Austin, Texas-based Dulce Vida Spirits needed a packaging partner to change the height of its glass bottle for the brand's fruit-infused flavored tequilas. Prime retail shelf location provided for approximately 13.5 inches; Dulce Vida’s stock bottle, with the cork, stood at nearly 14 inches tall.

“Due to the height, our Blanco tequila bottles were relegated to the top or bottom shelf, which is not ideal,” said Richard Sorenson, co-founder, Dulce Vida Spirits and chief operating officer, Milestone Brands, owner of Dulce Vida Spirits. “Our real fruit, real juice-infused flavored tequila was a new approach for the tequila market so this was a significant product refresh. We were going after a broader consumer market and it was critical to change the bottle height to fit on any and all shelves.”

TricorBraun (tricorbraun.com) took on the challenge. The top objectives were sourcing the right glass manufacturing partner in Mexico and redesigning the original Dulce Vida bottle to obtain optimal shelf placement. Additionally, retaining the same “old world style” look while incorporating a new deco element on the bottle front to indicate the tequila flavor was important. The process included reengineering the molds due to the height change, and interfacing with the glass bottle supplier and filler throughout the production process. 

According to Sorenson, due to better positioning on the retail shelf, the bottle height change has led to increased sales and better brand recognition.

Dulce Vida’s flavored tequilas – lime, grapefruit and pineapple jalapeño – are geared toward millennial consumers.