From Oaxaca to the World: Olmeca’s Limited-Edition Tequila Bottles Celebrate Tonas & Nahuales

Drawing from the rich heritage of the Zapotec communities and their “Tonas & Nahuales” tradition, this unique collection showcases vibrant, eye-catching designs crafted in collaboration with local Oaxacan artists. We sat down with Fabien Re, Global Director at Olmeca, to discuss the creative journey behind these bottles, how they reinterpret Mexican folklore for a new generation, and what makes them true collector’s items.

Olmeca’s first global limited-edition bottle showcases vibrant, playful colors and patterns. Could you walk us through the design process and the inspiration behind it?

This series of limited-edition bottles is inspired by the ancestral tradition of “Tonas & Nahuales,” which was originally created by the Zapotec communities in the Oaxaca region centuries ago. To honor this heritage, we collaborated with local artists from Oaxaca and partnered with a craftsman workshop called “Una Inspiración de Mi Vida,” run by the artist Victor Fabían Ortega and his family in the village of San Martín Tilcajete. This village is renowned as the world capital of Tonas & Nahuales. Working with this talented team, we created our own vibrant and fantastical Olmeca creatures.

Tonas & Nahuales are animals that symbolize your birth date and act as guides and protectors throughout life.

How many bottles are being released as part of this limited edition, in which markets will they be available, and would you consider it a true collector’s item?

We have crafted a series of three limited-edition bottle designs in collaboration with our talented Oaxacan artists. We are producing just over 230,000 units, which will be distributed in several countries worldwide, including China, Turkey, South Africa, Zambia, Ukraine, and Romania. These bottles represent Olmeca Tequila’s first-ever global limited-edition release, featuring vibrant, colorful, and playful designs. We are excited to share these unique creations with the world, and we hope they will be loved and collected by people everywhere.

How does this limited edition celebrate Mexican heritage in a modern and fun way? In what ways does it incorporate elements of Mexican folklore?

The richness and vibrancy of Mexican culture are boundless sources of inspiration. We are eager to showcase various aspects of this culture to our consumers worldwide. For this first project, we have honored the colorful art of Tonas & Nahuales, infusing it with the unique Olmeca twist. While the patterns adorning the animals deviate from the traditional Zapotec designs, which hold spiritual significance, they instead draw from the vibrant world of the Olmeca brand. The choice of colors is deliberate, aiming to mirror the energy and vibrancy of our Tequila.

How does the new limited-edition bottle reinterpret Mexican heritage to resonate with young tequila consumers today? Are there any particular stories behind the design that connect with this younger audience?

In Zapotec culture, Tonas & Nahuales are animals that symbolize your birth date and act as guides and protectors throughout life, similar to zodiac signs. However, we have chosen to present a unique interpretation of these traditional creatures. Our three captivating beings are a tribute to the diverse personalities encountered during a night out with friends, each possessing distinct qualities and traits essential to the group dynamic. Each is totally unique, but each is completely indispensable. For instance, with its many tentacles, the Octopus embodies the multitasking friend who effortlessly manages everything, from mixing drinks to curating the perfect playlist, ensuring everyone has a fantastic time. Meanwhile, the chameleon – a master of adaptation- represents the adaptable friend who effortlessly connects with people from all walks of life, regardless of the venue, music, or crowd. Each creature is distinct yet indispensable, celebrating the richness of human diversity within social circles.

What role does Olmeca’s rich cultural heritage play in shaping the brand’s identity, and how does this limited-edition bottle help tell that story to a global audience?

It’s in the brand name – a nod to the Olmec civilization, a quite mysterious civilization but considered in Mexico as the mother of all pre-Hispanic civilizations. This influence is not only evident in our bottle design but also in our visual identity, which features patterns and embossing reminiscent of ancient civilizations and their vibrant culture. Our brand taps into this rich cultural heritage and imagination, and our limited-edition bottle adds another colorful and playful layer to it – one that is very colorful and playful. While we keep the Olmeca fun alive, we also anchor it in authentic local Mexican traditions, ultimately reinforcing the brand’s authenticity and appeal.

Do you see this limited-edition bottle as a one-off launch, or could it be the start of more creative collaborations and future limited editions for Olmeca?

As I mentioned, Mexican culture is incredibly rich, diverse, and alive. We could launch new creative collaborations every month for years, if not decades, without running out of ideas. I certainly do hope that we will launch a new creative collaboration soon. In fact, I already know what the next inspiration will be.