Issuu on Google+

Brand Book 2010


100% Agave


Los Altos


Created By Top Bartenders

Henry Besant

AndrĂŠs Masso


With Tahona Liquid


Authentic & Magnetic Power


CONTENTS

Who is Olmeca Altos ? Olmeca Altos’ Origin Why Launch Olmeca Altos ? Differences Between Olmeca & Olmeca Altos Our Competitors Olmeca FAmily How to drink Olmeca Altos ? Technical Specifications Brand Inspiration & Execution Brand Elements Graphic Elements Applications


Who

is Olmeca Altos?


Who is Olmeca Altos?

Olmeca Altos is the new member of the Olmeca family: a super premium high quality Tequila, made of 100% pure Agave and Tahona liquid as an ingredient. Created by our Maestro Tequilero Jesús Hernández together with two of the world’s most recognized bartenders: Henry Besant and Andrés Masso. The iconic and mysterious bottle represents premiumness and authenticity.


An iconic bottle inspired by Olmeca

Structure

- Square shape ensuring solidity and robustness - Textured stone-like finish delivers authenticity - Tactility and soft edges

Graphics

- Rich and deep colours - Sense of intrigue

From an iconic bottle

To an even more authentic and rich design


Olmeca Altos’

Origin


Where

Does Olmeca Altos Come From ? Colours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.

- Los Altos is the geographic origin of Olmeca Tequila - “Los Altos” is Spanish for “The Highlands” - Our distillery is located in Arandas

Los Altos

Arandas

Jalisco


Where

Does Olmeca Altos Come From ?

The Los Altos Region is at 2,100 m above sea level

Los Altos provides the ideal conditions for our key ingredient, the Agave; mineral rich volcanic soil & an ideal climate

Olmeca Altos is exclusively produced at our own DestilerĂ­a Colonial de Jalisco At our distillery we produce Tahona Tequila, we use this precious ingredient as part of the Olmeca Altos recipe


Why Launch Olmeca Altos ?


The Range

PREMIUM

SUPER PREMIUM

ULTRA PREMIUM

PRICE RANGE 25 - 45 USD

OLMECA OPPORTUNITY

PRICE RANGE 50 - 120 USD

To compete more effectively in one of the fastest growing spirits categories, we need Olmeca Altos 100% Agave to complete our Tequila portfolio.


The Range For Olmeca Altos

Olmeca Altos is available in two variants: Plata and Reposado

Unaged Aged


Differences Between Olmeca & Olmeca Altos


Diffrences Between Olmeca & Olmeca Altos Colours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.

Olmeca Altos and Olmeca share the same origin but they reach different targets. Their qualities, territories and moods are different as well.


Differences

Between Olmeca & Olmeca Altos

Brand Name

Olmeca

Olmeca Altos

UCCA

Liberating instant of exuberance

Authentic and magnetic power

FORMULA

Mixto Tequila + Tahona Tequila as ingredient

100 % Agave + Tahona Tequila as ingredient

BRAND ROLE

Strategic Brand Volume Builder

Strategic Brand CAAP Builder A&P Focus

TARGET

LDA - 30 Urban, Trendy & Extrovert / BC+

25 -35 Urban, Stylish & Extrovert / AB

KEY SELLING POINTS

- Nr 1 Tequila in Europe - Nr 4 Tequila in he World - Iconic - unique bottle - Only mixto Tequila with a % of Tahona

- Olmeca’s new 100% Agave Tequila with Tahona liquid as ingredient - Premium, iconic & high impact bottle - A natural “step up” for existing Olmeca drinkers & other premium drinkers - Higher margins per litre sold


our

competitors


Our Competitors - Fully matured Agaves - Authentic brick ovens - Double distillation in traditional copper pot stills - Aged in small American oak barrels - Tahona liquid as ingredient

Olmeca altos

- Young Agave - Distillation in stainless steel stills - Aged in large vats - Without Tahona liquid

1800

Sauza Hornitos

Centenario

Cazadores

Olmeca Altos is a unique Tequila: it was created in collaboration between the Maestro Tequilero JesĂşs HernĂĄndez and Henry Besant. At every step of the production process they took great care to only use the best ingredients and the most authentic techniques.


Olmeca

Family


Olmeca Family

- Our Tequila portfolio is now complete: there is a Premium, Super Premium and Ultra Premium option for each of our consumer targets. - However, the focus should be on Olmeca Altos, as this is the brand that can best drive the business results - value growth.


Olmeca Family Colours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black Umbrella Brand represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.

Olmeca family

BRAND

BRAND OWNER PRIORITY PERNOD RICARD PRICE SEGMENTATION PRICE STRATEGY

Olmeca Tez贸n

Olmeca

Olmeca Altos

2

1

3

Premium

Super Premium

Ultra Premium

+10% Above Cuervo Especial

Parity Johnnie Walker Black

Parity Johnnie Walker Gold


How To Drink Olmeca Altos?


How To Drink Olmeca Altos Together with Henry Besant we have developed three signature drinks

Altos Rocks RECIPE

Tommy’s Margarita

Glass:

Glass:

Glass:

Ingredients / Method:

Ingredients / Method:

Ingredients / Method:

Build over fresh cubed ice 50 ml Altos Reposado, 10 ml agave mix*, 50 ml fresh grapefruit juice & a pinch of salt. Top with soda.

Pour 50 ml Altos Resposado, 25 ml fresh lime juice, 15 ml agave mix (2 part agave syrup, 1 part water)

Garnish:

Garnish:

Garnish:

Lime wedge, squeezed on top of the drink. Stir together briefly.

Two Lime wheels

The national drink of México, “The Paloma” (meaning of dove) is as refreshing as the day is long. Traditionally this long drink uses a Mexican soft drink called Squirt, which is a grapefruit soda. Here, we have substituted it with fresh citrus, soda and agave syrup in order to create a healthy and exciting alternative.

It was created in the 1980’s by the US Tequila Ambassador Julio Bermejo at his father’s Mexican restaurant in San Francisco named Tommy’s. Julio’s idea behind that drink is to enhance the flavours of the tequila mix in the margarita by using agave nectar and not a triple sec. Also by mixing together there are great chances to end up with a hangover the day after.

Rocks / Tumbler

Pour 60 ml Altos Reposado over fresh cubed ice.

Orange twist. Cut strip of zest ensuring that the pith is left behind. Squeeze over drink so that orange oils mix with the tequila.

HENRY BESANT NOTES

Altos Paloma

A chilled glass of Altos Reposado is ideally paired with the bitter/sweet orange oils, which combine with the light oaky and caramel characteristics to create a simple drink with depth and complexity.

Highball / Collins

*Agave mix is simply agave syrup and water mixed in a ratio of two parts sweet to one part water. If agave syrup is hard to come by, then substitute for honey – another healthy alternative to sugar

Margarita glass


Tasting Notes Aroma: Olmeca Altos Plata has herbal notes of cooked agave and slight citric aroma with sweet notes. The Tequila is aromatic and fruity.

Aroma: Olmeca Altos Reposado has sweet citrus notes like orange and grapefruit - fruity and fresh. The cooked agave, vanilla and woody notes complement each other leaving a well balanced and wide bodied aroma.

Flavour: Olmeca Altos Plata is sweet to the mouth, with citric notes like lime - lemon and cooked agave. The aftertaste is well balanced, pleasant and longlasting.

Flavour: Right from the start we get a sweet sensation in the mouth, a bit of tannins and citrus. The body is robust yet pleasant. It has a long finish with a well balanced combination of sweetness from cooked Agave, vanilla, and woody flavours.


Technical

Specifications


hhghfghhfgh Sales Sheet Key Selling Points

Colours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking - Olmeca Altos comes from Los Altos region famous for growing the best Agave plants blue of the agave. Gold and silver represent the sun and black -represents Olmecathe Altos 100% Agave is aand Super Premium night, bringing drama splendour to theTequila colour with an exceptional quality and smoothness -palette. We use the precious Tahona as and an ingredient create Contrasting colours bringliquid passion energy andtolight outOlmeca Altos -ofOlmeca Altosintrigue has beenand created in collaboration between our Master Distiller Jesús Hernández and the top international bartenders dark provide mystery.

Henry Besant & Andrés Masso

Availability: October 2009 Product Data: Olmeca Altos 100% Agave Capacity: 700ml Technical Information: Pack Weight in kg: 19 Layer per pallet: 5 Units per pallet: 55 Cases per container: 550 Plata UPC: 7000 80432 10603 7 SCC: 700100 80432 10603 4

Reposado UPC: 7000 80432 10552 8 SCC: 100100 80432 10552 5


Brand inspiration & Execution


Olmeca Altos

Brand Identity

Brand Platform Brand Truths: - Top Quality - Strong & Sculptural pack - Rich in gold signs, Olmeca civilization - Premium cues - 100% Agave - Strong Origin: Los Altos - Tahona Liquid as ingredient - Liquid co-created by Top Bartenders

Values: Mystery, Freedom, Energy

Brand Essence: Mystery and Festive

Personality: - Daring - Trendy & Extrovert - Intriguing - Original - Unconventional

Brand Positioning

Consumer Insight: With my friends we like to go out and treat ourselves with qualitative products to experience authentic moments full of energy and enjoy the mystery of the night.

For Whom: Primary Target: Top Bartenders - Mainly Male - between 25 & 35 years old - Exclusively live in big cities - travels to other capitals - Visit Spirit Fair & Bar Shows - are very well connected - They live for their life and passion - They are a community - They do not like Marketing, but they like to be considered for what they are: passionate, eager to learn, share quality committed

UCCA: Authentic & Magnetic Power

Secondary Target: Urban Trendsetter - Men/Women (60/40%) - 27 to 40 years old, A- & B - Urban & Quality conscious - Seduced by brands who Key Reasons To Believe: managed to be both Olmeca Bottle: Strong bottle, textured and rich in mysterious signs unconventional and authentic Formula: From Los Altos, 100% Agave with Tahona liquid – co-created by top Bartenders

Olmeca’s heritage & otherness: the gate to a unique, rich and colourful culture

Against Whom: - Cazadores - 1800 Tequila - Cuervo Tradicional - Aspirational white spirits - Grey Goose - Ketel 1


Olmeca Altos

Visualised Brand Platform Origin:

Brand Essence:

Key Ingredient:

Mystery Festive

100% Agave Unique Tahona production process Los Altos region Created by top bartenders

Benefit Mood:

Visual Identity:

Energy Authentic Group of Friends

Gold Rough Luxury Texture

Brand Personality Javier Bardem:

Consumer Environment:

UCCA:

Target:

Authentic Magnetic Power

Top Bartenders Extroverted Urban & Trendy Active Social Life Young at Heart

Mystery Rich in signs Gold

Night Life Lounge Bars

Extrovert & Trendy Authentic In the know Magnectic


Design Principles Olmeca Altos Vs Olmeca

Olmeca Altos

Olmeca

Rooted In Olmec Tradition

Elemental Imperfect Splendour

Time-Honoured Craft Intense & Dramatic

Tribal Pleasure


Brand Elements


Colour Colours rich andand deep, inspired by thebyelements of the elements of the Los Altos region itself - the intense red Coloursareare rich deep, inspired the authentic Altos region itself soil, - the the intense red ofblue the volcanic soil, the striking of the volcanic striking of the agave. Gold represents the sun and black represents the night, blue of thedrama agave. and Goldsplendour and silver to represent the sun and black bringing the colour palette. Contrasting colours bring passion and energy and light out represents the night, bringing drama and splendour to the colour of dark provides intrigue and mystery. palette. Contrasting colours bring passion and energy and light out altos colour palette - What Is Your Lead Variant ofOlmeca dark provide intrigue and mystery.

?

Plata Altos Black

Altos Teal

Altos Gold

Altos Teal

Altos Gold

or

Reposado Altos Black

Altos Red

Altos Red

The parchment paper add authenticity and sets a neutral background. Note: For colour breakdowns see the colour palette section.


Materials & Textures Materials and texture have contrast and relief. They provide dimension and strength. They are inspired by the reflective copper still, the grain of the Tahona stone, and the traditional craft of the production process. Smooth metals and foils together with heavily detailed glass or textured stone combine to create a tactile palette which is rich in authenticity and appeal. As if hand crafted or dug from the earth, imperfection and elemental finishes emphasise a sense of rarity and effortlessness.

Textured Gold

Textured Concrete

Acrylic/Wood Veneer Aged Leather

Patinated Copper/ Metal

Parchment/Textured Paper

Distress Paintwork/Effect

Reclaimed Wood (worn)


Mood Lighting Crafted, the use of light and shade engulf you in its mystery. Just like the production process, lighting is textural and hand crafted in its execution, it is authentic and imperfect. Intense spotlights of light have the power to draw you in with their hypnotic drama, warmth and glow.


Photographic Style Photography adds an element of drama to the Olmeca Altos world. Up close and in sharp focus or covered in darkness, each approach strengthens the intensity and mystery of the product and the drinking experience. Zooming in on the detail from dramatic angles creates powerful images full of texture, just like the ancient Olmec monuments.

The photography by Ilan Rabchinsky for Olmeca Altos captures these values.


Shape & Form Inspired by the rounded solidity of ancient Olmec hieroglyphs, the shapes within the brand follow this same pattern. Corners are softened with curves, as if worn over time, and everything has depth and substance. Shapes interlock to create simple and seamless lines. The hidden shape within the footprint of the iconic bottle echoes this principle possessing both stature and raw imperfection like the temples and deities of the Olmec tribe of old. The Hidden Shape


Graphic Elements


hhghfghhfgh Master Logo Colour Options

Colours are rich and deep, inspired by the elements of the Olmeca Altos Texture - 4 Colour Logo Altos region itself - the intense red of the volcanic soil, the striking blue of Vertical the agave. LogoGold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out Horizontal Logo of dark provide intrigue and mystery.

Olmeca Altos Gold - 1 Colour Logo

Olmeca Altos Black - 1 Colour Logo

Olmeca Altos 4 Colour Logo - Exceptional Circumstances usage

Vertical Logo

Vertical Logo Horizontal Logo

Vertical Logo Horizontal Logo

Horizontal Logo

This is only for use in exceptional circumstances. There is an alternative version available where ‘ALTOS’ is red.


hhghfghhfgh Logo Sizing Olmeca Altos Logo Vertical Logo

Horizontal Logo

Minimum 30mm

Minimum 63mm

Sizing applys to Olmeca Altos 4 Colour & 1 Colour Gold & Black


Logo Usage Altos Brand Logo Safe areas

Olmeca Altos Logo

Don’t change the lock-up

The area indicated by ‘ALTOS’ is the exclusion zone, keep this area clear.

Don’t place the logo over an image

Don’t distort the logo


Altos Brand Icon

The icon includes the time honoured craft of Olmeca Altos, the Tahona stone, the Blue Agave and the volcanic red soil. The textures and shapes are elemental and imperfect.


hhghfghhfgh Altos Brand Icon Full Colour with Logo

Colours are Icon rich and deep, inspired by the elements of the Icon 3 Colour- Foil/Pantone Gold Altos Brand 4 Colour Altos Brand Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.

The full colour logo should always be used on black or a dark background, such as dark wood, to ensure standout

Altos Brand Icon 2 Colour


hhghfghhfgh Altos Icon

Full Colour without Logo

Altos Icon 4 Colour

Altos Icon 1 Colour Altos Icon 1 Colour can be used in Altos Black, Gold, Teal & Red on a contrasting colour for standout or on a similar colour as a subtle watermark.The Icon can also be used reversed out of the Altos Colours

Altos Icon 3 Colour- Foil/Pantone Gold

Bold Usage

Subtle Usage

Reverse-out Usage


hhghfghhfgh Altos Brand Icon Sizing

Colours are Icon rich and of the Altos Brand Full deep, Colourinspired by the elements Altos Icon 1 Colour Altos region itself - the intense red of the volcanic soil, the striking Minimum 50mm Minimum blue of the agave. Gold and silver represent the sun and black50mm represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.

Altos Icon Small Usage Minimum 30mm

This is the minimum size that the Icon can be used. Note no signature in the Icon and alway ensure legibility

Altos Brand Icon - Should not be used smaller than 50mm diameter

Altos Brand Icon Safe areas

Using the ‘+’ in the Altos Icon, an exclusion zone has been created which must be clear. This ensures visiblity and standout. This rule does not include when it is used as a watermark.


hhghfghhfgh Colour Palette Colours are rich and deep, inspired byto thecommunicate elements of thethe authenticity and As uncoated papers are important Altos region itself - the intense red ofand the coated volcaniccolour soil, the striking imperfection, a uncoated colour has been specified. blue of the agave. Gold and silver represent the sun and black represents theColours night, bringing drama and splendour to the colour Primary palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery. Plata

Olmeca Altos Teal

Olmeca Altos Gold

Olmeca Altos Red

Olmeca Altos Gold

Uncoated: C100 M0 Y31 K23 Coated: C100 M0 Y45 K34

Coated: C30 M30 Y60 K10

Secondary Colour

Olmeca Altos Black

Uncoated: C0 M0 Y0 K100 Coated: C0 M0 Y0 K100

Reposado

Uncoated: C0 M100 Y66 K13 Coated: C0 M100 Y55 K44

Coated: C30 M30 Y60 K10

For Olmeca Altos Teal match to: PANTONE速 322C or 321U For Olmeca Altos Red match to: PANTONE速 194C or 193U For Olmeca Altos Gold match to: LUXOR 425 (FOIL) or 873C or 873U For Olmeca Altos Black match to: PANTONE速 Process Black For Olmeca Altos Cream match to: 9184U

Olmeca Altos Black

Uncoated: C0 M0 Y0 K100 Coated: C0 M0 Y0 K100

Olmeca Altos Cream Uncoated: C2 M7 Y13 K0


Typography & Icongraphy hhghfghhfgh Primary Typefaces Trajan Pro - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!? Trajan Pro - Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!? Secondary Typefaces Adobe Garamond Pro - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!? Default typeface for use in Powerpoint or where the other typeface are unavailable. Times New Roman - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?

Altos fonts should be composed & rendered to capture the refined intense drama which is Altos.


hhghfghhfgh Colours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.

Applications


Altos Applications The hidden footprint of the Altos bottle is echoed throughout the whole design process.

The Hidden Shape

The glasses have a raw imperfect affect created by a waterglass recycled process, with a Altos Icon foiled into the base.


Altos Applications Large glass ice container with a beautiful crafted wooden lid.

Altos Boston cocktail shaker with beaten copper beaker coated inside with a hit of teal and large mixing glass on top.


Altos Applications

Altos moleskin diary with a beautiful gold Icon and a teal bookmark

Olmeca Altos app; includes the history and process of making Altos, where to drink Altos- bar, resturants & events, how to make Altos cocktails, etc.


hhghfghhfgh Altos Applications Colours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.

Altos Polo shirtFull colour embroidered Icon

Altos Teal t-shirt1 Colour screen printed Icon

Altos apron1 Colour black on black Icon with Alto red stitching detail


Altos Environments What is your lead varient?

Colours rich and deep, inspired by the elements of the Altosare Plata Bar Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.

Altos Reposado Bar

Depending on your lead variant of either Plata and Altos Teal or Reposado and Altos Red, this is a way to dress a high-end trendy bar. The bar is rich in materials, note the roof has a metallic foil and lighting out of dark provides intrigue and mystery.


hhghfghhfgh Altos Environments Colours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.

Classic Mexican environments using elemental materials and finishes including reclaimed wood, textured concrete and hammered metal.


Altos Environments


hhghfghhfghApplications Graphic Colours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.

True Commitment To Tequila Enjoy Olmeca Altos Responsibly

Poster

Advertorial


Graphic Applications Presentation Templates

The front cover and contents pages should be your lead varient colour. The title slide should be the contrast colour.

Altos Plata Presentation

Title Here

or Altos Reposado Presentation

Title Here


Brand Book 2010


Olmeca Altos