Olmeca Altos

Brand Book 2010

100% Agave

Los Altos

Los Altos

Andrés Masso

Henry Besant

Created By Top Bartenders

WithTahona Liquid

Authentic & Magnetic Power

Who is Olmeca Altos ?

Olmeca Altos’ Origin

Why Launch Olmeca Altos ?

Differences Between Olmeca & Olmeca Altos

Our Competitors

Olmeca FAmily

How to drink Olmeca Altos ?

Technical Specifications

Brand Inspiration & Execution

Brand Elements

Graphic Elements

Applications

CONTENTS

Whois Olmeca Altos?

Who is Olmeca Altos?

Olmeca Altos is the new member of the Olmeca family: a super premium high quality Tequila, made of 100% pure Agave and Tahona liquid as an ingredient.

Created by our Maestro Tequilero Jesús Hernández together with two of the world’s most recognized bartenders: Henry Besant and Andrés Masso.

The iconic and mysterious bottle represents premiumness and authenticity.

An iconic bottleinspired by Olmeca

From an iconic bottle

To an even moreauthentic andrich design

Structure - Square shape ensuring solidity and robustness- Textured stone-like finish delivers authenticity- Tactility and soft edges

Graphics - Rich and deep colours- Sense of intrigue

Olmeca Altos’

Origin

Colours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.

WhereDoes Olmeca Altos Come From ?

- Los Altos is the geographic origin of Olmeca Tequila- “Los Altos” is Spanish for “The Highlands”- Our distillery is located in Arandas

Jalisco

Los Altos

Arandas

WhereDoes Olmeca Altos Come From ?

The Los Altos Region is at 2,100 m above sea level

Los Altos provides the ideal conditions for our key ingredient, the Agave; mineral rich volcanic soil & an ideal climate

Olmeca Altos is exclusively produced at our ownDestilería Colonial de Jalisco

At our distillery we produce Tahona Tequila, we use this precious ingredient as part of the Olmeca Altos recipe

Olmeca Altos ?

WhyLaunch

PREMIUM ULTRAPREMIUM

PRICE RANGE25 - 45 USD

PRICE RANGE50 - 120 USD

To compete more effectively in one of the fastest growing spirits categories, we need Olmeca Altos 100% Agave to complete our Tequila portfolio.

OLMECAOPPORTUNITY

SUPER PREMIUM

The Range

Olmeca Altos is available in two variants: Plata and Reposado

The RangeFor Olmeca Altos

Aged

Unaged

DifferencesBetweenOlmeca & Olmeca Altos


Diffrences Between Olmeca & Olmeca Altos

Olmeca Altos and Olmeca share the same origin but they reach different targets. Their qualities, territories and moods are different as well.

DifferencesBetween Olmeca & Olmeca Altos

Brand Name

UCCA

FORMULA

BRAND ROLE

TARGET

KEY SELLING POINTS

Olmeca

Liberating instant of exuberance

Mixto Tequila+ Tahona Tequila as ingredient

Strategic BrandVolume Builder

LDA - 30Urban, Trendy & Extrovert / BC+

- Nr 1 Tequila in Europe- Nr 4 Tequila in he World- Iconic - unique bottle- Only mixto Tequila with a % of Tahona

Olmeca Altos

Authentic and magnetic power

100 % Agave+ Tahona Tequila as ingredient

Strategic BrandCAAP BuilderA&P Focus

25 -35Urban, Stylish & Extrovert / AB

- Olmeca’s new 100% Agave Tequilawith Tahona liquid as ingredient- Premium, iconic & high impact bottle- A natural “step up” for existing Olmeca drinkers & other premium drinkers- Higher margins per litre sold

ourcompetitors

Our Competitors

Olmeca altos 1800 SauzaHornitos Centenario Cazadores

Olmeca Altos is a unique Tequila: it was created in collaboration between the Maestro Tequilero Jesús Hernández and Henry Besant.At every step of the production process they took great care to only use the best ingredients and the most authentic techniques.

- Young Agave- Distillation in stainless steel stills

- Aged in large vats - Without Tahona liquid

- Fully matured Agaves- Authentic brick ovens - Double distillationin traditional copper pot stills- Aged in small American oak barrels- Tahona liquid as ingredient

FamilyOlmeca

Olmeca Family

- Our Tequila portfolio is now complete: there is a Premium, Super Premium and Ultra Premium option for each of our consumer targets.- However, the focus should be on Olmeca Altos, as this is the brand that can best drive the business results - value growth.


BRAND

BRAND OWNER PRIORITY

PRICE STRATEGY

PERNOD RICARD PRICESEGMENTATION

Umbrella Brand

Olmeca

Premium

+10% AboveCuervo Especial

Parity Johnnie Walker Black

Parity Johnnie Walker Gold

2

Olmeca Altos

Super Premium

1

Olmeca Tezón

Ultra Premium

3

Olmeca Family

Olmeca family

How To Drink Olmeca Altos?

How To Drink Olmeca AltosTogether with Henry Besant we have developed three signature drinks

Altos Paloma

Altos Rocks

Tommy’sMargarita

RECIPE Glass:Rocks / Tumbler

Ingredients / Method:Pour 60 ml Altos Reposado over fresh cubed ice.

Garnish: Orange twist. Cut strip of zest ensuring that the pith is left behind. Squeeze over drink so that orange oils mix with the tequila.

A chilled glass of Altos Reposado is ideally paired with the bitter/sweet orange oils, which combine with the light oaky and caramel characteristics to create a simple drink with depth and complexity.

Glass:Highball / Collins

Ingredients / Method:Build over fresh cubed ice 50 ml Altos Reposado, 10 ml agave mix*, 50 ml fresh grapefruit juice &a pinch of salt. Top with soda.

Garnish: Lime wedge, squeezed on top of the drink. Stir together briefly.

Glass:Margarita glass

Ingredients / Method:Pour 50 ml Altos Resposado, 25 ml fresh lime juice, 15 ml agave mix (2 part agave syrup, 1 part water)

Garnish: Two Lime wheels

HENRYBESANTNOTES

The national drink of México, “The Paloma” (meaning of dove) is as refreshing as the day is long. Traditionally this long drink uses a Mexican soft drink called Squirt, which is a grapefruit soda. Here, we have substituted it with fresh citrus, soda and agave syrup in order to create a healthy and exciting alternative.

*Agave mix is simply agave syrup and water mixed in a ratio of two parts sweet to one part water. If agave syrup is hard to come by, then substitute for honey – another healthy alternative to sugar

It was created in the 1980’s by the US Tequila Ambassador Julio Bermejo at his father’s Mexican restaurant in San Francisco named Tommy’s. Julio’s idea behind that drink is to enhance the flavours of the tequila mix in the margarita by using agave nectar and not a triple sec. Also by mixing together there are great chances to end up with a hangover the day after.

Tasting Notes

Aroma:Olmeca Altos Reposado has sweet citrus notes like orange and grapefruit - fruity and fresh. The cooked agave, vanilla and woody notes complement each other leaving a well balanced and wide bodied aroma.

Flavour:Right from the start we get a sweet sensation in the mouth, a bit of tannins and citrus. The body is robust yet pleasant. It has a long finish with a well balanced combination of sweetness from cooked Agave, vanilla, and woody flavours.

Aroma:Olmeca Altos Plata has herbal notes of cooked agave and slight citric aroma with sweet notes. The Tequila is aromatic and fruity.

Flavour:Olmeca Altos Plata is sweet to the mouth, with citric notes like lime - lemon and cooked agave. The aftertaste is well balanced, pleasant and longlasting.

SpecificationsTechnical

hhghfghhfghColours are rich and deep, inspired by the elements of the Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold and silver represent the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provide intrigue and mystery.

Availability: October 2009

Product Data:Olmeca Altos 100% AgaveCapacity: 700ml

Technical Information:Pack Weight in kg: 19Layer per pallet: 5Units per pallet: 55Cases per container: 550

PlataUPC: 7000 80432 10603 7SCC: 700100 80432 10603 4

Sales SheetKey Selling Points

- Olmeca Altos comes from Los Altos region famous for growing the best Agave plants- Olmeca Altos 100% Agave is a Super Premium Tequila with an exceptional quality and smoothness - We use the precious Tahona liquid as an ingredient to create Olmeca Altos- Olmeca Altos has been created in collaboration between our Master Distiller Jesús Hernández and the top international bartenders Henry Besant & Andrés Masso

ReposadoUPC: 7000 80432 10552 8SCC: 100100 80432 10552 5

Brand inspiration& Execution

Olmeca Altos

Brand PlatformBrand Truths:- Top Quality- Strong & Sculptural pack- Rich in gold signs, Olmeca civilization- Premium cues- 100% Agave- Strong Origin: Los Altos- Tahona Liquid as ingredient- Liquid co-created by Top Bartenders

Personality:- Daring- Trendy & Extrovert- Intriguing- Original- Unconventional

Against Whom:- Cazadores- 1800 Tequila- Cuervo Tradicional- Aspirational white spirits- Grey Goose- Ketel 1

Values:Mystery, Freedom, Energy

For Whom:Primary Target: Top Bartenders - Mainly Male - between 25 & 35 years old- Exclusively live in big cities - travels to other capitals- Visit Spirit Fair & Bar Shows - are very well connected- They live for their life and passion- They are a community- They do not like Marketing, but they like to be considered for what they are: passionate, eager to learn, share quality committed

Secondary Target: Urban Trendsetter- Men/Women (60/40%) - 27 to 40 years old, A- & B- Urban & Quality conscious- Seduced by brands who managed to be both unconventional and authentic

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Consumer Insight:With my friends we like to go out and treat ourselves with qualitative products

to experience authentic moments full of energy and enjoy the mystery of the night.

Key Reasons To Believe:Olmeca Bottle: Strong bottle, textured and rich in mysterious signs

Formula: From Los Altos, 100% Agave with Tahona liquid – co-created by top BartendersOlmeca’s heritage & otherness: the gate to a unique, rich and colourful culture

Brand Essence:Mystery and Festive

UCCA:Authentic &

Magnetic Power

Olmeca Altos

Visualised Brand Platform

Benefit Mood:EnergyAuthenticGroup of Friends

Origin:MysteryRich in signsGold

ConsumerEnvironment:Night LifeLounge Bars

Brand Essence:MysteryFestive

Visual Identity:GoldRough LuxuryTexture

UCCA:AuthenticMagneticPower

Brand Personality Javier Bardem:Extrovert & TrendyAuthenticIn the knowMagnectic

Target:Top BartendersExtrovertedUrban & Trendy Active Social LifeYoung at Heart

Key Ingredient:100% AgaveUnique Tahona production processLos Altos regionCreated by top bartenders

Design PrinciplesOlmeca Altos Vs Olmeca

Olmeca Altos Olmeca

Rooted In Olmec Tradition

Elemental

Intense & Dramatic

Time-Honoured Craft

Imperfect Splendour

Tribal Pleasure

Key Ingredient:100% AgaveUnique Tahona production processLos Altos regionCreated by top bartenders

Brand Elements


or

Colour

Colours are rich and deep, inspired by the authentic elements of the Los Altos region itself - the intense red of the volcanic soil, the striking blue of the agave. Gold represents the sun and black represents the night, bringing drama and splendour to the colour palette. Contrasting colours bring passion and energy and light out of dark provides intrigue and mystery.

Plata

Reposado

Olmeca altos colour palette - What Is Your Lead Variant ?

The parchment paper add authenticity and sets a neutral background.

Note: For colour breakdowns see the colour palette section.

Altos Black Altos Teal Altos Red

Altos Gold

Altos Black Altos Red Altos Teal

Altos Gold

Materials & Textures

Materials and texture have contrast and relief. They provide dimension and strength. They are inspired by the reflective copper still, the grain of the Tahona stone, and the traditional craft of the production process. Smooth metals and foils together with heavily detailed glass or textured stone combine to create a tactile palette which is rich in authenticity and appeal. As if hand crafted or dug from the earth, imperfection and elemental finishes emphasise a sense of rarity and effortlessness.

Distress Paintwork/EffectPatinated Copper/ MetalTextured Concrete

Acrylic/Wood Veneer Parchment/Textured Paper Reclaimed Wood (worn)

Textured Gold

Aged Leather

Mood Lighting

Crafted, the use of light and shade engulf you in its mystery. Just like the production process, lighting is textural and hand crafted in its execution, it is authentic and imperfect. Intense spotlights of light have the power to draw you in with their hypnotic drama, warmth and glow.

Photography adds an element of drama to the Olmeca Altos world. Up close and in sharp focus or covered in darkness, each approach strengthens the intensity and mystery of the product and the drinking experience. Zooming in on the detail from dramatic angles creates powerful images full of texture, just like the ancient Olmec monuments.

The photography by Ilan Rabchinsky for Olmeca Altos captures these values.

Photographic Style

Shape & Form

The photography by Ilan Rabchinsky for Olmeca Altos captures these values.

Inspired by the rounded solidity of ancient Olmec hieroglyphs, the shapes within the brand follow this same pattern. Corners are softened with curves, as if worn over time, and everything has depth and substance. Shapes interlock to create simple and seamless lines. The hidden shape within the footprint of the iconic bottle echoes this principle possessing both stature and raw imperfection like the temples and deities of the Olmec tribe of old.

The Hidden Shape

Graphic Elements


Olmeca Altos Texture - 4 Colour Logo

Olmeca Altos Black - 1 Colour Logo

Olmeca Altos Gold - 1 Colour Logo

Olmeca Altos 4 Colour Logo - Exceptional Circumstances usage

Horizontal Logo

Horizontal Logo

Horizontal Logo

Horizontal Logo

Vertical Logo

Vertical Logo

Vertical Logo

Vertical Logo

Master LogoColour Options

This is only for use in exceptional circumstances. There is an alternative version available where ‘ALTOS’ is red.

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Minimum 30mm Minimum 63mm

Logo Sizing

Olmeca Altos Logo

Horizontal LogoVertical Logo

Sizing applys to Olmeca Altos 4 Colour & 1 Colour Gold & Black

Logo Usage

The area indicated by ‘ALTOS’ is the exclusion zone, keep this area clear.

Don’t change the lock-up

Don’t place the logo over an image

Don’t distort the logo

Olmeca Altos LogoAltos Brand Logo Safe areas

Altos Brand Icon

The icon includes the time honoured craft of Olmeca Altos, the Tahona stone, the Blue Agave and the volcanic red soil. The textures and shapes are elemental and imperfect.


Altos Brand IconFull Colour with Logo

Altos Brand Icon 4 Colour Altos Brand Icon 3 Colour- Foil/Pantone Gold Altos Brand Icon 2 Colour

The full colour logo should always be used on black or a dark background, such as dark wood, to ensure standout

hhghfghhfghAltos IconFull Colour without Logo

Altos Icon 4 Colour

Altos Icon 3 Colour- Foil/Pantone Gold

Altos Icon 1 Colour

Altos Icon 1 Colour can be used in Altos Black, Gold, Teal & Red on a contrasting colour for standout or on a similar colour as a subtle watermark.The Icon can also be used reversed out of the Altos Colours

Subtle Usage Reverse-out UsageBold Usage


Altos Brand IconSizing

Altos Brand Icon Full Colour Altos Icon 1 Colour

Altos Brand Icon Safe areas

Altos Icon Small Usage

Altos Brand Icon - Should not be used smaller than 50mm diameter

Minimum 50mm Minimum 30mmMinimum 50mm

This is the minimum size that the Icon can be used. Note no signature in the Icon and alway ensure legibility

Using the ‘+’ in the Altos Icon, an exclusion zonehas been created which must be clear. This ensures visiblity and standout. This rule does not include when it is used as a watermark.


hhghfghhfghAs uncoated papers are important to communicate the authenticity and imperfection, a uncoated colour and coated colour has been specified.

Plata

Olmeca Altos TealUncoated: C100 M0 Y31 K23Coated: C100 M0 Y45 K34

Olmeca Altos CreamUncoated: C2 M7 Y13 K0

Olmeca Altos RedUncoated: C0 M100 Y66 K13Coated: C0 M100 Y55 K44

Olmeca Altos GoldCoated: C30 M30 Y60 K10

Olmeca Altos BlackUncoated: C0 M0 Y0 K100Coated: C0 M0 Y0 K100

Olmeca Altos BlackUncoated: C0 M0 Y0 K100Coated: C0 M0 Y0 K100

Olmeca Altos GoldCoated: C30 M30 Y60 K10

For Olmeca Altos Teal match to: PANTONE® 322C or 321UFor Olmeca Altos Red match to: PANTONE® 194C or 193UFor Olmeca Altos Gold match to: LUXOR 425 (FOIL) or 873C or 873UFor Olmeca Altos Black match to: PANTONE® Process Black

For Olmeca Altos Cream match to: 9184U

Colour Palette

Primary Colours Secondary Colour

Reposado

Primary TypefacesTrajan Pro - RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?

Trajan Pro - BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?

Secondary TypefacesAdobe Garamond Pro - Regular ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?

Default typeface for use in Powerpoint or where the other typeface are unavailable.Times New Roman - RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!?

Altos fonts should be composed & rendered to capture the refined intense drama which is Altos.

hhghfghhfghTypography & Icongraphy



Applications

Altos Applications

The hidden footprint of the Altos bottle is echoed throughout the whole design process.

The Hidden Shape

The glasses have a raw imperfect affect created by a waterglass recycled process, with a Altos Icon foiled into the base.

Altos Applications

Altos Boston cocktail shaker with beaten copper beaker coated inside with a hit of teal and large mixing glass on top.

Large glass ice container with a beautiful crafted wooden lid.

Altos Applications

Olmeca Altos app; includes the history and process of making Altos, where to drink Altos- bar, resturants & events, how to make Altos cocktails, etc.

Altos moleskin diary with a beautiful gold Icon and a teal bookmark


Altos Applications

Altos Teal t-shirt-1 Colour screen printed Icon

Altos Polo shirt-Full colour embroidered Icon

Altos apron-1 Colour black on black Icon with Alto red stitching detail


Altos apron-1 Colour black on black Icon with Alto red stitching detail

Altos EnvironmentsWhat is your lead varient?

Depending on your lead variant of either Plata and Altos Teal or Reposado and Altos Red, this is a way to dress a high-end trendy bar. The bar is rich in materials, note the roof has a metallic foil and lighting out of dark provides intrigue and mystery.

Altos Plata Bar Altos Reposado Bar


Altos Environments

Classic Mexican environments using elemental materials and finishes including reclaimed wood, textured concrete and hammered metal.

Altos Environments


Poster Advertorial

True CommitmentTo Tequila

Enjoy Olmeca Altos Responsibly

Graphic Applications

The front cover and contents pages should be your lead varient colour. The title slide should be the contrast colour.

Graphic ApplicationsPresentation Templates

Title Here

Title Here

or

Altos Plata Presentation

Altos Reposado Presentation

Brand Book 2010

Documents

Olmeca Altos