Sauza Tequila Undergoes Largest Rebranding in History and Unveils New Premium Packaging

Sauza Tequila, the flagship brand of Casa Sauza, will debut a new premium look in June 2015. The refreshed brand identity highlights the Sauza family heritage, quality and craftsmanship behind the spirit and elevates its visibility and presence internationally, company officials say. The largest rebrand in Sauza history will roll out globally, driving the brand’s continued long-term growth in existing North American markets, as well as expansion efforts in new, emerging tequila markets – Japan, Brazil, Russia and the brand’s first foray into China, officials add. “Sauza has been producing premium tequila since 1873, continuously bringing fresh perspectives to old traditions,” says Megan Frank, senior brand director of tequila at Beam Suntory. “The rebranding will strengthen Sauza Tequila’s position in the category globally and offer an invigorated brand experience. The new packaging is simply gorgeous and a major upgrade for the brand and consumers.” Upon its global unveiling, the brand’s premium line, Sauza Blue 100% Agave Tequila will take on the new name, Sauza Signature Blue, and will now feature a premium cork and wood closure. Across all Sauza Tequila variants, the new packaging will include a redesigned label with a prominent depiction of the brand’s iconic Gallo, as well as a unique bottle structure with the Tequila Sauza Crest and monogram embossed on the glass. The Gallo is a cherished symbol of the Sauza brand and has been part of the Sauza Crest since 1873. It was personally chosen by Sauza founder, Don Cenobio Sauza for representing courage, passion and perseverance; three traits that helped make the brand what it is today. Don Cenobio Sauza’s signature will appear on labels along with the La Perseverancia distillery story to reinforce the brand’s family heritage, deeply rooted in Jalisco, Mexico.