Hi-Spirits introduces Corazón Tequila to UK market

Hi-Spirits is launching Corazón Tequila to tap into the popularity of premium tequila.

The four-strong range is owned by Sazerac, whose portfolio also includes Southern Comfort, Buffalo Trace, Fireball and Paddy Whiskey.

Corazón is produced for Sazerac by Casa San Matias Distillery, one of the few family-owned agave estates and distilleries in Los Altos de Jalisco, Mexico; it is also one of the oldest tequila distilleries in the country.

The tequilas are made from 100% blue Weber agave, sourced from the Highlands of Jalisco, using traditional production methods including cooking in stone ovens. During this unique distillation process, oxygen is infused into the tequila after the second distillation to produce a spirit that is softer and more approachable.

The four-strong range coming to the UK, includes Corazón Blanco (£32), Corazón Reposado (rsp: £35), Corazón Anejo (rsp: 40) and Corazón Extra Anejo (rsp: £50).

Hi-Spirits is targeting a core demographic of 25 to 25 year-old cocktail drinkers and “spirit explorers” with the Corazón range.

Dan Bolton, managing director of Hi-Spirits, said: “Quite simply, Casa San Matias is currently distilling the finest tequilas in the world, and we are delighted to be adding Corazón to our portfolio of brands.

“Tequila is a huge opportunity for the UK spirits market, and with serves generally weighted towards shots in the on-trade in particular, we see a strong opportunity with the launch of the Corazón range to shift that perception.

“We want to engage the growing number of knowledgeable consumers who enjoy cocktails both when they are out to eat and drink, and at home, and who appreciate spirits with authenticity and provenance, as we have seen with the craft gin boom,

“Along with premium cocktail serve ideas, we are offering information about the heritage of premium tequila and the terroir of agave, tapping into that artisan spirits trend. While consumers appreciate classic cocktails such as the Paloma and Margarita, there is so much more to enjoy. We are making the Verdita our signature serve for Corazón, positioning it as the ‘unknown classic’ cocktail that consumers will come to love.”

Related articles: