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100% Mexican company that revolutionized the way of preparing Carajillo.
The carajillo had a geographical problem: it was easy to enjoy at a restaurant, but preparing one at home was not always as simple. Auténtico Corajillo identified an opportunity in that gap between desire and convenience. Its proposition was to bring the experience of preparing this cocktail into a practical format, suitable for gatherings, after-dinner conversations, and different consumption occasions. However, simplifying preparation was only part of the journey. Another challenge emerged when the product reached retail stores: ensuring that consumers could identify the brand, understand its proposition, and easily find it among other alternatives.
Innovation can transform the way people consume a beverage, but it requires effective retail execution to become visible. At AIM, we identified an opportunity to contribute to this next stage by designing and manufacturing two retail display models for Auténtico Corajillo, offering different capacities and developed with the needs of traditional retail channels in mind. Our objective was not to change the product that had distinguished the brand, but to improve the conditions in which shoppers could discover it. After all, there is an important difference between simply being present in a store and creating a presence that makes purchasing decisions easier.
To understand the project, we must first look at the origins of Auténtico Corajillo. In 2019, siblings Jorge, Raúl, Adriana, and Ana Laura Olivo Padilla founded Old School Spirits, the company responsible for bringing the brand to market. Their proposition emerged from an observation about consumer habits. Ana Laura Olivo Padilla, a member of the founding team and the company's commercial leadership, explained part of that opportunity: "We saw that a carajillo could only be prepared in restaurants" (Olivo Padilla, 2024, as cited in El Informador; translated from Spanish).
The company responded by developing a presentation that combined liquor and coffee with a shaker, allowing consumers to participate directly in preparing their drinks. What made this model interesting was that the product offered more than a beverage mixture. It also incorporated an experience: consumers had to prepare, shake, and serve. Interaction became part of the value proposition.
As the brand grew and expanded commercially, a different need emerged: ensuring that its proposition could also be recognized and understood at the point of sale. AIM's original case study identified a specific objective: improving the display of Auténtico Corajillo Twin Packs and boxes, differentiating them from competing products, and making them more accessible to consumers (AIM Worldwide, n.d.).
Inside a retail store, consumers encounter beverages from different categories, sizes, and formats. Differentiation does not depend exclusively on packaging. Product organization, visual communication, and the conditions in which merchandise is presented also influence how shoppers perceive the available options.
Auténtico Corajillo needed a display capable of preserving its personality while standing apart from conventional retail fixtures. The objective was not to introduce unnecessary decorative elements, but to ensure that the product could be recognized as part of a consistent commercial proposition.
The challenge was also operational. Traditional retail channels include establishments with different layouts and merchandising possibilities. A solution suitable for a store with more available space may not necessarily work in a more compact environment.
Developing a single structure would therefore have limited implementation opportunities. At AIM, we needed to create an alternative that offered commercial flexibility without compromising the brand's identity. The display needed to adapt to the store, rather than requiring the store to adapt to the display.
The third challenge involved product availability. An attractive display may capture attention, but its usefulness diminishes if it cannot accommodate enough merchandise to meet demand.
The project required structures capable of presenting a substantial quantity of products while making them accessible throughout daily retail operations. The intention was to combine visual recognition with practical organization for both shoppers and retailers.
This balance is fundamental to any shopper marketing strategy: a brand needs to be recognized, but it must also be available when purchase intent emerges.
At AIM, we approached the project with a clear principle: the display needed to represent the Auténtico Corajillo experience without complicating store operations. Our response was to design and manufacture two retail display models with different capacities. Both shared the objective of improving the presentation of Twin Packs and boxes, while accommodating different space requirements and product volumes.
This decision transformed a merchandising need into an adaptable commercial solution.
One of the project's most recognizable characteristics is its graphic design. The structures incorporate Auténtico Corajillo's visual identity through a combination of dark tones, gold details, and prominent logo placement.
This visual approach allows the display fixture and the product to speak the same design language. Rather than introducing communication that feels disconnected from the brand, the display extends its identity. Graphic elements also help distinguish the proposition from other beverages while maintaining visual consistency.
The upper header serves as a point of brand identification, the display areas keep merchandise visible, and the graphic surfaces reinforce the brand's identity from different viewing angles. Together, these elements allow shoppers to recognize the brand before exploring its different product presentations. An effective display does not need to compete with the product it holds. It needs to give that product a place where it can stand out.
Our second decision focused on versatility. We developed two displays with different capacities to address the needs of the establishments where they would be installed. This approach expanded the available merchandising possibilities without relying on a single format.
In stores with more available space, a larger-capacity structure can accommodate a broader product offering. In establishments where space is limited, a display suited to the store's dimensions can be integrated more easily into the retail environment.
The value of having two models lies not only in their physical differences, but also in the ability to select the most appropriate solution for each point of sale. This is particularly relevant for commercial teams responsible for distributing merchandising materials across stores with different characteristics.
An implementation strategy can become more effective when it considers the actual conditions of each retail channel instead of placing the same fixture in every location.
Another interesting characteristic of Auténtico Corajillo is that its proposition involves a short preparation process. Consumers do not simply receive a beverage. They also participate in the steps that turn it into a carajillo.
For this reason, visual communication creates an opportunity to explain the experience in a straightforward way. The project images feature instructions such as "Add ice," "Mix it," and "Enjoy."
These expressions summarize the preparation process and communicate the product's practical nature. From a shopper marketing perspective, this type of communication can serve a valuable purpose: reducing the amount of information consumers need to seek out before understanding the proposition.
Not every purchase decision requires an extensive explanation. Sometimes, presenting the essential information clearly is enough.
For Auténtico Corajillo, that simplicity connects directly with its origins. The brand sought to make an experience previously associated mainly with restaurants more accessible. The display helps communicate that same convenience within the retail environment.
The project also considered placing the displays in strategic locations within retail establishments. This decision matters because product placement can influence shoppers' opportunities to discover merchandise.
Not all locations perform equally, nor do they respond to the same purchasing habits. Research published in the Journal of Retailing and Consumer Services identified differences in the commercial effectiveness of displays positioned in different supermarket locations (Tan et al., 2018).
Although that study does not evaluate the Auténtico Corajillo project or Mexico's traditional retail channel, it offers a relevant lesson: display placement should be a commercial decision, not merely a response to available space.
Design and placement should therefore be understood as components of the same strategy. A well-developed display can lose effectiveness if installed in an unfavorable location. Similarly, a promising retail position needs an appropriate structure to realize its potential.
The solution developed by AIM brought these considerations together: displays with different capacities and the possibility of positioning them strategically within stores.
The documented outcome of the project was a more attractive presentation of Auténtico Corajillo Twin Packs and boxes, accompanied by greater product concentration and improved accessibility for consumers. AIM's original project description also notes that the displays' capacity helps reduce the risk of short-term stock shortages.
The displays provided Auténtico Corajillo with a dedicated communication space. This allowed the brand to present its products through structures specifically designed around its identity, rather than depending exclusively on shared retail fixtures.
The result was a more recognizable presence aligned with the brand's commercial proposition. The importance of this decision lies not in the number of graphic elements used, but in how effectively they work together. When the product, fixture, and communication share a common identity, the display communicates more clearly.
The capacity of the structures made it possible to concentrate a substantial quantity of merchandise inside retail establishments. This supports visible product availability and allows retailers to keep inventory organized to meet demand.
However, it is important to distinguish display capacity from commercial performance. Having more merchandise visible represents an operational advantage, but it does not, by itself, demonstrate that sales increased by a particular percentage.
Proving that impact would require comparing sales, replenishment, and availability data before and after the installation of the displays. What the project does demonstrate is a solution designed to address a common retail challenge: a consumer finding the brand but not the specific product presentation they want.
Manufacturing two different models made it possible to address distinct commercial needs. This outcome is especially valuable for brands looking to expand distribution while requiring display fixtures compatible with different store configurations.
The success of a display should not be measured exclusively by its size. A smaller structure may be the right choice for a particular establishment, while a higher-capacity alternative may better address the requirements of another location. The key is selecting the appropriate format for each store.
Perhaps the most interesting aspect of the project is its relationship with the history of Auténtico Corajillo. The company began by simplifying the experience of preparing a beverage and subsequently identified opportunities to expand its commercial presence.
In an interview published by Revista Apolo, Mich Anaya, then the brand's commercial director, expressed one of its expansion ambitions: "The short-term local objective is to be present in every establishment and hospitality venue in Aguascalientes" (Anaya, 2020, as cited in Revista Apolo; translated from Spanish).
This statement reflects an earlier stage in the brand's development and does not refer directly to the displays manufactured by AIM. Nevertheless, it helps illustrate the importance of physical distribution within the company's commercial vision.
When a brand aspires to increase its presence, it must answer a fundamental question: how can it maintain a recognizable identity while entering establishments with different characteristics? The Auténtico Corajillo displays offer a practical response to that challenge.
The project provides an interesting foundation for developing additional commercial initiatives. The first opportunity involves integrating the displays into a broader point-of-sale segmentation strategy. Rather than allocating fixtures solely according to availability, brands can classify retail locations by sales volume, available space, product assortment, and replenishment requirements. This information would help determine which display model is most appropriate for each store.
The second opportunity involves improving measurement. A comprehensive shopper marketing strategy could incorporate indicators such as product availability, sales by presentation, replenishment frequency, merchandising compliance, and performance by location.
These metrics would help answer questions that go beyond the appearance of the fixture. Which stores perform better with each model? Which presentations require more space? How frequently should inventory be replenished? Which locations produce stronger commercial results?
Comparative tests between stores with similar characteristics could also be valuable, provided that external factors such as promotions, seasonality, and differences in demand are considered.
A third possibility involves developing communication that answers specific questions from adult shoppers. For Auténtico Corajillo, this could include more visible preparation instructions, information about available product presentations, and digital content accessible through QR codes.
The intention would be to support purchasing decisions with useful information while maintaining responsible communication appropriate for an alcoholic beverage category.
Finally, there is an opportunity to improve operational execution. A display can become part of a broader commercial strategy when its installation, maintenance, replenishment, and evaluation are managed according to established criteria.
A study published in PLOS One found that adding displays without considering circulation space can negatively affect shopping behavior in certain retail environments (Streicher, 2026).
The practical conclusion is important: more displays do not always create a better retail experience. The objective should be to find a balance between visibility, accessibility, and shopper comfort.
These opportunities represent potential directions for future development rather than outcomes already measured in this project.
Auténtico Corajillo built its proposition around a simple idea: making a consumption experience more accessible. At AIM, we helped bring part of that philosophy to the point of sale. We designed and manufactured two displays with different capacities to improve the presentation of its Twin Packs and boxes, reinforce its visual identity, and make its products more accessible within traditional retail channels.
The project demonstrates that a thoughtfully designed display can address specific commercial needs without relying on unnecessarily complex structures. It also offers an important consideration for other brands: before investing in a new display, it is worth asking what problem the fixture should solve for consumers and retailers.
That problem may involve limited space, a product presentation that is difficult to identify, insufficient availability, or a value proposition that needs clearer communication. When design responds to these questions, the fixture gains a more meaningful commercial function.
A retail display does not replace a strong shopper marketing strategy. It is one of the tools that brings that strategy to the place where it ultimately matters: the point of sale. And that is the opportunity we identified with Auténtico Corajillo: a merchandising solution capable of supporting the growth of a Mexican brand while preserving what made it distinctive from the beginning: the simplicity of its experience.
Know more about our retail displays.
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