High-end tequila mark for Diageo

22 October, 2008

An ultra-premium version of Jose Cuervo tequila is being launched in the UK through Diageo GB.

Harvey Nichols will be the first off-trade retailer to list Jose Cuervo Platino which is being backed by a £250,0000 marketing investment by the British firm.

The launch comes at a time when Nielsen figures suggest tequila sales across the UK market were ahead by 7% in the year to May.

Platino is made from 100% blue agave and uses a new distillation method – described as a “breakthrough in the tequila industry” by executive director Juan Domingo Beckmann – which is claimed to give a smoother taste.

The rrp is £50 and the brand is being distributed through wholesalers Venus Cash & Carry, Coe Vintners, Waverley TBS, Justerini & Brooks, London Wine Co and Millward Wines.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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