Sauza Tequila Global Expansion in Asia, Europe and South America

SauzaTequila, the flagship brand of Casa Sauza, will debut a new premium look in June 2015. The refreshed brand identity highlights the Sauza family heritage, quality and craftsmanship behind the spirit and elevates its visibility and presence internationally. The largest rebrand in Sauza history will roll out globally, driving the brand’s continued long-term growth in existing North American markets, as well as expansion efforts in new, emerging tequila markets – Japan, Brazil, Russia and the brand’s first foray into China.

«Sauza has been producing premium tequila since 1873, continuously bringing fresh perspectives to old traditions,» said Megan Frank, senior brand director of tequila at Beam Suntory. «The rebranding will strengthen Sauza Tequila’s position in the category globally and offer an invigorated brand experience. The new packaging is simply gorgeous and a major upgrade for the brand and consumers.»

Upon its global unveiling, the brand’s premium line, Sauza Blue 100% Agave Tequila will take on the new name, Sauza Signature Blue, and will now feature a premium cork and wood closure. Across all Sauza Tequila variants, the new packaging will include a redesigned label with a prominent depiction of the brand’s iconic Gallo, as well as a unique bottle structure with the Tequila Sauza Crest and monogram embossed on the glass.

The Gallo is a cherished symbol of the Sauza brand and has been part of the Sauza Crest since 1873. It was personally chosen by Sauza founder, Don Cenobio Sauza for representing courage, passion and perseverance; three traits that helped make the brand what it is today. Don Cenobio Sauza’s signature will appear on labels along with the La Perseverancia distillery story to reinforce the brand’s family heritage, deeply rooted in Jalisco, Mexico.

Sauza® Tequila is the world’s #2 premium tequila. Passed down through three generations of the Sauza family, Sauza® Tequila has been defining authentic tequila for more than 140 years. The brand proudly continues the high level of craftsmanship that Don Cenobio Sauzaimplemented including a category leading process of  caring for precious agave plants, which are ripened to perfection over six to eight years in Jalisco, Mexico’s agave fields.

As the world’s third largest premium spirits company, Beam Suntory is Crafting the Spirits Brands that Stir the World.  Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam and Maker’s Mark bourbon brands and Suntory whisky Kakubin, as well as world renowned premium brands including Knob Creek bourbon, Yamazaki, Hakushu and Hibiki Japanese whiskies, Teacher’s, Laphroaig, and Bowmore Scotch whiskies, Canadian Club whisky, Courvoisier cognac, Sauza tequila, Pinnacle vodka, and Midori liqueur.

Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and commitment to Growing for Good.  Headquartered in Deerfield, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan.