First Drinks reveals spirit plans for 2013

Milagro Tequila was established by two friends in Mexico, but First Drinks owner William Grant & Sons now has a controlling stake in the distiller, which has already found success in the United States.

First Drinks managing director Chris Mason told the Publican’s Morning Advertiser​ that the company will be bringing the tequila brand to UK pubs and shops sometime this year to compete at the top end of the market.

“As with most things we do, we want to enter with a unique product at the premium end,” he said. “Tequila is very well catered for in the commodity market and we don’t want to go toe to toe in that and create price spirals. What we want is to create something with a unique point of difference and Milagro has already demonstrated in the US that it has this.”

Mason also confirmed a nationwide launch for Hudson Baby Bourbon, a brand that is made in New York and sold only in “baby” sized 35cl bottles. It has already been on test in some London bars and will compete with premium Bourbons and American whiskeys, as well as malt whiskies.

The rollout is expected to take place in the third quarter of the year when First Drinks gets its full allocation of stock.

There are also plans for a William Grant brand called Solerno, Mason revealed. The blood orange liqueur is already available in the US and Italy and the company wants to launch in the UK, but due to conflicts with Rémy Cointreau, for which First Drinks distributes orange liqueur Cointreau, the company is looking for a third party to take on the brand in this market.

“This is something the group is looking at, but it could be 2014 before we see it in UK pubs and bars,” said Mason.