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Allied Domecq Spirits’ popular Sauza Tequila made two changes to its ultra-premium Tres Generaciones product line.
First it added its “Plata” blue agave, silver tequila. Second, it abandoned the black “Anejo” bottle in favor of clear packaging.
The move is supposed to communicate the product’s purity. On- and off-premise materials and promotions will support the two products. Sauza sales have been exploding as the brand saw a 38% spike in 2000 per Impact, New York.
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