Amigos Tequila Beer launches a vibrant new identity

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Amigos Tequila Beer is launching a vibrant new identity alongside plenty of exciting activity planned for the upcoming year.

Amigos Tequila Beer is a golden, easy-drinking beer with the zing of South American limes and the flavour punch of Mexican tequila. Inspired by Mexico’s sense of vibrancy, passion and colour, Amigos have updated their visual identity. The new identity relishes in its Mexican character, by developing the wording on the logo from ‘tequila flavoured beer’ to the Spanish translation ‘con sabor a tequila’. This deepens the association with Amigos’ Tequila flavourings, which derives from the Mexican agave plant.

Alongside the next generation logo, all packaging and brand assets are undergoing an overhaul. By utilising pattern and colour as well as stylised typography, the vibrancy of the brand is really brought to life. The new visual identity will be softly rolled out across the brand from August, with all touch points expected to have made the transition to the new identity by September.

Christian Sarginson, senior brand manager, 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.

Throughout the summer, Amigos has been supporting street culture by sponsoring the fantastic Urban Food Fest on Shoreditch High Street; gaining plaudits from publications such as Harper’s Bazaar who said they “loved” Amigos. Beyond this, Amigos has continued involvement with the street art scene in the UK, with plans for bigger and better activations in 2017 as part of the #StreetCerveza campaign.

Amigos is currently planning their biggest event of the year; Dia de los Muertos, a national Mexican holiday which falls on Halloween. A series of late-night parties will be held at the end of October, as well as a limited edition 4-pack in the off-trade, competitions across social media and activations in the on-trade.

Further to this, Amigos has relaunched its 50cl PMP SKU. This product is ideal for the ‘grab & go’ convenience market in particular, as 44% of shoppers are more likely to purchase an item when it’s price marked** and 48% of shoppers say PMP encourages them to switch from a preferred brand to a different brand ‘to some/a great extent‘**. With the bottle looking fantastic in the new visual identity the 50cl PMP (marked at £2) a bottle is sure to drive sales of Amigos this summer.