Challenge
For a heritage brand like José Cuervo—a symbol of Mexican identity and centuries of tequila mastery—the challenge was clear: how to translate the authenticity of tequila into a tangible, sustainable, and visually compelling object for modern markets.
Three core objectives were established:
- Measurable sustainability – a product with tangible environmental benefits.
- Brand coherence – a design that reflects tequila’s cultural roots and its connection to the agave plant.
- Premium experience – a durable, high-quality design that elevates consumer interaction during festivals, events, and activations.
The solution came in an unexpected yet logical format: the everyday drinking cup, reimagined through innovative materials and advanced technology.
Solution
Ecoware developed 12oz cups partially made with agave fibers, integrating material innovation with industrial design. This solution is based on Polyagave, a compound that repurposes agave waste fibers to create functional, durable, and environmentally friendly products.
Key differentiators of the Inmold cups for José Cuervo include:
- Material innovation: partial replacement of traditional plastics with agave fibers.
- Cultural resonance: the natural bluish tone directly connects to the blue agave, tequila’s essential raw material.
- Visual excellence: Inmold technology enables 360° full-color graphics with a tactile Orange Peel finish.
- Functional versatility: 12oz capacity, ideal for tequila cocktails, mixers, and beverages at large events.
This balance between sustainability, cultural identity, and durability positions the cups as a benchmark in eco-friendly promotional design.
Results
The introduction of the 12oz Inmold Polyagave cups generated significant qualitative impacts:
- Strengthened brand storytelling: each cup communicates Cuervo’s bond with agave and its environmental commitment.
- Visibility at events: at festivals and concerts, the bluish tone and wraparound graphics enhanced the brand’s presence across thousands of consumer interactions.
- Reusability and durability: designed for multiple uses, extending both their lifecycle and brand exposure.
- Competitive differentiation: few brands manage to merge cultural heritage and sustainability with such authenticity
The Strategic Value of Inmold Technology
The Inmold labeling technology offers benefits beyond visual appeal:
- Durability: graphics are fused into the product, resisting scratches and wear.
- Premium finish: the Orange Peel texture provides elegance and better grip.
- Marketing agility: artwork can be customized per campaign, maximizing relevance in activations.
This transforms the cup into a powerful brand platform, particularly in spaces where beverages compete for consumer attention.
Know more about our ecofriendly products.
