New look for Beam Global tequilas

The tall, sleek bottles have a simplified label with more prominent agave imagery, said to reflect Sauza's heritage and authenticity. The new packaging is targeted at core consumers of 20- to 29-year-olds.

Beam is supporting the new look with a new communications platform – “Fresh & Unexpected” – which will be used as the basis for all Sauza activity for 2008, including sampling at summer events and in the trade.

Daniel Deephouse, Sauza brand manager, said: “The more sophisticated bottle communicates that Sauza tequila is a modern versatile white spirit.

'Fresh & Unexpected' builds on our long-drinks strategy launched last summer, developing new drinking occasions for tequila and opening the category up to new consumers.”

Sauza Blanco is a premium, un-aged tequila which has a “bold, fiery, white-pepper taste combined with clean citrus notes”.

Sauza Reposado is a premium tequila which is rested in American white oak barrels for four months giving it a “light and mellow aroma with a vanilla, caramel taste”.