Tequila Código 1530 & Ecoware: Polyagave Shot Glasses Redefining Premium Promotional Items Executive Summary

Executive Summary

Tequila is not only one of Mexico’s most iconic beverages but also a cultural symbol that transcends borders, connecting consumers to a centuries-old artisanal tradition. In this context, Tequila Código 1530, in partnership with Ecoware and AIM Worldwide, chose to innovate in how the brand engages with its audience through a promotional item with deep symbolic and strategic value: shot glasses manufactured partially with agave fibers, using Polyagave technology.

This success story illustrates how a promotional item, when designed with strategic intent, can become a natural extension of a brand, strengthen its premium narrative, and simultaneously respond to growing consumer expectations for sustainability.

Challenge

The spirits industry faces a clear challenge: how to design promotional items that are not disposable giveaways, but meaningful objects that extend lifestyle and brand values.

Código 1530, a tequila house celebrated for its heritage and refinement, set out to create a promotional product that met three key requirements:

1. Cultural authenticity – capturing the tequila-drinking ritual in a functional and elegant format.
2. Real sustainability – integrating materials that reduce environmental impact and resonate with evolving consumer demands.
3. Brand equity – offering an aspirational object that reflects the essence of a premium tequila.

The answer lay in a seemingly simple yet highly symbolic object: the shot glass.

Solution

Ecoware designed shot glasses using Polyagave, a bioplastic developed from agave fibers recovered from tequila production. This innovation represents a step forward in circular economy practices by transforming industry byproducts into high-value promotional items.

The Polyagave shot glasses stand out for their:

• Functional design: ideal size for tequila tastings and resistant for repeated use.
• Premium aesthetics: customized with the identity of Código 1530, projecting exclusivity.
• Tangible sustainability: each piece communicates the brand’s authentic commitment to the environment through its material.

By choosing this promotional item, the brand went beyond gifting an object—it offered an experience that aligned with the essence of tequila: tradition, quality, and respect for its origin.

Results

The Polyagave shot glasses transcended the concept of a simple promotional giveaway. They became a symbol of belonging for those who received them, reinforcing the emotional connection to the brand.

Key outcomes include:

• High consumer acceptance: recipients perceived the glasses as collectible items rather than disposable gifts.
• Stronger brand positioning: Código 1530 was recognized as a leader in sustainable innovation within the spirits sector.
• Visibility in industry media: the project was featured in Plastics Technology México, validating the relevance of integrating biobased materials into promotional strategies.

The case of Código 1530 reflects a broader marketing trend: promotional items can no longer be seen as minor accessories. Instead, they must serve as strategic touchpoints that communicate brand values.

Polyagave shot glasses offer unique advantages:

• Product coherence: a premium tequila finds its natural counterpart in a well-crafted shot glass.
• Cultural connection: reinforces the tequila ritual that is deeply tied to Mexican heritage.
• Environmental purpose: shows how material innovation can elevate consumer perception of a promotional product.

According to Deloitte (2023), 57% of global consumers prioritize brands with demonstrable environmental commitments in their value chain—underscoring the importance of integrating sustainable promotional items into marketing strategies.

Opportunities for Expansion

The success of the shot glasses opens new opportunities for premium beverage brands:

• Extended promotional lines: collectible sets of shot glasses, limited editions, or bartender collaborations.
• Sustainable merchandising: beyond events, these items could be sold at retail or online as lifestyle accessories.
• 360° brand experiences: integrating shot glasses into tastings, festivals, and activations, strengthening sustainability narratives.

Conclusion

The success story of Tequila Código 1530 with Ecoware and AIM Worldwide demonstrates that a well-designed promotional product can transcend its immediate purpose and become a powerful branding tool.

The Polyagave shot glasses not only complement the experience of savoring an exceptional tequila but also deliver a clear message: luxury and sustainability are not mutually exclusive—they are mutually reinforcing.

With this initiative, Código 1530 strengthens its identity as a premium tequila brand while pioneering a new era in purposeful promotional marketing, where every detail matters.

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