Press release | Tequila Barajas: Elevating the drinking ritual to an art form
When indulging in the world of spirits, it’s not just about the refined taste and the tickle our palates get, it’s about that precise moment our eyes lock on the bottle.
It’s fair to say that the world of fine spirits is replete with breathtaking bottles that boast a perfect amalgamation of design and craftsmanship. Many are already considered treasured pieces of art.
To those accustomed to exploring Paris Packaging Week and journeying through the captivating world of glass bottles of spirits and exhibitions like this, it takes a lot to stand out. That said, every so often, something very special comes along. Something that whisks you away to a symphony of design that entices and mesmerises.
We didn’t expect it to be pulled out of a non-descript sports bag by a Chemical Process Engineer. And when Daniel Barajas Ledesma, son of Gerardo Barajas, sat one of the unique bottles you are likely to find on the table, it felt as though he had presented much more than a bottle of Tequila – it felt as though it was truly representative of Mexico.
“It has been said that I’m the founder, but it’s my father [Gerardo Barajas], and he started in 1997 with his dream,” said Daniel. “He was breaking his head to try and figure out a name to put to his brand, and Barajas is his last name, so he decided to run with that. In 2005, he decided to pursue another niche, Margaritas, and Tequila Barajas was put on standby for a couple of years. Then we decided to relaunch it four years ago and bring Barajas back to life.”
During his studies in Germany, Barajas met Alexia Strohmeier from Switzerland, who was equally enamored with the beauty and culture of Mexico. Together, they expanded the vision of Tequila Barajas, introducing a new product that united the tradition of Tequila with the stunning art of Mexico.
“We wanted something classical, elegant, and something you can recognise as a bottle,” he continued. “But simultaneously, we wanted to innovate, some transformation and something you’ve never seen. Something you can identify as beautiful wherever you are: Latin America, Europe or Asia. That was the mission.”
Message in a bottle
In their quest to find a bottle that represented a work of art, Barajas very quickly realised that placing as much focus on the meticulous level of craft and the intricate artistry that adorns the bottle was the only way to achieve something that truly embodied the essence and heritage of Tequila Barajas.
The pair found their inspiration in the blue agave plant, the very essence of our product, but the next question was how to bring their vision to life.
“A friend of mine, Karen Gonzalez, was tasked with developing the shape of the bottle,” said Barajas. “She fell in love with the project and created 27 different designs and sketches, and we chose the one we have because it represents an Agave plant.
“It’s a bottle that starts as a circle and ends as a Hexagon, and the leaves go away from the Agave. It also represents something from nature and ends as a handmade product.”
Barajas is collaborating with Ceramica Servin, a family workshop based in Mexico, to create something people can hold and savour beyond consuming it. Barajas likes to think he’s not only Tequila but sharing little pieces of art, and by doing so, he is supporting small artisans in the process.
“What makes the bottle special is that we’re doing it in collaboration with Mexican artisans, and it’s a process that takes ten days and seven hours to paint each bottle,” he added. “During these ten days, the bottle passes through the hands of nine artisans and at the end of the day, it’s just a masterpiece, with each one numbered and signed by the artisan.
“It was incredibly difficult. There are many artisans in Mexico who all do beautiful work, but finding the right ones who represent the idea we had and the quality we wanted was just so complicated. Ultimately, it was three years of development, but had an amazing result.
“When you see this product, you just want to see what is inside because we’re just speaking about the bottle, but the product is Tequila, and the product we have is amazing. We want to create the very best that Mexico can bring, and in its entirety, it’s just elegant everywhere.”
Just reward
And it has paid off hugely. Having already been awarded the prestigious Masters Medal at the Global Spirits Design Masters, they were now speaking after scooping the Luxury Innovation Award at the PLD Innovation Awards at Paris Packaging Week.
A smiling Barajas couldn’t hide his pride in crafting not just Tequila but a true masterpiece, which he hoped would not end up in the trash.
“For us, it’s incredibly important that at the end of the day, the bottle just rests in a beautiful place,” he said. “We want people to keep them, and it’s part of Mexican handmade artisanry.
“We can’t force the consumer to keep the bottle, but it’s something we’d love. We want the consumer to keep the bottle because of its energy. When you have it in your hands, the energy is incredible, and it’s just so different from anything you’ll see in the tequila market.
“The response we’re getting from the consumer, the audience, and everyone has been amazing, and it feels magical when things happen like they are happening now. I keep returning to the energy this product has, and when you have it on the table, it just makes you feel good and that there’s humanity behind it. There’s no machinery behind this process; it’s genuine artisanal work.”
Quite often, you have to choose between something that truly represents heritage, a unique design, or it being a limited-edition gem. Yet, a brand that has been around for just over five years has already positioned itself as one of the most sought-after bottles of Tequila on the planet.
Skilled maestros tequileros oversee small-batch production and ensure that each bottle is made with the utmost care and attention to detail.
“There has to be something different,” he said. “When you see it from a distance, you recognise it and say that’s Barajas. The part that we love from the history is that Barajas is difficult to pronounce in different languages, and it’s lovely to hear people saying it in different languages. It’s just brilliant to see people recognising this Mexican heritage.”
And in a world where revolutionary, or even evolutionary packaging in this case, is difficult to come by, what next? Barajas, who has yet to drop a bottle, revealed the sometimes difficult second album is already in hand.
“It’s a golden bottle with real gold,” he continued. “It takes three times longer for the decoration, but I’m proud at the end of the day. I feel like a father talking about his baby all the time.
“It’s quite a precious story, too. I wanted to give something to my girlfriend before asking for marriage, and I didn’t just want to come with empty hands and a ring. I wanted to create this experience with Barajas, this baby we have, and bring it to the proposal. So, I decided to create this white bottle with gold, and when we were in the restaurant, I wanted to say, ‘Bring the best Tequila’, and the bottle is signed and dated with the date I was going to ask her. The reality is that it was a little late, and I gave it to her for Christmas. But the bottle is so beautiful that I realised we needed to make some special editions, so this will be a special edition in 2024. There will be just 50 bottles for the whole world, and I believe most have already sold, and we haven’t presented them yet, so it’s fair to say they’ve been a success.”
And so, as you scramble to get your hands on one of the remaining bottles, the direction of travel has been set. Fine spirits now go well beyond a drink; they are an experience. As Barajas so eloquently puts it, they draw us into their world. So, the next time you pour yourself a glass, why not take a moment to appreciate the captivating bottle that holds it.
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