Brown-Forman is rolling out a 100% blue agave addition to its el Jimador Tequila line in the US.

The company said today (27 January) that it is also revamping the brand's packaging, accompanied by a nationwide marketing campaign.

The new packaging includes a taller, more angular bottle, yet it retains the Jimador icon, Brown-Forman said.

"Consumers seeking refreshment and authenticity will be pleased with our high-quality 100% agave tequila," said Jesus Ostos, US brand manager for el Jimador. "The price for el Jimador will also remain the same so that consumers can continue to enjoy premium Tequila at an accessible price."

The '100% Agave, 100% Real' marketing campaign is designed to bring the "authenticity" of the brand to life with the use of a Mexican wood carving created by artist Claudio Limon, from Guadalajara, Mexico where el Jimador is made.

The bilingual campaign will include television, print, out-of-home, POS and interactive.