El Tesoro de Don Felipe Tequila has introduced a new bottle and label for its core expressions, including El Tesoro Blanco, Reposado and Añejo tequilas. The redesign celebrates the brand’s heritage and “captures founder Don Felipe Camarena’s time-honored production methods, the company says.”
The new packaging is expected on shelves this May.
Don Felipe established La Alteña Distillery in 1937 in Mexico. Within this packaging refresh, the liquid of El Tesoro Tequila remains the same, while the new bottle and label more visually communicate the process and attention to detail behind El Tesoro. Notable packaging features include the following:
- A tahona stone closure highlights El Tesoro tequila’s commitment to the method of crushing cooked agaves with a two-ton volcanic rock. El Tesoro uses 100% tahona-crushed agaves.
- Agave flourishes celebrate founder Don Felipe’s estate-grown agaves. One-hundred percent of agaves used to make El Tesoro are grown on the Camarena family estate in the highlands of Jalisco.
- Process icons detail the traditional production methods used by El Tesoro: “agave completely mature,” “natural fermentation,” “traditional oven cooking,” “copper stills” and “aged in American Oak.”
- Don Felipe’s signature.
- Batch number is now included on every bottle.