Beam launches tequilas to fire the imagination

13 June, 2008

Beam Global UK is introducing a range of 100% agave tequilas as part of its £650,000 investment in the category this year.

The launch follows the roll-out of Hornitos Reposado, first available in the UK in 2000 as part of the Sauza portfolio.

Plata and


styles will be introduced this month in the on and off-trades, targeted at 25 to 34-year-old men who like "stylish clothing and cutting-edge technology",

said Beam.

All three variants will sport redesigned labels and

an embossed agave leaf on the bottle .

The tequila category is in "strong growth" in the UK,

said brand manager Daniel Deephouse. "Consumers are becoming increasingly discerning, ­choosing premium, authentic brands," he add ed.

The ultra-premium end of the tequila market "is becoming a real talking point and has been fuelled by success in the US", sa id Cellar Trends

marketing director Terry Barker.

This March Cellar Trends introduced Gran Patrón Burdeos añejo tequila to the UK in 70cl unleaded crystal bottles, after successfully launching a limited-production 75cl decanter in the on-trade.

At this year's Distil the Mexican Trade Commission hosted a selection of the country's leading producers to showcase new ranges of tequila, as well as more unusual drinks such as hemp, mandarin

and tequila liqueur and tequila cream.

California-based Partida Tequila has also

responded to the UK's growing thirst for

agave tequila

with Partida Elegante,

an extra añejo tequila

aged for more than 36 months in American oak. Distributor Inspirit Brands said it hoped to capitalise on "serious interest in the super-premium tequila category".

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