Beam Global Spirits & Wine has relaunched and revamped the packaging for its Tres Generaciones Tequila brand.

The US-based company said yesterday (6 January) that the updated look for the Tres Generaciones Plata, Reposado and Añejo Tequilas will launch this month.

The updated appearance will be available in 50ml, 375ml and 750ml bottles, with the 750ml bottle carrying a suggested retail price of US$45.99 for Plata, $47.99 for Reposado and $49.99 for Añejo.

Tres Generaciones was created by Don Francisco Javier Sauza in honour of his father and grandfather, Don Cenobio and Don Eladio Sauza, to commemorate the 100th anniversary of La Perseverancia, the Sauza distillery.

The new packaging features medallions of the three founding "Dons of Sauza", and the date of 1873 when the family distillery was founded. The Sauza family crest appears on the neck, while the back of the bottle has engraved agave leaves. A metal beaten collar on the shoulder of the bottle comes in silver (Plata), gold (Reposado) and bronze (Añejo) colours and the bottle is topped with a wood and cork bottle stopper.

Beam also said that it will launch the 'Tres Generaciones Society', which will "bring together today's high achievers and influencers to share their knowledge and wisdom with the next generation". Those invited to be members can log onto to learn more about the brand, as well as upcoming society events and news.