SEXY New Latin Liquors

SX-family-ChaChaCha-white_top story sizeSX Latin Liquors launches a line of premium Latin spirits infused with sensual and exotic ingredients in a distinctive contoured bottle. The company says the packaging is part of the SX brand's bold promise to discerning female consumers: Your Drink. Sexier!

 SX (the "S" stands for sensual and the "X" for exotic) is launching with three products. All are named for passionate Latin dances: SXchachacha (100 percent 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).

"Packaging is key to driving trial at the point of purchase," SX founder and CEO David Knight says. "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."

According to Stuart Leslie, president, 4sight inc., the New York-based design and innovation firm, "The curvaceous bottle exudes
pure sensuality and mystique. The inspiration behind the design are the curves of the female body and the smooth rhythm of the music; that is the core of Latin culture and tradition."

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 entire bottle, except for one small clear panel, is frosted, resembling a flowing dress with an alluring front slit. 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, Ingenuity Design, Norwalk, CT.

While the key intended target audience is women, the shape and physique of the bottle is designed to also attract men to its alluring form.

The full range of spirits will become available in Florida during June 2011, and will then expand to New York and nationally for both on and off premise purchase.

Produced in 2 sizes, 750 ml and 1 liter, the suggested retail price is $39.99 and $49.99, respectively.

Linda Casey -- Packaging Digest, 6/7/2011 





2oz of SXsamba
6 chunks of lime
2 spoons of brown sugar
½ cup of ice
Coconut foam (Optional)

Muddle the limes and sugar in a Boston shaker and add the SXsamba. Shake the ingredients with ice and serve into a old fashion glass. Add coconut foam to add even more Brazilian sexiness.
Garnish with red berries and a sprig of mint.



2oz of SXcalypso
2 spoons of brown sugar
8 mint leaves
1 oz of lemon juice
Splash of mineral water
½ cup of cracked ice

Muddle the mint, sugar and lemon juice in a Boston shaker. Add the SXcalypso and cracked ice and mix all ingredients.
Pour into a high ball glass and finish with a splash of mineral water.  Garnish with a sprig of mint.



2oz of SXchachacha
.5oz of Cointreau
1oz of Fresh Limes
2 spoons of sugar
1 cup of ice

Put all ingredients into the blender.
Blend until smooth.
Serve into a margarita glass with a salted rim Garnish with lime slice, peel and pomegranate seeds.

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