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Herradura Legend is launched with an ultra-premium design
Herradura Legend is an añejo tequila with 14 months of maturation in first-use barrels. These barrels are scraped on the inside, with the intention of having a greater surface in contact with the tequila, resulting in a more intense flavor and a color incredibly rich and deep. To complement this product, it is packaged and packed in a bottle with a premium case.
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Brown-Forman was looking to position this product successfully in the $100-120 price range. To do so, each piece of the packaging had to reflect the premium nature of the product. In addition, they sought to have as local of a supplier as possible for the materials that their labels required. This helped managed costs, and in turn, the final price to the consumer.
Since the bottle for Herradura Legend was completely new, developing the packaging and label provided a challenge. The process involved executing new processes and materials that had not been used before. The team at MCC Guadalajara worked with the client from the beginning, helping to advise on the selection of materials that would provide the ultra-premium look they were going for. The technical team also helped ensure that all aspects of the label would work with their application processes. With many embellishment elements incorporated into the label, several trials were done to successfully capture the desired result. The final label boasts a luxurious look achieved by a special black textured material, with silk screen for barcode, deboss and matte stamping on the same plate. The bold and classic look embodied the premium price point and design the customer had envisioned.
“MCC’s greatest support was its guidance from start to finish in developing this new project. The key was in the service they gave us, and above all, in their patience throughout the process. It was not easy and yet they were very professional in all aspects”, comments Belinda Mendoza, Senior Buyer at Brown-Forman.
Since the launch of Herradura Legend in select markets in the United States, it is enjoying great success with ultra-premium tequila consumers. The value of a good packaging design and premium, selected materials has enabled the brand to reach those luxury consumers that it previously had not been able to target.
This label is one of the highest quality in our portfolio – not just Herradura tequila, but all of Brown-Forman. The textures, the varnishes, the materials, everything is impeccable, and this allows us to communicate the great quality of our product. This is helping us reach the consumers and the price segments that we targeted from the beginning. We are being successful.”
Arturo Gajón, Sr. Global Brand Manager Tequilas at Brown-Forman