In an uncertain market, many brands turn to premiumization, the process of enhancing the features of a brand that make it unique and appealing. This can happen for an existing brand, but it call also happen for an entire product segment, as is the case of Tequila in recent months.
Moët Hennessy has started its first tequila brand, Volcan, and paired this fresh story with an iconic look in the XA bottle. Brand elements feature the farmers and the AOP of Jalisco, acknowledging the historical knowledge, the rich heritage of the region, and offering the same dignity to Mexican spirits as they afford to France’s noble vineyards.
Bold brand identities, strong existing communities, and green credentials are essential for any new brand looking to launch in 2023, and the time is ripe for Tequila and Mezcaleria stories to be told!
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