CASE STUDY: Herradura Tequila Drinks Strategy
- Drinks Provisionist
- May 8
- 3 min read
Drinks Provisionist was engaged to develop a standout drinks strategy for Herradura Tequila. One that would boost brand visibility and make the drinking experience more desirable through an iconic, and memorable vessel. The goal? Create a vessel that's unmistakably Herradura: unique, ownable, and true to the brand’s identity. It needed to elevate the hero Margarita serve, spark curiosity and feel both playful, and premium. We approached the project in three phases: research and discovery, strategic concepting, and bringing the vision to life.
Research and discovery.
A rigorous deep dive into the category and adjacent spaces, both locally and globally, uncovering key trends, consumer behaviours, and market dynamics. Leveraging robust research methodologies—including market analysis, consumer insights, competitive benchmarking, and trend forecasting—we identified whitespace opportunities and strategic advantages to shape a winning approach.
SOME OF OUR KEY FINDINGS.
Australians are becoming increasingly picky about the Tequila used in their favourite cocktail.
There is growing interest in the psychology of glassware and how it affects the overall drinking experience.
The fusion of functional design and aesthetic appeal in glassware elevates the drinking experience, making it both sensory-rich and visually captivating experience—ideally for social sharing.
Territory 1: The horseshoe
The horse-shoe logo is more than a brand asset—it’s a symbol of heritage, craftsmanship, and the promise of extraordinary moments.
Territory 2: Imaginative
Every encounter with Herradura Tequila should ignite the senses, leaving a lasting imprint of flavour, aroma, and anticipation.
Territory 3: Unexpected
The brand platform ‘Extraordinary Awaits’ sparks intrigue at first glance, followed by a moment of surprise and delight.
Strategic concepting.
Herradura Tequila’s global brand positioning, ‘Extraordinary Awaits,’ is an invitation to step into the unexpected, promising that something remarkable is always just around the corner. But how do we bring that sense of adventure into a drinking vessel?
Old-school roots, modern twist.
The classic Cantarito clay cup is more than just a vessel—it’s a tribute to the tradition of Tequila-based cocktails, steeped in Mexican heritage and artisanal craftsmanship, much like Herradura itself. Just like Herradura Tequila.
Once we had the iconic shape locked in, it was time to infuse the cup with the ‘Extraordinary Awaits’ visual DNA—bold colours, distinctive flair, and a reflective mirror effect that elevates the experience and mirrors the brand’s promise.
After exploring endless possibilities of materials and finishes, we landed on an iridescent finish for the Herradura Cantarito glass. When it captures the light, the glass comes alive in a mesmerising dance of shifting colours, turning every sip into an unexpected + imaginative experience.
Bringing to life.
Developing the custom Herradura Iridescent Cantarito glass involved a meticulous process that begins with engineering the design to ensure both functionality and aesthetic appeal. This phase included detailed specification on the shape, size, and weight to optimise the drinking experience. Once the design was finalised, we commissioned a 3D print for final tweaks before we entered the prototyping phase. The prototypes underwent rigorous testing to evaluate factors like durability, usability, and product integrity. Only after we were satisfied with these tests, we moved into the full-scale production, ensuring a high-quality, unique product ready for market.
We set a few key criteria as a litmus test to make sure the concept was positioned for success and aligned with its intended goals. This simple framework helped us stay on-track, making sure every detail, from design to rollout, stayed true to the brand, worked in the real world and appealed to consumers. The Herradura Iridescent Cantarito glass ticked all the boxes: premium feel, production-ready, and packed with visual appeal that really connects.
The final sip.
The Herradura Tequila drinks strategy was a bold, insights-driven journey from conception to a market-ready product. By leveraging deep consumer insights, we identified untapped opportunities within the space and engineered a concept that seamlessly aligned to the brand’s global positioning, ‘Extraordinary Awaits’. Every detail, from design to production, was carefully crafted to deliver a unique and ownable vessel for Herradura Tequila—one that is primed to make a lasting impact in the market.
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