Tequila Herradura has set the standard for exceptionally hand-crafted, ultra-premium 100 percent agave tequilas since 1870. To celebrate its 140thAnniversary and introduce its new look Casa Herradura had an unforgettable celebration in Las Vegas.

The launch celebration took place at the Palms Hotel, in an immense suite with its own outdoor swimming pool – popularized by E’s ‘The Girls Next Door’ – where HOMBRE and other exclusive members had the opportunity to enjoy dinner along with Herradura cocktails or the pure joy of savoring it in its pure, unmixed glory.

“To commemorate our 140thAnniversary, we are introducing Tequila Herradura with a new bottle that accentuates our premium tequilas and unifies the brand under one global and streamlined image,” said John Hayes, managing director for Brown-Forman Tequilas. “The design dignifies and honors the extraordinary quality of Tequila Herradura without altering our traditional hand-crafted process and premium ingredients that tequila aficionados will continue to sip and savor.”

The new packaging for Herradura Tequila celebrates the brand’s traditional, time-honored production process while projecting the sophistication of unyielding elegance. It was conceptualized across all brand expressions to include key design elements featuring a new angular, square cut-glass bottle, which showcases the tequila’s natural essence and improve ultra-premium cues. “The form of the bottle is elegantly tapered and square shaped with an extended neck that ties to the authenticity of traditional Mexican glass making with the functional benefit of allowing it to be easy to hold and pour,” said Ken Hirst, a renowned global packaging consultant who assisted in the design of the new Herradura package.

To elevate Herradura Tequila’s unwavering quality and brand cache, the front bottle-face features a metal horseshoe inset to establish the horseshoe as the core brand icon and a defining feature on the package since Herradura means horseshoe in Spanish. The bottle closure also was updated with a clean smooth finish to establish a modern image and an embossed ribbon seal to signify authenticity while unifying the line extension. 

“A brand with over a century of deeply rooted heritage deserves a presentation befitting of its status and this new simplified look will present Herradura’s world-class tequila in a contemporary, streamlined way while honoring the brand’s rich history,” said Johnny Cárdenas, senior art director for Casa Herradura Tequilas.

While the Añejo and Reposado expression names remain the same, Herradura Blanco is now identified as “Silver” in the U.S., and “Plata” in the majority of the world to leverage consumer familiarity.  Herradura’s new packaging will be offered first in the 750ml bottle followed by the 1L.  The new packaging is currently available on store shelves and in restaurants and bars in California, Florida and Texas markets, and throughout Mexico. The remainder of the U.S. and rest of the world will follow in the coming weeks and months.

Tequila Herradura is one of the only hand-harvested, handcrafted and estate bottled tequilas in the world. While the look of Herradura’s tequila has been elevated to an elegant and modern image, the same flavor and recipe of founding father’s Ambrosio Rosales and Aurelio López continues unchanged for 140 years.