Tequila-flavoured beer brand Amigos has been given a new look which is said to draw on the “vibrancy, passion and colour” of Mexico.
Packaging for the spirit beer has been revamped with the bottle now sporting a new logo and stylised typography.
The revamp also reinforces the beer’s Mexican credentials, translating the former ‘tequila flavoured beer’ tagline to the Spanish ‘con sabor a tequila’.
Amigos’ packaging revamp comes off the back of a summer of marketing activity for the brand.
Ongoing involvement with the UK street art scene has continued, with parent firm Global Brands planning to build on this with “bigger and better activations” in 2017 as part of the brand’s #StreetCerveza campaign.
Further marketing support for the brand is scheduled for Halloween as the firm prepares to host a series of late-night parties to celebrate Dia de los Muertos – day of the dead – a national Mexican holiday which begins on October 31 and ends on November 2 to coincide with the traditional Christian celebrations of All Saints’ Eve, All Saints’ Day and All Souls’ Day.
Global Brands also plans to run competitions across social media to celebrate the event as well as marketing activity in the on-trade and the launch of a limited edition four-pack in the off-trade.
Christian Sarginson, senior brand manager for Amigos at Global Brands, said the packaging revamp represents “a chance for Amigos to really connect with its audience”.
“The change is designed to articulate the vibrant zing of limes and the Mexican taste of tequila which make Amigos so delicious,” said Sarginson.
“With a bright colour palette, and nods to street art and Latin culture, the identity update is a real statement of intent for where we plan to take the brand in 2017 with our #StreetCerveza campaign.”