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Volcan X.A: Moët Hennessy's very first premium tequila

Pascale Ruchon

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Volcan X.A: Moët Hennessy's very first premium tequila

Co-owner of the Volcan de mi Tierra brand, Moët Hennessy has developed a super-premium tequila to better penetrate a growing and increasingly qualitative market. Stranger & Stranger designed the packaging: a tall, lacquered bottle topped with a zamak stopper.

With growth in the tequila category set to be driven by super-premium-and-above price points, according to drinks analyst IWSR, Moët Hennessy has launched Volcan X.A. under its Volcan de mi Tierra tequila brand co-owned with Mexican family Gallardo.

Volcan X.A, for "extra ages", is the fourth addition to Volcan de mi Tierra’s range – the brand launched in 2017 – and the most sophisticated of its products to date. Retailing at €1,200, the spirit is a combination of tequilas of different ages based on Moët Hennessy's expertise in aging and blending spirits.

"Volcano X.A is part of a tequila 'era' that has been booming for a few years, especially when it comes to the world of nightlife and super-premium products. To emerge in the category, we had to this kind of product in our range," a Moët Hennessy spokesperson tells Luxe Packaging Insight.

Designed by Stranger & Stranger, the tequila’s tall bottle (Pavisa) is meant to evoke a volcano in eruption, a nod to the volcanic soil on which the agave plant grows. The bottle’s multiple facets and neck featuring three rings in relief made it complex to manufacture. Mexico-based Pavisa produces the bottle via semi-automatic glassmaking, which allows the glass gob from the roughing mold to the finishing mold to be adjusted by hand. Semi-automatic production will continue to be used as long as volumes don't justify a switch to automatic production.

On the glass decoration front, a gradient lacquering combines with fine gold screenprinting to accentuate the play of light on the glass. An LED lighting mechanism is fixed under the bottle, allowing it to stand out in nightclub and restaurant settings. Used in flashing mode, it is a nod to “the heartbeat of the volcano” explains the brand.

The bottle’s 680-gram zamak stopper (Tapi America Mexico) is designed to symbolize a crater.

Volcan X.A launched this summer in selected restaurants and nightclubs worldwide. The tequila bottle is nominated for a 2022 Formes de Luxe Award.

Don’t miss our special report on tequila in the upcoming issue of Formes de Luxe magazine. 

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BottlePavisa

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StopperTapi America Mexico

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DesignStranger & Stranger

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