Before & After: Espolón Tequila

 

A tequila brand makes its return to the U.S. market, with new packaging. Question is, which do you like better, new or old?

"Espolón™, the super-premium tequila that evokes the storied culture of “real Mexico,” is returning to the U.S. market. Skyy Spirits, the U.S.-based wholly owned subsidiary of Gruppo Campari and the definitive marketer and distributor of super-premium and luxury spirits brands in North America, is proud to bring this 100-percent Weber Blue Agave tequila brand north of the border again with a new look, yet with the same award-winning liquid.

Inspired by classic nineteenth century artwork and the iconic rooster, a symbol of Mexican national pride, Espolón imparts true stories of life in real Mexico. Handcrafted with estate-owned Weber Blue Agave, these heralded premium tequilas are distilled in the Los Altos region of Jalisco, Mexico, and made at the artisan San Nicolas Distillery under the guidance of Master Distiller Cirilo Oropeza.

While Espolón’s liquid remains the same, the packaging and look/feel of the brand have been redesigned and repositioned, with a focus on trumpeting life in real Mexico. The new decorative label on each Espolón bottle pays tribute to the Mexican artists who inspired the world with true portrayals of the country’s rich history and complex everyday life. Striking, stark block print artwork features the characters of Guadalupe, Rosarita and the proud rooster, Ramón, reliving Mexico’s rich cultural stories.

The Espolón Blanco label, entitled “Independencia,” illustrates Guadalupe and Rosarita joining Father Miguel Hidalgo’s valiant campaign for Mexican independence from Spain. The Espolón Reposado label tells the story of “recuerdo” (“remembrance”), in which Guadalupe and Rosarita grace the markets of Mexico City, the new metropolis built on the fallen Aztec capital. Here, the couple schemes to infuse elements of Aztec culture into every market to ensure the remembrance of that great society. The labels serve to provide history and offer insight into the rich and fascinating stories of real Mexico."

See the "before" after the jump, and share in the comments which one you prefer. I personally find the previous packaging a bit more unique.

Comments

[Yael Miller]

I think both are good. The newer one will appeal to a younger demographic, which is probably why they did the redesign.

[RobinSpoerl]

I like them both. The older design obviously invokes notions of history and authenticity, however most premium tequilas on the shelf do the same thing with their designs. I think the new design not only looks attractive and high-end, but differentiates itself from the competition on the shelf.

[Mary M]

Love the illustration work, but the bottles look more like something you'd find in a chemistry lab or an apothecary, instead of a high end liquor shelf.

[Daron]

I think the new one places it better in the distinctive high end range of products or maybe that's because it just reminds me a nice bottle of Bruiladdich scotch I've bought before, wonder it that co. owns them too.

[Jack]

Old is far better. New looks like a My Chemical Romance album cover

[Molly]

By far the new one is better, despite the fact the old one has its charms, the new one appeals to a younger crowd and stands out on a shelf of other liquors.

[Anthony Buree]

The new one is better, the market is flooded with the older packaging and its brand message was lost in the noise. The new taps a younger demographic, and has a slightly subversive nature, I like it a lot.