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Ultra-premium tequilas square up to the UK market.
(From Off Licence News)
Byline: Laura Clark
A pair of premium aged tequilas have been launched in the UK in a bid to drive sales of the spirit outside the US.
California-based Partida Tequila and Las Vegas-based The PatrAn Spirits Company are both responding to the UK's growing thirst for top-end, 100 per cent agave tequila by rolling out luxury extensions to their lines.
Partida Elegante is an extra aAejo tequila which is aged for more than 36 months in American oak. The style is described as "smooth, slightly sweet, with a buttery mouthfeel, hints of ripe banana and a light smokiness". Each numbered bottle is hand finished with a crystal decanter stopper and will retail for AGBP250.
Distributor Inspirit Brands said it hoped to capitalise on "serious interest in the super-premium tequila category". Sales & marketing director Stuart Ekins believes that, unlike other types of spirits, tequila has not benefited from big advertising spends in the UK. "Coupled with the lack of marketing and promotion that exists in this sector at the moment, we ...
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...success in the US", sa id Cellar Trends marketing director Terry Barker. This March Cellar Trends introduced Gran PatrAn Burdeos aAejo tequila to the UK in 70cl unleaded crystal bottles, after successfully launching a limited-production...