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Brown-Forman has redesigned its Tequila el Jimador bottle to help make it stand out in a crowded category. 

The revamp, which will cover all el Jimador's markets, includes a “sleeker” bottle shape and an embossed illustration of the Jimador icon, Brown-Forman said yesterday (18 November). It will give the Tequila “a new premium look to match the quality of the product”, according to the company.

"With more than 1,300 Tequila brands in the marketplace, consumers are faced with many options making packaging an important and differentiating aspect,” said Jesus Ostos, brand manager for Tequila el Jimador. “By revamping our bottle design, we are aligning our packaging with our great tasting liquid and making it more relevant to consumers.”

The new bottle will roll out to the US this month, with other markets, including the UK, to follow early next year, a Brown-Forman spokesperson told just-drinks today.

In Brown-Forman's Q1 results, released in August, Jimador increased sales by 2% year-on-year, with the group saying the marketplace for mainstream Tequilas “remained competitive”. 

The company is due to release its first-half results on December 4.

Expert analysis

Brown-Forman Corp in Spirits (World)

Brown-Forman Corp in Spirits (World)

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