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21/10/2016 13:58
TEQUILA HERRADURA DRIVES PREMIUM TEQUILA GROWTH IN THE UK ON-TRADE THROUGH BUY-THE-BARREL PROGRAM
Tequila Herradura unveiled the first barrel of Double Barrel Reposado tequila to ever be sold in the UK, at the opening of a second Crazy Pedro site in Manchester.
The barrel’s arrival in the UK marks the launch of Herradura’s new Buy-The-Barrel Program, which offers customers the opportunity to personally select their own bespoke barrel of Herradura Double Barrel Reposado tequila. The brand is the first tequila to ever offer such an initiative in the UK.
In partnership with Mangrove Global Ltd., Herradura is offering a unique experience, whereby customers are flown out to Mexico to visit Casa Herradura, the home of Tequila Herradura, which is estate bottled in the last remaining tequila- producing Hacienda in Amatitan, Jalisco, Mexico. Whilst there, guests take part in a private tasting to select their own unique barrel as well as having the opportunity to sample the liquid at every step of the production process.
Nidal Ramini, Brown-Forman Head of Trade Advocacy, Northern Europe, said, “We can offer our customers bespoke and personalised services that set them apart from other bars and create a unique talking point. Sales of super-premium 100% blue agave tequilas have more
32 DECEMBER/JANUARY 2017
than doubled in the past five years and the Buy-The-Barrel Program will help to drive the category forward as well as ensuring that we can continue to provide our customers with truly exceptional experiences.
We’ve worked with Crazy Pedro’s owner, Lyndon Higginson, for many years and we are super excited that they will be the first UK bar to take this on. We have seen a rise in consumer demand for super-premium craft cocktail bars outside London and Lyndon and his team have always been at the forefront of pushing boundaries with their offerings, which highlights the demand for this type of collaboration around the UK.”
Nick Gillett, Mangrove Global Ltd. Managing Director, added,
“Tequila Herradura has been a pioneer within the category, being first to market with a number of expressions throughout its history. They have continued this tradition by launching the buy the barrel program. This further enhances the quality 100% blue agave tequila offering from Mangrove and Casa Herradura and affords the accounts the opportunity to have a bespoke offering.
Crazy Pedro’s is a fantastic partner for this program and we look forward to continuing our partnership with them.”
At 40% ABV, every bottle of Tequila Herradura Double Barrel Reposado is made from 100% blue agave tequila that is rested in toasted oak barrels for 11 months. This tequila is then matured for an additional month in a brand new, toasted oak barrel, which provides it with a unique smoothness and complex flavour notes of cooked agave, dried figs and sweet aromatic spice.
For further information about the Tequila Herradura Buy-The-Barrel Program, please contact:
stuart.fritz@
mangroveuk.com
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