Sam’s Club, one of the largest membership-only warehouse club retailers in the U.S., a division of Wal-Mart Stores, Inc., introduced this month a private brand tequila — Calle Azul.
The company collaborated with international brand and design consultancy, Dragon Rouge, to develop a brand for ultra-premium tequila that would appeal to consumers looking for finest quality luxuries for everyday enjoyment.

“Dragon Rouge created a new brand image and identity built around the concept of ‘mastering the art of tequila’. The idea was inspired by Mexico’s enduring passion, culture and history that uniquely cultivated tequila’s refined taste and excellence,” says Eric Zeitoun, president of the New York office of Dragon Rouge.

“Dragon Rouge’s development approach produced a unique branding and creative solution for Calle Azul to position the brand relevantly and distinctively as an ultra-premium tequila,” says Maurice Markey, vice president of Private Brands, at Sam’s Club.

Calle Azul will be available in approximately 200 clubs across the country in a 750 mL size.