Tequila is reaching for new heights with traditional favorites and innovative products. By Kate Strandness
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resh-tasting. Light. Versatility and mixability. More than just shots. These characteristics have helped the tequila category evolve into what it is today.
"There is sophistication toward the category that did not exist a decade ago," says Andrea Sengara, Global
Director, Tequila Don Julio. "The consumer of today is well traveled and versed in spirits such as tequila." As a result, the category is revolutionizing itself, adding new iterations, re-designing labels to emphasize history in the modern day, and educating on the ways— beyond the simple answer of taking shots—it can be imbibed and enjoyed. "The consumer is becoming more interested and more educated and wants a better tequila experience," says Jesus Ostos, Brown-Forman's tequilas brand marketing group manager.
And the products reflect that from premiumization to eye-catching pack- aging to new products that not only have 100% agave but also use fresh ingredients. "The introduction of reasonably priced 100% Agave Tequilas is the primary trend in the category," explains Joshua Hafer, corporate commu- nications manager for Heaven Hill Distilleries, which imports Lunazul. The tequila category as a whole is up 3.8% from 2010 to 2011, according to the Beverage Information Group's 2012 Handbook Advance. Although the
Category leading Jose Cuervo rolled out packaging changes to its best-selling Especial Gold and Silver lines last summer, and also con- tinued with its yearly artistic re-design of its high-end Reserva de la Familia.
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