A new line of liquors targeted at “discerning female consumers,” SX appeared on Florida store shelves in June in a sensuously contoured bottle that suggests the exotic infusion of Latin-inspired flavors within. Developed by SX Latin Liquors of Fort Lauderdale, FL, the brand relies on a bottle with flowing feminine movement, designed by 4sight inc., along with exotic ingredients to deliver on a bold brand promise: “Your Drink. Sexier!”
The SX brand, which stands for “Sensual” and “eXotic,” includes three varieties, each named after a Latin dance: SXchachacha tequila, SXcalypso rum, and SXsamba cachaca rum. SX founder and CEO David Knight identified tequila for SX’s first product line because of its fast-growing popularity, but current lack of category innovation. “We wanted to introduce something that would grow the category and attract new users,” he says. “Key to that proposition was to produce a bottle that breaks industry norms and stands out.”
