Cantera Tequila

Positioning and Brand Development: Cantera Tequila
Client: White Rock Distilleries

I had fun doing market research on this one - comparing sipping tequilas for days. I searched for a name that would suggest the authentic, earthy feeling of the region where the blue agave plant is harvested. It also needed to reflect the pride and history of the Mexican people, in keeping with such top-shelf favorites as Patron (boss) and La Reserva de la Familia (the family reserve).

The result? Cantera, the golden-colored stone of the Jalisco region. Its cathedrals, capital and museums are made from yellow cantera stone, known for a resplendent golden hue. I tracked down an exporter of cantera stone to custom-manufacture an authentic cantera hang tag, affixed to the bottle by rawhide. The tagline: Last shot gets the rock.

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