Vibrancy of Mexico inspires new look for tequila beer


amigos beer

Global Brands is launching a new look for its Amigos Tequila Beer alongside new activities for the brand.

Its revamped visual identity highlights its Mexican character by adding “con sabor a tequila” to the logo – Spanish for “tequila flavoured beer”. The patterns, colours and stylised typography are inspired by “Mexico’s sense of vibrancy, passion and colour”.

It is part of an overhaul of all packaging and brand assets. The new visual identity will be softly rolled out from August for completion by September.

After a summer of activity around street food and street art, Global Brands is planning the biggest event of the year for Amigos around Dia de los Muertos – the Mexican Day of the Dead that falls around Halloween.

A series of late-night parties will be held at the end of October alongside activation of the campaign in the on-trade, a limited-edition pack in the off-trade and competitions across social media.

Amigos will also continue its involvement with the street art scene in the UK, with plans for bigger and better activations in 2017 as part of the #StreetCerveza campaign.

Senior brand manager Christian Sarginson said: “The new visual identity is a chance for Amigos to really connect with its audience. The change is designed to articulate the vibrant zing of limes and the Mexican taste of tequila which make Amigos so delicious.

“With a bright colour palate, and nods to street art and Latin culture, the identity update is a real statement of intent for where we plan to take the brand in 2017 with our #StreetCerveza campaign.”

Amigos is a golden, easy-drinking beer with the flavour punch of tequila, with flavourings derived from the agave plant used to make the Mexican spirit, plus the zing of South American limes.

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