Crossing the border.
Expanding Olmeca, the world’s 4th largest tequila, into the lucrative US market.
One size doesn’t fit all when it comes to tequila and so to successfully launch Olmeca to American hipsters and bartenders, we had to get under the skin of how to get consumers to bar call – and bars to actually stock – the brand in this unique market.
A collaborative approach was key to defining a brand platform that captured the spirit of the global Olmeca brand as well as the nuances of Mexico and Los Altos in a relevant way for the US. The brand platform came to life as “Boldly crafted to capture the flavour of Los Altos”, with multi-sensory cues built into the design system to engage consumes and bartenders alike at the first and second moments of truth.
The new packaging design has helped grow overall distribution in the U.S. and has significantly contributed to the Olmeca brand’s global year on year growth.
Pernod Ricard highlight Olmeca Altos as a key growth driver across their entire spirits portfolio in the U.S.
Strategy and Positioning