The new-look El Jimador bottles will roll out to all markets

The new-look El Jimador bottles will roll out to all markets

Brown Forman has updated the packaging for its El Jimador Tequila brand, with the revamp set to roll out to all markets.

The company has introduced a new bottle for El Jimador that has “stylised, pronounced corners at the shoulders and base”. The label has been reduced in size “to reveal more of the product”.

The new look, right, will apply across the full range, which comprises Blanco, Reposado and Añejo expressions. All three will benefit from a uniform bottle cap.

Nick Gillett, the MD of El Jimador's UK distributor, Mangrove, said: “We’ve created a range of activities, including bespoke brand events with a number of partners, to support the new look and drive further penetration in both the on- and off- trade.”

In Brown-Forman's Q1 results, reported in late-August, El Jimador posted a 15% year-on-year leap in sales.