Hirst Pacific Ltd Redesigns Herradura Tequila Bottle For Brown Forman

NEW YORK, NY, September 29, 2010

BROWN FORMAN, a diversified producer of fine quality wine and spirits, announced today the launch of its newly designed Herradura Tequila bottle that captures the essence and heritage of the brand name. In 2009, Brown Forman hired Hirst Pacific Ltd to assist in redesigning the bottle.

The mission for Kenneth Hirst, president of HIRST PACIFIC LTD, was to work in conjunction with the Brown-Forman design team to develop a new Herradura bottle that would unify Herradura's global markets, replacing the round bottle in Mexico and the square bottle in the USA.

The clear glass form is an elegantly tapered square shape with an extended neck, which ties to the authenticity of traditional Mexican glass making. Colored ribbons draped over a bold black cap distinguish the collection of aged tequila's. The bottle is easy to hold and pour and is particularly efficient when filling a small shot glass.

Herradura means horseshoe in Spanish and was a symbol of good luck for the founder, Feliciano Romo. Since the previous label incorporated a horseshoe element, Hirst wanted to make it the symbol of the brand and the focal point on the bottle. The label is simply a metallic horseshoe embossed with the brand name and embedded into the front panel of the glass that frames the emblem. The brands iconic symbol makes the package easily recognizable.

Additionally, the bottle is subtly detailed with decorative elements that are found around Casa Herradura linking the package to its provenance.

Herradura has over 140 years of heritage and tequila making tradition. The new bottle was designed to reflect the high quality and authenticity of the product. The bottle is a balance of Herradura's distinct Mexican heritage while being premium and contemporary.

The final design exudes distinction, yet remains friendly and approachable. It maintains its link to Mexican tradition and serves as a worthy vessel for one of the finest tequila's on the market.

BROWN FORMAN Herradura tequilas include: Silver, Reposado and Anejo. The new packaging is currently available in California, Florida and Texas markets, and throughout Mexico. The remainder of the U.S. and rest of theworld will follow in the coming weeks and months. Herradura is now available in stores throughout the United States and Mexico. Grab a bottle to experience the new Herradura tequila design by Kenneth Hirst.

ABOUT HIRST PACIFIC LTD
Hirst Pacific Ltd, a strategic branding and design consultancy based in New York City, provides global marketing solutions to a range of international brands. Our clients find our holistic and dynamic consultancy to be a preferred service when looking to revitalize or launch a variety of products and/or brands.

Our designs fulfill a unified global objective that elevates our clients' brands, engages the consumer and transfer seamlessly into the manufacturing supply chain. As a result, our client roster ranges from the best-known and most appreciated brands - all the way through to luxury product lines.

Our services include: Brand Strategy, Product Design, Packaging Innovation, Graphic Design and Environmental Design.