Beam Suntory-owned tequila brand El Tesoro de Don Felipe has been given updated packaging in a move to celebrate the brand’s heritage.
New bottles and labels aim to capture founder Don Felipe Camarena’s traditional production methods.
An image of a tahona stone has been added to highlight El Tesoro’s commitment to the method of crushing cooked agave with a volcanic rock to extract as much flavour as possible prior to fermentation.
Icons detail the production methods used by El Tesoro since its founding in 1937. The labels also features Don Felipe’s signature.
Finally, batch numbers are included on every bottle to “acknowledge that each distillation of El Tesoro has unique flavour and aroma characteristics due to the influence that the Jalisco climate and unique soil conditions have on agave harvests”.
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.
“My father’s signature is on each label in honour of my grandfather and the tequila my family has created for generations.”
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