Golden Hour in the Southwest

Crafting distinction in a crowded category—and winning gold for it

There's something about the Southwest that defies easy imitation. The light, the landscape, the ineffable quality that makes a place feel alive, it's all there, and it's all nearly impossible to bottle. Nearly.

Santa Fe Spirits has long captured the essence of the Southwest. Their spirits reflect the region's magic, vibrance, and elegant sophistication, with nuanced notes of the local terroir. As they prepared to expand into new Southwest markets and cocktail-forward cities, they set out to create branding and packaging that felt just as authentic.

The opportunity was to develop a distinct gin brand designed to connect with its own target audience and drinking occasions, while expressing a sense of rugged elegance and discovery. The gin, originally formulated as Cholla Blossom, features botanicals such as juniper, cholla cactus flowers, white sage, osha root, and Cascade hops—a profile that deserved packaging as distinctive as the spirit inside.

The best part of this partnership? No one has to explain what authentic means. You just know it—when you taste it and when you see it on the shelf. The judges at Ad Club Colorado's The FIFTY Awards knew it too, awarding the work Gold for both Santa Fe Spirits and Moxie Sozo.