SX Latin Liquors draw attention in curvaceous bottles.




SX Latin Liquors has launched a new line of three premium Latin spirits designed with sensuality in mind. SX-the “S” stands for sensual and the “X” for exotic-liquors are all named for passionate Latin dances: SXchachacha (100% agave reposado tequila infused with lemon and honey), SXcalypso (aged rum and a hint of mint and lemon) and SXsamba (cachaca rum with a hint of vanilla and sweet limes).

The design from 4sight inc.is meant to exude sensuality with a curvaceous bottle intended to resemble the female form and flowing rhythm of music, a part of Latin culture. The blown glass bottle was designed to provide differentiation in a category that is saturated with tradition and rich, Mexican heritage, but lacking in appeal to women.

The modern-styled cap contains a cork, making it easy to pull off. Simple and elegant graphics at the top of the bottle, just below the cap, include color-coded typography that marries the logo with the three products and was designed by Greg Stewart of Ingenuity Design.

SX Founder and CEO David Knight says, “Packaging is key to driving trial at the point of purchase. Our strategy when we started this business was to design a striking, memorable bottle and put premium product inside it.”

Knight identified tequila for SX’s first product line because of its fast-growing popularity, but current lack of innovation in the category. “We wanted to introduce something that would grow the category and attract new users. Key to that proposition was to produce a bottle that breaks industry norms and stands out.” Knight is a global marketing expert and executive who worked for Frito Lay, Gatorade, PepsiCo, Quaker Oats and eBay before starting SX Latin Liquors.

The full range of spirits will become available in Florida in June 2011, and will then expand to New York and nationally for both on- and off-premise purchase. The liquor will be produced in two sizes, 750 mL and 1 Liter, priced at $39.99 and $49.99 respectively.