Tequila brand Clase Azul and Tequila Cayéya have set themselves apart in the industry not just for the quality of their tequila, but for their innovative approach to packaging. Clase Azul is well-known for its hand-painted ceramic bottles that are so beautifully crafted, it’s difficult to discard them once empty. On the other hand, Tequila Cayéya has taken a sustainable stance by using recycled Mexican Coca-Cola and Pacifico beer bottles to create the glass for its new line of tequila.
Cayéya founder Sam Hirsch ventured to the city of Tonalá, just outside of Guadalajara, Mexico, which is celebrated for its artisanal crafts and homemade glassware. Hirsch partnered with a family-run glass factory in Tonalá to develop a traditional line of tequila under the Cayéya brand. The appeal of working with these glass producers lies in the handmade appearance of the bottles, each bearing unique blemishes and blue-green tints, reminiscent of a relic from a pirate ship.
The process of creating these unique tequila bottles involves the recycling of Mexican Coca-Cola and Pacifico beer bottles. The bottles are not churned out on automated production lines but are meticulously handcrafted in small batches near the distillery. The glass production entails transforming shattered Coke bottles into molten glass, followed by a cooling process in brick ovens. Different sources of recyclable materials are employed for the blanco and reposado blends to offer a distinct visual and tactile experience for consumers.
Cayéya’s sustainable packaging and dedication to environmentally conscious practices also resonate with consumers in the market. The traditional lineup of Cayéya tequila, priced at $49.99, caters to everyday tequila enthusiasts seeking a quality, agave-forward spirit. In contrast, the single-barrel lineup boasts unique aging in non-traditional barrels and premium packaging, targeting a higher price point of $129.99 – $159.99.
With an increasing focus on social and environmental responsibility, consumers are more inclined to support brands like Cayéya that prioritize sustainability in their production processes. The transparency in Cayéya’s packaging serves as a marketing tool, subtly conveying the brand’s commitment to eco-conscious practices. Retailers have observed a growing preference for Cayéya over established brands, attributing its appeal to the authentic narrative it embodies.
In a trend reminiscent of Clase Azul, Cayéya’s traditional tequila bottles are being repurposed beyond their original use. Customers are finding creative ways to upcycle the distinctive bottles, using them for storing various liquids like olive oil and vinegar. This trend not only adds a unique touch to everyday items but also reflects a sustainable lifestyle embraced by consumers.
The creative approach to tequila bottling by brands like Clase Azul and Tequila Cayéya not only elevates the aesthetic appeal of their products but also underscores a commitment to sustainability and environmental stewardship. By upcycling materials and fostering local partnerships, these brands are reshaping the narrative of traditional tequila packaging and inspiring consumer engagement through innovative practices.