Industry News

Chinaco Tequila Unveils a New Look

Thirty-one years after it first arrived stateside, the Chinaco brand, imported by Anchor Distilling Company, has received a total makeover in the form of a new bottle and label design. Founded in 1977, the renowned Tequilera La Gonzalena blazed trails by being the only distillery authorized to produce tequila in the state of Tamaulipas and bringing Chinaco ultra-premium tequila to the United States in 1983.

"Here at Anchor we have witnessed the proliferation of Tequila brands and the resulting pressure on both the back bar and retail shelf," says David King, president of Anchor Distilling Company. "This new presentation of Chinaco harks back to the classic packaging of the brand's early days in the United States where it was the first super premium expression of 100% agave Tequila."

"Chinaco has long been sought-after as an ultra-premium sipping tequila," says Alan Kropf, director of education at Anchor Distilling. "With that in mind, we sought inspiration from a like-minded category that will emphasize Chinaco's unique vision and positioning; the new packaging aims to capture an aesthetic reminiscent of single malt whisky."

"In addition to giving the brand a feeling of quality and heritage it takes up significantly less space on the shelf, which we hope will help our partners in both the on and off trade," adds King.

Bold and full-flavored, Chinaco isn't designed for the timid, even taking its name from the legendary warriors who defended Mexico in the 1800s. Chinacos were the owners of large haciendas during the 18th and 19th century and became the legendary fighters, who were the tireless defenders of Mexico during the War of Reform (1850s) and the French Intervention (1863). The Chinaco Tequila Founder, Guillermo Gonzalez, was the great-grandson of the leader of the Chinacos.

Today, the renowned distillery remains in the hands of Guillermo's sons who continue to handcraft the award-winning Chinaco with an unmatched passion for time-honored methods of distilling tequila.

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