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Corzo
- PaperNeenah® Folding Board
- DesignFabien Baron
CORZO TEQUILA
The team at Bacardi wanted to create a modern twist on classic tequila by introducing Corzo® — the only triple distilled tequila on the market — into the premium spirits category and packaging it for luxury sales. An eight year process in the making, Corzo starts with 100% Highland Blue Weber Agave hearts from Jalisco, Mexico to give the tequila a distinctly tropical flavor. After a resting period of 2-4 months in American Oak barrels to add spicy and herbal notes, the tequila is then triple distilled and double aged to deliver a richer, smoother, and more well-rounded taste profile for the consumer.
When it came to the presentation of this new premium product, the team dispensed with age-old product clichés and set about to differentiate Corzo from other tequilas. Yousef Zaatar, vice president of packaging development for Bacardi, believes consumers of premium brands and products look for themselves in the packaging, asking, “How does purchasing this product define me?”
By enlisting the talents of noted perfume bottle designer Fabien Baron, Zaatar and Bacardi sought to deviate from the typical approach to tequila packaging and embrace the modern side of Mexican design.
The result is a finished bottle that is as refined and unique as the premium tequila it holds. The rectangular, thick-walled glass bottle has an unusual, off-center neck, making it perfect for pouring. Standing atop the neck is a heavy, solid cap that resembles the structure of Mexican architecture.
"We have created a new category of a ‘bookshelf’ bottle – this beautiful bottle is display worthy. We’ve reinterpreted how tequila has traditionally been packaged and promoted."- Yousef Zaatar, Bacardi
Baron carried his modern design approach for Corzo through to its exterior packaging. Searching for a luxurious feel and handsome look, the team worked with Neenah Packaging to create custom Neenah® Folding Board in two colors that were necessary to match other elements in the overall Corzo signature color scheme. Greg Sandusky, a packaging specialist with Bacardi said the team explored other sources before choosing the final product, noting the final decision was based on Neenah’s degree of expertise with this level of color matching.
"The packaging’s color, weight, and texture perfectly fit our needs. Someone handed me the box one day and it really felt like I was receiving a gift."- Greg Sandusky, Bacardi