Ravella's tequila packaging reflects luxury positioning

Tequila is carving out a high-end niche in the spirits category. A new entrant to this dynamic market is Ravella, a brand created by US-based custom luxury game tables supplier 11 Ravens. The launch is 11 Ravens’ first foray into premium spirits and is part of its move to create a lifestyle brand portfolio.

Soona Studio

The brand debuted with Ravella Extra Añejo, a small-batch sipping tequila aged in American White Oak barrels for at least 36 months. The packaging was designed in-house at 11 Ravens, by designer Bernard Semerdjian, Director of Brand Development Sea Zeda, and Founder Michael Zaretsky.

Ravella Extra Añejo comes in a sleek, tapered bottle - a customized version of Saverglass’ Hercules decanter - whose design is inspired by what the brand calls “the mysterious raven”. The heavy stopper with a gold metal-plated finish was first hand-sculpted to create a piece that was used for the conception of the mold.

Soona Studio

The tequila comes in a special-edition case with angled openings and magnetic closures that, when opened, mimics the motion of a raven spreading its wings. The rigid board box is sheathed in textured black and gold metallic papers and has a black felted foam and gold interior.

Soona Studio

Citing the Distilled Spirits Council of the United States’ (DISCUS) Luxury Brand Index, 11 Ravens highlights that tequila witnessed annual growth of 43% in the second quarter of 2022.

“Tequila is increasingly being associated with luxury, much like wine and whisky have been appreciated for decades. Across the rest of the world, tequila imports continue to increase year after year, and major luxury conglomerates are beginning to take interest,” 11 Ravens Director of Brand Development Sea Zeda said in a statement.

Ravella Extra Añejo launched this month and retails at $280. Also in the pipeline for this year is the brand’s second expression, Ravella Joven.

BottleSaverglass

LabelsSignet Branding