Beam Suntory-owned El Tesoro tequila has introduced a new bottle and label for its three core expressions: Blanco, Reposado and Añejo. The contents of the bottles will remain unchanged.

The new packaging aims to celebrate the brand’s heritage and capture the commitment of the brand’s founder, Don Felipe, to traditional tequila producing process.

The brand was established in 1937 at the La Ateña distillery in Jalisco, Mexico by Don Felipe. Its three expressions, as well as all limited-edition variants, have been created from agave grown on Don Felipe’s family estate.

El Tesoro master distiller Carlos Camarena said: “I am proud to make tequila here at La Alteña the same way my grandfather, Don Felipe, made tequila more than 80 years ago.

“We believe our practice of making tequila ‘the old-fashioned way’ allows us to craft the tequila we’re proud of – the tequila that allows the full flavour of our estate-grown agave to shine through.”

The bottles, which are expected on shelves in the US from May, feature a tahona stone to signify El Tesoro’s use of the ancient method of crushing agave between two volcanic rocks and the agave plant because it is the primary ingredient of the products.

A batch number will also be included on the new labels to acknowledge that each distillation is unique in flavour and aroma due to the climate and soil in Jalisco, as well as Don Felipe’s signature to honour his creation and how it has been passed down through five generations.

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