Brown-Forman has updated the packaging of the Añejo variant of its Tequila el Jimador portfolio in the US.

The company, which acquired the producer of Tequila el Jimador, Casa Herradura, three years ago for US$876m, said late last week that the new look will help align Añejo with the Blanco and Reposado variants.

To support the release of the new packaging, the '100% Agave, 100% Real' campaign will continue to run in various markets, with the bilingual campaign set to include television, print, out-of-home, POS and interactive.

"From a branding perspective, it is important for the Tequila el Jimador Añejo package to look similar to the other expressions to align it with the brand in consumers' minds," said Mark Bacon, vice president for Tequilas in North America.

The revamp, which launches this month, will initially be available in California and Texas, before rolling out across the rest of the US by the end of the year.