This January, a limited number of US retailers began offering a new, hibiscus-infused variation on the Mexican distiller’s premium quality reposado tequila. The soft pink-tinted liquor, Gran Centenario Rosángel, premiered in Mexico last fall. Jose Cuervo turned to Applied Storytelling to name the new product.

The name takes inspiration from the allegorical angel that appears in its package design.

The new name needed to satisfy a number of criteria in addition to being distinct from the names of other hibiscus-flavored beverages and true to the Gran Centenario personality and packaging. For one, it also needed to have a “cool Mexican feel” that did not feel overly exotic or foreign to a Mexican consumer. Additionally, of course, it needed to sound pleasing when combined with “Gran Centenario”.

For Applied Storytelling, the successful effort continues the firm’s longstanding strength in consumer product naming. It also represents a growing body of work geared to the Mexican and Latin American markets.