In a time of tequila saturation, how does a brand try to stand out on the shelf? For Siempre Tequila, it’s by not trying too hard.
Since debuting its flagship blanco expression in 2015, Siempre has expanded its lineup to six SKUs and into 28 U.S. states and internationally. Inspired by the grandmother of co-founder Monica Sanita, who produced mezcal and other agave-based spirits, the brand has positioned itself as an antidote to celebrity brands. But in a category crowded with new entrants, the co-founders decided it needed to update its look and liquid to better express its nearly ten-year journey.
“It’s less about standing out and more about authenticity and storytelling, with a clear display of our production process and thoughtful details for our customers to discover,” said co-founder Alex La Croix.
As for its external appearance, Siempre’s original bottle, a common apothecary mold, had the misfortune of becoming too popular, per La Croix; its updated design and 100% recycled glass, he added, showcases a more “confident and refined silhouette.”
The label itself has also evolved, in its case from a flashy, eye-catching metallic to a more mature look that incorporates recycled materials and a tribute to Sanita and her family heritage. The materials are sourced within 100 km of the distillery, and the labels are now made of agave and hemp fibers with closures that are 100% renewable cork.
The external update reflects a deepened commitment to quality and sustainability, said La Croix. Siempre has moved production to a more artisanal, costlier micro-distillery where the brand can now feature additive-free tequila, a buzz word in the industry.
Its former distillery, Destiladora del Valle de Tequila, is home to tens of new brands on the market including Los Sundays, Costa, and 21 Seeds. While tequila and mezcal brands are required to share a code on the label representing their production location, many non distillery-owned brands emphasize the founder or brand story over the distillery’s (which may be home to multiple brands). Siempre is now taking the approach of other companies who are leveraging their production story to create more transparency. The new recipe was developed over a year with distiller Viva Mexico and the Vivanco Family and is now “matured and enriched by legendary influences,” said La Croix.
“Located in Los Altos, the heartland of high-quality highland tequila, the Vivanco family brings generations of experience as agave farmers,” he said. “Their expertise, along with over a dozen agave-growing estates, significantly contributes to the unique character of our tequila.”
One example of that change is the brand’s Reposado, which previously contained agave honey, has now been adjusted to achieve the same profile without it at the distillery.
The founders’ new goal is to focus on brand activation and education about quality agave spirits. After years of hands-on management, La Croix said the team is shifting to more outward-facing roles and deepening their involvement in agriculture and the broader supply chain, an evolution that will be made clear in upcoming announcements.