that celebrities have helped shift the collective consciousness around Tequila. George Clooney, an actor known for his suave leading man persona, co-founded ‘Casamigos’, a small batch Blue Weber agave Tequila. In 2021 Kendall Jenner, who has over 237 million followers on Instagram alone, also followed suit with the launch of her company 818 Tequila. This new found relationship with mainstream celebrities has created a different narrative and exposure to the drink. Even music artists such as Lizzo, who references the beverage in her top 10 hit ‘Good as Hell’: ‘I got a bottle of Tequila I been saving for you’, can go a long way in infiltrating a consumer’s perception.
Being a design agency, we are particularly passionate about the brand identity of these companies and how this helps steer its success. Everyone remembers in 2016 when gin ‘bounced back’. One of our personal favourites that launched and led the charge in the popularity increase around gin was Silent Pool, who are a local distillery to us. As well as being a phenomenal tasting gin, their iconic blue bottle with its intricate copper lithography was executed to perfection. Its design was loved by so many that further merchandise such as candles and glasses were made. The combination of great taste, great ethos and great design has cemented the Silent Pool brand as a staple in the industry.
At Treacle we have experience in working with high profile brands in the Fine Wine & Spirits industry, helping them to create a brand identity that is authentic and effective. If you would like to see some of our work you can visit our website (www.treaclemedia.com) or give us a call on 01483 202718.
National Tequila Day is not far away (July 24th!) what will you be sipping?
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