By: Joe Giansante, Managing Director, Azuñia Tequila
Every day we see hundreds of logos and images intended to permeate our brains with embedded feelings and emotions about a brand. Whether consciously or subconsciously, we develop a familiarity for what a certain logo or mark stands for. And then decide whether it aligns with our beliefs, our core values and our lifestyles. Brands are inherently more than just a marketing vision or guideline. A true brand connects the business and consumer in a dedicated way and represents a culture that is solely its own, that differentiates it from everyone else.
Have you noticed a change in our logo? The Rancho Miravalle family crest holds the original Azuñia agave mark in its center. This updated logo sits at the heart of our bottle, and recently has been more prevalent and visible in the presentation and distribution of our brand.
You’ll likely at the very least see it as a beautiful piece of art, but what does it truly mean? What does it represent? What emotion does it elicit for us – and over time, hopefully you?
In the simplest way, it represents a window into our heart and soul. More deeply, though, it embodies who we are, guides what we do, and how we do it. It symbolizes what we believe and suggests actions guided by those beliefs. It is the reason why it sits where it does on every Azuñia product bottle.
The Rancho Miravalle logo, holding the Azuñia mark tightly in its core is about our unique, yet traditional, culture. It is a culture we hope aligns with yours. This culture represents traditions, family, loyalty, purity, sustainable organic farming, craftsmanship and authenticity.
At first glance, it might seem that being traditional and unique are contradictory terms. But this is not true in the world of tequila, certainly not for Azuñia.
We are unique because most others in the market have moved on from the traditional methods of creating tequila. Yes, there are more profitable ways to grow and distill agave. They have abandoned hand-to-earth farming, which we use. Their farming techniques now use growth hormones, chemicals and other fertilizers and pesticides, that unnaturally push the agave plant to maturation in four years instead of eight.
During the distillation process they add sugar, yeast and sulfuric acid to diffuse the product, forcing it to ferment in 24 hours. Conversely, our tequila sits in open-air tanks over 18 days to naturally ferment. It’s no wonder the taste is so dramatically different between an Azuñia organic, estate-crafted tequila and one that come from a corporate “Big Tequila” brand.
Pouring millions of dollars into marketing plans can only mask these methods for so long – the craft beer industry is a good example of this. Now more than ever, consumers are reading labels, researching brands, and making educated choices about what they consume. Today’s consumer looks for sustainable, organic, pure and genuine products.
For us, the logo is held so closely because it truly does represent our core values. Those values of family and traditions manifest into hard work, respect for the land and for each person who will consume our products. There is honor in farming practices and in crafting a product by a dedicated family. Every effort combines attention to detail, commitment to excellence and deep deference for previous generations who farmed the same land.
When you look at our logo, we invite you to feel this commitment to you. Every single bottle delivers years of loyalty and passion, whether it is in your favorite restaurant or at home with friends and family. We may not be the biggest tequila brand out there, but we have the most loyal customers a brand could ever have. And each and every one of you show your appreciation with intense devotion to Azuñia. In turn, we eagerly go to work every day guided by this culture and return that loyalty to you through our shared values, beliefs, and appreciation for your support.