When McCormick Distilling Co. Inc. of Weston, Mo., decided to shift the bottling of its Tarantula Azul blue citrus-flavored tequila from Europe back to the United States, it was challenged to design a bold new package to help meet its overall marketing objectives.

To achieve its goal of creating a package with a distinctive look and warm feel, it call upon Saxco International Inc., Horsham, Pa., world-wide packaging specialists for the wind and spirits industry.

"We made the decision to shift our bottling back to the United States for cost-savings purposes, as well as to avoid confusion in the spirits industry trade and with tequila enthusiasts, " says Jim Zargo, chief operating officer of McCormick Distilling Co. "Everyone was puzzled by a tequila which was bottled in Italy. The fact is, it’s a premium spirit which is outstanding for making marguerites," Zargo notes.

Saxco was challenged to come up with a new bottle resembling the original European version. It ultimately would recommend and source a private mold 750ml flint glass bottle shaped like a flask. It sourced the glass through Consumers Glass of Toronto, Canada.

Working closely with McCormick’s in-house design team, Saxco also would produce and apply the pressure-sensitive labels for the Tarantula Azul tequila bottle. The labels were completed by Pre-Deco of Bardstown, Ky.

"The Saxco portion of the project took six months to complete," states Herbert L. Sachs, president of Saxco International. "We were challenged to come up with a bold, new design reminiscent of its European counterpart, staying within McCormick’s budgetary guidelines," Sachs states. "We were delighted with the overall result on behalf of our client."

Tarantula Azul is currently being marketed in 45 states throughout the United States.