Named after the farmers who grow and harvest the agave plants, El Jimador Reposado is a 100% agave tequila aged for 3 months before bottling.
El Jimador Reposado Tequila is the most recent product release from Crown Imports, the Crown family’s spirits division. Crown Imports, based in Philadelphia, has offices in Mexico, the United States and the United Kingdom. In 2010, the Crown family acquired La Patrona, a five-year-old tequila brand for $18 million. Crown Imports now has more than ten brands: El Jimador, La Patrona, Parrot Bay Coconut, Kaluha, Campari, Tanqueray, Gordon’s, Malibu, Three Olives, Skyy Vodka and Beefeater.
Following the acquisition, Crown Imports needed to redesign the El Jimador brand independently of the La Patrona brand, which is experiencing its own growth. The redesign process was led by Crown Imports’ Chief Marketing Officer, Jack Muldowney. Muldowney, a former Diageo and Pernod Ricard executive, has worked with Crown Imports’ creator, Nicolas Palazzi, on previous projects.
El Jimador Reposado is the consummate mezcal-tequila hybrid. The El Jimador brand is differentiated by its bright label featuring colorful Mexican cultural icons. Tequila aficionados are most likely to recognize agave plant, mariachi musicians, and a sombrero. All of the symbols depicted on the Reposado bottle are designed at eye-level to mimic the look and feel of a Mexican memento.
The 100% agave El Jimador brand is the #1-selling tequila in Mexico, where its single-serve, plastic take-home tequila bottle reigns supreme. El Jimador Reposado marks the first time El Jimador Tequila has succeeded in crossing the U.S.-Mexico border.
El Jimador Reposado Tequila is bottled in a clear glass bottle with a bright blue label. The blue label, which creates a distinct contrast to the clear glass bottle, draws upon the azure tones of the Mexican flag. Among aficionados and new drinkers alike, agave tequila is often compared to fine Scotch. The bright blue label successfully evokes the tradition of Scotch by drawing upon the vibrant color scheme used on the front of each bottle of Johnnie Walker Scotch and other Scotch brands.
The front label of the bottle uses a unique serif font to convey the brand’s story: El Jimador is “adorned with a timeless logo and colors inspired by the agave fields of Jalisco and the strong culture of Mexico.” A pueblo vino bottle, the Mexican state in which El Jimador is made, is used as a pictorial element in the center of the label.
The blue El Jimador label was redesigned by Brook Dickens & Partners, an independent creative agency based in San Diego, California. Founded in 1990, Brook Dickens & Partners is an award-winning agency recognized for its integrated marketing campaigns.
The back label of the bottle includes a brief description of El Jimador and a story of the brand’s founder, Tequila Don Carlos. The design of the back label continues a story started on the front of the bottle. The combination of the story and the color scheme has been successful in creating a Mexican memento aesthetic.
Packaging Score: 3.5
Label Design: 4 out of 5
The El Jimador brand logo is used only on the back label of the bottle. The story of Tequila Don Carlos, the El Jimador brand’s founder, guides the back label. The story and the tequila brand’s description are complemented by a vintage photograph of Don Carlos. The tequila brand’s story is unique in that it is told from the perspective of a fictional character, Tequila Don Carlos. The story of Tequila Don Carlos is told on the back label of the El Jimador Reposado.
The bottle cap features a bright green tethered neck. The green cap, which creates a distinct contrast to the clear glass bottle, draws upon the vibrancy of Mexican nightlife. The tethered neck of the bottle cap allows a tequila drinker to secure the metal band around the bottle cap for convenient carrying.
Label Design Score: 4
Tequila flavor: 5 out of 5
Tequila El Jimador Reposado is fresh, bright and fruity. The Reposado is incredibly smooth on the palate and very easy to drink. With a hint of smoke and a touch of pepper, the Reposado has a crisp and firm finish but is not overwhelming.