Brown Forman announced the launch of its newly designed Herradura Tequila bottle that captures the essence and heritage of the brand name. In 2009, Brown Forman hired Hirst Pacific Ltd to assist in redesigning the bottle. The mission for Kenneth Hirst, president of Hirst Pacific Ltd, was to work in conjunction with the Brown Forman design team to develop a new Herradura bottle that would unify Herradura’s global markets, replacing the round bottle in Mexico and the square bottle in the USA.

The clear glass form is an elegantly tapered square shape with an extended neck, which ties to the authenticity of traditional Mexican glass making. Colored ribbons draped over a bold black cap distinguish the collection of aged tequila’s. Herradura means horseshoe in Spanish, and since the previous label incorporated this element, Hirst wanted to make it the symbol of the brand and the focal point on the bottle.

The label is simply a metallic horseshoe embossed with the brand name and embedded into the front panel of the glass that frames the emblem. Additionally, the bottle is subtly detailed with decorative elements that are found around Casa Herradura linking the package to its provenance. Herradura has over 140 years of heritage and tequila making tradition. The new bottle was designed to reflect the high quality and authenticity of the product.

Brown Forman Herradura tequilas include: Silver, Reposado and Anejo. The new packaging is currently available in California, Florida and Texas markets, and throughout Mexico. The remainder of the U.S. and rest of the world will follow in the coming weeks and months.