Beam global launches premium tequila range

Related tags Tequila

Beam Global UK has launched a range of 100 per cent agave tequilas, a growing premium sub-sector, with the agave content denoting the quality of the...

Beam Global UK has launched a range of 100 per cent agave tequilas, a growing premium sub-sector, with the agave content denoting the quality of the spirit.

Hornitos Plata and Hornitos Añejo make a three-strong range with Hornitos Reposado, which has been available in the UK since 2000 as part of the Sauza portfolio. Hornitos Reposado grew 18 per cent in volume terms in the on-trade in the year to March, according to data analysts Nielsen.

The bottles of each feature an embossed leaf from the agave plant used in tequila's production. It follows the new look given to Sauza Blanco and Sauza Reposado earlier this year.

Beam wants pubs to use Hornitos as an up-sell as consumers become more discerning about tequila, and it points to the Pitcher and Piano chain as having successfully done this.

The launch will be supported by in-bar sampling and pushing the brands' use in long drinks such as the Paloma - tequila and Fanta Lemon.

Sauza brand manager Daniel Deephouse said: "Blanco and Reposado will remain mainstream in pubs but there's a lot more they can do trade up. Pubs sell up with vodka. There are equal opportunities to do it with tequila."

Beam is planning to launch Sauza Tres Generations, an even more premium brand, next year in the UK.

Related topics Spirits & Cocktails

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